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National Landscapes Presentation


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National Landscapes Presentation

  1. 1. Australia’s Green Cauldron
  2. 2. What is the National Landscapes Initiative? <ul><li>A new initiative by Tourism Australia to target international and domestic travellers </li></ul>
  3. 4. THE TARGET MARKET SEGMENT – INTERNATIONAL EXPERIENCE SEEKERS <ul><li>WHO ARE THEY? </li></ul><ul><li>• Well educated, interesting, open‐minded, sparkly people who actively enjoy their lives </li></ul><ul><li>• Motivated by opportunities for personal growth and self‐fulfillment </li></ul><ul><li>• ‘ Doers’ not just talkers </li></ul><ul><li>• Opinion leaders and advocates within their social circle </li></ul><ul><li>• Search for new experiences they can ‘brag’ about </li></ul><ul><li>• Demanding and discerning about brands and communication </li></ul><ul><li>A global target audience united by values, attitudes and motivations in life, far beyond travel </li></ul>
  4. 6. WHAT ARE THEY LOOKING FOR? <ul><li>• Seek knowledge – new information, angles, insights </li></ul><ul><li>• Want to absorb and get involved in the culture – interact and do, not just see the sights </li></ul><ul><li>• Take an active interest in how others live their day to day lives. </li></ul><ul><li>• Seek out and enjoy authentic personal experiences they can talk about; they are sociable and enjoy engaging and interacting with the locals. </li></ul><ul><li>• are adventurous and travel to enjoy new and different experiences </li></ul><ul><li>• Travel to experience the differences rather than the similarities ‐ look for contrast (i.e. Different from their day‐to‐day lives). </li></ul><ul><li>• enjoy a variety of experiences on any single trip </li></ul><ul><li>• place high importance on value and hence critically balance benefits with costs i.e. value for money </li></ul>
  5. 8. <ul><li>The Brand </li></ul><ul><li>Australia’s Green Cauldron </li></ul>
  6. 9. Australia’s Green Cauldron The Power of Opposites <ul><li>GREEN </li></ul><ul><li>Cool </li></ul><ul><li>Soft </li></ul><ul><li>Tranquil </li></ul><ul><li>Nurturing </li></ul><ul><li>Fertile </li></ul><ul><li>Soothing </li></ul><ul><li>Surreal (mystical) </li></ul><ul><li>Feminine </li></ul><ul><li>Sustain </li></ul><ul><li>Evolution </li></ul><ul><li>Emotional </li></ul><ul><li>CAULDRON </li></ul><ul><li>Hot </li></ul><ul><li>Hard </li></ul><ul><li>Turbulent </li></ul><ul><li>Churning </li></ul><ul><li>Potent </li></ul><ul><li>Stirring </li></ul><ul><li>Real </li></ul><ul><li>Masculine </li></ul><ul><li>Struggle </li></ul><ul><li>Creation (out of chaos) </li></ul><ul><li>Rational </li></ul>Opposites add sharp edges to a Brand without blunting the power of the metaphor
  7. 10. Brand Descriptor - An Ancient Volcanic Hotspot, Now A Gondwanan Rainforest
  8. 13. Brand Promise Immerse Yourself in a Mysterious Melting Pot
  9. 16. How do I get involved <ul><li>Include the brand name, promise and descriptor on your marketing collateral </li></ul>
  10. 17. <ul><li>Link to Australia’s Green Cauldron on your website so searches will pick it up and therefore increase your website rating </li></ul><ul><li>List your product on ATDW – Australian Tourism Data Warehouse so that it can then appear on Tourism Queensland’s and Tourism Australia’s Website. </li></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul>
  11. 18. <ul><li>Find a way to package with other like minded product within the experiences footprint and get that package in the hands of a quality international wholesaler. </li></ul><ul><li>Utilise the Rainforest Way as your packaging medium and suggest a self drive 3, 5, 7 day itinerary. </li></ul><ul><li>Attend every international marketing forum to understand how you can implement this brand </li></ul>
  12. 19. <ul><li>Link in with Northern Rivers Tourism and Tweed Tourism who are the largest RTO’s that are really attacking the National Landscapes initiative. </li></ul><ul><li>Liaise with Tanya Lipus at Scenic Rim Regional Council who is on the National Landscapes committee. </li></ul>
  13. 20. How does this help me become more sustainable? <ul><li>The marketing campaign that Tourism Australia is undertaking is something beyond the scope of any business or local government. To make your business more economically sustainable you must tap into the campaign as outlined above. </li></ul>
  14. 21. How does this help me become more sustainable? <ul><li>The target market is not looking for mass tourism, they love touching, seeing, talking to the owners, hearing the history and walking through the landscape. Develop your product to engage these consumers!!! Which in turn will increase the environmental sustainability of tourism in this region. Think small numbers but personalised and special. </li></ul>
  15. 22. How does this help me become more sustainable? <ul><li>Find like minded product and develop packages, events or reasons for the “Experience seeker” to come out. If that means testing the market and getting to know other owners then have that night off and stay at another product in the region. This will lead to a socially sustainable lifestyle that builds your business. </li></ul>