APRIL

Quarter FourDOMESTIC BULLETIN

Tourism WA has undertaken a number of exciting initiatives in the fourth quarter of 2013-14 to help increase domestic visitation to Western Australia. Read all about these initiatives below.

Turu.com.au WA CampaignTuru.com.au and Tourism WA launched a campaign promoting caravan and camping experiences in Western Australia. The campaign included print and digital advertising and a dedicated campaign landing page. The promotion was an initiative of the WA Caravan and Camping Action Plan, which is funded by Royalties for Regions.

Jetstar promotes Perth Jetstar and Tourism WA launched a joint campaign promoting fares and holidays to Perth. The campaign targeted consumers in Sydney, Melbourne and Queensland through press, digital and television advertising.

Hotel Club WA Campaign Tourism WA and Hotel Club unveiled a joint domestic campaign promoting hotel offers in Western Australia.The campaign ran during the month of April and included banner advertising across the site, a dedicated campaign page and an e-newsletter to more than one million subscribers.

Campaign promotes extraordinary Kimberley region Virgin Australia Holidays, together with Australia’s North West Tourism and Tourism WA, launched a joint campaign to promote exciting holiday packages to the Kimberley. The campaign targeted the intrastate market via digital and press advertising. Virgin Australia supported the promotion with a dedicated campaign page, banners, social media and an e-newsletter.

APRIL

MAYExtraordinary Ningaloo featured in campaign Broome and the Kimberley Holidays, together with Tourism WA and Australia’s Coral Coast, launched a Ningaloo campaign. The campaign featured the ‘must do’ experiences of the Ningaloo region, including the extraordinary swim with the whale shark. The promotion targeted consumers in Melbourne and Perth through press, digital and retail trade advertising.

Caravan and camping promoted in WA As part of a marketing campaign to promote WA’s diverse and extraordinary caravan and camping experiences to the intrastate market, Tourism WA arranged a 12-page caravan and camping insert magazine in The Sunday Times as well as press and digital advertising. The campaign was an initiative of the WA Caravan and Camping Action Plan, which is funded by Royalties for Regions.

Expedia WA campaign launched Tourism WA and Expedia launched a cooperative campaign to promote WA in the domestic and New Zealand markets. The campaign included electronic direct mail to more than 600,000 consumers across New Zealand and Australia as well asdigital banners and a campaign landing page.

Webjet campaignTourism WA and Webjet.com.au launched a joint campaign during the month of May promoting key WA holiday experiences. The campaign included digital banners, dedicated email newsletters and a landing page on Webjet.com.au

TigerAir Perth campaignTourism WA and TigerAir’s Perth campaign targeted consumers in Sydney and Melbourne with sale fares to Perth. The campaign included digital and social advertising, a dedicated e-newsletter and campaign landing page.

Britz Outback and Nature Self-drive campaignAustralia’s largest campervan rental company, Britz, launched the ‘A Drive for your Senses in WA’ promotion. The national campaign, supported by Tourism WA, promoted the State’s outback and nature self-drive itineraries and included offers on selected Britz two-wheel drive and four-wheel campervans. It was marketed through social, digital and electronic direct mail advertising.

Weekend Sunrise shines on the Kimberley Tourism WA hosted a crew from Weekend Sunrise for a week long filming trip throughout the Kimberley.

Live weather crosses took place from the Berkeley River Lodge and Pumphouse Restaurant in Kununurra,

with the group also attending and filming at the Ord Valley Muster and Pinctada Cable Beach Polo. One of the major highlights of the trip was Weekend Sunrise announcing that Kununurra was officially on the weather map.

Watch some of the stories here:

https://www.youtube.com/watch?v=YoQRHfgcnCI

https://www.youtube.com/watch?v=5UKTkYWveMk

To find out how you can share the extraordinary, visit the domestic market page on our corporate website tourism.wa.gov.au

For more information on Tourism WA’s domestic marketing program email marketing@westernaustralia.com or phone Tourism WA on 9262 1700.

• Experience Extraordinary 14-15FY

• Lastminute.com.au Margaret River campaign

• Wotif.com Broome campaign• Jetstar campaign

WHAT'S NEXT?

Extraordinary from top to bottomTourism WA and Wotif.com launched a two-week campaign to promote holidays to Western Australia. The promotion targeted consumers in Melbourne, Sydney, Brisbane and Perth and included digital, social media and print advertising.

JUNE#followmetowa Qantas campaignQantas, in partnership with Tourism WA, launched the #followmetowa campaign to encourage consumers to Experience Extraordinary Western Australia. The promotion comprised a social engagement phase through Instagram as well as a retail sale phase that utilised images from the Instagram activity. To view the images, visit Instagram #followmetowa. To amplify the campaign we leveraged our facebook/ExtraordinaryWesternAustralia page to reach an additional 46,000 people with striking #followmetowa pictures of Western Australia

Tourism Western AustraliaLevel 9, 2 Mill StreetPERTH WA 6000GPO Box X2261PERTH WA 6847

Tel: 08 9262 1700Fax: 08 9262 1702

info@westernaustralia.com

westernaustralia.com tourism.wa.gov.au