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BROKEN HILL & CENTRAL DARLING CO-OPERATIVE MARKETING PROGRAM

WORK IN PROGRESS DISCUSSION DOCUMENT ONLY

WHAT’S IN IT FOR US ?

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“Inspire a collaborative conversation about the role of tourism in building the future of Broken Hill and Central Darling; the importance of a single vision that brings community and visitors together under one strategic plan. This is the only way we can meet / exceed the tourism expectations and needs of all local residents.”

OPP

OR

TUN

ITY

DNSW TEAM

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DNSW TEAM

“A diverse community with the benefit of original residents as well as new locals – bringing different ideas that can positively influence sustainable growth for Broken Hill and Central Darling. Clear goals and collective participation is a key ingredient that’s necessary to reveal the real potential of tourism here”

CH

ALLE

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TOURISM MATTERS

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2010: Broken Hill Brand Strategy “For Real” ( BHCC / Frost Media)

2010: Broken Hill Strategic Tourism Strategy 2020 (BHCC) 2012: Broken Hill Destination Campaign “Discover a Lost World” (DNSW) 2014: Review and Recommendation of Governance Model for Tourism in Far West NSW (RDA) 2015: Outback NSW Positioning Statement (Inland RTO)

2016: New Destination Network Structure and DNSW funding program created 2018: Destination Country and Outback NSW Destination Management Plan 2018: Far West Proud Program (RDA) 2019: Destination Broken Hill and Outback NSW – Tourism Marketing Plan (DRAFT)

2019: Broken Hill and Outback NSW Visitor Guide and Website launched (PACE Advertising) 2019: Destination Country and Outback NSW Product Audit Consultation (Broken Hill / Central Darling Shire)

Destination NSW acknowledges Destination Broken Hill, Wilcannia Tourism Association, White Cliffs Tourism Association, Menindee Tourism Association, Regional Development Australia and PACE Advertising efforts. We have reviewed the tourism websites and collateral developed by each organisation as part of this process.

OUR JOURNEY

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• A lot has already been done

• The importance of leisure tourism • Advocating for a fresh, new, unified

approach • Some challenges being faced, and

solutions to overcome them • Well placed to tap into the fast-

growing Touring market (grow LOS) • Go where our consumers are

• Events are great demand

generators

QUICK SNAPSHOT

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TOGETHER WE WIN

WHY COLLABORATE?

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ONE TEAM (versus local businesses competing with one another)

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SAME SEASONAL APPEAL

SIMILAR EXPERIENCES

SAME TARGET AUDIENCE

SAME CHANNEL STRATEGIES

SOUTH COAST (example of geographic regional brand positioning)

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ORANGE

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(example of geographic regional brand positioning)

TAMWORTH

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(example of city brand positioning leveraging an event)

WHY INVEST IN BRAND & MARKETING?

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WHY BRAND?

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• Ritual of Regional branding is to manage ambiguity and instil

faith, as the motivation to accommodate change (rituals demarcate transition from one stage to another signifying an important new milestone)

• Curate distinct identities in places such as nations, cities and regions to differentiate them from each other. (Regional branding is growing in prominence and size as Regions compete to attract visitors, residence and investors)

• Two phases, how its built and how its communicated. The difference between branding a place and a corporation is that a place needs to incorporate diverse interests of multiple stakeholders, designing the co-construction of meaning (eg. visitors, residents, investors, councils, industry)

• Place brand is what we project, place identity is what we are, created historically over time. Place branding is the process of actively developing a position for strategic and commercial benefits… they mutually shape and reshape each other (due to the proliferation of place branding since 2000, most cities and regions are regularly transformed to remain distinctive, as a right of passage to growing their respective visitor economy)

THE CONTEXT

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• Broken Hill, Silverton, Menindee and White Cliffs are known as the heart of the Outback New South Wales tourism region, but not the smaller towns such as Wilcannia and Tilpa

• Known for a range of attractions and

experiences, linked to road-tripping, mining, opals and culture…but less so for art, astronomy, adventure experiences, events, and Aboriginal experience

• Perceptions need to be shifted; high awareness does not match leisure holiday appeal

• Outback NSW Trips and Nights have increased

more than 40%, yet Broken Hill’s market share has declined -14% and -12% respectively

Source: (1) NSW Brand Health Tracker, Aug 2018 Destination NSW Source: (2)TRA YE Sep 2017 (IS YE18 DATA AVAILABLE)

HIGH AWARENESS, LOW APPEAL

17 Source: Brand Engagement Monitor 2019 Q1, Hall & Partners.

9 – 10 (very appealing)

7 – 8

0 – 6 (not at all appealing)

I'm not aware of this destination as a holiday or short break

How appealing is Broken Hill as a short break or holiday destination? What NSW holiday destinations are you aware of?

How do you feel about travelling to these

destinations?

WHAT ARE WE KNOWN FOR?

Among Australians, what experiences are destinations known for? (1)

ADVENTURE BEACH/COASTAL BUSH/OUTBACK EVENTS/FESTIVALS FARMS FOOD/WINE HILLS/MOUNTAINS

Blue Mountains Cradle Mountain The Kimberley

Cairns/Port Douglas Freycinet

Uluru

Byron Bay Great Ocean Road

Gold Coast Cairns

Broome Phillip Island

Uluru The Kimberley

Katherine Gorge Alice Springs Broken Hill Coober Pedy

Melbourne Sydney

Adelaide

Barossa Mildura Orange

Barossa Valley Margaret River

Melbourne

The Blue Mountains Snowy Mountains Cradle Mountain Katherine Gorge The Kimberley

18 Sources: (1) Domesticate 2018 TNS

19 Sources: Outback NSW Associations among NSW Residents, Program Insights & Reporting, Destination NSW

WHAT ARE WE RENOWNED FOR?

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PROPOSED PROCESS OBJECTIVES CURRENT POSITION ACTION

Ignite Appeal & Increase Consideration

Gain Market Share

Increase Visitation and Spend

Lack of consideration of Broken Hill & Central Darling as overnight holiday destination.

Lack of competitive edge against established destinations also targeting Sydneysiders.

Broken Hill & Central Darling is seen as a road trip stop-off destination with limited conversion to overnight stays & spend in region.

We need to deepen the understanding of the Broken Hill & Central Darling visitor experience amongst target audience/s.

We need to cut through the noise and position Broken Hill & Central Darling in the consumers mind in a unique and interesting way.

We need to communicate the large number of exciting activities on offer that justify a multi-day itinerary.

Agree on the way forward, with a unified vision

There is no one definition of tourism priorities in Broken Hill and Central Darling, different stakeholders have different expectations

Reboot the collective voices behind clear objectives and a defined plan.

PACKAGING OUR VALUE

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• Community of incredible artists • Recognisable pride in history and origins

(unique heritage status, geological context, history of the mines and local architecture)

• Resilient and courageous people (activists, strong women, trade unions, early multicultural communities and entrepreneurs)

• A bold landscape set in the original outback desert (big sky, vastness, and rich red earth)

• Brilliant film and screen credentials • Aboriginal culture expressed through their

distinctive artistry • A place set apart, of intrigue for visitors

looking for a memorable break, attracted to the distinctiveness of the area

• Fun and inspired events, like Broken Heel

WE OFFER A LOT !

OUTBACK NSW ROAD TRIPS

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Broken Hill and Central Darling destinations are currently featured on the following NSW Road Trip Programs featured on visitnsw.com. In these itineries, your destinations are featured : • Darling River Run • Central to Outback NSW • The Long Paddock • More to follow….

DESTINATION BREADTH

24 Sources: ATDW – Combined Broken Hill and White Cliffs Areas

Total Listings on ATDW (by theme) *excludes accommodation

Nature 24

Art / Culture related 19

Heritage 18

Other 10

Total Listings on ATDW (by type) *LIVE only, excludes expired listings

Accommodation 73

Attraction 49

Event 12

Tour 9

CURRENT GAPS • 25 existing tourism products / experiences

are not listed on ATDW (identified through3 sources: HotelsCombined, Trip Advisor and the Visitor Information website for Broken Hill

• Approximately only 20% of products listed have an online booking gateway on their direct, owned website (S2B)

• Less than 20% of operator websites have two or more of the following attributes;

Quality images and/or video

Online booking available

Easy to navigate

Social media links

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Sources: Destination Marketing Store – Destination Country and Outback NSW Product & Experience Audit Report

NSW OUTBACK v COMPETITOR EXPERIENCES NSW OUTBACK

LIGHTNING RIDGE

ULURU ALICE SPRINGS COOBER PEDY THE KIMBERLEY

Outback Nature ✓ ✓ ✓ ✓ ✓ ✓

History & Heritage ✓ ✓ ✗ ✓ ✓ ✗

Indigenous Experiences ✓ ✓ ✓ ✓ ✓ ✓

Art Galleries ✓ ✓ ✗ ✓ ✓ ✓

Mining ✓ ✓ ✗ ✗ ✓ ✓

Opals ✓ ✓ ✗ ✗ ✓ ✓

Unusual Accommodation ✓ ✗ ✗ ✗ ✓ ✗

Iconic Events ✓ ✗ ✓ ✓ ✗ ✗

Night Time Experiences ✓ ✗ ✓ ✓ ✓ ✓

So, let’s remember who we are, what we have to give, and what makes us stand out from the crowd…!

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KNOWING OUR VISITOR

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THE OUTBACK & TRAVELLER NEEDS

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Accessibility and centralised/cluster of activities are important attributes to emphasis in communicating the Broken Hill and Central Darling visitor experience

Source: Domesticate 2018 TNS

THE OUTBACK & TRAVELLER NEEDS

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Broken Hill and Central Darling should also make researching, planning and booking a holiday easier

Source: Domesticate 2018 TNS

WHO’S VISITING NOW?

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SEASONALITY

31 Sources: Program Insights & Reporting, Destination NSW.

A higher than average proportion of travel intenders do not know what time of the year to travel to Broken Hill, indicating a low familiarity of “what to see and do” in the area.

CURRENT VISITOR PROFILE

32 Sources: Program Insights & Reporting, Destination NSW; National Visitor Survey, Brand Health Tracking and Roy Morgan. And 40% are 25-54

ENGAGING THE BABY BOOMER MINDSET

33 Sources: (1) Mythbusters, New Young Consulting; (2) Forbes, May 2018 (3) The Marketing Insider, Feb 2018 (4) Looking Beyond Age, Deloitte Insights Oct 2018

• Social Media is just as important to Boomers as Millennials

-Facebook is the most popular platform and 55+YOs spend just short of two hours on FB daily

-Google search is the most important channel

-Still consuming traditional media

-Boomers trust their peers, friends, and relatives a lot more than they trust commercially motivated messaging. Reviews, testimonials and recommendations go far.

THE OUTBACK TRAVELLER NEEDS

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• World away from home, this is about getting in touch with the heartland – this is authentic Australia

• An Introspective experience or one to be shared with a small group

• Less about the quick escape; more of a longer holiday with similar emotional drivers to overseas travel – soaking in the external environment

• One challenge is communicating the variety of things to do, night time experiences and enhancing the knowledge of accommodation options

Source: Domesticate 2018 TNS

NEXT STEPS

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MARKETING PRIORITIES Define Broken Hill and Central Darling destination positioning and develop a marketing plan to genuinely connect with the traveller and motivate overnight visitation.

BRAND CONTENT MEMORIES DIGITAL ASSETS DATA

Build a positioning that connects with today’s

traveller and at that same time builds a platform for

the future.

Inspire and enhance connection through curated storytelling.

Seed moments that are worth sharing.

Driving engagement and planning.

Data-driven marketing solutions that enable richer engagement and provide insights

for future activity.

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VISION

PROPOSED TIMELINE

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Mar 2019 • Agree on objectives

• Research • Identify / scope

business problem • Industry Consultation • Budget Confirmation

Jan 2020 Campaign Wave 1

Jul 2020 • Visitor

Experience Audit • Brand

Development

• Campaign Optimisation

• Campaign Analysis

• Content Shoot • Campaign

Development • PR Commences

• Analysis Jul

2019 • Industry Workshops

THANK YOU Q & A