PAHSMA Marketing Presentation

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Detailing the Port Arthur Historic Site Management Authority\'s marketing strategy and progress to December 2009 - prepared by Andrew Ross

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PAHSMA Marketing Presentation

  1. 1. Port Arthur’s key points of difference <ul><li>Authenticity </li></ul><ul><li>Scale </li></ul><ul><li>Scenic beauty </li></ul><ul><li>Heritage values </li></ul><ul><li>State of conservation </li></ul>
  2. 2. Brand attributes <ul><li>History </li></ul><ul><li>Educational </li></ul><ul><li>Nationally significant </li></ul><ul><li>Our heritage </li></ul><ul><li>Picturesque </li></ul><ul><li>Thought provoking </li></ul><ul><li>Well preserved </li></ul>
  3. 3. Market segments <ul><li>Segment 1 : The Entertainment Seekers (27% of total) </li></ul><ul><li>Better and more interactive interpretation </li></ul><ul><li>More interactive activity </li></ul><ul><li>More entertainment (plays, performance, etc) </li></ul><ul><li>Segment 2: The emotional responders (20% of the total) </li></ul><ul><li>More emphasis on site beauty & emotion </li></ul><ul><li>More emotional input (they focus on sadness, injustice & cruelty of the past) </li></ul>
  4. 4. <ul><li>Segment 3: The information seekers (25% of the total) </li></ul><ul><li>Want more information </li></ul><ul><li>Want to do more </li></ul><ul><li>Want to stay longer and come back again </li></ul><ul><li>Segment 4: The tourists (28% of the total) </li></ul><ul><li>Come because Port Arthur is well-known </li></ul><ul><li>Enjoy the scenery, stories and ruins – a great photo opportunity </li></ul><ul><li>Generally happy with a shorter visit </li></ul>Market segments
  5. 5. Positioning as a must-see - nationally
  6. 6. Marketing Plan objectives Awareness Increase awareness of PAHS in target markets. Familiarity Increase pre-visit awareness of the many experiences available at PAHS Distribution Make information about PAHS Experiences and purchase of tickets for PAHS widely Visitation Sustainably maximise visitation of the Sites. Yield Increase financial yield from each visitor by maximising their engagement with the site and levels of satisfaction.   Heritage Values Increase awareness and understanding of PAHS’ heritage values.
  7. 7. Marketing Plan objectives – how are we doing? <ul><li>Awareness </li></ul><ul><li>Increase awareness of PAHS in target markets. </li></ul><ul><li>Tourism Tasmania brand campaign in key interstate markets (as well as our own promotions) </li></ul><ul><li>40% of all leisure visitors to Tasmania visit PAHS </li></ul><ul><li>Visitation </li></ul><ul><li>Sustainably maximise visitation of the Sites. </li></ul><ul><li>Record visitation </li></ul><ul><li>PAHS is not yet at visitor capacity </li></ul>
  8. 8. Marketing Plan objectives – how are we doing? <ul><li>Distribution </li></ul><ul><li>Make information about PAHS Experiences and purchase of tickets for PAHS widely </li></ul><ul><li>Improved e-commerce, online ticketing </li></ul><ul><li>Distribution strategy </li></ul><ul><li>New travel trade partnerships (tour operators, online, wholesale, retail, inbound) – making up for loss of Tasmania’s Temptations Holidays </li></ul>
  9. 9. Marketing Plan objectives – how are we doing? <ul><li>Yield </li></ul><ul><li>Increase financial yield from each visitor by maximising their engagement with the site and levels of satisfaction. </li></ul><ul><li>We need to develop new visitor experiences for those who wish to pay for them – eg ‘privileged access’ tours. </li></ul><ul><li>For guests at new Federal hotel and other higher-end accommodation and tour operators </li></ul><ul><li>MONA a big opportunity, along with WH listing </li></ul>
  10. 10. Marketing Plan objectives – how are we doing? <ul><li>Familiarity </li></ul><ul><li>Increase pre-visit awareness of the many experiences available at PAHS </li></ul><ul><li>New website </li></ul><ul><li>Highlight experiences </li></ul><ul><li>Scale of site </li></ul><ul><li>Time required message </li></ul><ul><li>Packages </li></ul><ul><li>Pre-visit information – encourage research </li></ul>
  11. 11. Marketing Plan objectives – how are we doing? <ul><li>Heritage Values </li></ul><ul><li>Increase awareness and understanding of PAHS’ heritage values. </li></ul><ul><li>Discuss the range of heritage values (not just convict heritage) </li></ul><ul><li>Focus on characters and stories </li></ul><ul><li>Heritage values on website and incorporated into communications </li></ul><ul><li>Interaction with conservation activities </li></ul><ul><li>Closer alignment between promotional communications and interpretive messages </li></ul>
  12. 12. Promotional focus on buildings and activities
  13. 13. Shift to focus on what people will get from a visit
  14. 14. Amazing stories, epic history <ul><li>8 characters and their stories </li></ul><ul><li>Selected for association with key areas of the site </li></ul><ul><li>Sense of intrigue, a desire to know more </li></ul><ul><li>Imagery – could be people or place </li></ul><ul><li>Biographies – the stories of these characters – can be used as editorial in publications where ads run </li></ul><ul><li>Link to current visitor experience </li></ul><ul><li>Also available on website </li></ul>
  15. 15. Amazing stories, epic history
  16. 16. Amazing stories, epic history
  17. 17. Amazing stories, epic history
  18. 18. Amazing stories, epic history
  19. 19. Amazing stories, epic history
  20. 20. Amazing stories, epic history
  21. 21. Amazing stories, epic history
  22. 22. Amazing stories, epic history
  23. 23. New website

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