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Tourism Australia-Business Events Strategy
This document outlines a communications strategy to boost international business tourism to Australia. It identifies key target markets and analyzes perceptions of and needs in those markets. Core consumer needs across markets are safety, accessibility, affordability, and infrastructure. However, emotional motivators vary. The strategy recommends positioning Australia as providing life experiences "in a different light" to overcome barriers of distance and cost perceptions. It provides messaging to convince meeting planners that Australia offers value, experiences, sophistication and a zest for life.
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Tourism Australia-Business Events Strategy
- 1. “Will the RealAustralia Please Stand Up” A Positioning & Communications Strategy To Boost International Business Tourism To Australia January 5th, 2004
- 2. A Rallying Cry “Whenthe global tourism market returns to growth it be more competitive than ever before…. We need new strategies in place to respond and differentiate Australia from the rest of the world….to achieve this we can no longer be all things to all people” Ken Boundy
- 3. The Three QuestionsWe Hope To Answer How do we take the core elements of “Brand Australia” and from these develop a global brand positioning in the business travel market? If so, what is the most effective expression? What are the creative and media implications?
- 4. Structure Identify target markets &needs Determine Australia’s status Isolate image positioning - By market - “must haves” - “nice to have” - Awareness/ knowledge market hierarchies - Product/Image status versus realities - How to leverage consumer needs and brand status to create a unified, compelling business brand proposition Develop creative brief - Brand proposition, message support and media considerations
- 5. Our Target Markets ASIA- PACIFIC • China • Taiwan • South Korea • Japan • Malaysia • New Zealand EUROPE • United Kingdom • France NORTH AMERICA • United States • Canada 49,000 24,000 40,000 7,000 48,000 92,000 12,000 160,000 15,000 9,000 Key - Number of business visitors to Australia in 2003 from each market Source - “Tourism Australia Business Tourism Market Profiles”
- 6.
- 7. Essential product needsare similar across markets United States UK Taiwan China “Must Have” safety accessibility affordability infrastruture 4/5 star acc accessibility affordability Safety infrastructure 4/5 star acc affordability accessibility infrastructure safety 4/5 star acc affordability accessibility infrastructure safety 4/5 star acc Source - 1)“Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004 2) “Tourism Australia Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001” UK, France, US, China and Taiwan” NB. Some rankings based on hypothesis
- 8. “Must Have” ExplainedFurther Safety Accessibility Affordability 4/5 star accommodation Infrastructure Safety - Today, top of mind for all and the most important factor for U.S. consumers Accessibility - More important in the business tourism market than in leisure; given the tighter time constraints involved with incentive trips and conventions. Affordability - Total costs per person including flights, 4/5 star acc - Fulfills the ‘reward’ status of incentives and international meetings Infrastructure - High standards of transport, tour operators, restaurants (and quality & suitable type of food) • Consistently the highest product expectations • Rational motivators - determine whether we enter the ‘real’ consideration set • Can therefore be regarded as category “Table - Stakes” Source - 1)“Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004 2) “Tourism Australia Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001” UK, France, US, China and Taiwan” NB. Some rankings based on hypothesis
- 9. Emotional differentiators areless consistent across markets trophy value unique /diverse experiences friendly people United States UK Taiwan China “Nice to Have” “Must Have” Source - 1)“Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004 2) “Tourism Australia Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001” UK, France, US, China and Taiwan” NB. Some rankings based on hypothesis soft adventure trophy value sunshine ‘real-ness’ immersion & depth trophy value shopping night life sightseeing trophy value shopping night life sightseeing safety accessibility affordability infrastruture 4/5 star acc accessibility affordability Safety infrastructure 4/5 star acc affordability accessibility infrastructure Safety 4/5 star acc affordability accessibility infrastructure safety 4/5 star acc
- 10. Participation is anoverriding desire but to varying degrees look/see touch/feel Participate Involve Being there Participate in Real Australian Experiences To varying degrees Sources - 1) Leisure Travellers - ATC Product Experience Research - Korea, Hong Kong, Singapore, Taiwan, Malaysia, China 2) ATC UK Barriers research: 2002 3) ATC Western Hemisphere Market Briefing 2004 Natural Local Cultural
- 11. Sun, sand and shopping ‘Wondersof the world’ type sights Culturally fascinating & immersive “The Ultimate Experience” in terms of activities, emotive appeal and luxury brand properties Fit to brag about when home But all are bound together by a common desire
- 12. BRAND STATUS Awareness &Understanding
- 13. Awareness and understandingdiffers by market North East Asia (China, Taiwan, Japan) - Natural features dominate perceptions but unlike UK; these remain top motivators - Level of perceptions/knowledge range from embryonic (China) to developed (Japan) Mainland Europe (France/Germany/Italy) - moving ‘onto the radar’ - Wide open spaces and wildlife still dominate imagery - Mystery deepens the allure - ‘Destination of the 21st century’ - Accessibility an issue (distance & perceived cost) North America - Safe and secure (part of a small club) - Australian’s (mateship values) one of our strongest selling points - But ‘so far away..and must be expensive’ - Visit other places first.esp. Europe UK - Knowledge highest of all markets - But ‘Over’ the cliched imagery - Want to know about the diversity of experiences on offer but in manageable chunks - Distance = ‘expensive’ perceptions Source - U.S offshore incentive travel; Menlo Cons. June 2004/ ATC Bus Tourism Depth Interviews 2001;UK, France, US, China,Taiwan” ATC China Strategy Study & Actions. N = 1042. 1999/ ATC Marketing Tracking USA, UK
- 14. Three types ofmarket emerge Level of Knowledge Established Embryonic Emerging China USA Taiwan Korea Malaysia Canada UKFrance Japan Source - “Underst the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004 “ ATC Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001 - UK, France, US, China and Taiwan” “ATC China Strategy Study & Actions. N = 1042. 1999”
- 15. The Difference BetweenEstablished/Embryonic In Image Terms Level of Knowledge Established Embryonic Image Attributes More than delivers on trophy value and ‘big ticket’ attractions but under delivers on perceived shopping, nightlife and food Image Attributes Understanding & image based around the main icons ;little understanding of the Australian Experience. Esp. diversity of experiences beyond familiar but ‘tired’ icons and ‘beers & barbies’ Also perceived to be too expensive with little understanding of the real costs & how competitive these are China USA Taiwan Korea Malaysia Canada UKFrance Japan Source - “ATC China Strategy Study & Actions. N = 1042. 2002” “UK Barriers To Australia Research” 2002
- 16. Even in the‘established market’ Australia is somewhat misunderstood Despite Brand Australia’s strong status in the UK (awareness; familiarity; product attributes) the image has not caught up with reality. Hence the task of educating of our sophisticated culture, diversity of experiences, gastronomic delights and shopping nirvana is a global need
- 17. It seems weare a well-known brand that is not known well Presence “Do I know of Australia?” “Does it appeal as a destination?” “Would it deliver a great experience?” Relevance “Does it suit our trip needs?” “Is it in the right price bracket?” Advantage “When I take all I know into account how does it compare to other places?” x x
- 18. Moving from wellknown to known well
- 19. Visitors actual experiencesprove reality is different from perception Our Product • A sense of freedom • Pristine natural beauty • Lots to do • Cultural diversity • Cosmopolitan • World-class infrastructure • Efficient • Friendly • Generous • Safe • Real value for money Our Delivery • Stunning • Engrossing • Beyond comparison The Experience • Refreshed & re- energised • Fulfilled • Satisfying • Enjoyable • Rewarding / Enriching The End-benefit Source - ATC Visitor expectation vs satisfaction surveys For most the Australian experience delivers beyond their expectations
- 20. The reality ofthe Australian experience needs to be clearly articulated to business Convey the truths of the Australian experience to overcome the barriers that prevent Australia from being seriously considered as the next convention incentive or international meeting destination Create a general shift in attitudes among influencers so that potential buyers feel confident they will be taken seriously when recommending Australia In order to position Australia as a premier business destination An excellent & realistic choice for corporate meetings and incentives
- 21. Counter the vicesand the virtues will become irresistible Culturally lacking Legacy images of an unsophisticated and predominately white anglo saxon culture and the accompanying baggage …poor shopping, bland food, no night life….still persist in many markets. The truth is, with 240 different cultural groups and 20% of the population speaking a language other than English at home, Australia has redefined the term ‘melting pot’ The benefits of such diversity is a gastronomic culture second to none Cost prohibitive Because of Australia’s distance we are perceived to be expensive. The fact is air travel aside, Australian on the ground costs are among the most competitive in the world and
- 22. Counter the vicesand the virtues will become irresistible Lackadaisical Business leaders want destinations that motivate their employees and reflect their company image of hard working, efficient and professional…popular perception of Australia and Australians does not yet match this desire. On the contrary Australians are among the hardest working people in the OECD. Our economy is strong and our businesses dynamic. Few destinations could provide a better example of 21st century vitality. Distance Australia (for the most part) is a long way away….but for all but the shortest incentive and convention trips…feasible. Long haul air travel has become infinitely more comfortable and Australia has direct flights to many of the world’s major cities.
- 23. Isolating The PotentialBrand Proposition
- 24. The proposition mustremain true to The Seven Tenets of Brand Australia WILL To be, and be recognised as a country beyond category & above comparison EXPERIENCE Life in A Different light MEANING Australia creates Australians, and all things Australian FUNCTION Ever-unfolding stories SCALE Big world with a human face. DUTY True… and true to its word. COHERENCE One story. Multiple authors
- 25. ‘Life (lived) ina different light’ is the platform for a Brand Australia business position A global uniting vision for the brand. (To be the world’s most aspirational destination brand) But it needs to be articulated in the most relevant and compelling manner for our business tourism target audiences
- 26. Recommended brand proposition SeeAustralia in a different light
- 27. See Australia InA Different Light Rationale for proposition Directly challenges existing prejudices: “look again….you’ll be surprised” Implies we’ve barely scratched the surface in discovering Australia “There’s much more to Australia than meets the eye” Adds required dimensions to features: “not just product features but life changing experiences” Presents the Australia solution: “the value currency = unique and compelling experiences”
- 28. Creative Brief AndMedia Considerations
- 29. What's the block? Theyoften won’t seriously consider Australia when planning incentive trips, conventions or meetings - its not that they have any negative image of our country - for most it is a dream destination - but barriers that are real (such as distance) or imagined (cost, sophistication, quality and variety of food) get in the way -as a result when it comes to narrowing down to serious candidates…Australia isn’t on their radar The fact is Australia’s virtues are not yet fully understood and its vices are overplayed. As or and is thought of more as the ulitmate once in a lifteime leisure vacation than realistic convention and incentive choice providing the breadth of tailored consultancy Who are we talking to? Corporate Meetings and Events Managers. They are the gatekeepers and key influencers to the CEO who signs off on the recommended trip. The average US manager will plan up to 50 sales conferences, symposiums, board meetings, tradeshow appearances, retreats, office parties and incentives trips a year . Their challenge is to control expenses without turning meetings and incentive trips into a mere commodity. CEOs and company owners - The ultimate decision makers - while they will look at the practicalities - budget etc; their choice will also be influenced by their own opinions of the destination, hence advertising has a role in predisposing them to Australia. Secondary target - delegates. This is their reward; they’ve earned it either as a direct reward for their performance (incentives) or as a mark of their status (conventions, meetings). They are the best and they want the best from a destination. What else do I need to know? • Multi-media campaign - tv?, print, web, brochures. Multinational • Must drive traffic to provide good business leads • Tone should be business-like, but inspiring and exciting. SEE OVER FOR CREATIVE START POINTS What’s the message? See Australia in a different light Why should they believe? • Australia is less expensive than you ever thought • Australia is an assault on the senses, No one just sees Australian they experience it. • Australia’s cities are among the most cosmopolitan in the world; while its natural grandeur defies description. • Australia is serious place that acts with purpose in everything it does; but a place that never takes itself too seriously. • A safe and secure destination where visitors can feel at ease See next page for more support points The Challenge Convince meeting planners and decision makers that Australia really is an achievable business destination and that it offers value for money, unrivalled experiences, cultural sophistication and has a ‘Zest for Life’ unrivalled anywhere else so that planners find it impossible not to seriously consider Australia
- 30. Why should theybelieve? (continued) The ‘Wow’ factor It’s sometimes said that Australia is full of the things that God didn’t make too much of…our unique animals and natural wonders. As such Australia offers visitors once in a lifetime experiences. A single rock rising from the earth like a giant red heart, sandstone figures clustered like ancient cities, the Great Barrier Reef ,more than 1,000 islands, pristine white beaches and dazzling coral displays; such are the unique wonders that Australia is famous for. You will find them nowhere else as Australia has its own rules
- 31. Why should theybelieve? (continued) The ‘Wow’ factor Australia offers much more than natural wonders to stare at; it invites participation in one of a kind activities. Only in Australia can visitors enjoy exclusive use of a national icon such the Opera House for a meeting, a dinner under a million stars in the outback or dine on the very turf where the world’s best competed at the Sydney Games in 2000. Or a helicopter transfer to the Great Barrier Reef in Queensland, hot air ballooning over the snow covered Victorian Alps, the thrill of jet-boating on Sydney Harbour, a breakfast cruise on lake Burley Griffin in Canberra, ride a Harley-Davidson to wine-tasting in South Australia or white water raft the rapids in Tasmania
- 32. Why should theybelieve? (continued) The ‘Wow’ factor Climbing Sydney's Harbour Bridge offers its own reward - one of the most spectacular harbour views on the planet. Drink in the drama of sparkling sapphire water against the white sails of the Opera House below and breathe the crisp, clean air. Swim with the sharks, not the jaws kind, but with one of the most awesome sights of the sea, the whale shark; a huge, placid plankton feeder. Australia is also one of the very few places on earth where you can swim with the largest fish in the sea, up to 18 metres in length, yet totally harmless to humans.
- 33. Why should theybelieve? (continued) Gastronomic delights - visitors to Australia are often dazzled by the sheer quality and variety of Australia's food. Australia’s multi-cultural society means the best of the world’s cuisine can be enjoyed in every city. Then there are the local food markets each offering their own unique experience - from the Sydney Fish Market, second only to Tokyo; to the Thursday evening Mindil Beach market, when most of Darwin buys the evening meal from a multi- cultural array of food stalls and sits down on the beach to watch the sunset. The finest Australian wines are among the best in the world. What better way to enjoy them than combined with a balloon flight over vineyards of the famous Hunter Valley, followed by lunch and wine tasting at one of the leading wineries
- 34. Why should theybelieve? (continued) Shopping - From mega malls to markets to luxury boutiques. Like the Queen Victoria Market in Melbourne, where hundreds of vendors display their wares, food items, clothes, and even exotic pets. Or the beautifully restored Queen Victoria Building (QVB), in Sydney with over 200 boutique stores. When it comes to shopping Australia is second to none. World class quality of service, hotels, facilities and professionalism. Australian infrastructure and service standards are as good as anywhere in the world. English speaking - The world’s language is Australia’s native language
- 35. Creative starters Juxtaposition Perception (poor night life, food, shopping) versus Reality (nights that never end, more cuisine choice than anywhere else in the world, shopping opportunities that range from the largest mega complexes to street markets and boutique designer stores.
- 36. Media considerations (firstthoughts) Editorial content/advertorials Advertising in business publications and travel trade media Cable TV Business websites, travel trade websites Brochures, flyers and posters for trade events
- 37.
- 38. Business visitors toAustralia 159 93 40 45 41 18 17 12 13 14 5 168 94 53 47 42 19 16 13 11 10 6 168 92 49 48 40 24 15 14 12 9 7 0 20 40 60 80 100 120 140 160 180 N ew Zealand U S C hina U K Japan Korea M alaysia Thailand C anada France Taiw an 2001 2002 2003 Source - ATC Business Tourism Market Profiles. September 2003. Business Travellers include: Business/Convention/ conference/seminar, trade fair/exhibition visitors
- 39. Corporate meetings -market standing Europe holds 55% of the market. Australia's market share remained steady in 2003 - a total of five percent. Sydney was 14th in number of meetings per city in 2003 with 37 meetings, slipping from 8th position in 2001. The preferred continent is Asia, followed by Europe and North America. More than half of the meeting planners are based in Asia and tend to organise most meetings in surrounding countries. The average number of participants per meeting has decreased from 603 in 1994 to 580 in 2002 Medical science is most popular area for international conferences, representing over 26.7%, followed by scientific meetings, technology and industry respectively. Source - “Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004 “ ATC Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001 Sep 01” UK, France, US, China and Taiwan”
- 40. Incentives - USmarket profile Among US corporations planning to run incentive programs to Africa, Australasia and/or Europe in 2004/ 2005 33% are insurance corporations 8% are direct selling organisations 7% are automotive manufacturers and dealers 6% are medical equipment/ pharmaceutical manufacturers 5% are computer hardware/software manufacturers (Source: SITE, Incentive Travel Factbook 2004). The average per person spending for incentive trips from the United States was US$2,576 in 2003, an increase from $2,394 in 2002. (Source: SITE, Incentive Travel Factbook 2004). Each US corporation was asked to indicate the average length of their incentive trips. The majority of corporations average 4-5 days: Source - “Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004 “ ATC Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001 Sep 01” US”