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  • Welcome to the 2012 Geelong Otway Tourism Members Luncheon.
  • We have continued to invest financial and human resources into the digital space. Continued to build new consumer website and have commenced a strong social media presence across FB, YouTube, Twitter Emphasis on SEO, online bookings and generation of quality content.
  • Visit Victoria: Significantly increased our region’s digital footprint, with an extensive presence on Visit Victoria website. Our region has an impressive 1078 businesses listed, surpassing Melbourne’s 780 participating operators. Significant because the Visit Victoria website receives more than 7 million visits and 30.8 million page views annually. ATDW: - All online content is part of the Australian Tourism Data Warehouse platform. This digital tourism information store, is distributed out to various tourism and travel channels. Content is quality, accurate and timely. - ATDWs national database is currently being translated into simplified and traditional Chinese. This formed part of TA’s ‘Tourism Online Project’ to help prepare our industry (and our region) for the emerging Chinese market.
  • GSTR App
  • Online membership renewal and marketing package system was launched in 2012. Delivered a more prompt membership renewal, prompt payments and one-stop marketing program opt-in.
  • Continued to refine and evolve our tactical marketing campaigns. Go Travlr More successful packaging, were focussed on experience. Beacon Big 4 example.
  • · Our Geelong – Visiting Friends and Relatives Campaign. Targeting Geelong residents to encourage them to experience the activities available in the region, then in turn encourage their loved ones to come and visit and experience it too. · GOT in partnership with Tourism Geelong and Bellarine Tourism. · In market now, with a live website featuring 50 offers from businesses throughout the region visitors can download or buy. · The website also has capacity for visitors to share their favourite memories of the region, and to send e-postcards. There are monthly prize draws to encourage people to share and create content. · The campaign includes local print media, online activity, posters and postcards, targeted emails to specific databases and features in niche publications. All activity will drive traffic to the website to pick up the special offers. · The campaign activity has commenced and will run until April.
  • Tourism Australia’s National Landscapes Marketing Program. A joint partnership between Tourism Australia and Parks Australia, this unique partnership aims to achieve environmental, social and economic outcomes for Australia’s most significant natural areas and their surrounding regions.
  • 2013 Official Visitor Guides launched this week.
  • 80 th Anniversary of the Great Ocean Road Significant media coverage at a local, state and national level.
  • Showcase rare historical footage of the first vehicles travelling along the Great Ocean Road.
  • Statistical Snapshot – 2012 Performance Measures
  • Statistical Snapshot – Great Southern Touring Route
  • Statistical Snapshot – Business Events Geelong
  • GSTR Visitor Profiling: Domestic Visitor
  • GSTR Visitor Profiling: International Visitor
  • Increase in localised branding. Tourism Victoria investing money into building a brand for Geelong and Bellarine, with new imagery and hero shots. New imagery for Great Ocean Road. VFR Campaign will expand and include the whole Geelong Otway region, capturing the VFR market. Strong PR strategy will continue to be rolled out. Aligned with our online strategy and complementing niche marketing activities.

Got presentation 2012 members' luncheon slide share Got presentation 2012 members' luncheon slide share Presentation Transcript

  • Welcome to the 2012Geelong Otway Tourism Members Luncheon
  • Continued to build digital presence Consumer Website Social Media (You Tube, Facebook and Twitter)ONLINE STRATEGY +
  • Continued to build digital presence Visit Victoria Listings ATDW Channels ATDW Chinese TranslationONLINE STRATEGY
  • Continued to build digital presence Great Southern Touring Route AppONLINE STRATEGY
  • Continued to build digital presence Online Membership Renewal Online Marketing Package Buy-InONLINE STRATEGY
  • Consumer Marketing Campaigns goTravlrCONSUMER MARKETING
  • Consumer Marketing Campaigns Visiting Friends & Relatives (VFR)CONSUMER MARKETING
  • Consumer Marketing Campaigns National Landscapes ProjectCONSUMER MARKETING Tourism Australia Marketing Program
  • Consumer Marketing Campaigns Official Visitor Guides 2013CONSUMER MARKETING H ot off ress! t he p
  • Implementation of GOR Destination Management PlanMANAGEMENT PLAN Endorsed by Federal GovernmentDESTINATION
  • 80TH ANNIVERSARY OF THE 80th Anniversary of the Great Ocean RoadGREAT OCEAN ROAD Significant history
  • 80TH ANNIVERSARY OF THE 80th Anniversary of the Great Ocean RoadGREAT OCEAN ROAD Significant history
  • Statistical Snapshot 2012 Performance Measures Domestic OvernightSTATISTICAL SNAPSHOT YE June 12 YE June 11 % Change Visitors 1,907,000 1,709,000 +10.4% Nights 5,522,000 4,688,000 +15.1% Market Share 72% 70.3% +1.7% (nights) International Overnight YE June 12 YE June 11 % Change Visitors 105,800 107,500 -1.6% Nights 929,100 929,300 -0.1% Market Share 68.1% 63.5% +4.6% (visitors)
  • Statistical Snapshot Great Southern Touring RouteSTATISTICAL SNAPSHOT Great Southern Touring Route (YE June 2012) Total Travel Visitation increased by 8.7% Nights increased by 12% to over 13.4 million International Travel Nights increased by 27% to 2.1 million Travellers spent $210 million
  • Statistical Snapshot Visitor WebsiteSTATISTICAL SNAPSHOT Visitor Website 2010/11 2011/12 Unique Visitors to Website 191,275 275,986 Google Search Engine Ranking by keywords Geelong and the Bellarine 1 1 Great Ocean Road 10 2 Surf Coast 2 2 Otways 2 4
  • Statistical Snapshot Business Events GeelongSTATISTICAL SNAPSHOT Business Events Geelong 2010/11 2011/12 Total number of business events 1,637 1,682 Total business event days 2,883 2,941 Total delegates 65,975 66,965 Total delegate days 125,488 119,841 Average business event size 39.2 39.8 Direct economic impact $41.4M $49.4M
  • Visitor Profiling Great Southern Touring Route Domestic VisitorSTATISTICAL SNAPSHOT -Came from Melbourne -Stayed 2.8 nights -Used private or company vehicle -Favourite activity ‘to eat out at restaurants’ -Used the internet to source information -Lived as a couple -Had an average household income of $102,797
  • Visitor Profiling Great Southern Touring Route International VisitorSTATISTICAL SNAPSHOT -Came from the United Kingdom -Stayed 11 nights in the region -Used rental car as transport -Favourite activity to ‘eat out at restaurants’ -Visiting Australia for the first time -Booked part of the trip on the internet -Lived as a couple -Aged 43
  • Future Directions Localised Branding Online Strategy PR & Social Media Tactical and Niche MarketingFUTURE DIRECTIONS