18/11/2016 1 COMMUNICATION OBJECTIVES To inspire, educate and inform prospective visitors about the diversity of experiences in the Pilbara and Kimberley To communicate the drivers of appeal – majestic and ancient landscapes, pristine coastal environments, wide open spaces, genuine discovery To counter the rational barriers – time, cost, effort and distance How to ‘do’ the Pilbara and Kimberley Driving conversions for our members PR & EDITORIAL Hosting media across the region to showcase attractions and member products During 2015-16 media coverage included the following: TV PRINT SOCIAL MEDIA Fishing Australia Destination WA WA Weekender Merv Hughes Fishing Show Today Tonight The Today Show Weekend Sunrise Sunrise Sunrise Weather Surfing the Menu the Next Generation The West Australian Australian Senior Traveller Luxury Travel Magazine Australian Traveller National Escape, News Limited Qantas Inflight magazine RM Williams Outback Magazine Club Marine Primo Life, BMW Magazine Sunday Times 4WD Touring Australia Instagram Influencers: Lauren Bath Pauly Vella Paul Fleming Blogger: Georgia Hopkins TODAY SHOW WE LOVE AUSTRALIA SEPTEMBER 2016 Estimated advertising value for the East Kimberley region of $1.7 million to an average audience of 500,000 per half hour segment Organised by Tourism WA with support from ANW Website: 137,000 unique page views Paid Media: 153,721 clicks Competition entries: 20,871 Referrals: 6,571 Facebook: Reach 828,000, Video 88,626
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COMMUNICATION OBJECTIVES - Tourism Western Australia Library/Events... · 2016-11-21 · 18/11/2016 2 309,212 visitors in 2015/16 average 26,000 visitors per month 49% of traffic
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18/11/2016
1
COMMUNICATION OBJECTIVES
To inspire, educate and inform prospective visitors about the diversity of experiences in the Pilbara and Kimberley
To communicate the drivers of appeal – majestic and ancient landscapes, pristine coastal environments, wide open spaces, genuine discovery
To counter the rational barriers – time, cost, effort and distance
How to ‘do’ the Pilbara and Kimberley
Driving conversions for our members
PR & EDITORIAL
Hosting media across the region to showcase attractions and member products
During 2015-16 media coverage included the following:
TV PRINT SOCIAL MEDIAFishing Australia
Destination WA
WA Weekender
Merv Hughes Fishing Show
Today Tonight
The Today ShowWeekend Sunrise
Sunrise
Sunrise Weather
Surfing the Menu the Next Generation
The West Australian
Australian Senior Traveller
Luxury Travel Magazine
Australian Traveller
National Escape, News Limited
Qantas Inflight magazine
RM Williams Outback Magazine
Club Marine
Primo Life, BMW Magazine
Sunday Times
4WD Touring Australia
Instagram Influencers:
Lauren Bath
Pauly Vella
Paul Fleming
Blogger:
Georgia Hopkins
TODAY SHOWWE LOVE AUSTRALIA
SEPTEMBER 2016
Estimated advertising value for the East Kimberley region of $1.7 million to an average audience of 500,000 per half hour segment
Organised by Tourism WA with support from ANW
Website: 137,000 unique page views
Paid Media: 153,721 clicks
Competition entries: 20,871Referrals: 6,571
Facebook: Reach 828,000, Video 88,626
18/11/2016
2
309,212 visitors in 2015/16
average 26,000 visitors per month
49% of traffic is organic
www.australiasnorthwest.com
SOCIAL MEDIA
FACEBOOK325 posts
Reach: 1,883,20977,700 likes
6440 comments
10,815 shares
Increase to 34,000 fansINSTAGRAM
Increase to 20,000 fans 173 posts
DIRECT EMAILS
ANW Database: approx. 75K subscribers
16 email campaigns sent
Open rate 19% in line with industry
averages
DRIVING CONVERSIONS
Across australiasnorthwest.com, Facebook and direct emails, ANW sent
over 32,000 referrals to members’ websites
TRADE
Mega Famil 2016 32 agents hosted by 30 members over 4 itineraries; 22 members at workshop