Your SlideShare is downloading. ×
0
What’s It All About?
‘My Southern Highlands’ is an Innovative & Integrated
Destination Program aimed at developing VFR mar...
Set the Scene
Where? – Population 45,000 (17 Small Towns & Villages)

Home of Sir Don Bradman (Bowral) & Nicole + Keith

W...
Why We Do It?
TRA LGA Profiles of 2007 – High level of VFR
1. High cost of traditional marketing & advertising ‘noise’
2. ...
Current Program Objectives
Evolved since 2007


Build on existing VFR Program, Visitation, length of stay,
$ spend, regio...
Program Evolution

2008 – Discount & Rewards Booklet for Locals to share with VFR
2012 – Rebrand ‘Crown’ = Badge of Pride/...
Campaigns (2012-13)
2

1. Share Your Story (July-Sept 2012)
Locals sharing their stories about Southern Highlands
Posted t...
Campaigns Strategies
1. Brand Development
2. Communication

3. Promotions & Rewards Program
4. Point of Sale
Campaigns Strategies
Communication Elements
- New MSH Website
- Council & Region Website
- Council Householder Newsletter
...
Outcomes (2011/12 v 2012/2013)








Increased Unique web visits = 150% 5,927 v 17,812
App usage = 302% 80 v 322
...
Steve Rosa   Destination Southern Highlands
Steve Rosa   Destination Southern Highlands
Steve Rosa   Destination Southern Highlands
Steve Rosa   Destination Southern Highlands
Upcoming SlideShare
Loading in...5
×

Steve Rosa Destination Southern Highlands

95

Published on

Presentation undertaken at the Australian Regional Tourism Convention in Margaret River Western Australia Thursday 24 October 2013 by Steve Rosa Group Manager Destination Southern Highlands. Destination Southern Highlands has been active in the marketing of Visiting Friends & Relatives (VFR) tourism for the past 6 years. The Southern Highlands of NSW Australia with a population of 46,000 & consisting of 17 small towns & villages has been successful in developing local tourism ambassadors amongst their residents in an effort to 1. create community pride in their region 2. build local tourism ambassadors 3. increase knowledge amonst locals about whats in their local backyard 4. increase business referrals for locals & their VFR contacts 5. Undertake cost effective Destination Marketing for the Southern Highlands

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
95
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Steve Rosa Destination Southern Highlands"

  1. 1. What’s It All About? ‘My Southern Highlands’ is an Innovative & Integrated Destination Program aimed at developing VFR market & positioning Southern Highlands as a ‘Short Break’ Destination
  2. 2. Set the Scene Where? – Population 45,000 (17 Small Towns & Villages) Home of Sir Don Bradman (Bowral) & Nicole + Keith Who? – Destination Southern Highlands is a business unit of Wingecarribee Shire Council with a Industry Membership based structure of approx 300 When? – Program has been running for 6 years How? – ‘On the smell of an oily rag’ = funded from Membership Income approx $30k pa
  3. 3. Why We Do It? TRA LGA Profiles of 2007 – High level of VFR 1. High cost of traditional marketing & advertising ‘noise’ 2. Own & Control the communication channel 3. No real destination competition 4. Lack of local knowledge of “what’s in my backyard” 5. Need raise profile & value of Tourism in community 6. Opportunity to ‘personalise’ region, industry & stimulate new business My Southern Highlands was originally developed to create local tourism Ambassadors & reward locals for referrals via Industry Deals & Discounts
  4. 4. Current Program Objectives Evolved since 2007  Build on existing VFR Program, Visitation, length of stay, $ spend, regional dispersal NOW          • Build Community Pride Create More Tourism Ambassadors Buy Local/Shop Local ‘Personalise’ Tourism Industry Increase Operator Deal Voucher Redemptions Increase Database contacts Drive Traffic to MSH website & thru doors of VIC Instill FUN into Program Become leaders in VFR Market
  5. 5. Program Evolution 2008 – Discount & Rewards Booklet for Locals to share with VFR 2012 – Rebrand ‘Crown’ = Badge of Pride/Heritage/King or Queen of My Backyard > Polarised Community > New suite of marketing tools (website/App/E-dms/Vouchers/E-cards & use of Social Media) 2013 – Region Branding & MHLH Fun Campaign
  6. 6. Campaigns (2012-13) 2 1. Share Your Story (July-Sept 2012) Locals sharing their stories about Southern Highlands Posted to MSH website mysouthernhighlands.net.au & Share with VFR Incentivised = WIN Banquet for 10. VOTE for best story = Discount Deals 2. Share Your Photo (Sept-Dec 2012) As above Incentivised = Day with leading photographer + Accom/Meals 3. Winter Shorts Breaks (Jun-Aug 2012) $150k multi media advertising campaign Locals telling their stories & rewarding VFR & visitors for coming via Deals/Discounts 4. My Heart Lives Here (Apr-Sept 2013) 6 month campaign = local challenge Photos/30 sec video including MHLH logo Incentive $1000 per month x 6
  7. 7. Campaigns Strategies 1. Brand Development 2. Communication 3. Promotions & Rewards Program 4. Point of Sale
  8. 8. Campaigns Strategies Communication Elements - New MSH Website - Council & Region Website - Council Householder Newsletter - Monthly E-dm - Weekly ‘Deal of Week’ - Social Media – YouTube/Facebook/Flicker/Twitter - E-postcards - Local Media/Theatre - Smart Phone App & QR Coding - Redemption Vouchers - VIC ‘Red Carpet Days’
  9. 9. Outcomes (2011/12 v 2012/2013)        Increased Unique web visits = 150% 5,927 v 17,812 App usage = 302% 80 v 322 Increased database contacts (emails/Facebook) = 50% 10,000 v 15,000 Increased Operator Redemptions = 83% 1,800 v 2,965 Increased VIC visitation Increased Destination Awareness Increased Community Pride Challenges      Redemption Stats Collection from Industry ‘User Pays’ – industry buy in Budgets Keeping it Fresh & Different Making it easy for locals to access & engage
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×