cooperative advertising prospectus...campaign launch campaign teaser educate on ‘what is a...
TRANSCRIPT
-
‘ E N T E R T H E B I O S P H E R E ’ C A M PA I G N CO O P E R AT I V E A DV E R T I S I N G P R O S P EC T U S
UPDATE – 29 JULY 2020
-
P R O S P EC T U S OV E R V I E W
2020 has been a challenging year for destination Noosa. Whilst we’re recovering and navigating our COVID-safe future and ensuring our tourism industry is sustainable for years to come, we believe it’s imperative to continue marketing Noosa as the best destination in Australia to visit.
Whilst we are working with changing goal posts in relation to both international and domestic travel, we recognise the importance of remaining front-of-mind for travelling Australians.
Although the environment is changing rapidly, we plan to be in market throughout the 2020/21 financial year. Cooperative opportunities will be communicated to members in stages to ensure we have the most relevant placements, accurate information and the best channels available.
This newly implemented joint advertising plan is designed to include members of all levels and ensure they can leverage from the campaign whilst we are in market from late July.
Enter the Biosphere Campaign Program: July 2020 – October 2020Destination Cooperative Program: November 2020 - June 2021
2 0 2 0 2 0 2 1
J U NM A YA P RM A RF E BJ A ND E CN O VO C TS E PA U GJ U L
Enter the Biosphere Cooperative ProgramJuly 2020 – October 2020
Destination Cooperative ProgramNovember 2020 - June 2021
Includes seasonal activity (publications, school holiday activity, forward booking campaign etc.)
-
C A M PA I G N OV E R V I E W
-
E N T E R T H E B I O S P H E R E
Noosa is a rare location that has worked hard to achieve and maintain UNESCO biosphere reserve status.
With our genuine and pristine environmental credentials and expertise in ‘people and nature living together in harmony’ we hold a true, unique value proposition in both the Queensland and Australian markets.
How we demonstrate this unique value proposition through the use of visual mediums, language and messaging is central to this campaign, in order to cut-through the multitude of tourism campaigning that will be prevalent in a cluttered marketplace in weeks and months to come.
Tourism Noosa’s new campaign “Enter the Biosphere” will be targeted at our local drive market and the interstate market. The campaign will be nimble and versatile in order to combat any changes that may arise due to COVID-19.
We have developed this campaign in line with feedback from stakeholders and research provided by Tourism Australia and other industry leaders over recent months. This research has suggested that Noosa is a highly sought-after Australian destination and travellers are looking for environmental, eat and drink and outdoor experiences. Throughout the campaign, we will be leveraging off these reasons to travel.
EXAMPLE ONLY
-
C A M PA I G N O B J EC T I V E S
-
Noosa’s drive market is our
primary audience for this
short-term plan.
Brisbane,
Toowoomba,
Gold Coast,
Northern NSW,
north to Bundaberg);
We are developing some
key media partnerships
with lifestyle-based
N O O S A ’ S TO U R I S M R E C OV E R Y M A R K E T I N G P L A N
Bundaberg
Noosa
BrisbaneGold Coast
Toowoomba
1: Drive Market
Sydney
Melbourne†
2: Domestic Market + New Zealand†
Cairns
A U D I E N C E S EG M E N T S *
G EO G R A P H I C D E M O G R A P H I C P S YC H O G R A P H I C
‘Nature as a life force’ sentiment: outdoor lifestyle, water activities, affluent adventurers
‘Clean & Green’: green travel enthusiasts; people seeking safe, nature-based destinations
Food tourism
Visiting friends & relatives market
• Noosa’s drive market (Brisbane, Gold Coast, Toowoomba, Sunshine Coast, north to Bundaberg) is a priority market post-COVID-19, while aviation and border movement rebounds over the coming months
• Direct flights to and from Cairns begin mid July, making tropical North Queensland region a marketable geography for Noosa.
* UQ Business School Report by Gabby Walters; YouGov Travel Monitor, June 2020;
Australian Multi-Generational Travel Trends report by Expedia Group;
Tourism Australia’s Domestic Tracking report derived by BD from Blue North.
• Millennials & Generation Z segments show a higher propensity than any other segment to travel sooner and spend more when travelling, according to several sources.These generations cover people born between 1981-2009.
• Baby boomers who repurpose cruise holidays with domestic travel, traditional media used to market to this audience.
• Gen X who are heavily influenced by visiting family and friends, seeking relaxing vacations.
• Sydney, Melbourne and New Zealand are important high-value traveller markets for Noosa and marketing activity will be activated in those regions once borders are opened and aviation routes are re-established.
† When borders open
-
Living proof of a biosphere experience, creating signature experiences within the Noosa region and educational activations TBC
2420 10
C A M PA I G N L A U N C H
C A M PA I G N T E A S E R
L A U N C H
C A M PA I G N S C H E D U L E
Call to action: Enter the Biosphere – book nowMass campaign across key markets, digital and print advertising; Public relations launch to key media
Campaign cooperative advertising program
C A M PA I G N L A U N C H
C A M PA I G N J O I N T A DV E R T I S I N G
P R O G R A M
D E S T I N AT I O N J O I N T A DV E R T I S I N G
P R O G R A M
J U L A U G
6 13 27 3 17
B I O S P H E R E E X P E R I E N T I A L
I N I T I AT I V E S
1914 531 7 21 28 12 26 2116 72 9 23 30 14 28
S E P O C T D E CN OV
Get ready to Enter the BiosphereEducate on ‘what is a Biosphere?’All video via social media
Seasonal cooperative advertising program, followed by destination cooperative advertising program to June 2021
-
CO O P E R AT I V E A DV E R T I S I N G P R O G R A M OV E R V I E W
-
I N T R AS TAT E M A R K E T I N G – O P T I O N A L E X T R ASPlacement in August.
The Courier Mail Brisbane - Saturday PublicationsInclusion in full-page advertising in 2 x Saturday editions.
Co-operative Pricing $1,200 - single spot in 2 x editions $2,200 - double spot in 2 x editions
8 S P OT S AVA I L A B L E
Saturday Readership:
326,000
TN Destination advert (top half)
Coop spots (bottom half)
Opportunity to purchase 2 x coop
spots to create a feature
Single coop spot approx 50 x 75 mm
Double spot example
placementSingle spot
-
Visit Noosa Channels
Facebook and Instagram advertising (4 wks)
Social story preview
Consumer eDM inclusion x 2
VisitNoosa itinerary inclusion x 2
Campaign Microsite Listing
The Weekend Edition (TWE)
Business listing (multiple listings POA)
P L U S +
Custom eBlast banner (eDM)
Thursday eNews (eDM) - large article
Sponsored Facebook post
Top desktop MREC on website (1 week)
Top mobile MREC on website (1 week)
Visit Noosa Channels
Facebook and Instagram advertising (4 wks)
Social story preview
Consumer eDM inclusion x 2
VisitNoosa itinerary inclusion x 2
Campaign Microsite Listing
The Weekend Edition (TWE)
Business listing
P L U S +
Custom eBlast article
Thursday eNews - best available banner
Sponsored Facebook post
Best available MREC on website (1 week)
Visit Noosa Channels
Facebook and Instagram advertising (4 wks)
Social story preview
Consumer eDM inclusion x 1
VisitNoosa itinerary inclusion x 1
Campaign Microsite Listing
The Weekend Edition (TWE)
Business listing
TOTAL INVESTMENT: $1,090Investment / month: $272.50
TOTAL INVESTMENT: $4,410Investment / monthly: $1,102.50
TOTAL INVESTMENT: $7,680Investment / monthly: $1,920
Payment plan negotiable
PAC K AG E O N E PAC K AG E T WO
J O I N T A DV E R T I S I N G O P P O R T U N I T I E S We have designed a number of buy-in opportunities for you to leverage so you can integrate them into your existing marketing program, based on your business needs and budget.
Examples of each campaign inclusion can be found on the following pages.
1
2
3
4
6
7
9
11
12
13
14
8
10
These opportunities will be in market until the end of October 2020.
PAC K AG E T H R E E
5
Perfect for business and village groups
4 O N LY 3 S P OT S L E F T 1 0 O N LY 4 S P OT S L E F T 1 5 O N LY 2 S P OT S L E F T
-
C A M PA I G N E L E M E N T S
1 Facebook and Instagram advertising
This includes paid advertising to key audience segments with targeted messages to encourage consumers to visit the Visit Noosa website and book now.
TO U R I S M N O O S A P L AT FO R M S
2 Social Story Preview
Tourism Noosa will utilise existing and curate new imagery to create a story on social media, directing viewers to the business listing on the Visit Noosa website.
Social Media: 160,000 followers
Website: 41,000 unique visitors / month
eDM: 23,000 subscribers
Campaign Microsite
-
3 Consumer eDM
Five eDMs will be sent during the campaign to the Visit Noosa database. This database is made up of more than 23,000 active subscribers across Australia and the world.
4 Visit Noosa website itinerary inclusion
Feature in an itinerary on the Visit Noosa website throughout the campaign. This post will highlight the best of your business and encourage visitors to explore more of Noosa.
C A M PA I G N E L E M E N T S
TO U R I S M N O O S A P L AT FO R M S
Social Media: 160,000 followers
Website: 41,000 unique visitors / month
eDM: 23,000 subscribers
Campaign Microsite
-
5 Enter the Biosphere Microsite
Business listing on the microsite ‘Offers’ page which will link to visitnoosa.com.au – Either your Book Easy listing (if available) otherwise to your member listing.
C A M PA I G N E L E M E N T S
TO U R I S M N O O S A P L AT FO R M S
Social Media: 160,000 followers
Website: 41,000 unique visitors / month
eDM: 23,000 subscribers
Campaign Microsite
-
C A M PA I G N E L E M E N T S
6 Business Listing on website
theweekendedition.com.au/stumble-guide
D R I V E M A R K E T M E D I A PA R T N E R S H I P : T H E W E E K E N D E D I T I O N
Business listing Business listing detail
Facebook: 9,000 reach per post
Website: 145,000 unique visitors / month
eDM: 40,000 subscribers
This Brisbane and Gold Coast based digital publication targets high income earners and is built on the philosophy “Sleep In. Slow Down. Enjoy.” The Weekend Edition uncovers incredible experiences around food and drink, fashion, design, property, culture, people and events. This digital publication has impressive conversion rates with up to 70% of their audience visiting a location The Weekend Edition has covered.
https://theweekendedition.com.au/stumble-guide/
-
C A M PA I G N E L E M E N T S
7 Custom eBlast – Best available banner ad on eDM
T H E W E E K E N D E D I T I O N
eDM
8 Custom eBlast – Small article on eDM
-
C A M PA I G N E L E M E N T S
T H E W E E K E N D E D I T I O N
9 Thursday eNews – large article on eDM
10 Thursday eNews – best possible banner ad on eDM
eDM
-
C A M PA I G N E L E M E N T S
T H E W E E K E N D E D I T I O N
11 Sponsored Facebook posts
These sponsored posts will link to native articles on The Weekend Edition website.
13 Desktop Top MREC Ad
theweekendedition.com.au
TO P M R EC
12 Desktop best available MREC
Similar to 11 (to right), but will appear in the best available space.
14 Mobile Top MREC Ad
theweekendedition.com.au
TO P M R EC
https://theweekendedition.com.au/https://theweekendedition.com.au/
-
N AT I O N A L M A R K E T I N G – O P T I O N A L E X T R ASThese optional extras are available to all members with a website listing – first in best dressed!
National Magazine – National coverageInclusion in full page ad (4 x advertisers) $1,300 per publication
This opportunity is for part of a full-page ad in Gourmet Traveller. This exclusive opportunity is open to just four advertisers per publication.
Gourmet Traveller 230,000+
4 O N LY 1 S P OT L E F T
-
High-impact digital advertising in the Hastings Street Noosa Inspiration Centre.
1. Street-front digital display advertising Adds value to the visitor experience outside the normal operating hours with your offer or experience. A high quality digital image projects onto a street-front screen running from dusk till late, 7 days a week, 365 days per year, promoting your business to the visitors who stroll along Hastings Street on their way to dinner, or maybe just out for an evening ice cream. A choice of formats – either still image presentation or moving footage format.
2. Internal digital display advertisingA prime position video screen, situated above the main information counter, with an 84 inch full colour LCD LED screen visible as you stroll down the street. This high impact vision runs during business operation hours, 7 days a week (except Christmas Day).
Ads should be supplied in the following standard size: • HD video – 1920px wide × 1080px high• Artwork is subject to approval by Tourism Noosa
FROM $140 excl. GSTHD VIDEO AD DISPLAY (PER MONTH)
MONTHLY ADVERTISING COST
N O O S A I N S P I R AT I O N C E N T R E – H AS T I N G S S T R E E T
D I G I TA L D I S P L AY
Level Duration Cost per month (incl GST)
1-3 months
4-6 months
7-12 months
Level 1 Up to 15 sec $170 $150 $140
Level 2 Up to 60 sec $275 $250 $240
Level 3 60 sec to 3 min $390 $350 $340
-
The Visit Noosa website hosts several opportunities for members to suit any budget. The website will play host to the “Enter the Biosphere” campaign, driving traffic to the website to encourage bookings and further research on consumers next trip to Noosa!
This opportunity can be extended past the campaign to ensure visitors to the website always have access to your business.
V I S I T N O O S A W E B S I T E
Home Page – Hot Deals
$350 / month
8 3 O P P O R T U N I T I E S L E F T
Book Now – Accom
$250 / month
4 O P P O R T U N I T I E S
Book Now – Experiences
$100 / month
4 1 O P P O R T U N I T Y L E F T
Website 41,000 unique
visitors / month
*All of these listings will also appear under the “All Offers” page on the Visit Noosa website.
SOLD OUT
-
J U L Y A U G U S T S E P T E M B E R O C T O B E R
1912528211473124171032720136 26
Social Media
EDM
PR & Media
The Weekend Edition
YouTube Pre-roll
Digital Remarketing
Gourmet Traveller
CHANNEL
TN E
NTE
R T
HE
BIO
SPH
ERE
CA
MPA
IGN
Courier Mail QWeekend
Sydney Morning Herald
TBC
TBC
A DV E R T I S I N G C A L E N DA R
-
B O O K N OW
Terms and Conditions To participate in the campaign, members must have a listing on the Visit Noosa website. By signing this booking form, you are agreeing to our cooperative advertising terms and conditions:
1. This co-op marketing program is based on a first-in-best-fit basis. This is at the discretion of Tourism Noosa.
2. Only members of Tourism Noosa may take part in this program.
3. Advertisers must represent a: a. Business that is a member of Tourism Noosa; or b. A product of a Tourism Noosa member.
4. Advertisements must not feature or link to a site which refers to any other business that is, or likely to be, a competitor of Tourism Noosa.
5. Claims in advertising must not be: a. False; b. Misleading, deceptive or exaggerated; or c. Negative about another member’s product or service.
6. Tourism Noosa takes no responsibility for the content or execution of third-party advertisers in this campaign.
7. Lack of compliance with any of these requirements may result in the refusal of permission to advertise, or to continue to advertise, in this campaign.
8. Tourism Noosa has full editorial control over the content of this program.
9. Payment for inclusion in the campaign is within 14 days of invoicing and must be paid prior to the campaign going live.
10. Changes to the campaign schedule due to environmental and market conditions outside of our control may be made at any time at the discretion of Tourism Noosa.
Packages
Package One $7,680
Package Two $4,410
Package Three $1,090
Mobile phone
Email address
SignatureDate
DD YYYYMM
Booked by (your name):
Business name
WebsiteBusiness phone number
First in Best Dressed! To secure your spot, please book by: Friday 7 August 2020
Marketing add ons:
The Courier Mail – Single spot $1,200
The Courier Mail – Double spot $2,200
Gourmet Traveller – Print ad $1,300
Noosa Inspiration Centre – Digital Display $140+ (Pricing page 19)
To book, please fill out the following form and return it to [email protected]
FO R M – F I R S T I N B E S T D R E S S E D
Visit Noosa Website per mth for 3 mths
Home - Hot Deals $350
Book Now Accommodation $250
Book Now Experiences $100
SOLD OUT
mailto:support%40tourismnoosa.com.au?subject=
Radio Button 2: OffText Field 38: Text Field 39: Text Field 40: Text Field 41: Text Field 42: Text Field 43: Text Field 51: Text Field 32: Text Field 50: Text Field 53: Check Box 26: OffCheck Box 40: OffCheck Box 39: OffCheck Box 21: OffCheck Box 27: OffCheck Box 28: OffCheck Box 29: Off