great ocean road regional tourism ltd - industry toolkit

GREAT OCEAN ROAD REGIONAL INDUSTRY TOOLKIT 2016

‘BETTER TOGETHER’ …ONE REGION…ONE UNITED INDUSTRY

Great Ocean Road Regional Tourism Product Kit 2016 -17 www.greatoceanroadtourism.org.au

introduction

‘BETTER TOGETHER’ …ONE REGION…ONE UNITED INDUSTRY

Great Ocean Road Regional Tourism is your regional tourism board. Established as a not-for-profit organisation to facilitate a coordinated approach to marketing, management, development and advocacy of the Great Ocean Road region.

Working together to:

§ Increase length of stay and yield – by highlighting the breadth and depth of experiences, Great Ocean Road Regional Tourism aims to shift perceptions of the region and ensure visitors immerse themselves in the destination and experience what the region has to offer.

§ Increase geographical dispersal – by focussing on the destinations within the region and the breadth and depth of experiences and activities which make each destination unique.

§ Increase visitor satisfaction – by building seamless visitor experiences and encouraging operators to become ambassadors for the destination.

The Product toolkit presents your opportunity to partner with us and play a valuable role in growing the visitor economy for the region. Products start at only $100 and all products include the opportunity to display your brochure in the Visitor information centre. We have tailored a program of products and services to meet your needs and grow your business.

Together we are assisting to support the growth of local tourism organisations within the region. 20% of your package investment with Great Ocean Road Regional Tourism will benefit your local destination or your nominated tourism organisation.

We encourage you to join our network to keep up to date with relevant tourism activities and take advantage of the many products on offer throughout this toolkit, aimed to help you promote and develop your business.

Together we can make the Great Ocean Road region the premier tourism destination in Australia.


Regional Website 6Destination Website 7ATDW Profile 8WIFI Advertising Opportunities 9

digital 6

Essentials Package 4Essentials PLUS Package 5

4 Packages

print advertising 10

14 Personal Marketing Assistance Tools

Destination Toolkit 14Imagery/Video 15

international 17

Chinese App – WeChat 17China Ready Translation Service 18 Great Southern Touring Route 19

21visitor information centre

Brochure Display 21

Professional Development 20

VTIC in the Loop Membership 20

contents

Official Destination Guide 10Official Great Ocean Road Touring Map 11Official Great Ocean Road Travel Planner 12

marketing campaigns

Great Ocean Walk 13

13


PACKAGES Get your business on the visitor’s ‘Must do’ list! The Essentials package gives you the option of a web profile on any two of the three official tourism websites.

Products are available for you to purchase individually but we have packaged them up to offer you value and to provide a cost effective way of increasing your exposure across multiple platforms.

ESSENTIALS PACKAGE (Formerly Getting Started Package)

OPTION 1

$385

Instructions to purchase: Complete and return salesform to [email protected] or call Andrew Humphris on 0422 158 855 to arrange an appointment to discuss your business needs.

PRODUCT DETAILS

§ Web profile on any two of the three official tourism websites:

§ ATDW listing www.visitvictoria.com ($250 value)

§ Regional tourism website www.visitgreatoceanroad.org.au ($250 value)

§ Destination website ($250 value):

Business & Tourism Anglesea

12 Apostles Business & Tourism Association

Apollo Bay Chamber of Commerce & Tourism

Otway’s Country to Coast Tourism

Otway’s Coast Tourism

Lorne Business & Tourism Association

Port Fairy Tourism Association

Portland Tourist Association

Torquay Commerce & Tourism

Warrnambool Tourism Association

iPad

§ Brochure display in your local Visitor Information Centre

§ Membership and/or support for Local nominated Tourism Association:

20% of your investment is contributed back to your nominated Local Tourism Association.

TorquayLorne

Anglesea

WarrnamboolPort Fairy

Apollo BayOtways12 Apostles Coast & Hinterland


PRODUCT DETAILS § Web profile on ATDW www.visitvictoria.com ($250 value)

§ Web profile on the regional tourism website www.visitgreatoceanroad.org.au ($250 value)

§ Web profile on your local official tourism destination site ($250 value)

§ Brochure display in your local Visitor Information Centre

§ VTIC in the loop membership ($150 value)

§ Membership and/or support for Local nominated Tourism Association:

Only available once new destination sites have been launched – ‘Essentials Package’ holders will have the option to upgrade to tourism promotion for difference in package price pro rata.


PACKAGESUpgrade to the Essentials PLUS package for only $165 more for a

3rd web profile PLUS a VTIC in the Loop membership.

ESSENTIALS PLUS PACKAGE

iPad

OPTION 2

$550


Business & Tourism Anglesea

12 Apostles Business & Tourism Association

Apollo Bay Chamber of Commerce & Tourism

Otway’s Country to Coast Tourism

Otway’s Coast Tourism

Lorne Business & Tourism Association

Port Fairy Tourism Association

Portland Tourist Association

Torquay Commerce & Tourism

Warrnambool Tourism Association

http://www.visitvictoria.com

http://www.visitgreatoceanroad.org.au


DIGITAL Get yourself on the visitor’s ‘Must Do’ list on the regional tourism website

www.visitgreatoceanroad.org.au

*Cost savings available when purchased as part of a package.

REGIONAL WEBSITE Profile your business on the regional tourism website

PRODUCT DETAILS § 300 word description and up to 9 photos as provided by you, contact information

including business name, address, phone number plus link to your website & or social media.

§ Include a ‘Book Now’ button to showcase your availability, price & drive bookings to your own website or preferred booking engine.

Upgrade options: Enhanced Profile Options (must have base listing to be eligible). Enhancing your profile says more about your business, allowing you extra text and imagery to let the visitors know more about your business or simply to highlight a special aspect of your business.

§ Story module: A great way to showcase ‘about the owner’, about the history, about an element of the product – $300

§ Story module with video: showcasing events at your property – $350 § Trip Advisor Aggregator (must have business listing to be eligible) – $150 § Priority listing: top 6 page break in one selected category – $1,220 § Multiple business listing (must have business listing to be eligible. Applies to multiple

business units at the same address. Businesses at different addresses must purchase an individual profile for each business address) – $100 per listing

§ Seasonal promotions/offers: highlight your seasonal promotion/deal on your local destination site to get maximum exposure – $430

§ Home page feature listing (limited availability) – $1,400 § Deal of the month (valid for one month) – $1,500

Instructions to purchase: Complete and return salesform to [email protected] or call Andrew Humphris on 0422 158 855 to arrange an appointment to discuss your business needs..


iPad

PRICE

$250*

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PRODUCT DETAILS § 300 word description and up to 9 photos as provided by you, contact information

including business name, address, phone number plus link to your own website or social media.

§ Opportunity to utilise Bookeasy (Online bookings portal) – Warrnambool & Twelve Apostles Coast & Hinterland websites have a booking engine integrated to their websites. For 10% commission your product could be sold through the Warrnambool and Port Campbell Visitor Information Centre’s and consumers can book directly online.

Upgrade options: Enhancing your profile says more abut your business, allowing you extra text and imagery to let the visitors know more about your business or simply to highlight a special aspect of your business.

§ Story module: A great way to showcase ‘about the owner’, about the history or about an element of the product – $300

§ Story module with video: showcasing events at your property – $350 § Trip Advisor Aggregator (must have business listing to be eligible) – $150 § Priority listing (top 6 page break in one selected category) – $1,220 § Multiple business listing (must have business listing to be eligible. Applies to multiple

business units at the same address. Businesses at different addresses must purchase an individual profile for each business address) – $100 per listing

§ Seasonal promotions/offers: highlight your seasonal promotion/deal on your local destination site to get maximum exposure) – $430

§ Home page feature listing (limited availability) – $1,400 § Deal of the month (valid for one month) – $1,500



DIGITAL Get your business profiled on one of the official tourism destination sites:

iPad

DESTINATION WEBSITEProfile your business on your local destination website

PRICE

$250**Cost savings available when purchased as part of a package.

Torquay Lorne Anglesea


WarrnamboolPort Fairy


PRODUCT DETAILS § 300 word description – contact information including business name, address, phone number

plus link to your own website.

§ Up to 9 images

Instructions to purchase: After purchasing you will need to activate your online profiling. You will receive instructions along with a unique code which you will use to set up or renew your ATDW listing. The submission form will ask for your business information and product description including photos and any additional relevant information that may include room rates, opening hours. If you require assistance in completing this online submission process, please advise GORRT staff at time of completing the sales form.

Complete and return salesform to [email protected] or call Andrew Humphris on 0422 158 855 to arrange an appointment to discuss your business needs.


DIGITALProfile your business on www.visitvictoria.com

with an ATDW listing.

ATDW PROFILE

*Cost savings available when purchased as part of a package.

iPad

PRICE

$250*

http://www.visitvictoria.com


TorquayAngleseaAirey’s InletLorneApollo Bay

ForrestOtway Fly Camperdown Timboon Port Campbell

Warrnambool Tower Hill Port Fairy

Special conditions: Limited to 4 advertisers per time slot, per location.



DIGITALGORRT along with local shires and Councils have developed FREE WIFI across many sites in the Great Ocean Road Region, making it easier for visitors to access information whilst in the region, connect and share images and stories from their holiday.

WIFI ADVERTISING OPPORTUNITIES

PRODUCT DETAILS

§ When a user accesses the WIFI they will see a landing page that displays your business advertisement.

§ Advertising time slots available

FROM

$2,570

Jun–Jul–Aug $3,200 (per location)Sep–Oct–Nov $2,570 (per location)

§ Locations

Dec–Jan–Feb $3,200 (per location) Mar–Apr–May $2,570 (per location)


PRINT ADVERTISINGAdvertise in one of the 8 Official Destination Guides.

Special conditions: Limited spots available for each guide, please confirm availability with your sales representative.



OFFICIAL DESTINATION GUIDE – Print & digital

PRODUCT DETAILS 75,000 copies of each destination guide will be distributed across the Great Ocean Road Accredited Visitor Information Centre Network. A digital version of the guide will also be made available for ease of sharing via email and opportunity to embed into your own website.

§ ¼ page advertisement plus profile in the digital version $495

§ ½ page advertisement plus profile in digital version $990

§ Full page advertisement (artwork to be supplied by you) $1,980

§ Back page advertisement (artwork to be supplied by you – limited to one advertiser only) $4,400

§ The Guides:

Note: Images shown are examples of current destination guide. Design elements including imagery is subject to change.

FROM

$495

TorquayLorne

Anglesea

Port Fairy Portland

Apollo Bay & Otways12 Apostles Coast & HinterlandWarrnambool


advertising opportunities

• 1/6 page business listing – $775 (Limited number of places per experience)

• Back page – $7,770

§ 200,000 printed copies plus digital version – distributed across the accredited Visitor Information Centre Network throughout Victoria, including Federation Square and Gateway Centres interstate.



PRINT ADVERTISINGGet yourself on the consumers ‘must do’ list. A practical yet motivational tool to sell the journey of the region.

Promote your business in the

OFFICIAL GREAT OCEAN ROAD TOURING MAP – Print & digital

FROM

$775

Note: Images shown are examples of current Touring Map. Design elements including imagery is subject to change.


product details § 150,000 copies plus digital version distributed across accredited VIC network

throughout Victoria, including Federation Square and Gateway Centres interstate, trade and consumer shows, Melbourne Airport and via Great Ocean Road region, destination and partner websites.

§ ¼ page advertisement (accommodation only, limited availability) $1,200

§ Inside front page (premium position) $6,480

§ Inside back page (premium position) $6,480

§ Back page (premium position) $7,200



PRINT ADVERTISING Get your business in 150,000 copies of the official Great Ocean Road Travel planner, a highly ‘visual’ and ‘motivational’ A5 sized visitors guide.

OFFICIAL GREAT OCEAN ROAD TRAVEL PLANNER

FROM

$1,200

Note: Images shown are examples of the current Travel planner. Design elements including imagery is subject to change.


product details § 20,000 copies

§ Level 1 web profile & line listing on brochure $440

§ Level 2 web profile & 1/6 page advert $765

§ Level 3 1/3 page advertising $1,320

Special conditions: This product is suited to businesses who offer a dedicated walking product.

Instructions to purchase: View the Great Ocean Walk sales form at: http://www.visitgreatoceanroad.org.au/greatoceanwalk and follow instructions or call Andrew Humphris on 0422 158 855 to arrange an appointment to discuss your business needs.


MARKETING CAMPAIGN

Big Nature is a significant draw card of the Great Ocean Road region and the Great Ocean Walk is a signature experience.

Operators can partner with Great Ocean Road and Parks Victoria in the marketing and promotion of this signature product.

The Great Ocean Walk is a one-way long distance walk undertaken east to west from Apollo Bay to the iconic Twelve Apostles. Each walk day is unique, with nature’s drama unfolding at every step.

Operators can leverage this iconic attraction by developing tailored Great Ocean Walk products and packages. Open to all accommodation, tour operators , attractions and cafes and restaurants.

The campaign includes promotion through a dedicated website, ipad app and guide as well as PR and marketing support.

GREAT OCEAN WALKPromote your business as part of the GREAT OCEAN WALK EXPERIENCE.

FROM

$440


PERSONAL MARKETING ASSISTANCE TOOLS

Destination toolkits provide quality destination specific imagery for your own promotional use.

product details

Available from July! Great Ocean Road Regional Tourism is developing destination specific branding tools.

§ Destinations include:

Instructions to purchase: To register your interest call Andrew Humphris on 0422 158 855 or email [email protected].


DESTINATION TOOLKIT

PRICE

$100

TorquayLorne

Anglesea

WarrnamboolPort Fairy Portland



platinum package – $2,951


After you buy: You will be contacted within one week of confirmation of your purchase to arrange a suitable time for photography/ videography.

PERSONAL MARKETING ASSISTANCE TOOLSQuality marketing tools improve the way visitors view your business.

Up to 3 minutes including professional voice over (up to 72 words) e.g. Business virtual walkthrough, you telling your business story, client testimonial. Full professional video editing, professional lighting (where required), bonus up to 6 professionally edited images.

Full professional video production

IMAGERY/VIDEOFROM

$600

silver package – $1,170Value option

gold package – $1,750Value option

1. Up to 12 professionally edited images.2. Video slide show with professional voice over up to 72 words using a supplied logo.

1. Up to 12 professionally edited images delivered via a link.2. Video slide show with professional voice over (up to 72 words) using a supplied logo and contact details

on your very own Youtube channel (Key words would be included so you can be found on Youtube) – free music background.

3. Up to 30 seconds of professional video e.g. customer testimonial, you telling your business story, you educating customers about your business, with professional voice over (up to 72 words) and music using a supplied logo and contact details on your very own Youtube channel.

bronze package – $600Value option Up to 12 professionally edited images.

We have developed packages to offer cost effective solutions for you to gain new or updated imagery and Video content for your business’ marketing activities.

Examples of quality photography


§ Video experience – up to a 30 second video showing the benefits of choosing your business from a customer point of view $468

§ Floor plans – manually sketched up on the day and then given an artistic impression showing the layout, entry, toilets and dimensions $260

§ Professional voice over in any language $195

§ Elevated photography – up to a height of 20m and up to 6 professionally edited images $315

§ Virtual staging furniture or landscapes – per image $195

§ Virtual twilight conversion (one image) $195

§ Packages delivered via supplied USB $64

§ Website creation (does not include domain name registration or website hosting fees) $1,040

§ Drone footage video or still images – per 1/2 day from $2,470

IMAGERY/VIDEO CONT.

Note: Options listed on this page can only be purchased in addition to the ‘Personal Marketing Assistance tools packages’ featured on Page 15 of the Product tool kit

FROM

$1,170

In addition to the Bronze, Silver, Gold and Platinum packages, the following products are offered as add on options:

PERSONAL MARKETING ASSISTANCE TOOLSQuality marketing tools improve the way visitors view your business.

Examples of quality photography


INTERNATIONALNow you can promote your business through the official WeChat account for the Great Ocean Road. WeChat is primarily a Chinese mobile messaging application that was developed by Chinese tech giant TenCent and launched in 2011. It is similar to the Western messaging app Whatsapp and the social networking platform Facebook but offers much more functionality and access to millions of third party apps (official accounts). It is available as an Android, Apple, Blackberry or Windows app. WeChat behaves like a browser, with each individual official account acting like a web page. WeChat’s success is attributed to the ‘app within an app’ model allowing users to do almost everything from within one app such as hail a cab, manage credit card bills, access news, book tickets and more.

gold level Product and promotion $760

§ Your business name § 1 x image § Your business contact details including phone number, email address, web address, location

on map and opening hours § Description of your business activities (copy written) § Customer testimonials x 2 (translated) § Opportunity to advertise 3 x special in ‘Special Offer’ or over a period of 12 months (one offer

active at a time) § Your business highlighted in:

– posts twice per month for 12 months

– the ‘Must Do’ section in the app – on the main ‘Destination’ page in the app

CHINESE APP–WECHATPromote your business on WeChat

Background

China is the most digitally connected nation on the planet. There are more than 680 million internet users in China, 89% of these are connecting via mobile devices. They are reliant on the internet to aid their travel decisions & bookings, with over 50% of travel bookings in China now transacted online. WeChat is the largest standalone mobile messaging app in China, with more than 600 million monthly active users.

bronze level Promotional package $430

§ Opportunity to display 2 x special offers over 12 month period in ‘Special Offer’ section (e.g. one every 6 months, or seasonal)

§ Your business highlighted in posts once per month for 12 months

silver level Extended listing: product page $550

§ Your business name § 1 x image § Your business contact details including phone number, email address, web address, location

on map and opening hours § Description of your business activities (translated) § Customer testimonials x 2 (translated) § Opportunity to advertise 1 x special in ‘Special Offer’ section for 6 months § Your business highlighted in posts once per month for 12 months

FROM

$430

Instructions to purchase: View the full WeChat prospectus at www.greatoceanroadtourism.org.au to complete the template and salesform.

http://www.greatoceanroadtourism.org.au


INTERNATIONALChinese translation services provided by accredited Chinese born (NAATI) translator. Have your supplied word documents translated from English into simplified Chinese.

silver package $545 § 1 business card

§ 1 page flyer/Information sheet (up to 250 words)

§ 1 page website translation (up to 450 words)

red package $2,010 § 1 business card

§ 1 page flyer/information sheet (up to 250 words)

§ 5 page website translation (up to 1,800 words)

§ 1 DL brochure translation (up to 1,000 words)


CHINA READYTranslation Service

iPad

FROM

$545


INTERNATIONALThe Great Ocean Road received in excess of a million nights from International overnight visitors for the year ending December 2015, an increase of 57% on December 2014.

Participate in this dedicated program targeting international trade to ensure your business can maximise this high yield market.

Targeted marketing

§ OverseasThe following high-yield international markets are targeted: The Americas (US, Canada), Greater China, New Zealand, UK/Europe, South East Asia (Singapore, India, Indonesia, Thailand, Malaysia), Japan and Korea.

§ In-marketing representationGSTR has in-market representation provided by Gaby Robinson in German speaking Europe and Mike Smith in The Americas. This strategy has proven to be a significant competitive advantage for GSTR members.

§ Major Trade EventsAustralian Tourism Exchange (ATE), US Roadshow, UK/Europe Tourism Victoria Mission, India & China Super MissionsChina & UK/Europe Corroboree events, ATEC workshops & inbound tour operator training plus familiarisationsTourism Australia & Tourism Victoria Trade Missions (UK/Europe, China, India & New Zealand), NATAS Singapore, Consumer shows in Singapore and New Zealand.

Instructions to purchase: View the Great Southern Touring Route prospectus and sales form at: www.greatoceanroadtourism.org.au

product detailsAdvertising opportunities for:

§ Accommodation $2,700

§ Attractions $2,350

§ Tour operators $2,350

§ Restaurants $450

GREAT SOUTHERN TOURING ROUTE

FROM

$450

http://www.greatoceanroadtourism.org.au


VTIC IN THE LOOP MEMBERSHIP*FREE (Valued at $150) when you purchase the Essentials Plus Package.

PROFESSIONAL DEVELOPMENT

Victoria Tourism Industry Council (VTIC) is the peak body for Victoria’s tourism and events industry.

Offering the latest news and information, connections to tourism and events professionals, accredited training and invaluable employer advice to help you thrive.

VALUE

$150*

Instructions to purchase: View the VTIC Membership flyer at: www.greatoceanroadtourism.org.au


VISITOR INFORMATION

CENTREThe Visitor Information Centres continue to be a valuable point of contact for the visitors to our region. Staff and volunteers provide insightful information about activities & experiences for visitors to do both in destination and further along in their travels. Brochures displayed on the wall enable visitors to the centre the opportunity to browse at their leisure and VIC staff to provide more information about your product.

Brochure format: DL size (1/3 or A4) vertical standing and printed on thick quality paper (310 gsm) to be displayed effectively.Business name and location is ideally on the top third of the brochure for easier identification in brochure holders. Your brochure must only promote one business and no additional advertising.Co-operative or group brochures will only be displayed if all advertisers are financial partners or the group has purchased a GORRT product. Please contact your GORRT representative about options to display your brochures in additional centres.Instructions to purchase: Complete and return salesform to [email protected] or call Andrew Humphris on 0422 158 855 to arrange an appointment to discuss your business needs.

product details

§ Provide your brochures to your local Visitor Information Centre and have them displayed on the wall for visitors to pickup.

§ Accredited VIC’s in the region:

Torquay Colac Port Fairy

Lorne Port Campbell Portland

Apollo Bay WarrnamboolNelson

BROCHURE DISPLAYDisplay your brochures in your local accredited Visitor Information Centre

FREEWhen you purchaseany GORRT product.

great ocean road regional tourism ltd - industry toolkit

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