Marketing Opportunities Guide

Transcription

Marketing Opportunities Guide
2016/2017
Visit Sunshine Coast
@sunshinecoastoz
@visitsunshinecoast
#visitsunshinecoast
TOURISM IS EVERYONE’S BUSINESS.
As the key economic driver for the Sunshine Coast and generating
$2.5 billion annually, Visit Sunshine Coast (VSC) is vested with the
responsibility of driving demand to the region and sharing the
region’s ‘naturally refreshing’ story with the world.
In 2015/2016, VSC delivered an extraordinary range of destination
marketing initiatives that have resulted in record visitation to the
region - highlighted by the Sunshine Coast Airport being the fastest
growing airport in Australia for nine consecutive months!
Visitation to the Sunshine Coast is experiencing incredible growth
and the global conditions are primed for your business to take
advantage of this opportunity.
The Marketing Opportunities Guide 2016/2017 details a range of
strategic and tactical cooperative marketing initiatives that will assist
your business to capitalise on the momentum and continued growth
of the Sunshine Coast as a premier holiday destination, in alignment
with the five Sunshine Coast 'Naturally refreshing' brand pillars:
•
Contemporary beach culture
•
Wonders of nature
•
Innovative food and produce
•
Exhilarating events
•
Immersive encounters
INSIDE
2015-2016 snapshot ...................................................................................... 3
Marketing calendar 2016-2017................................................................. 4
Consumer marketing ...................................................................................... 5
Digital advertising ........................................................................ 5
Print opportunities ....................................................................... 7
Visitor Information Centres ......................................................................... 7
PR and media ..................................................................................................... 8
Social media and content ............................................................................ 8
Trade and international ................................................................................ 9
Consumer .......................................................................................... 9
Trade ................................................................................................. 10
Business Events ............................................................................................. 12
BESC tradeshows ....................................................................... 12
BESC print opportunities ....................................................... 13
BESC buyer engagement ....................................................... 13
BESC digital marketing .......................................................... 14
BESC trade media ..................................................................... 14
This document is designed for tourism businesses to plan and align
activity with VSC, while leveraging marketing opportunities that
might not have otherwise been possible. Individual prospectuses for
opportunities will be provided separately, so please continue reading
the regular Industry Updates.
We look forward to working with you as part of team
#visitsunshinecoast.
Simon Latchford
CEO
Disclaimer:
*The information provided in this guide is correct at the time of publication, however is subject to change to meet industry demands. Some activities are subject to
minimum participation levels being met. Prices quoted exclude GST, and should be
used as indicative only. Visit Sunshine Coast assumes no responsibility for changes
to date, venue and activities provided by third parties and external agencies.
Marketing Opportunities Guide 2016/2017 2
2015/2016 SNAPSHOT
DOMESTIC TRADE
INTERNATIONAL TRADE
CAMPAIGNS WITH:
CAMPAIGNS WITH:
EXPEDIA
WOTIF
VIRGIN AUSTRALIA
QANTAS
QANTAS
EXPLORER FERNREISEN
FLIGHT CENTRE
DIGITAL
INSTAGRAM
UP MORE THAN
TOTAL WEB TRAFFIC
1000%
TWITTER
UP MORE THAN
527k
1000%
UNIQUE VISITS
FACEBOOK
UP MORE THAN
200%
BUSINESS EVENTS
24,903 BUSINESS
36M
$
EVENT DELEGATES INJECTING
PUBLIC RELATIONS
TODAY SHOW
BROADCASTS IN CALOUNDRA
AND MOOLOOLABA
INTO THE ECONOMY
VISITOR ARRIVALS/EXPENDITURE
258,000
20.2M
$
92 HOSTED
GLOBAL PR VALUE
MEDIA VISITS
INTERNATIONAL VISITORS
*stats for YE March 2016
GERMANY UP BY
95%
VISITOR NIGHTS
UK
56k VISITORS
NORTH AMERICA UP BY
40.8% VISITORS
DOMESTIC UP BY
62k
NZ
VISITORS
3% to 3M VISITORS
350,000
$
INTEGRATED EVENTS CAMPAIGN
INTERNATIONAL
EXPENDITURE UP
17.8% to
236M
$
RECORD ARRIVALS
AT SUNSHINE COAST
AIRPORT - ALMOST
1 MILLION
7 CRUISE
SHIPS
MEMBERSHIP SATISFACTION
INCREASED
83% TO 92%
MARKETING CALENDAR 2016-2017
Tactical and awareness campaign activity
In line with its 2015-2020 Strategic Plan, VSC is responsible for driving global demand, visitation to the Sunshine Coast and regional
dispersal. The marketing calendar below highlights key tactical and awareness campaigns planned with trade and media partners for the
2016-2017 year.
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
MARKET SEGMENT
DRIVE
'Always On' Facebook
Print and digital consumer campaign
The World is Coming to the Sunshine Coast - Phase 2
TVC campaign
OTA campaign
Flight Centre Expo (BNE)
INTERSTATE - NSW, VIC, SA
'Always On' Facebook
Jetstar Adelaide Vacation Migration campaign
Domestic tactical campaigns with trade partners
Airline partner campaigns
Flight Centre Expo (SYD & MEL)
Regional TVC campaign
OTA campaign
INTERNATIONAL
NEW ZEALAND
Auckland Food Show
Print and digital consumer campaign
Flight Centre campaign
Flight Centre Expo (AKL)
Air NZ campaign
UK
ANC UK campaign
ANC Phase 2 digital campaign
SINGAPORE
Singapore campaign
GERMANY
ANC Germany campaign
ANC Phase 2 Germany campaign
FRANCE
ANC French campaign
NORTH AMERICA
North America campaign
*The above consumer activations are currently being negotiated. Some of the exact dates are to be confirmed. Please read your Industry Updates for information.
CONSUMER MARKETING
For more information on any of these opportunities,
please contact [email protected]
Digital advertising
VSC has compiled some powerful options to ensure that you can take advantage of the ever changing and fast progressing digital world.
These opportunities have been created to enable you to leverage the social media and digital assets of VSC. Dedicated information for
each of these initiatives will be released to members via our corporate communication channels.
Visit Sunshine Coast homepage advertising
The newly launched visitsunshinecoast.com will offer the opportunity for three x fortnightly digital advertisements to be displayed
on the homepage. These advertisements are in a premium location on the homepage and will link back to your listing on the VSC
site. All advertisements must include a tactical offer with a price point.
Global
$200* per two week advertisement
Facebook ‘Always On’ carousel advertisements
For two weeks of each month, VSC will run a multi product ad (MPA) on Facebook, featuring five member operators. The MPAs
are set up as thumbnail ads on a rotating carousel, and each ad will feature a tactical offer with a price point, linking back to the
operator listing on visitsunshinecoast.com.
Sydney, Melbourne, Adelaide
and Brisbane
$100* per two week
advertisement
CONSUMER MARKETING
Digital advertising cont.
Drive market campaigns
VSC will work with a media partner/s to deliver a minimum of one drive market campaign. This will incorporate a mix of digital
and print directing all consumers back to the VSC site.
Residents located within a 400km drive
radius such as Brisbane, Gold Coast,
Toowoomba and Hervey Bay.
$500* per advertiser,
per campaign
Online travel agent (OTA) campaigns
VSC will run a minimum of one OTA campaign, working with an accommodation and airline partner.
Sydney, Melbourne, Adelaide and Brisbane
$750* per operator
TripAdvisor
VSC is continuing its Premium Destination Partnership with TripAdvisor. VSC is offering fortnightly banner advertising on the
Sunshine Coast TripAdvisor page.
Global
Leaderboard (728px x 90px) - $100* per fortnight
Skyscraper (300px x 600px) - $75* per fortnight
MREC (300px x 250px)- $50* per fortnight
Leaderboard
MREC
Skyscraper
CONSUMER ADVERTISING
Print opportunities
Sunshine Coast Official Visitor and Event Guide (OVEG) 2017
The OVEG 2017 will be the main piece of collateral used to promote the Sunshine Coast to consumers globally, and will be
available both in print and digital format.
Global
Booking deadline:
October 2016
Release date:
January 2017
Indicative costs (based on 2016)*:
1/12 page - $450, 1/4 page - $950,1/2 page - $1,750,
Full page - $2,950, Inside back cover - $3,600,
Back cover - $3,600
Attractions and activities
Aquatic and coastal
The Sunshine Coast’s premier all weather jetski experience
- choose between a 25km free-wheeling adrenalin blast, our
famous 90 minute Glasshouse Twister ™ eco adventure, or
the 3 hour Epic, all the way to the Bribie Bridge and back.
You will find 100 kilometres of pristine sandy beaches on the
Sunshine Coast and 17 patrolled zones where you can safely
enjoy a swim in the deep blue sea.
LABA
MOOLOO NCH
D LU
SEAFOO
CRUISE
Go further, go faster, see more and
do more on our clean green fun machines.
BOOK ONLINE
caloundrajetski.com.au
[email protected]
Phone or text 0434 330 660
 90 minute Mooloolaba Cruise
 Includes lunch on board vessel
 Commentary of local area
 Fully licensed bar
Book Online Now!
Departs from The Wharf Mooloolaba
11am & 1pm daily Ph: 0419 704 797
cruisemooloolaba.com.au
Coolum Surf School
Kanu Kapers Australia
“Our surf truck” Tickle Park, Coolum Beach
M 0438 731 503
11 Toolara St, Boreen Point
P 07 5485 3328
Feel the sand between your toes, in the
refreshing waters of the Pacific Ocean. Wash
away your worries; take some time out to
experience surfing!
Kayak the Noosa Everglades, guided or
self-guided, an ancient waterway teeming
with serenity and birdlife. From 4 to 91yrs Experience the ADVENTURE TODAY!
E [email protected]
W coolumsurfschool.com.au
E [email protected]
W kanukapersaustralia.com
Easy Cheesy Cheesemaking
Workshops
63 Schreibers Road, Cooran
M 0429 401 425
Did you know?
The Sunshine Coast is a fantastic viewing platform
to watch more than 8,000 humpback whales travel
along the east coast of Australia during their annual
migration season from June to November.
10
If you are looking for fun on, in or under the water
- surfing, swimming or cruising - you will find it
on the Sunshine Coast. Feel the rush as you sail,
jet ski or water ski through clear, clean water, or
fly across the waves on a kiteboard. Hire a tinnie
or join a charter and take the family on a fishing
adventure, or get to know the local birdlife as you
paddle board or kayak around one of the region’s
quiet lakes. Other experiences to add to your ‘to
do’ list include swimming with humpback whales,
feeding the dolphins at Tin Can Bay, diving the
wreck of ex-HMAS Brisbane or with grey nurse
sharks at Wolf Rock.
#visitsunshinecoast
Fun, half-day cheesemaking workshops for
small groups. Make and keep your own handmade cheese and yoghurt. Bookings essential.
Beaches
Whether you’re searching for a secluded patch of
sand to lie down on your beach towel and soak
in the sunshine for a few hours, a family-friendly
spot where the kids can make friends with other
sandcastle makers, the best dog friendly spots or
some of the best surf breaks, the Sunshine Coast
has dozens of safe and picturesque beaches to
choose from.
E [email protected]
W easycheesy.com.au
Please remember to swim between the red and
yellow flags.
Swimming with humpback whales. Photo by Migration Media
visitsunshinecoast.com
11
52
Maleny Cheese
1 Clifford Street, Maleny
P 07 5494 2207
We invite you to visit our boutique cheese and
yoghurt factory and taste some of our award
winning products.
E [email protected]
W malenycheese.com.au
Ikatan Day Spa
Mooloolaba Jet Boat
46 Grays Road, Doonan, Noosa
P 07 5471 1199
The Yacht Club, 33-45 Parkyn Pde, Mooloolaba
M 0402 625 825
Voted for Best Destination Spa in Australia, on
acreage of Balinese gardens, known as ‘Best
Spa in Noosa’ for luxury treatments and retreats.
The Sunshine Coast’s TRUE Jet Boat. Full
of excitement and speed, open ocean jet
boating is not for the faint hearted! Family
Passes available online.
E [email protected]
W ikatanspa.com
E [email protected]
W mooloolabajetboat.com
#visitsunshinecoast
VISITOR INFORMATION CENTRES
VSC manages eight Visitor Information Centres (VICs) throughout the Sunshine Coast Council Local Government Area, with 320+
volunteer tourism ambassadors providing valuable information to our visitors.
VSC-managed VICs include:
•
•
•
•
Glass House Mountains
Montville
Caloundra Road, Caloundra
Bulcock Street, Caloundra
•
•
•
•
Mooloolaba
Maroochydore
Sunshine Coast Airport
Coolum
Product displays
Product display space is available in the Glass House Mountains and Caloundra Road VICs, and poster display space is available at
the Montville VIC. These centres collectively welcome 75,000 visitors per year, and the opportunity to promote your business to
these visitors, as well as the VSC volunteer ambassadors, is extremely valuable. Should you book either the Glass House Mountains
or Caloundra Road centres, your brochure would also be displayed on the counter of your selected VIC during your feature period.
Visitors and VIC volunteer
ambassadors
$150* per month (Montville only)
$400* for two months, per VIC (Caloundra & Glass House Mountains only)
VIC product updates
FREE product updates also take place regularly at the Glass House Mountains VIC, providing your business with an opportunity to
educate some of the 320+ volunteers about your product. You can also host VIC ambassador famils.
VIC volunteer ambassadors
FREE
PR AND MEDIA
The VSC PR and media team is regularly seeking new stories and product updates to share with our global media contacts. In addition
to this, an increased corporate communications strategy includes new member opportunities, updates and invitations that are
communicated regularly through eNewsletters and eBlasts, posts on VSC’s industry Facebook and Twitter platforms, and information
made available on the corporate section of the VSC website.
Media familiarisations
Media familiarisations (famils) offer you the opportunity to showcase and promote your business through a network of media and
influencers, allowing them a hands-on, personal experience. Complimentary or discounted accommodation, or free entry, transport
or tour options are requested in return for exposure.
Complimentary or discounted
product
Media and global
SOCIAL MEDIA AND CONTENT
Social media is all about leveraging what's happening right now, in real time, and working together. By partnering with influencers,
VSC achieved extraordinary growth in 2015-2016. A dedicated 'Social Media Officer' role has been created to take this to even
greater heights, meeting the content appetite of our potential target audience.
VSC welcomes all content (news, great images or video) for consideration and amplification.
#visitsunshinecoast
TRADE AND INTERNATIONAL
All opportunities available in the 'Trade and international' section are available to VSC Trade and Leisure and applicable Business Events
members.
The below opportunities identify the major confirmed VSC-initiated consumer and trade events. VSC also attends and participates in
other major hallmark trade and consumer events, initiated and supported by Tourism Australia (TA) and Tourism and Events Queensland
(TEQ). Additional opportunities will be communicated via our regular industry eNewsletters.
The Australia's Nature Coast (ANC) marketing partnership jointly promotes the neighbouring regions of the Sunshine Coast and Fraser
Coast as one unified, world-class eco-tourism destination. This platform has succesfully been used in the primary UK and Europe markets.
New Zealand
New Zealand (NZ) is the largest international market to the Sunshine Coast. NZ arrivals have grown to a record 2.9 million visitor nights,
for the year ending March 2016. New Zealanders love the Sunshine Coast and will travel year round, especially in winter and shoulder
seasons, and Air New Zealand is continuing with its seasonal direct Auckland services into Sunshine Coast Airport. These services operate
between July to October and capacity has increased by 10% on previous year with an increase from 3 to 4 services per week.
VSC has a representative based in Auckland who can assist you with opportunities to grow your NZ business and tap into new segments.
VSC works with a range of partners and offers consumer direct and travel trade opportunities for members to participate in, as detailed
further below.
Consumer
Flight Centre Expo February 2017 - brochure opportunities
Infinity NZ preferred partners are invited to participate on the VSC stand at the Auckland expo by providing a special offer that
will be featured on the VSC Flight Centre tactical flyer. Participating members will also be able to send brochures for distribution
during the travel expo.
15,000+ consumers over
two days
February 2017
$210* per member
NZ Herald Hot Deals campaign
A fully integrated cooperative consumer campaign providing VSC members with the opportunity to affordably target NZ consumers
direct.
NZ Herald readers,
online and print
October 2016
$500* per member
Trade
International Product Manual (IPM) 2016-2017
The IPM is produced to assist international travel trade and domestic wholesalers with the sourcing of suitable internationally
ready product for inclusion in itineraries. It provides tourism and itinerary suggestions, whilst showcasing the breadth and diversity
of the region. The IPM is distributed at all international trade events, in-market sales missions and events attended by VSC.
All global distribution
partners
Sunshine Coast
Queensland, Australia
September 2016
FREE listing for Trade
and Leisure and
applicable Business
Events members
International Product
Manual 2015/2016
visitsunshinecoast.com.au
NZ Roadshow
The 2016 roadshow will provide members with a cost effective opportunity to grow NZ business. It will include agent training,
wholesale presentations, sales calls and media liaison across a range of workshops and networking events in Auckland,
Christchurch and Wellington.
NZ travel trade
October 2016
$1,750* per member
representative
Singapore sales mission
VSC will partner with Fraser Coast Opportunities to lead the Singapore Sales Mission 2017. This mission will provide an
opportunity to develop new business via key agent partners. The format will include networking and agent training functions with
Singapore's leading agents.
Singapore travel trade
January 2017
$1,200* per member
representative
Domestic inbound workshops and training
Opportunities exist for members to undertake training with global distribution partners based in Brisbane, Gold Coast, Sydney and
Melbourne, including meetings with produt managers and key decision makers, as well as scheduled training with reservations
teams.
Global distribution partners
TBA
Trade familiarisations
Trade famils offer you the opportunity to showcase and promote your business through a network of key trade partners, allowing
them a hands-on, personal experience. Complimentary or discounted accommodation, or free entry, transport or tour options are
requested in return for exposure.
Global travel trade
product
Trade events
VSC will attend the below additional key inbound trade events in 2016-2017:
•
•
•
•
•
•
Corroboree Asia — Perth (September 2016)
ATEC Meeting Place — Canberra (November 2016)
Queensland on Tour Europe — Switzerland, Italy, Germany (January 2017)
TEQ UK and Nordic Trade Event — London and Copenhagen (January 2017)
ATEC Southern Queensland Inbound Workshop — Gold Coast (March 2017)
Australian Tourism Exchange — Sydney (May 2017)
BUSINESS EVENTS
All opportunities available in the 'Business Events' section are available to VSC Business Events and Business Essential members.
The marketing activity undertaken by Business Events Sunshine Coast (BESC) to the business events ‘buyer’ is vastly different from
the marketing done to a leisure consumer. BESC invests heavily in the promotion of the destination at trade shows, direct marketing,
client familiarisations and networking programs, trade advertising and public relations. The markets targeted by BESC are corporations,
associations and government agencies, as well as intermediaries such as professional conference organisers (PCOs) who have capacity to
hold a business event on the Sunshine Coast.
BESC tradeshows
Sunshine Soirée - Brisbane
A networking lunch event in Brisbane that provides an informal setting for buyers to meet with Sunshine Coast industry.
A formal speed networking component will take place at the beginning of lunch to ensure industry receive quality one-on-one
time with each buyer.
Up to 35 qualified
Brisbane-based corporate
and association event
planners and PCOs.
20 October 2016
(TBC)
TBA
Pacific-Area Incentives and Conferences Expo (PAICE) - Auckland, NZ
A one day show comprising a mix of buyer appointment schedules and free-flow buyer traffic.
200+ NZ-based PCOs and
incentive organisers
9 November 2016
TBA
Asia-Pacific Incentives and Meetings Expo (AIME) - Melbourne
Australia's premier business events trade exhibition. Attracting over 3,000 from Australia, NZ and Asia, this event comprises a mix
of scheduled appointments and free-flow buyer traffic.
3,000+ premier
business events trade
21-22 February 2017
TBA
Convene Queensland - Brisbane
A one day expo to showcase Queensland’s meeting, incentive and event facilities with a mix of scheduled appointments and freeflow buyer activity.
300+ corporate,
association and PCO
buyers from Australia
and NZ
July 2017
TBA
BUSINESS EVENTS
BESC print opportunities
Business Events Sunshine Coast Meeting Planners’ Guide 2017-2018
Produced in both print and eBook format and valid for 24 months, the BESC Meeting Planners’ Guide provides event planners with
information required for organising a conference, meeting or incentive event on the Sunshine Coast.
National and international
corporate, association,
government, university and
professional conference
organisers
1/6 page - $495*
1/3 page - $835*
1/2 page - $1,190*
Full page - $1,995*
Booking and
material deadline
— strictly 7 October
2016
Sunshine Coast
WHY SUNSHINE COAST?
Retail goldmine
Meeting Planne
rs’ Guide 2015–2
From handcrafted, one-of-a-kind trinkets to
high-end luxury brands, who could pass up
a dose of Sunshine Coast-style retail therapy?
Step off the sand and onto boutique-lined
Hastings Street or beachside Mooloolaba.
Or wander the leafy boulevard of mountaintop
Montville to discover more than 40 unusual,
original shopping outlets.
Weekends see more than 20 markets pop-up
across the region, including Australia’s largest
‘make it, bake it, grow it, sew it’ market at
Eumundi.
016
The array of handmade garments, original
artworks, artisan furniture, home wares,
jewellery and gourmet indulgences makes
the Sunshine Coast a veritable goldmine for
delegates looking for a special memento to
take home.
e
Meeting Planners’ Guid
2015–2016
No shopping venture would be complete
without a rest at a sunny sidewalk café, shaded
restaurant, or market-side stall to rejuvenate
and reinvigorate the senses. The Sunshine
Coast boasts more than 400 restaurants and
dozens of food entrepreneurs offering delicious
market stall treats.
Eumundi Market jewellery stall
25
BESC buyer engagement
BESC familiarisations
BESC runs a number of famil programs annually which allow highly qualified decision-makers to see the Sunshine Coast first
hand.Complimentary or discounted accommodation, free entry, transport or tour options are requested in return for your product's
inclusion in the famil itinerary.
BESC ensures that those attending their famils:
• have a minimum of one conference, meeting or incentive per year, with a minimum 50 delegates
• are known for medium to high spend on their organisation’s events
• have a strong influence/decision-making ability within their organisation
• have not visited the Sunshine Coast on a famil program for the past three years.
Qualified MICE buyers
product
BUSINESS EVENTS
BESC digital marketing
‘Sunshine to your inbox’ banner advertisement
A strip banner included in the quarterly 'BESC Bites' eNewsletter to buyers.
Database of 5,000+ event planners,
comprising intermediaries and association,
corporate and government event planners
from predominantly Brisbane, interstate
and NZ.
$250* per eNewsletter
Hot deals
‘Hot deals’ enables you to place free business event specials on the BESC website, which then drives traffic to your listing.
Conditions apply.
FREE
PCOs and event planners
BESC trade media
micenet Australia Sunshine Coast feature
micenet Australia magazine is the leading bi-monthly publication for the Australian business events community. BESC will take an
ad in the February 2017 edition, which will be supported by editorial. Interested BESC members are encouraged to place their own
ads in this edition as it will be included in every delegate bag at AIME.
50,000+ qualified MICE buyers
and influencers
Booking deadline
December 2016,
direct with BT
Publishing
Please contact BT
Publishing direct
Phone: +61 (0) 7 5458 8800
General inquiries: [email protected]
10 Electra Lane, Marcoola, QLD, 4558
PO Box 9325, Pacific Paradise, Queensland Australia 4564

Marketing Opportunities Guide

Transcription

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