Building great tourism brands Case Study – Poachers Way Presented by Clint Wright
Who we are
Who we do it for <ul><li>Shoalhaven Tourism </li></ul><ul><li>Tourism Wollongong </li></ul><ul><li>National Parks and Wild...
Today’s presentation <ul><li>What makes a great tourism brand  </li></ul><ul><li>One we prepared earlier – Poachers Way </...
What is a brand <ul><li>More than a logo </li></ul><ul><li>Much more than a holiday planner guide  </li></ul><ul><li>It’s ...
Brand Perception <ul><li>Byron Bay </li></ul><ul><li>Young </li></ul><ul><li>Merimbula  </li></ul><ul><li>Canberra  </li><...
Strong brand = value <ul><li>Recently valued at 153billion (US) </li></ul>
Which NSW Destination?
Destination Anywhere! <ul><li>Destination Anywhere  </li></ul><ul><li>Insert meaningless tagline here  </li></ul>
What’s compelling  <ul><li>Why should I visit your town or region?  </li></ul>
What do they think
Stand out from the crowd  <ul><li>76 regional tourism organisations across Australia </li></ul><ul><li>If you’re not diffe...
Unique experiences
Play to your strengths  <ul><li>Squeaky wheels don’t build good brands </li></ul>
Be different
Poachers Way History  <ul><li>Started by owner of Poachers Pantry in 2004  </li></ul><ul><li>Unique high quality businesse...
Poachers Way History <ul><li>Received Australian Tourism Development Grant of 500k in Jan 08 for branding and 18 month mar...
The Market Plan <ul><li>Challenging times </li></ul><ul><li>Interest rates and petrol prices </li></ul><ul><li>Strength of...
The target market <ul><li>The Experience Seeker </li></ul>1) Older, affluent couples (children independent) 45–65 +
The target market 2) Young, affluent 25–35 couples childless The Experience Seeker
<ul><li>What binds them together  </li></ul>
The Brand Development <ul><li>The brand idea:  </li></ul><ul><li>Coming back to what’s important in life </li></ul><ul><li...
 
Objectives <ul><li>What did we want to achieve?  </li></ul><ul><li>Raise awareness of the brand and businesses  </li></ul>...
The Marketing Plan <ul><li>How to engage the target market   </li></ul><ul><li>Product Development  – criteria, packaging ...
Imagery
Promotions
Results <ul><li>In the first six months </li></ul><ul><li>Attracted 15 media visits from Sydney and Canberra resulting in ...
Top tips for tourism brands  <ul><li>Understand your market </li></ul><ul><li>Define your unique brand story  </li></ul><u...
The Shameless Plug <ul><li>Presentation and marketing tips see our blog </li></ul><ul><li>The Thirdside  www.threesides.co...
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Threesides communities in-transition-conference-tourism-branding

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Presentation and case study on what makes a good tourism brand

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  • We help small to medium businesses find and retain customers through marketing that gets results. We’re tourism marketing experts and work with many state and regional tourism organisations, hotels, tour operators and attractions – why tourism. Because the products we’re privledged to work with sure beats the hell out of coming up with marketing strategies for an insurance company Based in Canberra – team of 5
  • Who are working with
  • A logo is the visual representation of your brand. It needs to be built on an authentic and emotional story to really build desired perception A brand is the way people think about your destination, before and after they visit. It’s the way they think about you and talk about you. Some things you can influence – others you can’t.
  • So what’s the first thing that comes into your head when I say
  • So why even bother with investing in branding? Because strong brands build value and sustainability
  • I’d like to introduce a tourism destination that all of you should know. Countries best wineries, great beaches, nature walks, gourmet trails, Any guesses on the destination?
  • Destination Anywhere. This could be any one of hundreds of places you or I could visit
  • I want you to spend a few minutes talking to the person next to you about your town and why they should visit your town. Is there anyone sitting next to someone they don’t know. What town and why should you visit. In just two short minutes – how can you know what the persons interests are, what motivates them to travel and what they are looking for in a tourism experience?
  • It’s not about what you think. It’s about what these guys think. Meet Paul and Kirsten from the Eastern suburbs of Sydney. Paul used to be the CEO of a high profile financial planning firm and now consults part time and his wife Kirsten was the HR manager for Qantas. They have two kids that now have their own families. They are well travelled and when they get away, they like to experience places that are off the beaten track where they can meet the locals and have unique experiences that they love telling their friends about. They read the Australian, use the internet to plan their trips. We’ll come back to them later
  • So why should you stand out from the crowd. Because you are competing with over 76 regional tourism organisations across Australia. Lots of choice – so little time
  • Shorty – an icon of broken hill Shorty did the original mail run for Broken Hill. He was an outsider and it was a good way to get to know everyone. Not just mail – groceries, fuel drums. He was the main artery of Broken Hill and is now involved in lots of different business and community organisations. Sell me that – sell me an authentic experience with the locals. If Shorty said to me that he runs a tour around Broken Hill where he could take me on that original mail run and along the way we would meet some of the colourful characters that have made this place what it is today – sign me up!
  • Challenge of many regional, state and even commonwealth tourism organisations is that they are government funded and their charter is to support ALL tourism businesses in their patch. The result of this is the development of tourism brands that are trying to be everything to everyone, diluting the ability to communicate a really strong message – they get so focussed on oiling the squeaky wheel that they forget about what the visitors they are trying to attract are thinking. Now i’m sure many of you know Bob. He has the next big tourism attraction in your town and last year attracted 8 new visitors to the region. He can’t understand why you won’t feature him in your next town promotion and won’t leave your office until he is included! Be brave and don’t bow down to the squeaky wheel – no matter how squeaky it gets!
  • I’m sure not every business owner though that the Elvis Festival in Parkes was a good idea. Bet you they do now. This is an image taken from the Age newspaper in Melbourne
  • Background of poachers way
  • Want an authentic experience meeting the locals Fantisise about their own treechange Want to live this dream
  • Brand workshop – what is the unique point of difference that these businesses could offer to the market in an authentic way that could be delivered. In a way that excites and inspires the target market to visit and differentiates them from the other 76 regional tourist areas
  • Brand Idea – coming back to what’s important in life. What do you think this means? Invite the market to experience a different lifestyle by living life the Poachers Way!
  • The brand story centres around these real tree changers inspired by a life on the land and the amazing products and experiences they have created. Just for a moment – you can live their lifestyle too! This is what the target market desires, and this what the Poachers Way businesses could deliver to differentiate themselves. There’s only one Peter Crisp
  • Tell their stories. Rather than – Relax and unwind in a quaint country bandb. Read brochure There’s plenty of b and b’s across regional NSW, but there’s only one Anne from Globe Inn and once you meet her, you will tell your friends about her
  • The tools Website, brochure, launch event, promotions.
  • Threesides communities in-transition-conference-tourism-branding

    1. 1. Building great tourism brands Case Study – Poachers Way Presented by Clint Wright
    2. 2. Who we are
    3. 3. Who we do it for <ul><li>Shoalhaven Tourism </li></ul><ul><li>Tourism Wollongong </li></ul><ul><li>National Parks and Wildlife </li></ul><ul><li>Tourism Snowy Mountains </li></ul><ul><li>Accommodation, tours and attractions </li></ul><ul><li>Capital Country </li></ul><ul><li>Australian Capital Tourism </li></ul><ul><li>DSRD – travelling experts workshops </li></ul>
    4. 4. Today’s presentation <ul><li>What makes a great tourism brand </li></ul><ul><li>One we prepared earlier – Poachers Way </li></ul><ul><li>Ask a marketer </li></ul>
    5. 5. What is a brand <ul><li>More than a logo </li></ul><ul><li>Much more than a holiday planner guide </li></ul><ul><li>It’s the perception of your destination in the hearts and minds of your visitors </li></ul>
    6. 6. Brand Perception <ul><li>Byron Bay </li></ul><ul><li>Young </li></ul><ul><li>Merimbula </li></ul><ul><li>Canberra </li></ul><ul><li>New Zealand </li></ul>
    7. 7. Strong brand = value <ul><li>Recently valued at 153billion (US) </li></ul>
    8. 8. Which NSW Destination?
    9. 9. Destination Anywhere! <ul><li>Destination Anywhere </li></ul><ul><li>Insert meaningless tagline here </li></ul>
    10. 10. What’s compelling <ul><li>Why should I visit your town or region? </li></ul>
    11. 11. What do they think
    12. 12. Stand out from the crowd <ul><li>76 regional tourism organisations across Australia </li></ul><ul><li>If you’re not different, don’t bother coming into the market </li></ul><ul><li>Brett Godfrey CEO VirginBlue </li></ul>
    13. 13. Unique experiences
    14. 14. Play to your strengths <ul><li>Squeaky wheels don’t build good brands </li></ul>
    15. 15. Be different
    16. 16. Poachers Way History <ul><li>Started by owner of Poachers Pantry in 2004 </li></ul><ul><li>Unique high quality businesses with same </li></ul><ul><li>philosophy </li></ul><ul><li>Funding through Australian Capital Tourism </li></ul><ul><li>for brochure, website and PR </li></ul><ul><li>Regional NSW focussed (Capital Country) </li></ul>
    17. 17. Poachers Way History <ul><li>Received Australian Tourism Development Grant of 500k in Jan 08 for branding and 18 month marcomms project </li></ul><ul><li>25 owner operators in regional NSW and Canberra. B&B’s, restaurants, wineries, artists, horse riding, day spa </li></ul><ul><li>Committee established, project manager and brand consultant appointed </li></ul>
    18. 18. The Market Plan <ul><li>Challenging times </li></ul><ul><li>Interest rates and petrol prices </li></ul><ul><li>Strength of dollar/increase in OS travel </li></ul><ul><li>Decrease in short breaks </li></ul><ul><li>Lots of competitors – over 76 regional destinations </li></ul><ul><li>Reduced budgets for tourism promotion </li></ul><ul><li>Technology has moved market to online purchase </li></ul>
    19. 19. The target market <ul><li>The Experience Seeker </li></ul>1) Older, affluent couples (children independent) 45–65 +
    20. 20. The target market 2) Young, affluent 25–35 couples childless The Experience Seeker
    21. 21. <ul><li>What binds them together </li></ul>
    22. 22. The Brand Development <ul><li>The brand idea: </li></ul><ul><li>Coming back to what’s important in life </li></ul><ul><li>Invite the market to experience a different lifestyle by living life the Poachers Way! </li></ul>
    23. 24. Objectives <ul><li>What did we want to achieve? </li></ul><ul><li>Raise awareness of the brand and businesses </li></ul><ul><li>Increase preference to visit and purchase their products </li></ul><ul><li>Create a revenue stream for ongoing marketing program </li></ul>
    24. 25. The Marketing Plan <ul><li>How to engage the target market </li></ul><ul><li>Product Development – criteria, packaging and retail </li></ul><ul><li>Pricing - premium price points, promotions </li></ul><ul><li>Promotion – PR and events, online, partnerships, print </li></ul><ul><li>Distribution channels – direct, online, retail </li></ul><ul><li>People – training </li></ul>
    25. 26. Imagery
    26. 27. Promotions
    27. 28. Results <ul><li>In the first six months </li></ul><ul><li>Attracted 15 media visits from Sydney and Canberra resulting in main stream media attention </li></ul><ul><li>Consistent website visitation of 1800 month </li></ul><ul><li>Built database of 2500 from Canberra in Sydney </li></ul><ul><li>18% average increase in business across members </li></ul>
    28. 29. Top tips for tourism brands <ul><li>Understand your market </li></ul><ul><li>Define your unique brand story </li></ul><ul><li>Find business champions and define decision making </li></ul><ul><li>Get professionals involved </li></ul><ul><li>Financial commitment – get serious or don’t bother </li></ul>
    29. 30. The Shameless Plug <ul><li>Presentation and marketing tips see our blog </li></ul><ul><li>The Thirdside www.threesides.com.au </li></ul><ul><li>Our target market – decision makers who aren’t afraid to do things differently </li></ul><ul><li>Clint Wright 0430 582 583 </li></ul><ul><li>[email_address] </li></ul>
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