Mantra PortSea Port Douglas Tropical North Queensland

Transcription

Mantra PortSea, Port Douglas
Marketing Activity:
01 July 2011 to 30 June 2012
Mantra Tropical North Queensland
Guests by state or country of origin
January – December 2011
Mantra PortSea
The key feeder markets Victoria, New South
Wales and Queensland remain consistent when
comparing the collective region and Mantra
PortSea. Mantra PortSea has increased market
presence in Victoria and New South Wales while
Tropical North Queensland as a region has a
greater market presence in Queensland.
Tropical North Queensland
Top 10 Contributing Regions to Guest Stays
Mantra PortSea
The below top contributing regional
data supports the state guest bookings
data on the previous slide with the
majority of guests travelling to Mantra
PortSea from Melbourne and Sydney
suburbs.
Booking Lead Time and Average Length of Stay (ALOS)
Mantra PortSea
Mantra PortSea guests stay on average
1.3 nights more in comparison to the
regional data for Tropical North
Queensland.
The average lead time is consistent with
the regional data with the majority of
bookings falling 29 plus days in advance.
ALOS - 5 days l Average Lead Time - 52 days
ALOS - 3.7 days l Average Lead Time - 42days
Marketing Activity
2011/2012
Marketing Communications | Mantra Group Directory
Marketing Communications | Mantra Brochure
Marketing Communications | Property Specific DL Brochure
Tactical Marketing | National Campaigns 2011/2012
National Campaigns
Timing
Spend
MANTRA PATS MATES RATES 2011
SEPTEMBER/OCTOBER HOLIDAYS
Participating Regions: ALL - Australia and NZ
Campaign Purpose: Build base business Sep/Oct school holidays and immediate short breaks.
05 Aug – 03 Sep
2011
$239,000
MANTRA PATS MATES RATES 2
SUMMER 2011/12
Regions: ALL - Australia and NZ
Purpose: Build base business holidays/family & couples and fill balance of available rooms last
minute.
23 October - 20 Nov
2011
$247,000
MANTRA ON SALE 2012
Regions: ALL - Australia and NZ
Campaign Purpose: Sale prices to stimulate forward bookings throughout the year including
Easter Holidays.
19 Feb – 17 March
2012
$240,000
MANTRA DEAL-A-THON 2012
Two Phases: phase 1 = Deal-a-thon, phase 2 = Deal-a-thon Back by popular demand
Participating Regions: ALL - Australia and NZ
Campaign Purpose: Target immediate short breaks
09 - 18 May 2012
28- 04 May 2012
$10,000
MANTRA DISCOVERY WEEKENDS 2012
Every Tuesday in June (5th, 12th, 19th and 26th)
Participating Regions: SC to SALT; SYD + COASTAL NSW; MEL + COASTAL VIC
Campaign Purpose: Target weekend stays for each participating region's drive market
5th, 12th, 19th and 26th
June 2012
$4,000
Tropical North QLD | Regional Campaigns 2011/2012
Regional Campaigns
Timing
Spend
FLY NORTH 2011 - Escape the southern winter and go to the tropics
Participating Regions: TNQ – Cairns to Port Douglas
Target Regions: MEL metro, SYD metro, BNE metro + others in line with main feeder markets.
24 July – 28 August
2011
$29,370
TNQ SUMMER HOLIDAYS 2011 - Family & Couples holidays at great rates close to home
Target Regions: Marketing to local drive region including Cairns and Townsville
13 Nov 2011 to 07
Jan 2012
$26,669
SUMMER STOCKTAKE 2011 - All summer holiday stock in one place
Participating Regions: All regions that fit the 'summer holiday' profile, with surplus availability
Target Regions: National (focus BNE/SEQ, SYD/RegNSW, MEL/RegVIC)
04 -16 Dec 2011
$21,587
TROPICAL EASTER 2012 - Family & Couples holiday breaks close to home
Target Regions: Marketing to local drive region including Cairns, Townsville, Mt Isa
13 - 21 March 2012
$9,783
FLY NORTH 2012 - Escape the southern winter and go to the tropics
Target Regions: MEL metro, SYD metro, BNE metro + others in line with main feeder markets.
29 April – 03 June
2012
$22,000
National Campaigns
Timing
MANTRA 'MINI HIGHLIGHTS' CAMPAIGN
Participating Regions: Various
Campaign Purpose: Tax cheque travel, national focus for immediate travel.
15 to 28 July 2012
MANTRA 'PAT'S MATES RATES FOR SUMMER' 2012
Participating Regions: ALL - Australia and NZ; Marketing to: Australia national
Campaign Purpose: Target forward business for summer. Book early incentive.
19 August to 15
September 2012
MANTRA 'MINI HIGHLIGHTS' CAMPAIGNS
Campaign Purpose: Spring Holidays, for Mantra leisure properties . Last chance, book now.
9 - 15 September 2012
Campaign Purpose: City Mantra focus with all other regions receiving exposure via online channels.
October 2012
MANTRA 'CHRISTMAS/NEW YEAR' 2012-2013
Participating Regions: ALL - Australia; marketing to: Australia national
Campaign Purpose: Stimulate travel for city and coastal regions for the national holiday period
November/December
2012
National Campaigns
Timing
MANTRA 'PAT'S NEW YEAR SALE' 2013
Participating Regions: ALL - Australia and NZ; Marketing to: Australia national
Campaign Purpose: Sale prices to stimulate forward bookings through to June 2013
January 2013
Campaign Purpose: Target consumer booking response for focus regions/properties as required
February 2013
MANTRA 'EASTER' 2013
Participating Regions: ALL - Australia; Marketing to: Australia national
Campaign Purpose: Stimulate travel for city and coastal regions for the national holiday weekend
March 2013
May 2013
June 2013
Tropical North QLD | Regional Campaigns 2012/2013
Regional Campaigns
Timing
‘Fly North’ Winter Campaign Phase 2 – Regional
Target Regions: Melbourne, Sydney & Brisbane + regional in line with main feeder markets
Participating Regions: Mantra TNQ
27 July to 3 September
2012
TNQ School Holidays Summer – Regional
Target Regions: Local drive region including Cairns, Townsville, Mt Isa.
November to December
2012
New Zealand Queensland Sale Campaign – Regional
Purpose: Capture direct business during the traditional trade sale period
Participating Regions: Mantra only GC, SC and TNQ
Target Region: New Zealand
January 2013
‘Fly North’ Winter Campaign Phase 1 – Regional
Target Regions: Melbourne, Sydney & Brisbane + regional in line with main feeder markets
April to June 2013
Tropical North QLD | Regional events
Regional Events
The below tables list the known upcoming events in the Port Douglas region. These events will be
integrated in marketing indicatives dependant on timing and relevancy. Integration may be via EDM’s,
solace or integrated in the national Mantra Coastal Connections EDM, social media including Facebook
and twitter posts or advertised via the websites including property direct, Mantra brand and MG Hotels.
Date
Event
Information
October 2012 from
2pm
Sunset in the Park
(mini)
Footprint Music Festivals (FMF) take this years Sunset in the Park to
the Port Douglas Yacht Club. 10 local bands will perform over the
course of the afternoon and night. The mini Sunset starts at 2pm and
goes late.
8-11 November 2012
Port Douglas Marlin
Challenge
'Formula One Fishing' comes to Port Douglas . Great excitement has
been generated around the Queensland fishing and marine community
with the inclusion of this annual event in game fishing's annual
calendar.
Tropical North QLD | Regional events
Date
Event
Information
14 November 2012
Solar Eclipse
& Solar Eclipse
Marathon
Solar Eclipse: Tens of thousands will gather to witness a Total Solar
Eclipse.
Marathon: On November 14 in 2012 in Port Douglas, 2,000 competitors
will start the race at the re-emergence of the sun from behind the moon.
Returns 2013
Date TBC
Great Barrier Reef
Marathon Festival
November each year marks Port Douglas' very own international
Marathon Festival hosted in the spectacular surroundings of the
contemporary little seaside town. Port Douglas comes alive as an
Athletes Village over this time.
www.greatbarrierreefmarathon.com.au
17 -26 May 2013
Port Douglas Carnivale
Port Douglas comes alive with the festival of 'Carnivale' , celebrating a
taste of paradise with an abundance of events - there's sports, arts,
cuisine, entertainment, comedy and more.
2-9 June 2013
2013 Cairns Airport
Ironman Cairns!
Set in one of the world's most iconic tropical locations, Cairns Airport
Ironman features a 3.8km swim in the warm waters off Tropical North
Queensland, a 180km bike leg that travels one of the most scenic
coastal roads in Australia towards Port Douglas and a 42.2km run that
included the Cairns Esplanade before finishing in the heart of Cairns.
Tropical North QLD | Brand Activity 2012/13
Brand Activity 2012/13
• Leisure 30 sec TVC airing major metro and regional areas in October (timing may change)
• Mantra.com.au refresh will begin
• Mantra group directory reprint
• Mantra Travel Tips competition with Pat Rafter(ends September)
• Port Douglas and Daintree Regional Guide Ad (July – December)
Tactical Marketing Activity | Mantra Pats Mates Rates 2011
Tactical Marketing Activity | TNQ Summer Campaign 2011
Tactical Marketing Activity | Tropical Easter Campaign 2012
Tactical Marketing Activity | Mantra on Sale Campaign 2012
Tactical Marketing Activity | Mantra Deal-a-thon Campaign 2012
Tactical Marketing Activity | TNQ Fly North Campaign 2012
Tactical Marketing Activity | Queensland Holidays online listing
Tactical Marketing Activity | Stayz online listing
Search results listing:
Property page listing:
Tactical Marketing Activity | Electronic Direct Mail (EDM)
Mantra National EDM’s:
Date
Theme
Link EDM
05 August 2011
Pat's Mates Rates Week 1
Click to View
12 August 2011
Pat's Mates Rates Week 2
Click to View
17 October 2011
Mantra Coastal Connections
Click to View
21 October 2011
Pat's Mates Rates 1
Click to View
31 October 2011
Pat's Mates Rates 2
Click to View
06 December 2011
Summer Stocktake
Click to View
16 December 2011
Summer Stocktake reminder
Click to View
27 December 2011
Mantra Summer – reminder
Click to View
17 February 2012
Mantra on Sale 2012 – send 1
Click to View
27 February 2012
Mantra on Sale 2012 - send2
Click to View
16 March 2012
Coastal Connection (Easter Msg)
Click to View
22 March 2012
Easter Stocktake
Click to View
Mantra National EDM’s:
Date
Theme
Link EDM
13 April 2012
Coastal Connection (Carnivale TNQ feature)
Click to View
30 April 2012
Deal-a-thon – Teaser
Click to View
02 May 2012
Deal-a-thon - send 1
Click to View
03 May 2012
Click to View
04 May 2012
Click to View
07 May 2012
Click to View
08 May 2012
Click to View
09 May 2012
Deal-a-thon – 48 hour sale/finale
Click to View
28 May 2012
Deal-a-thon Encore
Click to View
Mantra PortSea and regional campaign EDM’s:
Date
Theme
Link EDM
26 October 2011
PortSea past guests offer
Click to View
02 December 2011
TNQ Local Summer Campaign
Click to View
02 December 2011
TNQ Summer Campaign
Click to View
05 March 2012
PortSea Family Offer
Click to View
05 March 2012
PortSea Couples Offer
Click to View
17 March 2012
TNQ Easter Campaign
Click to View
14 May 2012
Fly North Winter Campaign
Click to View
Digital Marketing | Mantra Website
Full page overview:
Click to view website
Enlarged page view:
Digital Marketing | Property Specific Website
Full page overview:
Click to view website
Enlarged page view:
Club.CuSoon – Online rewards program
Digital Marketing
Club.CuSoon – Website
Club.CuSoon is a free to join online rewards program designed to drive brand adoration and repeat visitation whilst
attracting new consumers to the business. Club.CuSoon has experienced exponential growth since its launch on
Wednesday 9th November 2011 and currently holds just under 42,000 members. Members receive exclusive
benefits which include one-off deals, 5% off BreakFree, Mantra and Peppers rates on normal brand sites and late
checkout request with every booking.
Club.CuSoon – Online rewards program
Digital Marketing
Club.CuSoon – Electronic Direct Mail
Since the launch of Club.CuSoon Mantra PortSea have
featured four times which has resulted in 121 room nights
and a revenue of $15,760.
Total bookings by Club.CuSoon through the brand website
(mantra, mghotels) have generated a total of 32 room
nights resulting in $5,592.65 of revenue.
Mantra PortSea was a feature in the EDM sends on 1 March 2012 and 26 April 2012.
Online Marketing 2011/12
Online Marketing Activity
Search Engine Marketing
Mantra PortSea continues to dominate the 1st page of Google’s results when searching for ‘mantra portsea’. The
property is listed within the following results:
•www.mantra.com.au
•www.tripadvisor.com.au (property profile page)
•www.mantra.com.au
•www.stayz.com.au
•www.wotif.com.au
•www.hotelclub.com
•www.mghotels.com.au
•www.portdouglas.com
•www.sunloverholidays.com.au
Mantra PortSea are involved in ongoing search engine optimisation (SEO) to drive more cost effective channel of
traffic
Online Marketing Activity
Paid Search
Mantra PortSea continues to have a strong ongoing presence and profitable return on investment (ROI) within
Google’s Paid Search Marketing channel.
Paid Search activity provides Mantra PortSea with an opportunity to display a text advertisement on the first
page of Google’s search engine results.
Keywords such as Mantra PortSea, Mantra Port Douglas and Port Douglas accommodation and hotel
variations continually drive traffic to the property listing within the Mantra.com.au website.
Paid Search is an ongoing initiative designed to efficiently utilise spend to generate a greater ROI whilst
maintaining conversions.
Over the past 12 months, Mantra PortSea’s property specific paid search activity has generated $210,500
for an investment of $1,268. Mantra PortSea has also shared in revenue generated ($658,800) through Port
Douglas related search terms at a cost of $27,829.
Mantra PortSea also benefits from Mantra brand related SEM activity.
Digital Marketing Activity
Other Initiatives
Mantra PortSea will also benefit from other online projects being delivered for the entire group.
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Primary brand & group web site redevelopment, better design, improved usability
Brand website content redevelopment expected by December 2012
Ongoing booking engine functionality and usability enhancements
Consumer online reviews (to drive growth in online footprint and increased search rankings)
Implementation/integration of social media strategy, functionality and tools
Public Relations | Summary 2011/2012
Public Relations Activity
Media Releases
Media Releases:
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September 2011: Included in monthly Mantra Travel Briefs
October 2011: Included in monthly Mantra Travel Briefs
October 2011: Pat launches Mates Rates for Mantra summer escapes
October 2011: Celebrate the solar eclipse in style
November 2011: Included in monthly Mantra Travel Briefs
January 2012: Included in monthly Mantra Travel Briefs
February 2012: Mantra meets the Challenge in Cairns
March 2012: Mantra Group supports Earth Hour
March 2012: Mantra comes to the party for Carnivale with free night deals
April 2012: Mantra Group ready for increased tourism with Cairns flight boost
April 2012: Escape or embrace winter with Mantra
June 2012: Great accommodation deals still available for solar eclipse
Public Relations | Summary 2011/2012
Public Relations Activity
Media famils and prize promotions
Media famils:
• 21-23 October: Fiona Harding, NQ Life, Townsville Bulletin
• 12-14 December: Gayle Dickson, Let’s Travel Magazine (NZ)
Prize promotions:
• November 2011: Profile magazine (TNQ issue and Sunshine Coast issue)
• June 2012: The Travel Bug
Public Relations | Media Coverage example
Marketing Value 2011/2012
Mantra PortSea Owners Marketing Contribution
2011/2012
Total $91,815.40
VS
Marketing activity and cost specific to Mantra PortSea
Total $108,334.00
Brand Resort Based Marketing – regional guide advertising, AAA membership, property direct
brochure, Pat Rafter cut outs, last year’s campaign posters.
$4,500 spend
Digital Marketing – Search Engine Marketing: Search terms specific to Destination - Port
Douglas, Properties - Port Douglas, Destination - Port Douglas – Yahoo, Brand - Port Douglas,
Location – TNQ, Location - TNQ – Specials, Brand - Tropical North Queensland.
$29,097 spend
Tactical Marketing – national campaigns (development, media placement and advertising cost)
Mantra Pats Mates Rates 2011, Mantra Pats Mates Rates Summer 2011, Mantra on Sale 2012,
Mantra Deal-a-thon 2012, Mantra Discovery Weekends 2012.
$38,776 spend
Mantra PortSea proportion of
$740,000 national spend
Tactical Marketing – regional campaigns (development, media placement and advertising cost)
Mantra Fly North 2011, TNQ Summer Holidays 2011, Summer Stocktake 2011, Tropical Easter
2012, Mantra Fly North 2012.
$35,448 spend
Mantra PortSea proportion of
$109,409 regional spend
Co-operative Marketing
Tourism Queensland website hot deals on queenslandholidays.com.au, Discover paradise
magazine, Lets Travel Magazine NZ, TQ Shine Magazine.
$513.00 spend
Mantra Group Services Provided
Department
Services provided
Marketing – Marketing Communications
(Brand Services)
Team of 7 shared servicing
Strategic direction, creation and facilitation of all brand marketing campaigns
online and offline, property elements and creative services.
Marketing – Tactical Activation (incorporating
Digital Marketing)
Strategic direction, creation and facilitation of all tactical marketing activity –
online and offline, region activity research and communication across all
Marketing and Sales platforms, maintenance of websites, search engine
marketing, site optimisation and reporting.
Marketing – Public Relations
Communication across all internal and external stakeholders within the media
environment, press release creation and distribution, promotions facilitation.
eCommerce
Website redevelopment, search engine optimisation, online conversion,
management of Departure Lounge and other affiliate relationships.
Central Reservations
Representation of product and destination direct to consumer along with the
facilitation of all phone and web bookings.
Sales
Incorporates a dedicated Regional Sales &
Marketing team plus Trade and International
Sales (40 people in total).
Property, region and brand representation, liaison across all internal and
external stakeholders within the trade environment and direct reporting.

Mantra PortSea Port Douglas Tropical North Queensland

Transcription

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