tourism australia-business events strategy

“Will the Real Australia Please Stand Up”

A Positioning & Communications Strategy

To Boost International Business Tourism To

Australia

January 5th, 2004

A Rallying Cry

“When the global tourism market returns to growth

it be more competitive than ever before….

We need new strategies in place to respond and differentiate

Australia from the rest of the world….to achieve this

we can no longer be all things to all people”

Ken Boundy

The Three Questions We Hope To Answer

How do we take the core elements of “Brand Australia” and from these

develop a global brand positioning in the business travel market?

If so, what is the most effective expression?

What are the creative and media implications?

Structure

Identify target

markets & needs

Determine

Australia’s status

Isolate image

positioning

- By market

- “must haves”

- “nice to have”

- Awareness/ knowledge market hierarchies

- Product/Image status versus realities

- How to leverage consumer needs and brand

status to create a unified, compelling business brand

proposition

Develop creative

brief

- Brand proposition, message support

and media considerations

Our Target Markets

ASIA - PACIFIC

• China

• Taiwan

• South Korea

• Japan

• Malaysia

• New Zealand

EUROPE

• United Kingdom

• France

NORTH AMERICA

• United States

• Canada

49,000

24,000

40,000

7,000

48,000

92,000

12,000

160,000

15,000

9,000

Key - Number of business visitors to Australia in 2003 from each market

Source - “Tourism Australia Business Tourism Market Profiles”

Core Consumer Category Needs

Essential product needs are similar across markets

United States UK Taiwan China

“Must

Have”

safety

accessibility

affordability

infrastruture

4/5 star acc

accessibility

affordability

Safety

infrastructure

4/5 star acc

affordability

accessibility

infrastructure

safety

4/5 star acc

affordability

accessibility

infrastructure

safety

4/5 star acc

Source - 1)“Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004

2) “Tourism Australia Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001” UK, France, US, China and Taiwan”

NB. Some rankings based on hypothesis

“Must Have” Explained Further

Safety

Accessibility

Affordability

4/5 star accommodation

Infrastructure

Safety - Today, top of mind for all and the most important

factor for U.S. consumers

Accessibility - More important in the business

tourism market than in leisure; given the tighter time

constraints involved with incentive trips and conventions.

Affordability - Total costs per person including flights,

4/5 star acc - Fulfills the ‘reward’ status of incentives

and international meetings

Infrastructure - High standards of transport, tour operators,

restaurants (and quality & suitable type of food)

• Consistently the highest product expectations

• Rational motivators - determine whether we enter the ‘real’ consideration set

• Can therefore be regarded as category “Table - Stakes”




Emotional differentiators are less consistent across markets

trophy value

unique /diverse

experiences

friendly people

United States UK Taiwan China“Nice to

Have”

“Must

Have”




soft adventure

trophy value

sunshine

‘real-ness’

immersion &

depth

trophy value

shopping

night life

sightseeing

trophy value

shopping

night life

sightseeing

safety

accessibility

affordability

infrastruture

4/5 star acc

accessibility

affordability

Safety

infrastructure

4/5 star acc

affordability

accessibility

infrastructure

Safety

4/5 star acc

affordability

accessibility

infrastructure

safety

4/5 star acc

Participation is an overriding desire but to varying degrees

look/see touch/feel Participate Involve Being there

Participate in Real Australian Experiences

To varying

degrees

Sources - 1) Leisure Travellers - ATC Product Experience Research - Korea, Hong Kong, Singapore, Taiwan, Malaysia, China

2) ATC UK Barriers research: 2002

3) ATC Western Hemisphere Market Briefing 2004

Natural

Local

Cultural

Sun, sand and

shopping

‘Wonders of the world’

type sights

Culturally fascinating

& immersive

“The Ultimate Experience”in terms of activities, emotive appeal

and luxury brand properties

Fit to brag about when home

But all are bound together by a common desire

BRAND STATUS

Awareness & Understanding

Awareness and understanding differs by market

North East Asia (China, Taiwan, Japan)- Natural features dominate perceptions but

unlike UK; these remain top motivators

- Level of perceptions/knowledge range from

embryonic (China) to developed (Japan)

Mainland Europe (France/Germany/Italy)- moving ‘onto the radar’

- Wide open spaces and wildlife still dominate imagery

- Mystery deepens the allure - ‘Destination of the 21st century’

- Accessibility an issue (distance & perceived cost)

North America- Safe and secure (part of a small club)

- Australian’s (mateship values) one of our

strongest selling points

- But ‘so far away..and must be expensive’

- Visit other places first.esp. Europe

UK- Knowledge highest of all markets

- But ‘Over’ the cliched imagery

- Want to know about the diversity of

experiences on offer but in manageable

chunks

- Distance = ‘expensive’ perceptions

Source - U.S offshore incentive travel; Menlo Cons. June 2004/ ATC Bus Tourism Depth Interviews 2001;UK, France, US, China,Taiwan”

ATC China Strategy Study & Actions. N = 1042. 1999/ ATC Marketing Tracking USA, UK

Three types of market emerge

Level of

Knowledge

Established

Embryonic

Emerging

China

USA

Taiwan

Korea

Malaysia

Canada UKFrance Japan

Source - “Underst the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004

“ ATC Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001 - UK, France, US, China and Taiwan”

“ATC China Strategy Study & Actions. N = 1042. 1999”

The Difference Between Established/Embryonic In

Image Terms

Level of

Knowledge

Established

Embryonic

Image AttributesMore than delivers on trophy

value and ‘big ticket’ attractions

but under delivers on perceived

shopping, nightlife and foodImage AttributesUnderstanding & image based around

the main icons ;little understanding of

the Australian Experience. Esp. diversity

of experiences beyond familiar but ‘tired’

icons and ‘beers & barbies’

Also perceived to be too expensive with

little understanding of the real costs &

how competitive these are

China

USA

Taiwan

Korea

Malaysia

Canada UKFrance Japan

Source - “ATC China Strategy Study & Actions. N = 1042. 2002”

“UK Barriers To Australia Research” 2002

Even in the ‘established market’ Australia is

somewhat misunderstood

Despite Brand Australia’s strong status in the UK (awareness;

familiarity; product attributes) the image has not caught up with

reality.

Hence the task of educating of our sophisticated culture,

diversity of experiences, gastronomic delights and shopping

nirvana is a global need

It seems we are a well-known brand that is not known well

Presence“Do I know of Australia?”

“Does it appeal as a destination?”

“Would it deliver a great experience?”

Relevance“Does it suit our trip needs?”

“Is it in the right price bracket?”

Advantage“When I take all I know into account

how does it compare to other places?”

x

x

Moving from well known to known well

Visitors actual experiences prove reality is different

from perception

Our Product

• A sense of freedom

• Pristine natural beauty

• Lots to do

• Cultural diversity

• Cosmopolitan

• World-class infrastructure

• Efficient

• Friendly

• Generous

• Safe

• Real value for

money

Our Delivery

• Stunning

• Engrossing

• Beyond comparison

The Experience

• Refreshed & re-

energised

• Fulfilled

• Satisfying

• Enjoyable

• Rewarding / Enriching

The End-benefit

Source - ATC Visitor expectation vs satisfaction surveys

For most the Australian experience delivers

beyond their expectations

The reality of the Australian experience needs to be

clearly articulated to business

Convey the truths of the Australian experience to overcome the barriers that

prevent Australia from being seriously considered as the next convention

incentive or international meeting destination

Create a general shift in attitudes among influencers so that potential buyers feel

confident they will be taken seriously when recommending Australia

In order to position Australia as a premier business destination

An excellent & realistic choice for corporate meetings and incentives

Counter the vices and the virtues will become

irresistible

Culturally lacking

Legacy images of an unsophisticated and predominately white anglo saxon

culture and the accompanying baggage …poor shopping, bland food, no night

life….still persist in many markets.

The truth is, with 240 different cultural groups and 20% of the population

speaking a language other than English at home, Australia has redefined the

term ‘melting pot’

The benefits of such diversity is a gastronomic culture second to none

Cost prohibitive

Because of Australia’s distance we are perceived to be expensive. The fact is

air travel aside, Australian on the ground costs are among the most

competitive in the world and

Counter the vices and the virtues will become

irresistible

Lackadaisical

Business leaders want destinations that motivate their employees and reflect

their company image of hard working, efficient and professional…popular

perception of Australia and Australians does not yet match this desire.

On the contrary Australians are among the hardest working people in the

OECD. Our economy is strong and our businesses dynamic. Few destinations

could provide a better example of 21st century vitality.

Distance

Australia (for the most part) is a long way away….but for all but the shortest

incentive and convention trips…feasible. Long haul air travel has become

infinitely more comfortable and Australia has direct flights to many of the

world’s major cities.

Isolating The Potential Brand Proposition

The proposition must remain true to The Seven Tenets of

Brand Australia

WILLTo be, and be recognised as a country beyond category & above comparison

EXPERIENCE

Life in A Different light

MEANING

Australia creates Australians, and all things Australian

FUNCTION

Ever-unfolding stories

SCALE

Big world with a human face.

DUTY

True… and true to its word.

COHERENCE

One story. Multiple authors

‘Life (lived) in a different light’ is the platform for a

Brand Australia business position

A global uniting vision for the brand. (To be the world’s most

aspirational destination brand)

But it needs to be articulated in the most relevant and compelling

manner for our business tourism target audiences

Recommended brand proposition

See Australia in a different light

See Australia In A Different LightRationale for proposition

Directly challenges existing prejudices:

“look again….you’ll be surprised”

Implies we’ve barely scratched the surface in discovering Australia

“There’s much more to Australia than meets the eye”

Adds required dimensions to features:

“not just product features but life changing experiences”

Presents the Australia solution:

“the value currency = unique and compelling experiences”

Creative Brief And Media Considerations

What's the block?

They often won’t seriously consider Australia when planning

incentive trips, conventions or meetings - its not that they have any

negative image of our country - for most it is a dream destination -

but barriers that are real (such as distance) or imagined (cost,

sophistication, quality and variety of food) get in the way -as a

result when it comes to narrowing down to serious

candidates…Australia isn’t on their radar

The fact is Australia’s virtues are not yet fully understood and its

vices are overplayed. As or and is thought of more as the ulitmate

once in a lifteime leisure vacation than realistic convention and

incentive choice providing the breadth of tailored consultancy

Who are we talking to?Corporate Meetings and Events Managers. They are the gatekeepers and

key influencers to the CEO who signs off on the recommended trip. The

average US manager will plan up to 50 sales conferences, symposiums,

board meetings, tradeshow appearances, retreats, office parties and

incentives trips a year . Their challenge is to control expenses without

turning meetings and incentive trips into a mere commodity.

CEOs and company owners - The ultimate decision makers - while they

will look at the practicalities - budget etc; their choice will also be

influenced by their own opinions of the destination, hence advertising has

a role in predisposing them to Australia.

Secondary target - delegates. This is their reward; they’ve earned it either

as a direct reward for their performance (incentives) or as a mark of their

status (conventions, meetings). They are the best and they want the best

from a destination.

What else do I need to know?• Multi-media campaign - tv?, print, web, brochures. Multinational

• Must drive traffic to provide good business leads

• Tone should be business-like, but inspiring and exciting. SEE OVER FOR CREATIVE START POINTS

What’s the message?

See Australia in a different light

Why should they believe?• Australia is less expensive than you ever thought

• Australia is an assault on the senses, No one just sees Australian

they experience it.

• Australia’s cities are among the most cosmopolitan in the world;

while its natural grandeur defies description.

• Australia is serious place that acts with purpose in everything it

does; but a place that never takes itself too seriously.

• A safe and secure destination where visitors can feel at ease

See next page for more support points

The ChallengeConvince meeting planners and decision makers that Australia really is an

achievable business destination and that it offers value for money, unrivalled

experiences, cultural sophistication and has a ‘Zest for Life’ unrivalled anywhere

else so that planners find it impossible not to seriously consider Australia

Why should they believe? (continued)

The ‘Wow’ factor

It’s sometimes said that Australia is full of the things that God didn’t make

too much of…our unique animals and natural wonders. As such Australia

offers visitors once in a lifetime experiences.

A single rock rising from the earth like a giant red heart, sandstone figures

clustered like ancient cities, the Great Barrier Reef ,more than 1,000

islands, pristine white beaches and dazzling coral displays; such are the

unique wonders that Australia is famous for. You will find them nowhere else

as Australia has its own rules



Australia offers much more than natural wonders to stare at; it invites

participation in one of a kind activities.

Only in Australia can visitors enjoy exclusive use of a national icon such the

Opera House for a meeting, a dinner under a million stars in the outback or

dine on the very turf where the world’s best competed at the Sydney Games

in 2000.

Or a helicopter transfer to the Great Barrier Reef in Queensland, hot air

ballooning over the snow covered Victorian Alps, the thrill of jet-boating on

Sydney Harbour, a breakfast cruise on lake Burley Griffin in Canberra, ride

a Harley-Davidson to wine-tasting in South Australia or white water raft the

rapids in Tasmania



Climbing Sydney's Harbour Bridge offers its own reward - one of the most

spectacular harbour views on the planet. Drink in the drama of sparkling

sapphire water against the white sails of the Opera House below and

breathe the crisp, clean air.

Swim with the sharks, not the jaws kind, but with one of the most awesome

sights of the sea, the whale shark; a huge, placid plankton feeder. Australia

is also one of the very few places on earth where you can swim with the

largest fish in the sea, up to 18 metres in length, yet totally harmless to

humans.


Gastronomic delights - visitors to Australia are often dazzled by the sheer

quality and variety of Australia's food. Australia’s multi-cultural society means the

best of the world’s cuisine can be enjoyed in every city.

Then there are the local food markets each offering their own unique experience

- from the Sydney Fish Market, second only to Tokyo; to the Thursday evening

Mindil Beach market, when most of Darwin buys the evening meal from a multi-

cultural array of food stalls and sits down on the beach to watch the sunset.

The finest Australian wines are among the best in the world. What better

way to enjoy them than combined with a balloon flight over vineyards of the

famous Hunter Valley, followed by lunch and wine tasting at one of the leading

wineries


Shopping - From mega malls to markets to luxury boutiques. Like the Queen

Victoria Market in Melbourne, where hundreds of vendors display their wares,

food items, clothes, and even exotic pets. Or the beautifully restored Queen

Victoria Building (QVB), in Sydney with over 200 boutique stores. When it

comes to shopping Australia is second to none.

World class quality of service, hotels, facilities and professionalism. Australian

infrastructure and service standards are as good as anywhere in the world.

English speaking - The world’s language is Australia’s native language

Creative starters

Juxtaposition

Perception (poor night life, food, shopping) versus Reality (nights that never

end, more cuisine choice than anywhere else in the world, shopping

opportunities that range from the largest mega complexes to street markets

and boutique designer stores.

Media considerations (first thoughts)

Editorial content/advertorials

Advertising in business publications and travel trade media

Cable TV

Business websites, travel trade websites

Brochures, flyers and posters for trade events

Appendix

Business visitors to Australia

159

93

40 45 41

18 1712 13 14

5

168

94

5347

42

19 16 13 11 10 6

168

92

49 4840

2415 14 12 9 7

0

20

40

60

80

100

120

140

160

180

New

Zea

land U

S

China U

K

Japa

n

Kor

ea

Malay

sia

Thaila

nd

Can

ada

Franc

e

Taiwan

2001 2002 2003

Source - ATC Business Tourism Market Profiles. September 2003.

Business Travellers include: Business/Convention/ conference/seminar, trade fair/exhibition visitors

Corporate meetings - market standing

Europe holds 55% of the market. Australia's market share remained steady in

2003 - a total of five percent.

Sydney was 14th in number of meetings per city in 2003 with 37 meetings,

slipping from 8th position in 2001.

The preferred continent is Asia, followed by Europe and North America.

More than half of the meeting planners are based in Asia and tend to organise

most meetings in surrounding countries.

The average number of participants per meeting has decreased from 603 in

1994 to 580 in 2002

Medical science is most popular area for international conferences, representing

over 26.7%, followed by scientific meetings, technology and industry

respectively.

Source - “Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004

“ ATC Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001 Sep 01” UK, France, US, China and Taiwan”

Incentives - US market profile

Among US corporations planning to run incentive programs to Africa, Australasia

and/or Europe in 2004/ 2005

33% are insurance corporations

8% are direct selling organisations

7% are automotive manufacturers and dealers

6% are medical equipment/ pharmaceutical manufacturers

5% are computer hardware/software manufacturers (Source: SITE,

Incentive Travel Factbook 2004).

The average per person spending for incentive trips from the United States was

US$2,576 in 2003, an increase from $2,394 in 2002. (Source: SITE, Incentive

Travel Factbook 2004).

Each US corporation was asked to indicate the average length of their incentive

trips. The majority of corporations average 4-5 days:

Source - “Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004

“ ATC Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001 Sep 01” US”

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