adv3112 tourism wa
TRANSCRIPT
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Live Up Your
Western AustraliaLaurie Law-Baw
Cecilia Setiawan
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WA International Visitors
Market ShareJune 2011
Australia88%
Western
Australia
12% 720,200
5,281,470
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The Southwests
International Visitors Market
Share - June 2011
129,000
Other regions
South-West
591,000
17.9%
82.1%
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Background Problems
Lack of awareness
Competition with eastern cities
Language barrier Culture barrier
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The Campaign
1. Background Problems
2. Objectives
3. Situation Analysis
4. Target market profile
5. Big Idea
6. Strategies & Channels
7. Budget8. Timeline
9. Evaluation
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Objectives
1. To raise international markets
awareness about the South West
2. To encourage Chinese visitors tovisit WA
3. To give a positive personality to
clients brand
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SWOT Analysis
The SouthwestInternational Insight
STRENGTHS
Proximity - not far from Perth
Sense of adventure: Outdoor activities (camping,
fishing)
Escape from the stress or the everyday life
routine: hotels (luxurious), massage, romanticgetaway
Luxurious places: wineries, restaurants
Australians are welcoming
Low violence rate
WEAKNESSES
Low density (low population)
Small towns
Not many choices of activities (only outdoor
activities)
Only interesting 6 months a year (too cold in
winter)
OPPORTUNITIES
Build a good reputation
Increase the density of the areas
More attractions
Rising tourism market
THREATS
Competition with other Australian regions
Bad reputation
Economy: currency (high Aus dollars)
Possible increase of violence/crime against
foreigners.
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SWOT Analysis
WAChinese Visitors Perspective
STRENGTHS
Proximity - not far from Perth
Sense of adventure: Outdoor activities (camping,
fishing)
Escape from the stress or the everyday life
routine: hotels (luxurious), massage, romanticgetaway
Luxurious places: wineries, restaurants
Australians are welcoming
Low violence rate
WEAKNESSES
Low density (low population)
Small towns
Not many choices of activities (only outdoor
activities)
Only interesting 6 months a year (too cold inwinter)
OPPORTUNITIES
Build a good reputation
Increase the density of the areas
More attractions
Rising tourism market
THREATS
Competition with other Australian regions
Bad reputation
Economy: currency (high Aus dollars)
Possible increase of violence/crime against
foreigners.
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Target Market
International visitors
Chinese visitors
149800
77200
69800
62700
46600
31000
30200
26900
22400 15400
W.A. visitors in 2011
1 UK
2 Singapore
3 New Zealand
4 Malaysia
5 USA
6 Germany7 Indonesia
8 Japan
9 South Africa
10 France
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International Visitors
80% of them are between 18 to 38 yo
They are Experience Seekers type:
Love to travel; engage with locals; like self-discovery and education; interested in culture; want
to challenge themselves.
We will mostly focus on, but not limited to, Europe,
USA and Asia (excluding China).
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Europeans Americans Asians(excluding China)
Self-challengers
Cocoon travellersComfort and learning
Taste and try
Pushing boundaries
Self-challengers
Travel in styleRoots
Home from home
Self-challengers
Cultural explorersTravel in style
Collectors
First timers
Comfort tourists
Functional tourists
International Visitors
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Chinese Visitors
3 key profiles:
1. Self-challengers
2. Sightseers3. Ready to leave
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Chinese Visitors
Self-Challengers: 25-34 yo Sightseers: average age 39 yo Ready to Leave: 18-24 yo
Mostly married but
singles live alone;
University educated;
Fluent English;
Own car and electronicgadgets;
Work for international
company;
Like to get under the
skin of a destination;
Experience the true
culture and people
away from the touristic
trail.
Married men with kids;
High personal and household
income;
Own house, car
Live in Guangzhou;Not interested in adventure;
Seek public status from luxury
goods and places;
No immersion in culture and
locals;
Visit safe destinations to affirm
their position in the society;
Travel with 6 or more people;
Travel as part of an organised
group tour.
Likely singles
Low income
Less likely to own a
house, car
Love adventureLike to explore a
different world
Want to experience a
different lifestyle.
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Chinese Market
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Australia W.A.
Visitors
Chinese visitors to Australia
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Tourists Insight
Language barrier
Cultural barrier
Want to experience local culture Lack of awareness
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Big Idea: Live Up Your WA
Concept:
1. Choose how you want
to have your experience
2. Pick your WA guide
3. Connect with your
guide
4. Plan your own itinerary,OR let your guide plan
it for you
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Ecotourism in the Southwest
Activities:
1. Whale watching
2. Tree planting
3. Horse trekking
4. Cave exploring
5. Stargazing
6. Endangered faunaconservation program
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Raising Awareness: Exposure
Channels:
1. Outdoor advertising
2. Commercials3. Merchandise (exclusive to Chinese market)
4. Partnership with SCA
5. Online promotion
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Channel 1: Outdoor & Print Media
1. Posters
2. Billboards
3. Elevator doors4. Escalator barriers
Allocated budget: $1,250,000
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Poster series: International
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Elevator Doors Ads: International
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Poster series: China
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Poster series: China
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Channel 2: Commercials
1. TV
2. Youtube and Youku3. Cinemas
Allocated budget: $500,000
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Channel 3: Merchandises (China)
Tourism WA umbrellas
Tourism WA chopsticks holders
Allocated budget: $750,000
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Channel 4: Southern China Airlines
1. Ads on SCA website
2. Tourism WA booths in SCA terminal
3. Coverage on SCA air magazine4. Airplane painting
Allocated budget: $550,000
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Channel 5: Website & social media
1. Tourism WA website -
multilingual
2. Facebook and Renren
Allocated budget: $10,000
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Total Budget
Outdoor: $750,000
Print media: $500,000
Commercials: $500,000
Merchandises: $750,000
Partnership with airline: $550,000
Website and social media: $10,000
Guide training: $1,000,000
Total: $4,060,000
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Campaign Timeline
1. Market research:
OctoberNovember 2011
2. Media planning and buying:
December 2011
3. Campaign period:
JanuaryDecember 2012
4. Evaluation and monitoring:
During and post-campaign
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Evaluation
1. Website
Google AdWords to promote the website and
measure traffic
2. TV commercials
Survey and ratings
3. Outdoor ads and merchandisesSurveys
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Thank you for your kind attention.