Government 2.0 PR & Media Summit, 2009 ___________________________________ Presentation by: Nick Baker, Executive General ...
Marketing Australia <ul><li>Operate in 23 countries over the world, with 12 offices globally </li></ul><ul><li>Role to inc...
The film as a Tourism Australia (TA) asset <ul><li>20 th  Century Fox spent around US $200 million creating a piece of ent...
Media Value <ul><li>Over  1,650 articles  have been generated globally from  TA’s media relations  for ATM - a combined ci...
Movie attendance <ul><li>Australia’s  box office earnings have exceeded US $200 million </li></ul><ul><li>Approximately 23...
TA’s Media Hosting Programs - overview <ul><li>TA has been hosting media for 20 years </li></ul><ul><ul><li>Recognised as ...
TA’s Media Hosting Programs – number crunching <ul><li>More than 870 media representatives from 30 countries hosted  </li>...
TA’s Media Hosting Programs - results <ul><li>1,100+ articles generated annually </li></ul><ul><ul><li>Multi-page feature ...
Forward direction – non traditional media <ul><li>Responding to the changing media landscape, TA’s hosting programs are: <...
Forward direction – new media <ul><li>TA is extending its storytelling beyond traditional media by moving into powerful  <...
Opinion leader visits to date <ul><ul><li>Scott Schuman, aka The Sartorialist (New York) </li></ul></ul><ul><ul><li>Rated ...
The power of the word <ul><li>Garance Dore – 30 April 2009  </li></ul><ul><li>(reprinted in The Sydney Morning Herald)  </...
Social networking <ul><ul><li>Social networking is a powerful platform for generating influential commentary </li></ul></u...
Facebook - www.fb.australia.com <ul><ul><li>Established in May 2008 to support World Youth Day </li></ul></ul><ul><ul><li>...
Twitter <ul><li>Launched March 2009 to d rive traffic to Facebook fan page </li></ul><ul><ul><li>www.twitter.com/SeeAustra...
Tactical integrated youth campaigns <ul><li>MySpace and Bebo used in the UK to drive messaging and dialogue on  </li></ul>...
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10 Nick Baker Pr And Media Pres June 09

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Nick Baker, Tourism Australia speaking at Frocomm's Web 2.0 in Government conference 2009

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  • Examples of link between GES and film: “ The GES are intrigued by stories of exotic places, peoples, lifestyles and histories” (lady Ashley is captured on all these fronts – and the film re-defines ‘exotic’ with Australian sensibilities). “ The GES longs for self discovery and education when travelling”. (the entire film is about Lady Ashley’s journey of self discovery).
  • Media hosting is central to TA’s global public relations’ programs
  • Fully-hosted means 100% of costs are covered Partial assist means that the journalist is coming to Australian under their own steam (eg. on a holiday, on a tour sponsored by another organisation eg. Australian Wine &amp; Brandy Association; and during their visit they wish to write a destination story on Australia. TA will provide some support to enable them to achieve this goal) 6 year average: Publicity Website is password protected; operators can see coverage on their business only – protects privacy and adheres to copyright regulations TA receives permission to publish articles on publicity website as all media are required to sign a liability release form prior to travelling to Australia
  • Some multi-page features can be 40-50 page supplements Some visits result in total publications being dedicated to Australia (part. Out of the Asia and German markets) The ROI figures are based on TA’s average annual budget of $2.4m Articles that mention the industry are uploaded onto the publicity website. We worked with the Australian Government Solicitor to establish a process to do this without breaching copyright. Media are also required to sign a Liability Release Form that gives permission to TA to upload the resulting articles on the publicity website.
  • Post World Youth Day messaging on Facebook became more generic Australian destination and not WYD focused.
  • 10 Nick Baker Pr And Media Pres June 09

    1. 1. Government 2.0 PR & Media Summit, 2009 ___________________________________ Presentation by: Nick Baker, Executive General Manager Marketing Tourism Australia
    2. 2. Marketing Australia <ul><li>Operate in 23 countries over the world, with 12 offices globally </li></ul><ul><li>Role to increase international arrivals into Australia </li></ul><ul><li>Strategy around ‘storytelling’ </li></ul><ul><li>Shift from advertising centric to idea centric </li></ul><ul><li>Media being built around bought, owned and earned </li></ul><ul><li>In PR shift from straight ‘Visiting Journalist Program’ to Visiting Opinion Leader </li></ul><ul><li>Branded content </li></ul>
    3. 3. The film as a Tourism Australia (TA) asset <ul><li>20 th Century Fox spent around US $200 million creating a piece of entertainment which tells the world that ‘Australia’ is a romantic, adventurous place where people experience extraordinary things and are transformed </li></ul><ul><li>The tellers of this story are some of our most famous Australians </li></ul><ul><li>The other star of the story is the country itself </li></ul><ul><li>This story is the same story we endeavour to tell potential travellers the world over </li></ul><ul><li>TA’s role has been to leverage the power of the film’s message to deliver its own message </li></ul>
    4. 4. Media Value <ul><li>Over 1,650 articles have been generated globally from TA’s media relations for ATM - a combined circulation of more than 2.9 billion people </li></ul><ul><li>Additional messaging on Australia, resulting from the movie but generated by other organisations (e.g. Fox) has resulted in approx 1,800 articles - an estimated combined circulation of 4.4 billion people </li></ul><ul><li>In total the campaign has generated 3,500 articles at a combined value of over AUD $254 million </li></ul>
    5. 5. Movie attendance <ul><li>Australia’s box office earnings have exceeded US $200 million </li></ul><ul><li>Approximately 23 million people have paid to see the movie globally </li></ul><ul><li>The film opened in the top three positions in the UK, USA, Australia, Hong Kong, Taiwan, Germany, Spain and France </li></ul>
    6. 6. TA’s Media Hosting Programs - overview <ul><li>TA has been hosting media for 20 years </li></ul><ul><ul><li>Recognised as one of the best programs in the world (Research International: Global Media Survey 2006) </li></ul></ul><ul><li>Three tier program </li></ul><ul><ul><li>Tier One - 100% owned and controlled by TA </li></ul></ul><ul><ul><li>Tier Two - 50/50% delivered in collaboration with 8 State Tourism Organisations </li></ul></ul><ul><ul><li>Tier Three - 100% owned and controlled by TA but focused on engaging locally based foreign correspondents and freelance journalists to create content for international distribution </li></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>To generate deep rich storytelling on Australia within the world’s leading media channels </li></ul></ul><ul><ul><li>To enable media to experience the destination first hand </li></ul></ul><ul><ul><li>To generate powerful and credible third party endorsement </li></ul></ul><ul><ul><li>To build sound and lasting media relationships </li></ul></ul>
    7. 7. TA’s Media Hosting Programs – number crunching <ul><li>More than 870 media representatives from 30 countries hosted </li></ul><ul><li>annually </li></ul><ul><li>1,000+ tourism operators support media visits providing FOC or </li></ul><ul><li>substantial discounts </li></ul><ul><li>Visits are either fully-hosted (88%) or partial assist (12%) </li></ul>
    8. 8. TA’s Media Hosting Programs - results <ul><li>1,100+ articles generated annually </li></ul><ul><ul><li>Multi-page feature stories </li></ul></ul><ul><ul><li>Hours of quality broadcast </li></ul></ul><ul><ul><li>Pages of online commentary </li></ul></ul><ul><li>Reach: 2.77bn on average annually </li></ul><ul><ul><li>Cost to TA: AUD$0.86 to reach 1,000 consumers </li></ul></ul><ul><li>Equivalent Advertising Value: AUD$241m on average annually </li></ul><ul><ul><li>Cost to TA: AUD$0.009 to achieve each column inch </li></ul></ul>
    9. 9. Forward direction – non traditional media <ul><li>Responding to the changing media landscape, TA’s hosting programs are: </li></ul><ul><ul><li>Aligning more to global tourism trends </li></ul></ul><ul><ul><li>Making Australia fashionable </li></ul></ul><ul><ul><li>Delivering new news </li></ul></ul><ul><ul><li>Aligning to target traveler sub-segments - Youth, Luxury, Boomers, Family, Working Holiday Makers, Honeymooners </li></ul></ul><ul><ul><li>Concentrating on quality not quantity </li></ul></ul><ul><ul><li>Multi-media and broadcast targets </li></ul></ul>
    10. 10. Forward direction – new media <ul><li>TA is extending its storytelling beyond traditional media by moving into powerful </li></ul><ul><li>word-of-mouth advocacy </li></ul><ul><li>Visiting Opinion Leaders Program launched in April 2009 - Targets highly </li></ul><ul><li>influential online opinion leaders not attached to traditional media channels </li></ul><ul><ul><li>They have </li></ul></ul><ul><ul><li>Influence in an area coveted by TA’s target travelers </li></ul></ul><ul><ul><li>High traffic volumes flowing to their online site </li></ul></ul><ul><ul><li>Vast fan bases across multiple countries </li></ul></ul><ul><ul><li>They are </li></ul></ul><ul><ul><li>Invited to experience their area of expertise within an Australian environment </li></ul></ul><ul><ul><li>They will </li></ul></ul><ul><ul><li>Extend story-telling into non-traditional sectors and ‘passion points’ such as fashion and style, food, wine and sport </li></ul></ul>
    11. 11. Opinion leader visits to date <ul><ul><li>Scott Schuman, aka The Sartorialist (New York) </li></ul></ul><ul><ul><li>Rated one of the top 100 design influencers (Time Magazine) </li></ul></ul><ul><ul><li>Rated 20th most powerful blog in the world (The Observer) & Generates 36 million hits on site annually </li></ul></ul><ul><ul><li>Garance Doré (Paris) </li></ul></ul><ul><ul><li>One of the most popular fashion blogs in Europe </li></ul></ul><ul><ul><li>Generates almost 13 million hits on site annually </li></ul></ul><ul><ul><li>Yibo FAN or ‘The Colourful Map’ (China) </li></ul></ul><ul><ul><li>One of China’s top travel and youth bloggers </li></ul></ul><ul><ul><li>Nominated as ‘Power Blog 2007 & 2008’ by Sina.com </li></ul></ul><ul><ul><li>Lesmads.de (Germany) </li></ul></ul><ul><ul><li>Lifestyle, fashion, design and photography Generates almost 3 million hits on site annually </li></ul></ul>
    12. 12. The power of the word <ul><li>Garance Dore – 30 April 2009 </li></ul><ul><li>(reprinted in The Sydney Morning Herald) </li></ul><ul><ul><li>“ What’s beautiful about Australia is that it feels like home, and at the same time, the edge of the world.” </li></ul></ul><ul><ul><li>“ Sydney is a city with a heart of gold.  Like its people, it gets embarrassed when the weather gets a little moody, so much so that it feels obliged to give you a rainbow.” </li></ul></ul><ul><li>Emily (responding to Garance’s blog on 12/05/09 </li></ul><ul><li>at 11:29pm) </li></ul><ul><ul><li>“ I always adore looking at your photos; you’re such a talented photographer. Thanks to you and the Sartorialist, Australia is now on the top of my list of places to visit.” </li></ul></ul>
    13. 13. Social networking <ul><ul><li>Social networking is a powerful platform for generating influential commentary </li></ul></ul><ul><ul><li>on Australia. TA’s social networking properties are: </li></ul></ul><ul><ul><li>Facebook – organic on-going dialogue platform </li></ul></ul><ul><ul><li>Twitter – organic on-going dialogue platform </li></ul></ul><ul><ul><li>MySpace – tactical marketing campaign supporting Working Holiday Visa </li></ul></ul><ul><ul><li>Bebo – tactical marketing campaign supporting Working Holiday Visa </li></ul></ul>
    14. 14. Facebook - www.fb.australia.com <ul><ul><li>Established in May 2008 to support World Youth Day </li></ul></ul><ul><ul><li>Over 265,000 with a growth rate: 1,000+ per day </li></ul></ul><ul><ul><li>Authentic and positive dialogue - Commentary, ideas, travel tips, photographs, video content shared </li></ul></ul><ul><ul><li>Site is branded by Tourism Australia </li></ul></ul><ul><ul><li>Regular polls of fan base to generate dialogue and content to drive media commentary and content development </li></ul></ul><ul><li>Next steps - Work with travel trade to offer travel deals </li></ul><ul><li>open only to fans </li></ul>Facebook has 200 million active users worldwide
    15. 15. Twitter <ul><li>Launched March 2009 to d rive traffic to Facebook fan page </li></ul><ul><ul><li>www.twitter.com/SeeAustralia </li></ul></ul><ul><li>Extends conversations on Australia between two audiences and two </li></ul><ul><li>Platforms </li></ul><ul><ul><li>Provides another avenue for authentic and positive dialogue on Australia </li></ul></ul><ul><ul><li>TA posts interesting and engaging information on Australia to drive the conversation between fans and followers </li></ul></ul><ul><ul><li>Acts as a conduit for fans and followers to “meet and talk” </li></ul></ul><ul><li>Content includes information, links, pictures, questions </li></ul><ul><li>More than 2,800 followers – growing at a rate of 200 a week </li></ul><ul><ul><li>Twitter is more about the quality of conversation </li></ul></ul><ul><ul><li>rather than numbers </li></ul></ul><ul><li>Second site: www.twitter.com/ATE09 </li></ul><ul><ul><li>Event specific to generate conversations and messages </li></ul></ul><ul><ul><li>on Australian Tourism Exchange </li></ul></ul>
    16. 16. Tactical integrated youth campaigns <ul><li>MySpace and Bebo used in the UK to drive messaging and dialogue on </li></ul><ul><li>Working Holiday Visa travel and youth travel opportunities in Australia. </li></ul><ul><li>MySpace </li></ul><ul><ul><li>Site highlighted the countless working and experiential opportunities available to youth aged 18-30. www.myspace.com/workinoz has attracted 70,000 unique visitors to date. </li></ul></ul><ul><li>Bebo </li></ul><ul><ul><li>“ The Gap Year” campaign new content initiative produced by Endemol in </li></ul></ul><ul><ul><li>partnership with Bebo. </li></ul></ul><ul><ul><li>Travelers from UK and Ireland spent time in Australia promoting WHV by </li></ul></ul><ul><ul><li>Spending their time doing “work experience” placements </li></ul></ul><ul><ul><li>TA supported the Australian leg </li></ul></ul>

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