Annual Report 2015-2016 Tourism NT
Tabled Paper 185
Tabled papers for 13th Assembly 2016 - 2020; Tabled papers; ParliamentNT
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27Tourism NT Annual Report 2015-16 Case study Million Dollar Fish campaign Seeing a unique opportunity to leverage the Top Ends world class barramundi fishing season, which coincides with the low tourism season when traditionally only 10 percent of people visit, we encouraged visitors to stay, play and fish in the Territory through our Million Dollar Fish campaign. Seventy-six barramundi were tagged and released across Top End fishing locations from Arnhem Land to Timber Creek and the Tiwi Islands; one worth a whopping $1 million. The campaign was supported by a microsite, a fish and win game, brand partnerships, an ambassadorship with Matt Hayden, targeted online advertising and public relations activity throughout, including new news every time a prize barra was caught. We worked across Government, with project partners and with industry to overcome complex challenges to deliver: Positive business outcomes - 59 percent of fishing tour operators, 65 percent of the fishing retail sector, accommodation partners and local suppliers reported positive impacts on their business from the campaign. Economic returns for the Territory - 6,000 interstate visitors came to the NT as a result of the campaign; equating to $8.3 million in overnight visitor spend. A database of more than 40,000 people to target for an NT holiday was generated. Ten winners that created public relations opportunities every time a fish was caught. Based on the campaigns success a second season was announced on 1 March 2016, with 101 prize fish and a total prize pool of $2.17 million. COOPERATIVE MARKETING CAMPAIGNS We focussed both our domestic and international cooperative campaigns to concentrate on demonstrated times of the year when people look and book. Designed to leverage awareness generated through the broader NT brand campaigns in market and promote the range of experiences available across the Territory, our digital activities drove conversion, encouraged longer stays and regional dispersal and enabled us to build our own consumer databases for future promotion. We worked with cooperative partners including airlines, inbound tour operators, wholesale and retail travel agents like Virgin Australia, SilkAir (Singapore Airlines), Qantas, Jetstar, Territory Discoveries, Britz Campervans, AAT Kings, Apollo Motorhomes, Turu.com.au and Expedia to ensure consumers were reached across display advertising, email newsletters, Facebook, Google and YouTube. Domestically we worked with 15 partners to produce 23 cooperative campaigns including a campaign with Virgin Australia during both October 2015 and January 2016 offering sale fares, accommodation and experience packages across the Alice Springs and Darwin routes. These campaigns resulted in a 32 percent and 29 percent year-on-year increase in passenger bookings for the respective periods. 6,000VISITORS Million Dollar Fish campaign: 6,000 interstate visitors came to the Northern Territory as a result of the campaign, equating to $8.3 million in overnight visitor spend. PUTTING THE PRODUCT FIRST We worked side-by-side with industry to promote the Territory as the destination of choice. We connected NT product directly with consumers and travel trade at both consumer and travel trade events using impactful activations to evoke the Territorys uniqueness and colourful nature (see case study on page 28). Some key events included: Australias largest annual travel and tourism business-to-business event, Australian Tourism Exchange, which hosted 27 NT operators. Our inaugural Backpack the Outback roadshow to Melbourne, Byron Bay and Sydney. This coincided with our two-day Outback Pub activation in the high foot traffic Federation Square, showcasing NT wildlife, food, music and tourism experiences and engaging with thousands of Victorians. Twenty-eight NT operators joined us at our annual domestic trade roadshow NT Muster as we showcased destinations, products and experiences to hundreds of key online, retail and wholesale travel agents in our two biggest domestic markets, Sydney and Melbourne. A group of Million Dollar Fish winners celebrating their $10,000 prizes caught!
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