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