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COASTAL AND AQUATIC CAMPAIGN AND THE QUEENSLAND GREAT BARRIER REEF STRATEGY
Kim Goulter 4 March 2016
• Australia’s Coastal & Aquatic campaign
• Queensland’s Great Barrier Reef Tourism Strategy
• How can Townsville North Queensland leverage from this activity and why?
AQUATIC
AND COASTAL
BEST BEACHES IN THE WORLD
1. Baia do Sancho, Brazil
2. Grace Bay, Turks and Caicos
3. Rabbit Beach, Italy
4. Playa Paraiso Beach, Cuba
5. Play de Ses Illetes, Spain
6. Anse Lazio, Seychelles
7. White Beach, Borcay, Philippines
8. Flamenco Beach, Puerto Rico
9. Whitehaven Beach, GBR, Australia
10. Elafonissi Beach, Greece
BEST BEACHES IN THE WORLD 1. Baia do Sancho, Brazil
2. Grace Bay, Turks and Caicos
3. Rabbit Beach, Italy
4. Playa Paraiso Beach, Cuba
5. Play de Ses Illetes, Spain
6. Anse Lazio, Seychelles
7. White Beach, Borcay, Philippines
8. Flamenco Beach, Puerto Rico
9. Whitehaven Beach, GBR, Australia
10. Elafonissi Beach, Greece
TA ALSO FELT THAT OUR STORY WAS GETTING LOST IN A COMPETITIVE MARKET
BEST DIVES IN THE WORLD 1. Punta Gorda, Costa Rica
2. Beqa Lagoon, Fiji
3. Papua New Guinea
4. Palau, Micronesia
5. Cayman Islands
6. The Red Sea, Egypt
7. Galapagos Islands, Ecuador
8. Ambergris Caye, Belize
9. Yongala, GBR, Australia
10. Cozumel, Mexico
BEST ISLANDS IN THE WORLD 1. Ambergris Caye, Belize
2. Providenciales, Turks and Caicos
3. Bora Bora, Tahiti
4. Marco Islands, Florida
5. Naxos, Greece
6. The Red Sea, Egypt
7. Aitutaki, Cook Islands
8. Nosy Be, Madagascar
9. Easter Island, Chile
10. Koh Tao, Thailand
Source: World’s Best Beaches’ TripAdvisor Traveller’s Choice 2015; ‘Best Dive Spot’ list25.com; ‘Best Island in the World’ TripAdvisor’s Traveller’s Choice 2014
ONLY 1 AUSTRALIAN LOCATION IN TOP 10 LISTS FOR BEACHES AND DIVES, ZERO IN BEST ISLANDS.
Key Activity
$40m
in campaign
expenditure
across
16 key markets
in 2015/16
- Media Buys
- Broadcast and TV
- PR
- Partnership campaigns
- Events
- Virtual Reality
Jan - Feb 2016 UK
North America
South Korea
Continental Europe
Singapore
Indonesia
India
Launch
March - April 2016 China
Hong Kong
Japan
Malaysia
Coastal and Aquatic Marketing Activity
GREAT BARRIER REEF TOURISM STRATEGY
Tourism & Events Queensland
Why this strategy was developed
Enhance the profile of the Great Barrier
Reef
Deliver on positive visitor
experiences
Attract visitors
(generating overnight
expenditure)
Foster community
pride
Strengthen Partnerships
Vision
‘To be recognised as the World’s Greatest Natural Wonder delivering the World’s Greatest Nature Experiences’
‘Nature’s greatest living gift to Australia and our greatest natural legacy to the world.’
Core Promise
Three Unique themes
1. Size & Use
At approximately 350,000km2 and stretching 2,300km, the GBR has 5 precincts each offering their own unique experiences.
2. Wildlife Diversity
Comprising 2,900 coral reefs, 1,050 islands and coral cays and an abundance of diverse marine wildlife encounters – the GBR is home to must see mega marine life the ‘Great 8’.
3. Conservation
The GBR is a highly protected marine ecosystem with Best Reef Management and sustainable tourism practices.
1. Size & Use: 5 distinct GBR Precincts
Visitor experience is not just restricted to the water, it can be experienced from the air, on islands or along the coast in catchments that feed the world’s largest ecosystem
• Scuba diving
• Snorkelling
• Sea Walker
• Glass bottom boat
• Cruising
• Sailing
• Island resorts
• Coastal land and waterways tours
• Scenic flights and helicopter tours
• Bareboat (self-sail)
• Fishing charters
• Motorised water sports
• Overnight and extended tours
• Passenger ferries
• Whale watching
• And more…
2. Wildlife: the Great 8
The GBR’s biodiversity is the basis of it’s outstanding universal value in its world heritage listing.
The diversity of the GBR’s marine wildlife encounters is encapsulated in the concept of the “Great Eight” – includes eight of the most spectacular coral reef creatures in the world that are all present on the GBR
It is a list of must-see charismatic mega marine life, giving visitors a reason to explore and return
3. Conservation: Sustainable Reef Experiences
Reef conservation + protection + research = GBR is renowned as the best managed reef system in the world
Best practice management + a firm commitment from the tourism industry to its conservation has ensured that it has remained resilient and in good health.
QLD’s tourism operators play an important role in preserving and presenting the reef’s story to visitors. Around 80% of all tourism activity occurs within only 7% of the Great Barrier Reef region.
While the tourism industry undoubtedly needs a protected and healthy GBR, the GBR also needs a prosperous and sustainable tourism industry to generate increased community support and funding for its protection.
What does this mean for Townsville North Queensland?
45 new images for the destination and a selection shared to an audience of over 1.25M people
What have we been doing to make sure we can leverage?
Video to showcase Townsville North Queensland’s Great Barrier Reef
What does this mean for Townsville North Queensland?
What does this mean for Townsville North Queensland?
What does this mean for Townsville North Queensland?
Updating Townsville North Queensland assets to have more information on the GBR
Including GBR messaging in destination campaign activity
Why would we do this?
• Increasing the awareness and perception of the region as a tourism destination
• People will come on holidays to do more than just a GBR trip – that’s just part of the overall experience
• Opportunity for dispersal to your business
How can you be involved?
Let us know about your product – make sure you are in the ATDW
No matter what your business, consistently deliver the best possible visitor
experience
Incorporate GBR messaging and imagery in your collateral and digital assets
Leverage the destination marketing activity
Work with your TEL and TEQ to keep us up to date
Use the hashtag #townsvilleshines and connect with consumers
THANK YOU.