Port Arthur’s key points of difference

•Authenticity

•Scale

•Scenic beauty

•Heritage values

•State of conservation

Brand attributes

• History

• Educational

• Nationally significant

• Our heritage

• Picturesque

• Thought provoking

• Well preserved

Market segments

Segment 1 :The Entertainment Seekers (27% of total)

•Better and more interactive interpretation

•More interactive activity

• More entertainment (plays, performance, etc)

Segment 2: The emotional responders (20% of the total)

•More emphasis on site beauty & emotion

•More emotional input (they focus on sadness, injustice & cruelty of the past)

Segment 3: The information seekers (25% of the total)

• Want more information

• Want to do more

•Want to stay longer and come back again

Segment 4: The tourists (28% of the total)

•Come because Port Arthur is well-known

•Enjoy the scenery, stories and ruins – a great photo opportunity

•Generally happy with a shorter visit

Market segments

Positioning as a must-see - nationally

Marketing Plan objectives

Awareness

Increase awareness of PAHS in target markets.

Familiarity

Increase pre-visit awareness of the many experiences available at PAHS

Distribution

Make information about PAHS Experiences and purchase of tickets for PAHS widely

Visitation

Sustainably maximise visitation of the Sites.

Yield

Increase financial yield from each visitor by maximising their engagement with the site and levels of satisfaction.

 Heritage Values

Increase awareness and understanding of PAHS’ heritage values.

Marketing Plan objectives – how are we doing?

Awareness

Increase awareness of PAHS in target markets.

•Tourism Tasmania brand campaign in key interstate markets (as well as our own promotions)

•40% of all leisure visitors to Tasmania visit PAHS

Visitation

Sustainably maximise visitation of the Sites.

•Record visitation

•PAHS is not yet at visitor capacity

Marketing Plan objectives – how are we doing?

Distribution

Make information about PAHS

Experiences and purchase of

tickets for PAHS widely

•Improved e-commerce, online

ticketing

•Distribution strategy

•New travel trade partnerships

(tour operators, online,

wholesale, retail, inbound) –

making up for loss of

Tasmania’s Temptations

Holidays

Marketing Plan objectives – how are we doing?

Yield

Increase financial yield from each visitor by maximising their engagement with the site and levels of satisfaction.

•We need to develop new visitor experiences for those who wish to pay for them – eg ‘privileged access’ tours.

•For guests at new Federal hotel and other higher-end accommodation and tour operators

•MONA a big opportunity, along with WH listing

Marketing Plan objectives – how are we doing?

Familiarity

Increase pre-visit awareness of the many experiences available at PAHS

•New website

•Highlight experiences

•Scale of site

•Time required message

•Packages

•Pre-visit information – encourage research

Marketing Plan objectives – how are we doing?

Heritage Values

Increase awareness and understanding of PAHS’ heritage values.

•Discuss the range of heritage values (not just convict heritage)

•Focus on characters and stories

•Heritage values on website and incorporated into communications

•Interaction with conservation activities

•Closer alignment between promotional communications and interpretive messages

Promotional focus on buildings and activities

Shift to focus on what people will get from a visit

Amazing stories, epic history

8 characters and their stories

•Selected for association with key areas of the site

•Sense of intrigue, a desire to know more

•Imagery – could be people or place

•Biographies – the stories of these characters – can be used as editorial in publications where ads run

•Link to current visitor experience

•Also available on website

Amazing stories, epic history

Amazing stories, epic history

Amazing stories, epic history

Amazing stories, epic history

Amazing stories, epic history

Amazing stories, epic history

Amazing stories, epic history

Amazing stories, epic history

New website