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TOURISM VICTORIA - MEDIA PLAN

Marketing Objective

Tourism Victoria is a State government authority tasked with promoting visitation to Victoria domestically (intrastate and interstate) and overseas. Their success is measured by inbound overnight visitation, duration of visitation and average daily spending of visitors to Victoria.

Following a surge of tourism to Melbourne for the Commonwealth Games, domestic backpacker visitor nights declined by 33% between 2007 and 2008.

The marketing objective for this campaign is to reverse the slide and generate an increase in overnight Sydney backpacker visitation to Melbourne during spring / summer 2010/11 by 15%.

Competitive Considerations

Competing for the Sydney backpacker is Tourism QLD, Tourism WA, Tourism NT and Tourism New Zealand.

Competitor Pattern SpendTourism QLD JAN - APR 1.2mTourism WA MAY -SEPT 800kTourism NT JAN - APR 500kTourism NZ MAY -SEPT 2m

$4,500,000

The budget for this campaign of $800k, gives a share of voice of 15%.

Advertising Objective

Generation Y does not currently see domestic travel as “travel”. The advertising objective is to lift the profile, cachet and events of Melbourne, highlight the attractions and opportunities as achievable goals and simplify the process of coming to Melbourne by driving the target to the correct sources of information to action travel to Melbourne in the spring/summer period of 2010/11.

Target Audience

Male and female Sydney metropolitan backpackers, 18 to 29 years old, earning under $45,000 a year; identified as Socially Aware in the Roy Morgan Values Segment – tech savvy, family-centric, flexible, non-conforming, attention-getting, information vacuum cleaners.

Geographic Areas to be considered

The draw area is metropolitan Sydney

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When do we talk to them

The campaign is geared to action travel for the spring / summer period. Domestic travel is usually booked and planned no more than three months in advance, with this demographic favouring last minute action. The media plan is designed to start communicating to the target audience in May before they have considered plans for their spring/summer, familiarising them with the advertising objective, increasing that dialogue just before and during spring when they are more likely to have money (tax return), school holidays / annual leave that they want to utilise without too much hassle.

Creative requirements

Utilising existing Tourism Victoria campaign material.

Leveraging awareness of Melbourne through previous campaigns, directing the target to Tourism Victoria online presence.

Budget

Budget is a function of competitor investment and anticipated increase in visitor nights resulting from the campaign.

Market Intelligence

Research conducted by Tourism Australia suggests that Generation Y Australians do not like to travel domestically; it lacks the status of an overseas holiday (and with cheaper airfares can be a comparable cost), can be confusing to source reliable objective information, they are reluctant to fund it on credit, outside of boring attractions is not seen as relevant, lacks a destinational goal, they do not see themselves / cannot identify with the images used to promote domestic travel destinations, have difficulty justifying the long-term planning and spend on domestic travel (especially when a comparable volume of planning energy and financial discipline can lead to an overseas holiday), and when short term gratification can be readily achieved by in-home entertainment that can be easily funded on credit (i.e. technology purchases: computers, game consoles, sound systems, home theatre). The perception is that domestic travel is not valued, that it is not really “travel”, and when it is undertaken it is “endured” under pressure to visit friends or relatives. Research by Tourism Australia suggests that the furthest in advance of an actual domestic travel journey that Generation Y will make an actual booking is 3 months, and that it is most likely to be only weeks or days in advance as a reward, to satisfy an impulse or to achieve a specific time sensitive goal (i.e. attend an event / festival / concert).

The research also indicates that backpackers are inclined to drive to their destination interstate, but this is currently communicated in a separate campaign promoting the driving options / routes / possibilities and detours between Sydney and Melbourne, targeted at Sydney backpackers by Tourism Victoria’s regional promotions.

Building on previous Melbourne campaigns that have promoted the mystery and benefits of self-discovery in visiting Melbourne, this campaign is focused on building awareness of specific events in Melbourne during spring and summer and driving traffic to www.backpackmelbourne.com (which now defaults to www.backpackvictoria.com) where the target can ease themselves into becoming more familiar with the options and travelling possibilities of visiting Melbourne, presented in a

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manner that is perceived as objective, and find the information to tailor a trip to their interests or contact the site for further information.Events to be highlighted:SpringSept: AFL Grand Final (inclusion of additional Sydney team), Melbourne Fringe FestivalOct: Melbourne International Arts Festival, Australian Motorcycle Grand Prix, Spring Racing CarnivalSummerDec: Melbourne Boxing Day Test CricketJan: Australian Open Tennis, Big Day Out (Melbourne is a preferred second choice for Sydneysiders when the Sydney BDO sells out), Midsumma

Media Objectives

The Media Plan is designed to reach the majority of the target audience with a frequency of at least four times during the campaign period. Utilising Radio, Direct, Magazine, Newspaper and Online, the campaign flight pattern is continuous with bursts of activity at key points during the campaign; familiarising the target with the campaign message and inspiring a call to action as key events during the spring/summer period approach.

Varying the media utilised and shaping the communication around the target’s media and lifestyle habits, acting on the target’s creative instincts and interest in finding out more, reducing wastage and acting to ensure the target is exposed to the campaign message many times over the campaign period is best achieved through the media selected, avoiding heavily pushing the backpacker message in traditional media where it may negatively impact the perception of Melbourne in older or more affluent target audiences reached in concurrent Melbourne campaigns.

Media Selection

Historically, Tourism Victoria has relied on TV/Cinema, Magazine & Press, and Online Digital Marketing to communicate its Melbourne campaign, centring on its “Signature Experiences” framework. As indicated earlier, the recent decline in backpacker visitation to Melbourne and the research conducted by Tourism Australia would suggest this has missed the target.

Removing TV and Cinema and introducing Radio and a more consistent roll out of Avant Card post cards and mini-mags (noted by Tourism Victoria as a successful means of reaching this target audience in previous campaigns), in addition to print and online outlets popular with this demographic, will keep the campaign message consistent, engaging, unexpected, intriguing and inspire action, whilst drastically reducing wastage. Generation Y needs to be constantly reminded and given a good reason to do something.

The creative element of the postcards and mini-mags will provide information and further sources and act as a tangible visual reminder, placed in 400 locations across Sydney, including cafes, bars, restaurants, cinemas, theatres, venues, universities and colleges.

Nova Radio will provide the consistent backbone of the campaign, communicating the campaign message throughout the campaign period.

Time Out Sydney is a popular source of entertainment guidance for this demographic, and will reach them in a time and a place when they are considering their leisure options. The placement of the bellyband in September will generate interest leading into spring and the long weekend.

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MX is a popular print source for this demographic. Advertising in bursts throughout the campaign will remind and inspire the target audience and inspire them to action once they arrive home at the end of the day.

Good Weekend is a popular weekend insert and maybe the only section of the weekend paper this demographic will read cover to cover. Good Weekend is also more likely to be kept in the house once the rest of the paper has been disposed of. Advertising in September and October to generate interest in spring events.

Timeout.com/Sydney is a popular online source of entertainment and leisure guidance for Sydneysiders in this demographic. In August it had a unique audience of 140,956. The Time Out e-mail newsletter is sent weekly to 26,000 online subscribers. Sponsoring the newsletter (only one advertiser sponsors the newsletter per week) at monthly intervals will provide an online platform to generate traffic to Tourism Victoria’s online presence, consistently reminding the target audience in an environment where there is reduced clutter and access to the backpackmelbourne website and additional information is just one click away. Advertising on the main website during August to November will give the campaign a strong online visible presence and similarly engage the target audience and drive traffic to the backpackmelbourne website.

Media Strategy

Nova breakfast radio, 4x30sec ad mon-fri. Morning commercial radio is the best time to reinforce a campaign message to a captive, loyal audience. These will run during the entire campaign period. Nova’s format facilitates high impact, low clutter advertising, with less advertising clients competing for attention in smaller blocks of ads (recall of a radio advertisement is 2.58 times stronger in the Nova environment).

Avant Card post cards and 20 page mini-mags distributed on stands in 400 locations throughout Sydney at intervals throughout the campaign. Post cards are 101mm x 151mm, mini-mags are 100mm x 150mm.

Time Out bellyband is a custom strip band on the exterior of the magazine, generating maximum interest and attention. This is used once during the September burst of the campaign to draw attention to Spring events. The full page advertisements are 215mm x 285mm and are located anywhere within the magazine (it’s cheaper), and feature at the very beginning and then in the latter stages of the campaign.

MX Wrap coats the entire exterior of the newspaper in a custom advertisement and is utilised during the September burst of the campaign once. During the initial 6 months of the campaign horizontal half page advertisements, 6 columns x 200mm deep, will be used at intervals to generate awareness and exposure for the campaign. It would be preferable for these advertisements to feature earlier in the paper, or adjacent to popular sections Goss & Glam, Brainwave (horoscopes), Talk or TV / Cinema listings.

Good Weekend full page advertisement to appear during September and October burst of the campaign to generate interest and reach a broader volume of people who may not as yet have been touched by the campaign. Final position within the magazine has yet to be decided on, so no specific space potential loading has been added to the budget.

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Time Out Sydney website advertising is via a Leaderboard (728x90pixels), across the top for maximum exposure & to be at eye level as page loads (being the first thing to be seen). This will be active during the Aug – Nov period of the campaign and acts as a platform to the backpackmelbourne.com website generating traffic at the time there is most likely to be more interest generated in making bookings and finding out more information.Sponsoring the Time Out email newsletter delivers the campaign message directly to 26,000 people in an uncluttered manner (only one advertiser per weekly email newsletter) and provides the springboard for them to launch directly to the backpackmelbourne.com website. Advertising in the newsletter is via 1 Leaderboard (728x90 pixels) and 1 MPU (300 x 250 pixels).

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