BTO – Buy Tourism Online 2012 Day TWO, 30 Novembre 11.40, Main Hall This land is your land…this land is my land Rewind: http://www.buytourismonline.com/day_two/land/ Internet ha rivoluzionato il mercato turistico. E’ cosa nota. Ma in Italia la domanda è molto più avanti dell’offerta. L’Italia è sempre molto richiesta dai portali delle grandi OLTA. La Pubblica Amministrazione, partita con grande ritardo, come sta affrontando questa rivoluzione? Ed in particolare: come si rapporta con lo sviluppo esponenziale sui Social Media? Quali scelte sul tema della promo- commercializzazione? Quali le strategie per il futuro verso nuovi mercati e nuovi turismi? Panel discussion Coordina Roberta Milano, BTO Educational Video introduttivo in esclusiva per BTO – Buy Tourism Online 2012: Australia Turismo Ne discutono: Emanuele Burioni, Emilia Romagna Sergio Cagol, Trentino Gianpiero Perri, ApT Basilicata Alberto Peruzzini, Toscana Promozione Giovanni Tarpani, Regione Umbria

1. There’s nothing like Australia
BTO, Florence, November 2012

2. Tourism Australia case study
• TA strategy introduction
• Overview on TNLA campaign (phase 1 and 2)
• Social media role and strategy
• Integration of online and offline communication channels
• B2B cooperation

3. ACHIEVING OUR AMBITION
FROM: TO:
A$70 BILLION A$140 BILLION
in overnight spend in 2010 in overnight spend by 2020
TOURISM 2020

4. The world Australia is
travels to different,
experience compellingly
difference so
World of
mouth is all
powerful
OUR INSIGHT

5. There’s nothing like Australia – Phase 1
Together we can show the world why there's nothing like Australia
Campaign launched in May 2010 by inviting Australians to share their favourite
domestic holiday destinations with the world.
Australians responded by uploading nearly 30.000 stories and photos to
www.nothinglikeaustralia.com and www.australia.com.
Local adaptation of the geolocalized map in Italy with 3500 selected experiences
The communication platform has been used by 180 Tourism Australia partners
including airlines, State and Territory Tourism Organisations, travel distributors
and the Australian industry.

7. LEADING WITH OUR BEST

8. LEADING WITH OUR BEST

9. IT’S NOT JUST ABOUT THE BIG AD...
IT’S ABOUT THE COMPLETE STORY

10. Vision
Tourism Australia wants to be regarded as a leader in digital
marketing, compared to other NTO’s, by consumers, industry
and stakeholders because digital is increasingly the
consumers channel of choice to research, plan and book a
holiday

11. Encourage TripEcho
• Word of mouth marketing is critical
to influencing travel plans
• Help stimulate advocacy on digital
platforms by creating
relationships/marketing
partnerships with other influential
platforms to create environments
that encourage/inspire advocacy.
• Facebook app that allows visitors to
easily create a dynamic ‘TNLA
Australia map’ photo album for
those visiting Australia to use and
share with friends.

15. online
mobile
offline

16. Digital strategy
• Over 61% of Australia’s visitors used the internet for
information prior to commencing their trip (Source:
International Visitor Survey March 2012). All stages of the
buying process
• Each holiday has a “before, during and after” stage but the
way consumers plan and book a holiday is not linear. They
revisit, re-examine and re-define their choices using a
combination of search engines and websites (Source: BDA
CDP, July 2012).

17. TA integrated digital activity by channel

18. Tourism Australia’s web sites
Nothinglikeaustralia.com
– The voice of the consumer at the heart of
the campaign
– Increased planning capability
– Quicker links to products and services
– Launched globally July-Dec 2011
Australia.com
– Updated to make more relevant for
consumers
– Easier to navigate
– More localisation, more video
– Quicker links to products and services
– Launched globally January 2012

19. Earned media
• Consumers share their holiday stories with friends and family. More than 70% of
Facebook’s 95 million active users regularly update their status while on holiday posting
more than 1,400 photos for friends and family to view on a weekly basis.
• Tourism Australia actively encourages consumer advocacy in digital channels through
social media and has invested significantly in growing digital advocacy capabilities to
capitalise on these opportunities.
• In 2011-12 Tourism Australia launched its digital advocacy strategy and framework. The
cornerstone of this strategy is a focus on the central management of the Facebook
platform. At present over 80% of social resources are dedicated to Facebook to enhance
the effectiveness of our digital activities in social media channels. This work has attracted
more than 3.4 million fans.
• In addition to social sharing sites, Tourism Australia partners with peer-to-peer review
sites to give information to consumers in digital channels. In 2011-12 Tourism Australia’s
TQUAL, European, UK and USA teams worked with TripAdvisor, the world’s largest peer-
to-peer travel site, to engage and inspire more than 56 million site visitors monthly
through content, competitions and reviews.

20. Social Media Platforms
• Facebook International – 3.829.642 fans, largest country page
on Facebook
• Facebook Local Italy – 36.147 fans
• Twitter – 33,594 followers following ‘newsy’ information
tweets and link to TA assets
• Visiting Opinion Leaders Program – 15 bloggers from 7
countries with a global reach of 1 billion
• Global social media campaigns – that include games with
avatars, competitions through local social media networks and
social media sharing to promote campaigns.

22. Simplify, inspire and convert
The free TA tablet app is available for
Android and iOS.
The free TA iPhone app in Italian will be
available in 2013

23. Direct booking vs. partnership vision
Tourism Australia’s role is all about creating the desire to visit
the destination, inspiring consumers and helping people to
plan and then share thir stories during and after their trip.
We strongly believe in our partners and we work hand in hand
with them to facilitate the booking conversion.

24. Co-Operative Partnerships
• The Nothing like Australia campaign has been used by over
180 partners globally in digital channels the last 12 months.

25. Speedo co-marketing
• Total value to date: $4 million
• 35,215 unique visitors to australia.com
+80% compared to the same period in
2010.
• 1,000 new fans on the Tourism Australia
Facebook page in Italy.
• 2,000 people entered the competition .
• Speedo increased their sales by 20% during
the campaign period. Window Display
• 53% of the persons who have participated
in the contest have downloaded the game
on their mobile device.
• 225,000 copies of an illustrated map of
Australia have been distributed across the
stores.
• An equivalent media value of more than
EUR 1 mio Shop decoration
• The promotion included a 2 million Euro
media buy by Speedo.

26. Digital Marketing Partnerships
• Creating relationship and partnerships with influential platforms like
YouTube, Google, TripAdvisor and media owners to inspire and
encourage sharing of our campaign and key messages

28. THANK YOU