Annual Report 2016-2017 Tourism NT
Tabled paper 571
Tabled Papers for 13th Assembly 2016 - 2020; Tabled Papers; ParliamentNT
Made available by the Legislative Assembly of the Northern Territory under Standing Order 240. Where copyright subsists with a third party it remains with the original owner and permission may be required to reuse the material.
20 21Tourism NT Annual Report 2016-17Tourism NT Annual Report 2016-17 Our Performance03 Grow Value Tourism operators at the Brisbane 4x4 Outdoors, Fishing and Boating Expo Advertising placements in Brisbane Airport Case Study Brisbane Airport takeover with Virgin Australia Partnering with Virgin Australia, we staged a major takeover of Brisbane Airport from 20 March to 15 May 2017. Humorous advertising was placed in the Virgin Australia domestic terminal at the airport, and in 21 prime outdoor placements across Brisbane. The placements featured stunning images of Top End landscapes and adventures, combined with special sale fares from Brisbane to Darwin. They used the cheeky tone of the NT brand to reflect travellers journey from check in to boarding the aircraft. They invited the traveller to park themselves on an infinity pool at Gunlom, rather than at the airport carpark; or to imagine they were walking through the escarpment landscape of Ubirr, while walking through an aerobridge. The Virgin sale fares were also promoted at the Brisbane 4x4 Outdoors, Fishing and Boating Expo where sixteen operators took the opportunity to promote the destination and their own products to potential visitors. Our creative use of live entertainment, NT-inspired food samples, Aboriginal art workshops and animal handling displays, the NT won Best Outdoor Stand of the show, successfully complementing the Brisbane takeover. COOPERATIVE MARKETING CAMPAIGNS We work with cooperative partners domestically and internationally to encourage consumers to book their travel and visit the NT. Our cooperative partners this year included Silk Air/ Singapore Airlines, Philippine Airlines, Jetstar Asia, Indonesia Air Asia, Malaysia Airlines, Jetstar Airways, Virgin Airlines, Flight Centre, Expedia/Wotif Group, AAT Kings, Territory Discoveries, Webjet, Apollo and Thrifty/ Hertz. Our campaigns during 2016-17 were increasingly concentrated on times of the year where people look and book. Domestically we worked with 17 partners to produce 32 cooperative campaigns that ran throughout the year and delivered year on year growth. The final quarter campaign, which ran from 30 May to 15 July, achieved 18 percent growth in passengers and 23 percent growth in room nights. Designed to leverage awareness generated through the broader NT brand campaigns in market, these (largely) digital activities were highly tactical and targeted, drove conversion, increased peoples desire to visit the Northern Territory and have enabled us to build our own consumer databases for future promotion. Internationally, in addition to an always-on approach to consumer campaigns via global programmatic and TripAdvisor, we executed 55 cooperative campaigns in Western markets and 34 cooperative campaigns in Eastern markets. We worked with 50 key distribution partners including Qantas Vacations, Expedia, Priceline, Flight Centre, TUI, Virtuoso, CTrip and Singapore Airlines on these campaigns, which resulted in 8.6 percent growth in international holiday travellers to the NT and an increase of 9.9 percent international visitor nights. PUTTING THE PRODUCT FIRST We worked side-by-side with industry to promote the Territory as the destination of choice. Consumers and travel trade were directly connected with NT product at both consumer and travel trade events using impactful activations to evoke the Territorys uniqueness and colourful nature (see case study on page 21). Some of these key events included: Australian Tourism Exchange (ATE), Australias largest annual travel and tourism business-to-business event, which hosted 31 NT tourism businesses. NT Muster, the annual domestic trade roadshow, held in Sydney, Melbourne and Brisbane that showcased NT products, experiences and destinations to hundreds of key online, retail and wholesale travel agents. Backpack the Outback Roadshow visited Sydney, Byron Bay, Melbourne and Cairns. The roadshow, which is an excellent platform for NT tourism operators in the backpacker/ youth adventure sector to promote their product to travel agent hubs on the East Coast. Nine NT operators participated in the roadshow with approximately 200 agents attending the events.