Territory Stories

Annual Report 2016-2017 Tourism NT



Annual Report 2016-2017 Tourism NT

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Tabled paper 571


Tabled Papers for 13th Assembly 2016 - 2020; Tabled Papers; ParliamentNT






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22 23Tourism NT Annual Report 2016-17Tourism NT Annual Report 2016-17 Our Performance03 Grow Value Case Study Do it the Hayden Way This year, we worked with Matt Hayden, former Australian test cricketer, to create content for our annual drive market campaign. Matt Hayden and his family were filmed as they toured the NT from Uluru to Darwin, via Kakadu, to create a series of videos and library of images and articles to inspire Australian families to visit the Territory for their next drive holiday. An integrated media buy, including editorial and advertising, provided the context for the Do it the Hayden Way message used across print, digital, social and programmatic platforms. We provided information to show our target market of 30-49 years with children how they could create lasting memories on an NT holiday. The important 55+ active seniors market was not forgotten, as they were targeted with 20 percent of media buy including specialised print to help them join the dots on planning their Territory drive adventure. The drive pages on northernterritory. com were refreshed and additional campaign landing pages created to showcase the rich content, articles and videos of the Hayden Way. Over the campaign period of February to June 2017, the landing page received 82,120 visits from potential NT visitors and was the second most popular page after the home page. The media buy achieved 18.8 million impressions and generated 154,000 clicks. Almost 2,500 itineraries were downloaded from our website, illustrating that we successfully engaged travellers and helped them plan their journey to the NT. CREATING NT ADVOCATES We brought trade to the Territory on familiarisations (famils) to experience the NT and our product first hand. Some key famils included: 43 domestic travel agents visited Darwin to meet with NT tourism industry at the NT Round Up workshops, with a pre-famil of the Top End. Following the Backpack the Outback Roadshow, we hosted post-famils in the Top End and Red Centre for 30 agents who attended the events. Inbound NT saw 45 inbound tour operators visit Darwin to meet with NT tourism operators on 19 September 2016. Following the event, we hosted three post-famils around the Top End. Corroboree Asia brought 26 buyers from Greater China to the NT to gain firsthand experience and knowledge of NT tourism products across two famils focusing on the Top End and Centre. As part of Virtuosos Travel Week Australia, we supported a famil for agents from the USA and Canada to experience the Red Centre. After attending the Australian Tourism Exchange event in Sydney, we invited six agents from Italy to participate in a famil in the Top End, visiting attractions in Katherine, Litchfield and Kakadu National Parks. Five buyers from Japan participated in a famil of the Top End, visiting Darwin and Kakadu to meet industry and experience the diverse tourism products on offer. BRAND SPONSORSHIPS We revised our sponsorships approach this year to elicit the best value for both the corporate business events sector and the leisure market. All our sponsorships are guided by the objectives to: Increase awareness of the NT as a holiday and/ or business events destination. An example of the image post used during the Come and Play in Australias Midfield campaign. Do it the Hayden Way advertising in drive publications Matt Hayden and his family rugged up to view Uluru at sunrise - Uluru-Kata Tjuta National Park Case Study Melbourne Football Club The Melbourne Football Club MFC provides a platform to promote holidays and business events in the NT to their high end membership of nearly 40,000 people. Through this sponsorship we received: Brand exposure, association and recognition such as Territory branding on the MFC website, media backdrop and logo exposure Activation of MFCs premiere match day events (Chairmans Club), with NT branded content, attended by nearly 200 VIP members Digital promotion of Territory travel packages to encourage fans to travel to the NT around Melbourne Demons matches in Darwin and Alice Springs, providing a strong economic boost to key regions Dual branded digital vignettes using MFC players as hero talent and content focussing on the quirkiness of the NT with the tagline Come and play in Australias Midfield. These were pushed out from our social media account MFC connections through Facebook, with a direct Book Now call-to-action to relevant destination content and Intrepid packages Databases generated through win a trip to the NT promotions, to promote additional Territory travel content to interested consumers Digital advertising on the MFC official website Opportunities to communicate with the MFC business communities and fan network to promote various business events and consumer campaigns Social media takeover in the lead-up and during games to integrate NT messaging, reaching the MFCs more than 130,000 Facebook fans. Now in its fourth year of partnership activity, MFC fans are comfortable with the association between the NT and the club. The key messaging in this years campaign was for Melbourne Football fans to Come and Play in Australias Midfield. Creative material highlighted the multitude of activities that are available in the NT through vibrant, active images and video featuring the target market. The Come and Play in Australias Midfield campaign included AFL travel packages to Alice Springs and Darwin with the objective of selling MFC hosted trips to the game and giving their members a tangible idea of price and product. This year, the sponsorship generated a total of 105 tracked travel packages sold around MFC games played in both Alice Springs and Darwin. Based on average expenditure patterns this would have generated an estimated $147, 000 in visitor spend in the Territory. Capitalise on the sponsor networks through direct engagement to drive bookings and visitation to the NT. Identify business event opportunities and leads through third party communities. Leverage the sponsors visibility to create advocacy and talkability for the NT in the form of traditional press activity, social media campaigns, or through sponsors own trusted events, activations and related activity. We have a continued sponsorship agreement with the Melbourne Football Club to promote the Territory through branding on the clubs website, media backdrops and logo exposure (see case study on page 23). Additionally, this year we partnered with Flow Mountain Bike to produce a multi-part video and editorial series, Ride the Red Centre. The marketing activity supported the wider strategy to position and market the NT as Australias adventure riding mecca as outlined in the Master Plan for Mountain Biking in the Northern Territory.