PowerPoint template - TWA Corporate - GENERIC

Tourism WA - Webinar Marketing Update
24 SEPTEMBER 2014
Presenters:
 9.00am - Singapore Market – Suzanne Lim
 9.30am - Malaysia Market – Suzanne Lim
 10.00am - Indonesia Market – Faridah Ibrahim
1
Singapore Market
WEBINAR presentation
24 September 2014
2
Singapore and Malaysia Market Introduction
Senior Consultant
Strategic Marketing
Eelian Lee
Senior Consultant PR
Peter Kemp
International Market
Manager, Singapore &
Malaysia
(Contractor)
Selena Oh
Marketing Manager
Singapore and
Malaysia
Suzanne Lim
Head Office Key
Contact
Marketing Executive
Singapore and
Malaysia
Suhaila Bahari
Marketing Coordinator
Malaysia
Jenny Chan
3
Background - trends
Singapore visitor arrival growth into Western Australia:
•
27.4% to 75,300 for YE June 2014
•
WA market share of total Singapore visitors to Australian 23.6% YE June 2014
Repeat visitation:
•
Year ending June 14’: 80%
•
•
•
•
•
•
•
•
•
Continuously looking for new experiences for return visits
Seeking safe destinations and interesting experiences that are value for money
Unique food & wine experience seekers
Mature market with well-travelled consumers who have a good awareness/familiarity
with WA and still providing good growth
Good direct accessibility and flight capacity with competitive aviation environment
Ageing population but digitally savvy - able to research & book online
Short-medium length of stay (5-8 days) in WA depending on school holidays/public
holidays
Heavily reliant on connectivity – internet/wifi must be readily available
In the last 12 months the revitalisation of Perth`s small bars and restaurants scene
has been a focus point through PR to assist in changing the consumers perception of
Perth.
4
Singapore Visitation History
$250
80
70
$200
50
$150
40
$100
30
Visitation (‘000)
Spend ($Million)
60
20
$50
10
$0
0
Jun-09
Jun-10
Jun-11
Spend
Jun-12
Jun-13
Jun-14
Visition
5
Singapore - Purpose of Visit
45
+56.7%
40
Visitors (‘000)
35
30
+19.3%
25
20
15
-6.5%
10
-21.8%
5
0
Holiday
VFR
YE Jun-13
Business
Education
YE Jun-14
6
Target Audience
•
Primary focus
- FIT market, singles, dual-income no kids (DINKs)
- well-travelled/experiential consumers
- 25 to 55 years of age
- those who love their food & wine
•
Others:
- Muslim group segment
- Niche segments (luxury, school groups)
- VFR and education segment
7
Key Objectives
1.
2.
Gain market share in visitor arrivals
Increase dispersal throughout the state
Via the following strategies:
Consumer
• Partnership with TA on Restaurant Australia
activities, i.e. Broadcast, PR (IMHP)
• Leverage key events in WA
- increase dimensions to travel
- create urgency to travel on specific dates
- PR opportunities
• Brand focus on Perth & Experience Extraordinary
• Execute consumer direct campaigns/PR activity
through partnership with non-traditional partners
• Airline partnership with Singapore Airlines, Scoot,
Jetstar and TigerAir
8
Key Objectives
Trade
•
•
•
Increase the reach of our key messages
via trade partners
Work closely with Key Distribution Partners
(KDPs) – 11 of them through multiple digital
channels
Develop deeper experiential products with
focus on self-drive, food & wine, adventure
trails
9
Activity Plans 14/15
Q1& Q2
WA integrated gourmet campaign (trade & consumer marketing)
There are 3 key elements to this campaign:
1. Focus on MRGE from 24 Aug – 30 Sep 2014 in conjunction with NATAS
Aug 2014
10
Activity Plans 14/15
2. Chan Brothers Self-drive Convoy
with celebrity blogger (Aug 21–Nov 17)
• Self-drive convoy with Daniel the blogger
on a 7D/6N journey from Perth to AGO &
ASW in conjunction with MRGE.
11
Activity Plans 14/15
3.
a.
EAT, DRINK, BUY WA
Partner with 9 travel partners to promote 2 gourmet packages:
12
Activity Plans 14/15
3. EAT, DRINK, BUY WA
b. Partnered with 8 retailers together
with ANZ Bank on a consumer
campaign with a contest
• 4 pairs of prizes to be given away
for anyone who dines, drinks and/or
buy WA products with the retail
partners
• Special deals with ANZ - those who
pay with ANZ cards will get double
chances to win.
• Supermarket activity – on site
consumer engagement with
radio DJ via live roving reports
13
Activity Plans 14/15
EAT, DRINK, BUY Launch on 11 Sep 2014
- attended by 117 guests consisting of trade
partners, retail partners, airline, media
- High Commissioner of Australia,
Philip Green was present to grace the
event with Tina Altieri engaged as the MC
- Tasting, lucky draws, chef interview &
showcase of MRGE video
14
Activity Plans 14/15
Q3 & Q4
There will be 2 elements:
1. “Great WA Journey”
• A photography/videography competition
road trip campaign
• PR event – post trip WA photography,
videography exhibition /event
• Recruitment - PR pitched stories, media
trips, involving photography/ videography
enthusiasts & social media, including
quirky “selfie” category
• Retail – exploring telco, electronic partner,
camera companies & car rental (Hertz)
• Social media upload photos/videos
during trip by participants
15
Activity Plans 14/15
2. Caravan/Camping
• Develop a set of self-drive caravan/camping itineraries and contacts for
travel agents
• Work with niche/specialist travel agent & camping retails partners to
develop and promote self-drive packages
16
Marketing Strategies
• Continue to support the trade and offer new experiences to
consumers.
• Provide destination info/products for trade partner marketing assets,
i.e. website, Facebook, eDMs, travel brochures, etc.
• More direct consumer engagement activities and database marketing
with non-traditional partners, i.e. online travel agents (Wego, Orbitz),
banks
• Use events to invigorate consumers to travel to WA.
• Tap beyond traditional customer base, including niche segments
• Maintain trade-servicing/partnership through co-op campaigns/inhouse travel fairs/consumer shows
17
Marketing Opportunities




Build PR with market to create demand, indicate your willingness to
support IMHP, ASP trade famils
Provide free wifi to enable trade/consumers to engage with their
family/friends/customers on social media (share photos/videos)
Engage WA ITOs to incorporate your respective products into their
itineraries so that the Singapore trade has readily available products to
include in their package which ultimately TWA Sin can feature in our
campaigns
Workshops/Training/Roadshows/Famils/
Broadcast
•
WATEX – March 2015
•
ATE – June 2015
•
ASP Famil
•
IMHP/PR/Media famils
18
Malaysia Market
WEBINAR presentation
24 September 2014
20
Background - trends
Malaysia visitor arrival growth into Western Australia:
•
+9.5% to 64,400 for YE June 2014
•
WA market share of total Malaysian visitors to Australia 23.2% YE June 2014
Repeat visitation:
•
Year ending June 14’: 70%
•
•
•
•
•
•
Malaysian market is still providing good growth for WA and still a strong GIT market
especially for MICE segment
Malaysia is a fragmented market due to the vast geographical nature of country, i.e. East
& Peninsula Malaysia, secondary cities, e.g. Penang, Ipoh, Johor Bahru with varying level
of consumer maturity and knowledge about WA
Highly price and value conscious, actively seeking new experiences and deals before
making travel purchases
The travel distribution system in Malaysia is changing rapidly with customers booking
online airfares, although there is still a sizeable segment that remains largely traditional
Highly competitive market with aggressive marketing by Asian & Europe competitors (the
Middle Eastern carriers are flying direct to Europe)
Technology is changing purchasing behavior very quickly and we need to react fast and
capitalise on trends
21
Malaysia Visitation History
$180
70
$160
60
50
$120
$100
40
$80
30
$60
Visitation (‘000)
Spend ($Million)
$140
20
$40
10
$20
$0
0
Jun-09
Jun-10
Jun-11
Spend
Jun-12
Jun-13
Jun-14
Visition
22
Malaysia - Purpose of Visit
40
35
+18.3%
Visitors (‘000)
30
-5.9%
25
20
15
10
-0.1%
5
-1.5%
0
Holiday
VFR
YE Jun-13
Business
Education
YE Jun-14
23
Target Audience
•
Tier one
- FIT market, singles, DINKS, well-travelled/experiential consumers
- mix of English & Mandarin speaking consumers
•
Tier two
- GIT and partially packaged holiday segment (young families, silvers, DINKS)
•
Others:
- Muslim group segment
- Secondary cities beyond Klang Valley (KL & PJ), i.e. Penang, Ipoh, Johor Bahru
- MICE segment
- VFR and education segment
24
Key Objectives
1.
2.
Gain market share in visitor arrivals
Increase dispersal throughout the state
Via the following strategies:
Consumer
• Partnership with TA on Restaurant Australia
activities, i.e. Broadcast, PR
• Leverage key events in WA
- increase dimensions to travel
- create urgency to travel on specific dates
- PR opportunities
• Brand focus on Perth & Experience Extraordinary
• Execute consumer direct campaigns/PR activity
through partnership with non-traditional partners
• Airline partnership with Malaysian Airlines
25
Key Objectives
Trade
•
•
•
•
Increase the reach of our key messages via trade partners
Work closely with Key Distribution Partners (KDPs)
Through multiple channels, i.e. print ads, Facebook, website, eDMs
Develop deeper experiential products with focus on self-drive, food & wine,
adventure trails
26
Activity Plans 14/15
Q1& Q2
WA integrated gourmet campaign (trade & consumer
marketing)
•
•
•
•
Tourism WA Malaysia will be heavily promoting gourmet
holidays in conjunction with MRGE and the highlight of the
campaign is a special departure group tour with Chef Wan.
The package is priced at RM5,580 all inclusive (flights,
accommodation, meals & Gourmet Village tickets at MRGE)
& we have tied up with 2 travel partners – Holiday Tours &
Travel & PNL Travel.
A personalised Chef Wan apron will be made to be given
away as souvenirs and Chef Wan will be conducting a
cooking demonstration in the City of Swan.
Tourism Australia & Tourism WA will be hosting 2 writers, a photographer &
videographer on the trip for additional PR exposure & to produce a booklet &
video post-trip
27
28
Activity Plans 14/15
Q3 & Q4
1. “Great WA Journey”
• A photography/videography competition road trip campaign
• PR event – post trip WA photography, videography exhibition /event
• PR- PR pitched stories, media trips, involving photography/videography
enthusiasts & social media, including a quirky selfie category
• Retail –exploring telco, electronic partner, camera companies & car rental
• Social media upload during and post photo/video on trip
29
Marketing Strategies
• Continue to support the trade and offer new experiences to
consumers.
• Provide support for trade partner marketing assets, i.e. website,
Facebook, eDMs, travel brochures, etc.
• More direct consumer engagement activities and database marketing
with non-traditional partners i.e. online travel agents (Wego, Orbitz),
banks
• Use events to invigorate consumers to travel to WA.
• Maintain trade-servicing/partnership through co-op campaigns/inhouse travel fairs/consumer shows
• Tap beyond traditional customer base, including secondary cities and
niche segments
30
Marketing Opportunities




Build PR with market to create demand, indicate your willingness to
support IMHP, ASP trade famils
Provide free wifi to enable trade/consumers to engage with their
family/friends/customers on social media (share photos/videos)
Engage WA ITOs to incorporate your respective products into their
itineraries so that the Malaysia trade has readily available products to
include in their package which ultimately Tourism WA Mal can feature in our
campaigns
Workshops/Training/Roadshows/Famils/
Broadcast
•
WATEX – March 2015
•
ATE – June 2015
•
ASP Famil
•
IMHP/PR/Media famils
31
International Markets
(INDONESIA)
WEBINAR presentation
24 September 2014
33
Team Introduction
Ee Lian Lee
Strategic Marketing & Planning
Senior Consultant
Faridah Ibrahim
Marketing Manager, Indonesia
Evie Bandung
Market Coordinator, Indonesia (Part time role)
Loretta De Stefani
Project Manager, Indonesia & US
34
Background - Trends
Based on recent research undertaken by Tourism Australia, key findings in Indonesia:
o
75% of those that have previously visited Australia had associated Australia with a “safe and
secure destination’.
o
Australia is also associated for its rich history and heritage, romantic destination, spectacular
coastal scenery, family friendly, friendly and open citizens, world class beauty and natural
environments and value for money, and clean cities / good road infrastructure
Distribution
•
Over 90% of young well-travelled FIT consumers research destination information through on line means
prior to travel.
•
Almost 90% of bookings are made through traditional retail travel agencies.
•
Consumers and trade partners have limited knowledge of WA.
Australia and Tourism WA resources
•
Tourism Australia has significantly increased its Indonesian budget.
•
Tourism Australia has been working towards setting up a serviced regional office in Jakarta and has
engaged a PR agency.
•
Currently TEQ has an office in Jakarta with a full time staff.
•
TVIC has a rep in market to service the trade and engage PR agency.
•
Tourism WA is seeking to appoint a dedicated in-market PR resource.
35
Background - Trends
Challenges
•
Aviation has seen some decline in capacity with Jetstar withdrawing services recently.
Garuda has reduced direct flight from Jakarta to Perth to 4x weekly.
•
Visa approval can be a challenge for travelers, which is being addressed at a federal level
through TA.
Opportunity
•
Jakarta is the main source market with a population of 10.187 million. Secondary focus is
Surabaya with a population of 2.765 million
•
There is long term potential to tap into an affluent FIT market from a fast growing middle
class with good disposable income, high propensity to spend, especially for WA due to high
VFR traffic.
•
WA`s advantage over other states - closest gateway city and same time zone
36
$120
35
$100
30
25
$80
20
$60
15
$40
Visitation (‘000)
Spend ($Million)
Indonesia Visitation History
10
$20
5
$0
0
Jun-09
Jun-10
Jun-11
Spend
Jun-12
Jun-13
Jun-14
Visition
37
Purpose of Visit - Indonesia
14
+25.1%
12
Visitors (‘000)
10
-10.9%
8
6
+45.7%
4
+6.4%
2
0
Holiday
VFR
YE Jun-13
Business
Education
YE Jun-14
* Small sample size, use results with caution
38
Target Audience
Focus: Jakarta and Surabaya plus secondary cities of Bundang, Bali and Yogyakarta
Priority 1: 25 – 44 year old; Leisure groups, comprising FIT and group (middle class and affluent consumers), seeking
experiential, iconic and family-friendly destination. Majority booking through trade partners. School holidays (June and
year-end) and Lebaran (July/August) are peak travel period.
Priority 2 : MICE (business events) segment; corporate incentives.
Priority 3: VFR and Education segment
Key Segments
Families
Singles, Couples/DINKS
MICE/Incentive
Remarks/Key Characteristics
GITs, Growing FITs (small family groups travelling together), seeking unique
experiential activities and look for value and safety
FITs, well-travelled, research for information online, seeking soft adventure,
food & wine, special events, but are seeking deals
Very strong segment
Niche Segments
Young adults
FITs, soft adventure, using LCCs
Expatriates
Large number of foreigners in Jakarta
VFR
Seeking value/good airfares
Special interest
Special interest group is growing eg. Cycling tour, culinary tour, photography
tour and Study Tour
39
Tourism WA Activity
Activities
Period
MAJOR CAMPAIGN
Garuda Campaign
Sep-Oct 2014 & AprMay 2015
Singapore Airlines MOU Sep – Nov 2014, FebCampaign
Mar 2015
Agents Coop
WA Brand campaign
PR / CONSUMER
WA Travel Guide
WA Day event @
shopping Mall
Partner(s) / Remarks
Garuda Indonesia
Call to action: Bestperthdeals.com/indonesia
Singapore Airlines
Call to action: Bestperthdeals.com/indonesia
Sep-Dec 2014, Feb-May Australia Centre, Avia Tours, Dwidaya, Shilla Tours,
2015
AntaVaya, Smailing Tours and Garuda Indonesia Holidays
Feb-Mar 2015
Call to action: Bestperthdeals.com/indonesia
Feb/Mar 2015
(Famil Oct 2016)
Mar/Apr 2015
Wego Influencers Famil 16-23 Sep 2014
TRADE
WA Indo Roadshow
3 & 5 Nov 2015
WATEX 2015
March 2015
Market visits/In-house In progress
training
WA brochure in Bahasa for trade and consumer
WA Trade Office, Shilla Tours and a Bank (credit card)
10 influencers with huge followers on social media
15 WA operators. Panorama (Corporate Dinner)
40
Garuda Indonesia Campaign
RESULT: 346 bookings during 3-day GATF
41
Singapore Airline Campaign
Date of print ad: 25Sep prior to Kompas Travel Fair on 26-28 Sep
42
Agent’s Co op – Avia Tour
Print ad @ Kompas on 4 Sep 2014
43
Agent’s Co op – Dwidaya
TVC on FOX channel from 19-24Sep
44
Wego Promotion
TVC on FOX channel from 19-24Sep
Social media awareness campaign Facebook, Google+ and Twitter
audience.
ACTIVITIES
• AUG: Consumer competition
designed to encourage consumers
to explore westernaustralia.com
• SEP: Media familiarisation – 8
“Influencers”, who will blog daily
about the visit, the two competition
winners and a Trans 7 TV crew
Daily videos update on Youtube channel
#Extraordinary Trip 15” Highlights
45
Australia Centre Roadshow
– Jakarta & Surabaya 4 & 7 September
46
WA Travel Guide (Bahasa)
36-pages (including cover)
A collaboration with Venture Travel
Magazine and The Foodies Magazine
47
Industry Opportunities
Activities
MAJOR CAMPAIGN
Bestperth deals.com
Agents Coop – Australia Centre,
Avia Tours, Dwidaya, Shilla Tours,
AntaVaya, Smailing Tours and
Garuda Indonesia Holidays
Period
Opportunities for WA operators
Sep 2014 –
June 2015
Hot deals - entrance fee, tours, accommodation etc
Note: The call-to-action for our ad campaign with
Airlines (Garuda, Singapore Airlines, Air Asia) will be
directed to this website
Sep-Dec 2014, Value-add or special rates etc.
Feb-May 2015
PR / CONSUMER
WA Travel Guide (WA brochure in Feb/Mar 2015 Host media famil (Oct 6-12), provide fact sheets /
Bahasa for trade and consumer) (Famil Oct ‘15) product updates & images for brochure content
Astindo Travel Fair 2015
March 2015
Participation
WA Day event @ shopping Mall
Mar/Apr 2015 Look out for prospectus (Nov/Dec 2014)
TRADE
WA Indo Roadshow
3 & 5 Nov 2015Joint sales calls.
WATEX 2015
Market visits/In-house training
March 2015
Monthly
Registration open
Joint sales calls – contact Faridah
48
Market Contacts
SINGAPORE
Suzanne Lim
PERTH
Peter Kemp
Marketing Manager Singapore &
Malaysia
suzanne.lim@westernaustralia.com
International Market Manager Singapore &
Malaysia
peter.kemp@westernaustralia.com
Faridah Ibrahim
Loretta De Stefani
Marketing Manager Indonesia
Faridah.ibrahim@westernaustralia.com
Project Manager Indonesia
loretta.destefani@westernaustralia.com
50
Thankyou for joining us.
Visit our new consumer website
www.westernaustralia.com
For industry updates, research and
cooperative opportunities visit
www.tourism.wa.gov.au
51