Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

Advertising Brief: Visit Broken Hill(Broken Hill Visitor Information Centre, Broken Hill City Council, Tourism NSW)

BackgroundBroken Hill is an isolated mining town situated in Far Western New South Wales, 1,160km west of Sydney, 511km north west of Adelaide. Its harsh and rugged, semi-desert climate has, since its settlement in 1883, made it a location utilised primarily for economic and transport logistics activity, capitalising on Broken Hill’s vast mineral resources and the railway infrastructure developed to support it.

It has not been until the reduction in Broken Hill’s mining activity that tourism has been developed as a subsidiary industry in the area, focusing on the strength of Broken Hill’s contribution to Australian history, the outback/adventure aspects the natural environment offers, the galleries of the artistic community of Broken Hill’s Outback Artists.

Broken Hill is located 130km from the Mutawintji National Park, a regional meeting place for Aboriginal people from language groups from all over New South Wales for thousands of years, which contains Aboriginal rock paintings up to 8,000 years old. Broken Hill was first surveyed by the Surveyor General of NSW in 1841. The area was visited by Charles Sturt in 1844 on his search for Australia’s inland sea, pastoralists commenced settling around the region from the 1850s, using the Darling River as a trade route, and Burke and Wills came through Broken Hill during their expedition of 1860/61. Charles Rasp discovered silver, lead and ore in 1883, and the BHP Company (currently BHP Billiton) was founded in 1885 to exploit this mineral wealth. Mining activity peaked in Broken Hill during the 1970s, and collapsing minerals prices during the 1990s made mining in Broken Hill economically untenable and significantly reduced the ongoing mining activity taking place.

In addition to road access via the Barrier Highway, Broken Hill is linked to Adelaide, Sydney and New South Wales western corridor via train, and its airport has flights direct to Adelaide and Sydney, with a charter service to Mildura linking it by air to Melbourne.

Broken Hill is poised to leverage interest in “extreme” environments and activities, gaining in popularity in younger travellers defined by Roy Morgan as the “Groupies/Peer Group Travellers” category of tourist. Broken Hill is to be included in the Australian leg of the US show The Amazing Race’s next series, popular in Australia, and anticipates the heightened profile will translate into an increase in tourism interest that the Broken Hill City Council wants to be prepared to effectively respond to and translate into increased visitor numbers seeking out the extreme environments and opportunities of Broken Hill.

Marketing ObjectivesIncrease overall number of visitors from target audience by 20%.Increase average number of days per visit by target audience by 30%.

Advertising ObjectivesIncrease perception of Broken Hill as energetic “extreme” travel destination by target audience by 35%.Increase perception of Broken Hill as a destination I would likely consider visiting in the next 6 months by target audience by 15%.

Target AudienceIdentified as “Groupies / Peer Group Travellers”; sensation seeking males 18 - 25, single, student, recently graduated & employed, urban residents of metropolitan Sydney.

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Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

Brand History & PositioningBroken Hill has previously positioned itself as a naturalistic destination with strong historical credentials and a developing artistic community, seen as a budget family travel destination and popular with nostalgic older travellers, perceiving Broken Hill as the “real” Australia, with pensioners able to travel to Broken Hill from Sydney on Country Link rail at no cost as part of an annual entitlement.

CompetitorsBroken Hill competes for tourism with regional rivals:

Parkes: 818km from Broken Hill, home of the CountryLink Parkes Elvis Festival and “The Dish” (Australia Telescope, CSIRO Observatory), 380km west of Sydney, on the CountryLink rail route between Sydney and Broken Hill.

Dubbo: 753km from Broken Hill, home of the Taronga Western Plains Zoo, 416km west of Sydney, on the CountryLink rail route between Sydney and Bourke, accessible by air from Sydney on Rex and QANTAS Link.

Mildura: 297km from Broken Hill, 550km from Melbourne, 400km from Adelaide, home of the Mildura International Balloon Fiesta, Mildura Country Music Festival and the Australian Inland Botanic Gardens.

Competitor’s Advertising

Parkes:CountryLink and Rex Airlines sponsored outdoor and print advertising to promote annual Parkes Elvis Festival.

Dubbo: Print advertising in the Daily Telegraph and full page Escape feature in the Sunday Telegraph Online advertising on ninemsn and ninemsn Windows Live Messenger Electronic direct mail Google search engine marketing

Mildura:TV advertising campaign promoting Mildura

The eight-week campaign started in July -- the first of two bursts to promote Mildura in major Victorian, NSW and South Australian markets over the next four months.

The campaign will be seen extensively throughout regional Victoria, including key centres such as Ballarat, Horsham, Warrnambool, Bendigo, Shepparton, Swan Hill, Echuca, Gippsland, Wangaratta and Albury/Wodonga. In South Australia the campaign will extend throughout the Riverland and the Adelaide metropolitan region, which includes the important surrounding areas of Barossa Valley, Adelaide Hills and the Fleurieu Peninsula, while in regional NSW the campaign extends to Broken Hill.

The TV commercial will air during a range of top rating programs including Sunrise, the Morning Show, Midday Movies, All Saints, Deal or no Deal, evening news bulletins, Coxy's Big Break as well as weekend sports and V8 Supercars broadcasts.

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Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

Current Media Strategy Outback CountryLink television commercial in Sydney Outback Broken Hill television commercial in regional NSW Outback Infobreak, two minute commercial in regional NSW Sunday Magazine print advertising, Sunday Telegraph Escape feature, Adelaide Magazine

print advertising and trade print and online advertising. Print advertising in key regional newspapers including the Newcastle Herald and the Coffs

Harbour Advocate Public relations activities Search engine marketing Web pages on www.visitnsw.com/outback Print advertising promoting Broken Hill and accommodation deals in Sunday Mail Electronic Direct Mail (eDM) promoting Broken Hill and accommodation deals Print advertising promoting Outback NSW and accommodation deals in Royal Auto, SA

Motor and RACQ Magazine Online advertising promoting Broken Hill and accommodation deals 30-second TV advertising with CountryLink running for 4 weeks from 17 February in Sydney

promoting rail and accommodation packages to Broken Hill Print advertising with CountryLink in New Idea Outback segment on Channel 7’s The Great Outdoors Promotion in Tourism NSW’s electronic consumer newsletter – escapes New Outback holiday deals on the Tourism NSW consumer website –

www.visitnsw.com/outback Online marketing

Key Message / USPConquer the real Australia

Tone / MannerBold, direct and colourful in tone, enticing, adventurous and aspirational in manner.

MandatoriesBroken Hill Visitor Information Centre logo, website and social media details.

Budget$500,000

TimingSeptember - December 2011

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Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

SWOT ANALYSIS – Visit Broken HillSTRENGTHS

High brand recognition Positive brand image Inexpensive destination Rugged (extreme) environment Accessible by road/rail/air from major capitals Scope to tailor tourism activities to encompass broad array of

experiences to include adventure, historical, natural significance, artistic and architectural

WEAKNESSES Tourism activity not currently very structured Weather at times of the year may be harsh Not all inhabitants of the town ‘tourist friendly’

OPPORTUNITIES Increase in interest in authentic tourism experiences Improved aviation technological makes remote areas more

accessible Changes in attitudes towards metro holidays destination

THREATS Fluctuations in currency exchange valuations may make overseas

travel destinations more attractive than domestic locations Environmentally unsustainable location Comparative increase in value of Australian dollar may make

Australia & its interior regions relatively expensive destinations for foreign travellers

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Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

The Media Brief

Broken Hill Tourism

Media Objectives

The Media Plan is designed to reach the majority of the target audience with a frequency of at least four times during the campaign period. Utilising the selected media the campaign flight pattern is continuous with bursts of activity at key points during the campaign; familiarising the target with the campaign message and inspiring a call to action as key events during the campaign promotion approach.

Varying the media utilised and shaping the communication around the target’s media and lifestyle habits, acting on the target’s creative instincts and interest in finding out more, reducing wastage and acting to ensure the target is exposed to the campaign message many times over the campaign period is best achieved through the media selected, avoiding heavily pushing the campaign message in traditional media only, which may negatively impact the target’s perception of the advertisement’s focus.

Geographic areas to be covered

The draw area is metropolitan Sydney. Target audience lives and conducts their life in the greater suburban area of Sydney, with a specific focus on the inner urban & CBD centres where study, work and leisure time is spent.

When do we talk to them

The campaign is geared to action travel for the summer period. Domestic travel is usually booked and planned no more than three months in advance, with this demographic favouring last minute action. The media plan is designed to start communicating to the target audience in September before they have considered plans for their summer, familiarising them with the advertising objective, increasing that dialogue during spring when they are more likely to have money (tax return), school holidays / annual leave that they want to utilise without too much hassle.

Creative requirements

The focus of the campaign is highlighting the ruggedness and action attributes of Broken Hill, and demonstrating that vigour in movement and colour is key to communicating that message.

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Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

Media Plan BudgetSeptember - December 2011

BROKEN HILL TOURISM SEPT SEPT SEPT SEPT OCT OCT OCT OCT NOV NOV NOV NOV NOV DEC DEC DEC DEC TOTAL

4-10 11-1718-24 25-1 2-8 9-15 16-22

23-29 30-5 6-12 13-19

20-26 27-3 4-10 11-17

18-24 25-31

Radio NOVA breakfast x 4 mon-fri 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 $70,000Magazine TIMEOUT Front cover belly band 11,900 $11,900Full Page (215x285) Run of Mag 7,500 7,500 7,500 7,500 7,500 $37,500Newspaper MX Wrap 17,046 $17,046Horizontal Half Page mon-fri 24,705 24,705 24,705 24,705 24,705 24,705 24,705 24,705 24,705 24,705 $247,050Online timeout.com/sydney Leaderboard (728x90pixels) 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 $106,250eDM sponsor 3,000 3,000 3,000 3,000 $12,000

TOTAL $501,74

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Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

The Creative Brief

Client: BROKEN HILL CITY COUNCILBrand: Visit Broken HillDate: 29/09/2010Account Director: Jaddan BruhnCreative Team: Jaddan Bruhn Role for AdvertisingReposition Broken Hill as an adventure holiday destination to the target audience; increase visitor numbers by tourists from target audience by 25% during Nov 2010 – Mar 2011 summer holiday period; increase average number of nights stayed per visitor by 20% by tourists from target audience, increase total average spent per visitor by 30% by tourists from target audience.

Target Audience

Demographics – 18 - 25, M, single, student, recently graduated & employed, urban residents of metropolitan Sydney.

Psychographics – Young Optimism; still living at home; social and outgoing sports-oriented students and recently graduated professionals looking to express their thrill seeking tendencies in extreme sports & rugged / outdoor activity, reflecting an interest in nature and the world around them, with an underlying desire to conquer it whilst competing with themselves and their peers. Cost factors are secondary to the value of experiences (especially experiences shared with friends), with rising above challenges and continued improved physical performance an ongoing source of personal motivation.

Behaviour and usage – The Nov-Mar Summer holiday period is the most popular time of the year for the target audience to visit Broken Hill, most likely as part of a family trip, to visit friends and relatives, or to explore the historic and artistic aspects of the town, the famous movie locations or the rugged terrain. It is most commonly reached by road (car/bus), though it is also accessible by rail from Sydney and Adelaide, and by air from Adelaide, Melbourne & Sydney.

Key consumer insight – I want an authentic Australian travel destination that offers excitement with a shot of adrenalin.

Key Thought or USP – Broken Hill: conquer the real Australia.

SupportBroken Hill is strongly woven into the fabric of the Australian psyche, renowned for its rugged, desert isolation, kangaroos in the street, birthplace of BHP, mineral deposits, setting for Mad Max and Priscilla films; Spartan outdoor culture with hunting, aquatic, camping, desert exploration, mining and outback-station based activities.

Tone and Manner - Bold, direct and colourful in tone, enticing, adventurous and aspirational in manner.

Desired MediumsPrint, Radio & Digital.

Budget - $500,000.00

Timing - September - December 2011

Mandatories - Broken Hill Visitor Information Centre logo, website and social media details.

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