Watawieh

Norfolk Island Tourism

TRIUMPHS & TARGETS

Oxford DictionaryTRIUMPH: • A great victory or achievement.• The state of being victorious or successful.• Joy or satisfaction resulting from a success or victory.• A highly successful example of something.

GROSS SALES - Bookeasy Website plus Visitors Information Centrefor Accommodation, Tours, Car Hire, and Retail Stock

$277,222.75

$253,432.94

$323,665.26

$378,947.44

$480,348.48

$543,263.15

$546,235.15

$- $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00

2011/12

2012/13

2013/14

2014/15

2015/16

2016/17

2017/18

Bookeasy Gross Sales - Norfolk Island Tourism

$-

$10,000.00

$20,000.00

$30,000.00

$40,000.00

$50,000.00

$60,000.00

$70,000.00

$80,000.00

$90,000.00

$100,000.00

2016/17 2017/18

Bookeasy GROSS SALES

JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN

AUSTRALIA232 – Air New Zealand33 – Norfolk Island Airlines

NEW ZEALAND21 – Norfolk Island Airlines2 – Air Chathams (1 charter & 1 private)1 – Air New Zealand (charter)

Total Flights 289

Total Capacity 41,490

Total Passengers 32,941

Total Load Factor 79%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

10000

20000

30000

40000

50000

60000

70000

80000

Total Seats Total Pax Load Factor

AU AIRLINESNorfolk Air 09/05-02/12Air NZ 03/12-presentNI Airlines 06/17-03/18

NZ AIRLINESAir NZ 1947 -05/17NI Airlines 06/17-01/18

28554

29931

26943

29281

31395

31587

33904

32941

0 5000 10000 15000 20000 25000 30000 35000

2010/2011

2011/2012

2012/2013

2013/2014

2014/2015

2015/2016

2016/2017

2017/2018

23458 2507021471 23453 25438 26198

2920231530

50964861

54725828

5957 53894702 1411

2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018

AUSTRALIA NEW ZEALAND

PAX from Australia Up 8% from 2016/17 Best year since 2007/08 Best Sep, Oct, Nov, Dec, Jan, Feb, Mar, Apr for 8 years

PAX AU & NZ TOTAL Down 3% from 2016/17 Second best year since 2008/09 Best Oct, Dec, Jan, Feb since 2007/08

Definition of a “Visitor” Cambridge dictionary “Someone who visits a person or place”

Austrade National Visitor Survey “People who have travelled for purposes including holiday, visiting friends and relatives, business, education and employment. These travellers must not have been away from home continuously for more than 364 days, or in a leap year 365 days.”

United Nations World Tourism Organisation “A visitor is a traveller taking a trip to a main destination outside his/her usual environment, for less than a year, for any main purpose (business, leisure or other personal purpose) other than to be employed by a resident entity in the country or place visited.”

24,268 25,13322,684

24,73126,660 26,602

29,73228,363

0

5,000

10,000

15,000

20,000

25,000

30,000

TOTAL VISITORS Down 5% from 2016/17 Second highest year since 2008/09 Best September since 2011 Best December and January since 2003 Best February since 2008

Four out of six cruise ships disembarked

• 3 Dec 2017 – Regatta 684pax• 31 Dec 2017 – Pacific Jewel 1900pax• 14 Feb 2018 – Caledonian Sky 100pax• 26 Feb 2018 – Artania 1100pax

Highest cruise ship passenger numbers since 2011

Weekend Sunrise

Ray Martin & James Tobin

Day 1: Queens Baton & CG AthletesDay 2: 101 Things To Do on Norfolk

10 x live crossovers over 2 mornings16 & 17 December 2017

1.7million viewers daily

Better Homes & Gardens

Karen Martini2 x cooking segmentsFish catch & cookPaddock to platter

Aired27 October 2017

Repeated19 November 20175 January 2018

1.872 million viewers AU

• Who do you Think You Are, SBS

o Natalie Imbuglia

o John Jarrett

• Uncharted, FOXTEL – Sam Neil

• Escape From the City, ABC

• House Hunters International, HGTV

• New Zealand Advertisements (TV1, TV2, Choice TV & HGTV)

Other Television Coverage

1 x 17 page feature advertorial1 x 14 page feature advertorial2 x Food Festival promos6 x Full Page advertisements

1 x 6 page feature story2 x Full Page advertisements

1 x Full Page advertisement

BONUS!

No charge!!

Norfolk Island features

in three images for

Australian Country

2018 diary

Media Famils Fishing World Magazine

Signature Luxury Travel & Style Magazine

Pacific Island Living Magazine

Spa & Wellness International Magazine

50 Something Magazine

Discover Magazine

Out and About with Kids Online

Holidays for Couples Online

Print & Digital Marketing

Print Marketing Revised Destination Brochure

New Activity Guide

New Eating Out Guide

Updated Beach Guide

Updated 101 Things To Do

Inspired by Tourism Australia’s

“7 things you may not know about

Norfolk Island” Facebook video.

• 292,000 views

• 9,500 reactions

• 2,116 shares

• 1,064 comments

We added 3 extra ‘things” # 6, 9, 10

Print MarketingDiscover Norfolk Magazine

Back Cover

Facebook27,124

followers

Instagram7,645

followers

Twitter1,940

followers

YouTubeNI Tourism

Channel

Norfolk Island Tourism has several Social Media channels that are used on a daily basis

Tripadvisor premium destination partnership

with 32 sites listed and managed by NI Tourism

Tripadvisor premium destination partnership allows NI

Tourism to customise our content and respond to reviews.

Influencers Campaign & CompetitionMark Fitz Scott Portelli Melissa Findley Zach Sanders

663,028 people reached

1,339,338 Impressions

107,701 post engagements

12,867 social link clicks

12,143 Social Website Leads

23,743 views of the competition video on Facebook

450 comments & 448 shares of video

12,042 Competition Entries

1,446 Website Prospects

Sydney trains for 4 weeks New Zealand bus backs for 4 weeks

Outdoor Marketing

Brisbane Ekka Show

400,000 attendees

Sydney Royal Easter Show

800,000 attendees

ObjectiveTo support the destination campaign with great package deals to drive visitor numbers and increase destination awareness.

Tactical Marketing

Overview Tactical campaign with AU and NZ wholesalers

Cooperative partnerships delivered approved destination marketing

Norfolk Island featured in print advertising, websites, electronic

direct mail, and promotion through retail distribution partners

Norfolk Island was visible in market every month through wholesale

partners

Brochure Distribution

• 2000+ brochures

within AU & NZ

Marketing Content

• New images for gallery

• New videos for gallery

Promotional Competitions

• Treasures of the South

Pacific Competition

• Life Begins At Competition

• NZ Fishing Competition

• Social Media Campaign

Competition

Consumer & Trade Public RelationsUNIQUE TOURISM COLLECTION (UTC)• Destination training for Air NZ, agents, wholesalers and res staff• Regular communication with our wholesale partners and agents• Monthly agent sales calls• Monthly industry reports

NORFOLK ISLAND TOURISM• Monthly Tourism reports• Weekly media releases• Bi-Monthly Local Industry E-newsletters• Monthly consumer E-newsletters• Launched self famil program for Norfolk Island• Bookings and communications through website

Travel AgentsTrade Shows• Treasures of the South Pacific

Hobart & Melbourne

Famils• Norfolk Select

• Norfolk Select & Travellers Choice

• Omniche Holidays

• Oxley Travel

• Travel Studio, Tasmania (Fishing)

• Expanding Horizons, South Australia (Group Travel)

Commonwealth Games Exposure

Bronze MedallistsNO COSTS for maximum exposure

• Channel 7 Weekend Sunrise

3 min interview = $738,000 value

• Print and radio coverage:

The Australian, Fox News, The

Telegraph, The Brownsville Herald,

Radio NZ, The Guardian, ABC Gold

Coast Radio

Visitor Survey Card Feedback3800 visitor survey cards completed = 13% response rate total visitors

TOP ANSWERSQUESTION 1 2 3

What most influenced Stay? Wanted to 30% Friends 23% Visited Before 13%

Purpose of Visit? Holiday 72% Event or Festival 8% Tour Group 6%

Selected Accommodation By? Travel Agent 38% Package/Special 22% Website 15%

Ratings - Accommodation Excellent 49% Very Good 38% Satisfactory 12%

Ratings - Food & Beverage Very Good 48% Excellent 31% Satisfactory 19%

Ratings - Tours Excellent 44% Very Good 44% Satisfactory 10%

Ratings - Shopping Very Good 46% Satisfactory 33% Excellent 17%

Age Group Over 65 60% 55-64 25% 45-54 8%

Gender Female 66% Male 34%

Most Enjoyed About Norfolk? Scenes & Environment 22% History & Culture 19% Local People 16%

Previous Visits to Norfolk Island? Air 97% Cruise Ship 3%

Region of Residence? Australia 91% New Zealand 8%

Spending? $501-$1000 42% $210-$500 32% $1000+ 20%

Enjoyment? Great 55% Beyond Expectations 30% As Expected 13%

Stay Nights? 7 Nights 61% 7+ Nights 18% 4-7 Nights 17%

Tourism

2018/2019

Oxford Dictionary

TARGET: “An objective or result towards which efforts are directed”

NIRC Community Strategic PlanVision Statement

1. Increase visitor numbers arriving by air and cruise ships2. Provide an environment conducive to investment3. Seek to provide the best in our visitor experiences4. Develop sustainability, infrastructure and capacity5. Build employment capacity and skill within the sector

Norfolk Island Tourism Strategic Plan 2013-2023

RETAIN1. Direct connection with tradition, community2. Welcome (Meet & Greet)3. PositivityCHANGE1. Negativity2. Domestic Terminal3. Lower Airfares4. Relationship with Tourism AustraliaINNOVATE1. Build Eco Tourism2. Waste Management3. Individualise recognition of returning customersREGAIN1. Welcome / Meet & Greet / Island feel2. Farewell pins / Thank you

Formulation of the Plan Stakeholder meeting 2012 – responses by attendees

Increase visitor numbers by air and cruise ships

NIRC Target = 35,000 visitors by 2020

Can only be achieved by:

o Increased flights from Australia

o Regular flights from New Zealand

TOURISM TARGET

Provide an environment conducive to investment

“The Norfolk Island Government (Regional Council) and industry must work

together to implement recommended regulatory reforms, reduce investment

barriers and promote investment to all potential stakeholders. All Stakeholders

must contribute to building an environment that enables tourism businesses to

thrive and prosper.”

NORFOLK ISLAND TOURISM STRATEGIC PLAN 2013-2023

TOURISM TARGET

Seek to provide the best in our visitor experiences

“Norfolk Island possesses a wide range of product in services, accommodation, retail, touring and food sectors and all tourism operators can increase visitor contribution to themselves and the overall economy by providing high quality, value for money products and services in the markets they provide for. “

NORFOLK ISLAND TOURISM STRATEGIC PLAN 2013-2023

Industry & community involvement

Product development

Customer Service

TOURISM TARGET

Develop sustainability, infrastructure and capacity

Sustainability: Increase visitors / Support local businesses

Infrastructure: Telecommunications / Waste Management /

Water / Roads / Airport / Port Facility

Capacity: Airlines to meet supply & demand

TOURISM TARGET

Build employment capacity and skill within the sector

Local training opportunities

(Customer service, marketing, & hospitality)

Encourage new businesses, trades and micro-industries

Highlight success through awards/recognition

TOURISM TARGET

Encourage positivity to reduce negativity

Improve product - venue / itineraries / tours

Make customer service a priority

Seek new markets and grow your product

Support NI Tourism through famils & promotions

Incorporate new images & videos in your marketing

Amplify social media using your own tags

Keep up with the current trends

Tourism Industry

Encourage positivity to reduce negativity

Increase flights from Australia

Establish regular flights from New Zealand

Explore opportunities for training and skill

development

Support the industry

TOTAL TOURISM BUDGET: $1,067,050(including management of the Visitors Information Centre and excluding overheads)

Marketing Budget for 2018/19$385,320 NIRC$385,320 Commonwealth$770,640 TOTAL

2018/19 ProposedAU (58 - 63%)NZ (10 - 15%)NI ( 5%)UTC (22%)

2017/18 ActualAU (53%)NZ (21%)NI ( 4%)UTC (22%)

Percentages for the AU & NZ spend during 2018/19are dependent on the establishment of direct NZ flights..

ADVERTISING24%

DESTINATION8%

PUBLIC RELATIONS6%

TRADE1%

TACTICAL20%

REPRESENTATION16%

VIC OPERATIONAL25%

TOURISM - PROPOSED EXPENDITURE 2018/19

• Agent Famils• Trade Shows

• Digital• Television• Print• Outdoor• Radio

• Staffing• Operational

Expenses

• Brochure Distribution• Marketing Content• Promotions

• Ambassador• Media Famils

• Cooperative Marketing

ADVERTISING

DESTINATION

PUBLIC RELATIONS

TRADE

TACTICAL

REPRESENTATION

VIC OPERATIONAL

2017/18 v 2018/19

BUDGET 2018/19 ACTUAL 2017/18

MARKETING COMPONENTS

• Advertising

• Destination Marketing

• Public Relations

• Tactical Marketing

• Trade Marketing

ADVERTISINGTelevision & Radio Sydney Weekender - Airing Sept

The Living Room (confirmed)

ABC Gardening Show (proposed)

The Fox Golf Show (proposed)

ABC Radio with Ray Martin

NZ Radio - ads & competition

ADVERTISING - PrintCONFIRMED Advertorials Australian Traveller – “You Only Live Once” feature Traces History & Genealogy Magazine – Dec issue

PROPOSED Media Famils Delicious Body & Soul Kia Ora Magazine Woman's Day The Guardian Get Lost Magazine Australian Geographic The Weekend Australian Men’s Health Fairfax Media

ADVERTISING - OutdoorSydney Royal Easter Show

NZ Bus Backs

ADVERTISING - Digital

Social Media MarketingThe more your audience wants to engage with your content, the more likely it is that they will want to share it.@Facebook @Instagram @Twitter @YouTube @Influencers

Content MarketingOffering content that is relevant to your audience helps them see you as a valuable source of information.

Search Engine Optimization (SEO)67% of all the clicks are from the first 5 listings on a search results page

Email MarketingIt’s the quickest and most direct way to reach customers with critical information.

Digital Marketing = all marketing activities that use digital devices

NI TOURISM’S APPROACH

Local Marketing Content

Website Upgrade

Marketing Bootcamp

Promotions/Competitions

Brochure Distribution

Destination MarketingWHAT IS DESTINATION MARKETING? The process of communicating

with potential visitors to influence their destination preference, intention to travel and product choice.

The articulation and communication of the values, vision and competitive attributes of a destination.

Public Relations - Consumer & TradeUNIQUE TOURISM COLLECTION (UTC)• Destination training for Air NZ, agents, wholesalers and res staff• Regular communication with our wholesale partners and agents• Monthly agent sales calls• Monthly industry reports

NORFOLK ISLAND TOURISM• Monthly Tourism reports• Weekly Media Releases• Bi-Monthly Industry E-newsletters• Monthly consumer E-newsletters• Self famil program for Norfolk Island• Maintain bookings and communications through website

• Ray Martin will host ‘There’s More to Norfolk Island’ Industry & Trade Event at the Museum of Sydney

• Ray Martin will host a Photography Tour on Norfolk Island

• Ray will feature in:o Destination brochureso Two new videoso Websiteo Outdoor super screens – Sydney Royal Easter Show

Ambassador for Norfolk Island

Tactical MarketingContinuation of cooperative monthly tactical advertising with wholesaler partners throughout 2018/19

• Newspaper• Digital• Social• Targeted Publications

Trade Marketingo Wholesaler groups agent famils x 3 (2 Au & 1 NZ)

o Golf focused travel agent famil

o Treasures of the South Pacific Trade Shows x 2 AU

o Trade Roadshow x 1 NZ

A MASSIVE thank you to the local tourism operators who generously support all of our MEDIA and TRADE famils.Thank you for providing accommodation, tours, vehicles, and for sharing your knowledge and friendly hospitality to ensure their experience here is a memorable one.

Thank you yorlye

We can complain because

rose bushes have thorns,

or rejoice because thorn

bushes have roses.

Abraham Lincoln

Norfolk Island Tourism & Visitor Information CentreP.O Box 95, Norfolk Island, 2899. p + 6723 22147 freecall (Aust): 1800 214 603 freecall (NZ): 0800 667 365

www.norfolkisland.com.au