Central Europe

Key International Consumer campaigns
STA TRAVEL – GERMANY, SWITZERLAND & AUSTRIA | JULY - SEPTEMBER
• Phase 3 of our ongoing campaign featuring online, radio, front-line
training, school-leaver (WH) and in-store promotions focused on
domestic airline access to the NT with measurable targets
• Target: achieve 1,000 passengers to the NT with a minimum stay of 2nights before end of December 2013
• Key message: “Book your trip to the Northern Territory and get your
Working Holiday Visa paid by STA Travel”
• Leverage Tourism Australia “Best Jobs” campaign with an eDM
campaign to 2,150 German Best Jobs in the World applicants
Results to date:
• 797pax / 3,200 visitor nights (average 4.7) booked for travel to the NT
before end December 2013 in response to campaign
• Fifteen-fold increase in NT product sales
• Ports of flight origin into NT: SYD 36%, CNS 25%, ADL 14%
• NT entry ports: DWN 41%, ASP 47% AYQ 12%
Central Europe | July-Sep Quarter Update 2013
Key International Consumer campaigns
TOURISM NT / TOURISM AUSTRALIA / ETIHAD / DESTINATION NSW / DERTOUR
/ EXPLORER FERNREISEN | JULY
• Major activity capitalising on Sydney as the major gateway to Australia,
inclusive of the Etihad / Virgin Australia Skypass to the NT
• Online & out-of-home (billboards) targeting first-time travelers to Australia
• Coop with key trade partners; major distributor, DERTOUR and influential
direct-seller network, Explorer Fernreisen
Click here for more information
Key International Consumer campaigns
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OPODO | JUNE - JULY
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Opodo is a leading continental Europe Online Travel Agent.
NT microsites targeting users searching for Australia and
competitive long-haul destinations including New Zealand,
America, South Africa and Canada; and also promoting the
NT to users planning a trip to destinations in Asia with flight
connections to Darwin, including Singapore, Bali, Malaysia
and the Philippines. Click here for more information
Links to australiasoutback.de and GetYourGuide, an online
marketplace well suited to individual NT operator suppliers.
Results to date: 44% increase in pax | clicks to site (2,779) |
53 exit links to DERTOUR (trade partner) packages inclusive
of the NT.
Singapore Airlines to join digital campaign in October 13.
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Central Europe | July-Sep Quarter Update 2013
Key International Consumer campaigns
TUI FLEX TRAVEL, SWITZERLAND
• Multi-layered campaign including out-of-home
(Zurich Trams), digital, eDM, agent training/famil
• NT featured as Destination of the Year - catalogue
• Target 1,600 pax to the NT by Mar. 2014
COCO WELTWEIT REISEN, AUSTRIA
• A relatively small, but no less important digital and
print advertising
• B2B (agency network) and B2C cooperation
• Self-drive and indigenous product focus
Central Europe | July-Sep Quarter Update 2013
Key International Press Office Activity
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An outstanding 10-page NT feature story was published in
Abenteuer und Reisen, leading German travel and leisure
magazine; 90,000 circ. 475,000 readers.
The coverage resulted from a Tourism NT / SQ sponsored
media famil in May.
New famils: BEEF Magazine; Germany and NZZ, major daily
Swiss newspaper.
Central Europe | July-Sep Quarter Update 2013
Key International Social Media Activity
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Facebook fans of the German Tourism NT page has grown
from 1,300 to 3,000 between Jul-Sep. Target Dec. 2013:
9,000
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Sponsored posts/stories commenced mid-September
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Tourism Australia German Facebook page devoted to the
NT during week commencing 18-August.
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Highlight (12,620/318 likes & 17 shares) was a night Under
the Stars in the Outback.
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Darwin Sunset cruise was liked over 240 times and shared
16 times; Mindil Beach markets generated 100 likes and
reaction to a thorny devil post supported a view that native
animals attract user engagement.
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Virality ranged from 3.2% (406 from 12,620) for the Under
the Stars post to 6% (101 from 6,184) for the Alice Desert
Festival.
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Plan now to introduce Key Influencers strategy
Central Europe | July-Sep Quarter Update 2013
Key International Trade Activity
BOOMERANG REISEN
• Strategy to increase the proportion of Australian clients into the
NT and the length of their NT stay;
• Enhancement of a GPS guidebook product sales device for BR
self-drive clientele;
• Capitalise upon the BR Meine Reise (My Travels) dynamic
packaging link to the TUI network of retail agencies in Central
Europe.
AGENT TRAINING / OTHER
• Aussie Specialist Webinar: focus Explorer’s Way (incl. Red
Centre, Nature’s Way and Binn’s Track)
• Agent training in Hamburg:- Explorer Fernreisen and Boomerang
Reisen consumer direct-seller agents
• Product Lines trade newsletter distributed in August.
• Registration to attend ITB 05-09 March 2014 is open.
Central Europe | July-Sep Quarter Update 2013
Key Opportunities for Operators
TRADE EDM PRODUCT LINES
• Tourism NT Central Europe produces and distributes to trade distribution partners a regular
electronic newsletter titled Product Lines. August ‘13 issue below. We invite operators to
submit updates about new product developments for potential inclusion. Translation inmarket. Next edition – Dec. 2013 Contact : Katja Bockwinkel.
OPODO AND GET-YOUR-GUIDE
• Get-Your-Guide a Swiss-based partner of Trip Advisor are providing an opportunity to
introduce new NT products into the European digital market-place and to be directly linked
into the current Tourism NT initiated digital media campaign with Opodo, a leading European
online travel agency (OTA).
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Get-Your-Guide is a virtual market place. Supplier registration is free-of-charge. Commission
is only paid on the receipt of new bookings. Contact: https://supplier.getyourguide.com/en/
Central Europe | July-Sep Quarter Update 2013
Focus for next Quarter
TOURISM NT / TOURISM AUSTRALIA / EMIRATES
AIRWAYS/ TOURISM WA / EXPLORER FERNREISEN
| NOVEMBER - DECEMBER
• Joint NT / WA promotion focused on self-drive
opportunities between Perth and Darwin –
Boomerang Highway
• Link Perth, as an Emirates Australian gateway
with Alice Springs and Darwin as part of the
Emirates / Qantas Walkabout Pass, inclusive of
Qantas / Jetstar domestic airline services
• Major online and out-of-home (billboards)
campaign targeting mature-aged repeat
travelers to Australia; Planning campaigns in
coop with SQ, TQ, AAT King’s / Meiers
Weltreisen & BoTG
• Malaysia Airlines trade media FVW feature
linked to reintroduction of DRW services.
• Social media activity integrated in support of all
consumer / trade coop campaigns
• Implementation of SM Influencers strategy
Tourism NT / Tourism Australia / Emirates
Airways/ South Australian Tourism Commission
/ DERTOUR / Explorer’s Way | NOVEMBER DECEMBER
• Major promo with Adelaide as gateway to
Australia and the Outback, inclusive of the
Emirates/Qantas Walkabout Pass into the NT
• Focus on Explorer’s Way north-south
transcontinental corridor contrasts from Tiwi
to Kangaroo Island
• Major online and out-of-home (billboards)
campaign targeting mature-aged repeat
travelers to Australia
• Opportunity to influence key trade partners
and lay the foundation for future activities