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Threesides communities in-transition-conference-tourism-branding


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Presentation and case study on what makes a good tourism brand

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Threesides communities in-transition-conference-tourism-branding

  1. 1. Building great tourism brands Case Study – Poachers Way Presented by Clint Wright
  2. 2. Who we are
  3. 3. Who we do it for <ul><li>Shoalhaven Tourism </li></ul><ul><li>Tourism Wollongong </li></ul><ul><li>National Parks and Wildlife </li></ul><ul><li>Tourism Snowy Mountains </li></ul><ul><li>Accommodation, tours and attractions </li></ul><ul><li>Capital Country </li></ul><ul><li>Australian Capital Tourism </li></ul><ul><li>DSRD – travelling experts workshops </li></ul>
  4. 4. Today’s presentation <ul><li>What makes a great tourism brand </li></ul><ul><li>One we prepared earlier – Poachers Way </li></ul><ul><li>Ask a marketer </li></ul>
  5. 5. What is a brand <ul><li>More than a logo </li></ul><ul><li>Much more than a holiday planner guide </li></ul><ul><li>It’s the perception of your destination in the hearts and minds of your visitors </li></ul>
  6. 6. Brand Perception <ul><li>Byron Bay </li></ul><ul><li>Young </li></ul><ul><li>Merimbula </li></ul><ul><li>Canberra </li></ul><ul><li>New Zealand </li></ul>
  7. 7. Strong brand = value <ul><li>Recently valued at 153billion (US) </li></ul>
  8. 8. Which NSW Destination?
  9. 9. Destination Anywhere! <ul><li>Destination Anywhere </li></ul><ul><li>Insert meaningless tagline here </li></ul>
  10. 10. What’s compelling <ul><li>Why should I visit your town or region? </li></ul>
  11. 11. What do they think
  12. 12. Stand out from the crowd <ul><li>76 regional tourism organisations across Australia </li></ul><ul><li>If you’re not different, don’t bother coming into the market </li></ul><ul><li>Brett Godfrey CEO VirginBlue </li></ul>
  13. 13. Unique experiences
  14. 14. Play to your strengths <ul><li>Squeaky wheels don’t build good brands </li></ul>
  15. 15. Be different
  16. 16. Poachers Way History <ul><li>Started by owner of Poachers Pantry in 2004 </li></ul><ul><li>Unique high quality businesses with same </li></ul><ul><li>philosophy </li></ul><ul><li>Funding through Australian Capital Tourism </li></ul><ul><li>for brochure, website and PR </li></ul><ul><li>Regional NSW focussed (Capital Country) </li></ul>
  17. 17. Poachers Way History <ul><li>Received Australian Tourism Development Grant of 500k in Jan 08 for branding and 18 month marcomms project </li></ul><ul><li>25 owner operators in regional NSW and Canberra. B&B’s, restaurants, wineries, artists, horse riding, day spa </li></ul><ul><li>Committee established, project manager and brand consultant appointed </li></ul>
  18. 18. The Market Plan <ul><li>Challenging times </li></ul><ul><li>Interest rates and petrol prices </li></ul><ul><li>Strength of dollar/increase in OS travel </li></ul><ul><li>Decrease in short breaks </li></ul><ul><li>Lots of competitors – over 76 regional destinations </li></ul><ul><li>Reduced budgets for tourism promotion </li></ul><ul><li>Technology has moved market to online purchase </li></ul>
  19. 19. The target market <ul><li>The Experience Seeker </li></ul>1) Older, affluent couples (children independent) 45–65 +
  20. 20. The target market 2) Young, affluent 25–35 couples childless The Experience Seeker
  21. 21. <ul><li>What binds them together </li></ul>
  22. 22. The Brand Development <ul><li>The brand idea: </li></ul><ul><li>Coming back to what’s important in life </li></ul><ul><li>Invite the market to experience a different lifestyle by living life the Poachers Way! </li></ul>
  23. 24. Objectives <ul><li>What did we want to achieve? </li></ul><ul><li>Raise awareness of the brand and businesses </li></ul><ul><li>Increase preference to visit and purchase their products </li></ul><ul><li>Create a revenue stream for ongoing marketing program </li></ul>
  24. 25. The Marketing Plan <ul><li>How to engage the target market </li></ul><ul><li>Product Development – criteria, packaging and retail </li></ul><ul><li>Pricing - premium price points, promotions </li></ul><ul><li>Promotion – PR and events, online, partnerships, print </li></ul><ul><li>Distribution channels – direct, online, retail </li></ul><ul><li>People – training </li></ul>
  25. 26. Imagery
  26. 27. Promotions
  27. 28. Results <ul><li>In the first six months </li></ul><ul><li>Attracted 15 media visits from Sydney and Canberra resulting in main stream media attention </li></ul><ul><li>Consistent website visitation of 1800 month </li></ul><ul><li>Built database of 2500 from Canberra in Sydney </li></ul><ul><li>18% average increase in business across members </li></ul>
  28. 29. Top tips for tourism brands <ul><li>Understand your market </li></ul><ul><li>Define your unique brand story </li></ul><ul><li>Find business champions and define decision making </li></ul><ul><li>Get professionals involved </li></ul><ul><li>Financial commitment – get serious or don’t bother </li></ul>
  29. 30. The Shameless Plug <ul><li>Presentation and marketing tips see our blog </li></ul><ul><li>The Thirdside </li></ul><ul><li>Our target market – decision makers who aren’t afraid to do things differently </li></ul><ul><li>Clint Wright 0430 582 583 </li></ul><ul><li>[email_address] </li></ul>