North America

North America
LEIGH ARREDONDO
Regional Manager, North America
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North America
Market overview
Market Overview
•
USA 2012 Presidential election ends; US$6 Billion in negative advertising concludes
•
USA Pre-GFC Consumer Confidence returns
•
USA 31% of consumers anticipate spending more money on leisure travel in 2013
•
USA tablets and mobile apps proliferate; influences consumer media consumption
•
USA south pacific airlines surcharges weighing on market
•
USD/AUD exchange rate affects competitiveness
•
CANADA consumer confidence falling behind global indexes on slower growth in energy and commodities
•
CANADA tight labor market and aging society forecast to impact market development from 2017
North America
Market overview
PAST:
PRESENT:
Victoria Surpasses Queensland in Visitor Nights
North America
Challenges & Opportunities
CHALLENGES/ISSUES
OPPORTUNITIES
• Australia’s share of the outbound US market has
• Projected 31% Increase in Leisure Travel by
Americans in 2013
dropped to 1% as of 2011
• Saturated and competitive media environment
• Australia Still #1 Desired Destination
• Exchange rate undermines Australia’s value
• Airline Cooperative Marketing to Maximize Share
• Constricted distribution channel
• Leverage Victoria’s Market Leading Visitor
Performance
• Lack of new luxury product
• Lack of new aviation route development
• Tourism Australia budget decreases
• Strong Events Calendar that Generates Brand
Awareness and Immediacy
Comparative NTO Direct Media Investment (A$)
$8,000,000
$7,000,000
$6,000,000
$5,000,000
2010/11
$4,000,000
$3,000,000
$2,000,000
$1,000,000
$0
2011/12
North America
Key Strategic Focus
• Integrated partnership marketing critical in fragmented and expensive media market
• Leverage key partnerships with Tourism Australia, Qantas airways , Virgin Australia and Air New
Zealand
• Focus on widely distributing digital content and presence
• Leverage nature-based experiences to maximize regional dispersal
• Expanding distribution partnerships
• Leverage events calendar: Australian Open, F1 Grand Prix, Melbourne Food & Wine Festival, King Kong
North America
Key Strategic Focus
AFFLUENT INTERNATIONAL TRAVELERS
•
45+ Years of Age
•
US$150,000 Annual HHI
•
Reside in 10 Major Markets:
–
Los Angeles
–
San Francisco
–
New York City
–
Boston
–
Philadelphia
–
Washington DC
–
Atlanta
–
Chicago
–
Dallas/Ft Worth
–
Houston
Arrivals by age and purpose of visit
YE Jun 2012
Convention or conference
4%
Business 22%
Employment 3%
Education 4%
Others 5%
VFR 23%
Holiday 38%
Under 15yrs
15-29yrs
30-44yrs
45-59yrs
60yrs & over
% indicates share of total visits
North America
Marketing Highlights
MELBOURNE FIRST
•
Leveraged the Qantas Aussie Airpass, which
includes international flights and three domestic
sectors.
•
Partnered with Stella Travel Services to promote
Melbourne’s gateway status, and maximize regional
dispersal. Stella through their Australia focused
brands of Qantas Vacations, Travel 2 and
Travelscene.
•
Promoted and branded the campaign with dedicated
email blasts, exclusive Melbourne First website
content and in-house reservation incentives.
•
Key result - significant increase in length of stay in
Victoria from 3 nights to 5.75 nights per visitor
North America
Marketing Highlights
TRAVEL LEADERS
•
Partnership with TA, DNSW and the NT,
•
Third year, with Travel Leaders Franchise Group,
the largest consortia partner in the US.
•
Through its brands of Travel Leaders, Results
Travel and Vacation.com, TLFG represents 75%
the retail travel network in the United States.
•
Integrated training and awareness program with a
combination of magazine advertorials and webinar
training conducted by Tourism Victoria.
•
Travel Leaders now has close to 300 qualified
Aussie Specialists in its network as a result of this
partnership.
North America
Marketing Highlights
SOUTHERN SPLENDOURS
•
Partnership with Down Under Answers, South
Australia Tourist Commission, and Tourism
Tasmania.
•
Aim - to position the southern states as an
alternative to the “Harbour, Rock and Reef”
package for first time visitors.
•
The campaign aimed at enticing repeat
visitation.
•
Result - 700 passengers to Victoria during the
November 2011 to March 2012 time period.
North America
Marketing Highlights
RTO Roadshow
•
Tourism Victoria hosted a new “RTO Roadshow”
exclusively for Regional Tourism Organisations to
come into market and train wholesale product
managers.
•
One-on-one business development sessions
between RTO’s and wholesalers to discuss
product development, promote self-drive regional
itineraries and discuss marketing opportunities.
•
Meetings in - New York, Toronto, Chicago,
Vancouver, Las Vegas and Los Angeles.
•
Five RTO’s and DNSW confirmed to participate in
January 2013 RTO Roadshow
North America
PR/Marketing Highlights - $2.6 Million AVE
North America
PR/Marketing Highlights - $2.6 Million AVE
North America
Industry Opportunities
Regional Tourism Organisation
2013 Roadshow
New Product Workshop
Nature & Adventure Workshop
Corroboree 2013 The Americas