Global In-Market Managers Meeting 2010
The Tourism NT Global In Market Managers visited Darwin and Alice Springs from the 7 – 12 July 2010 and provided NT operators with updates on their respective markets. If you would like to download their presentations which they gave to industry, please click on each market below.
Tourism NT works with travel trade and other business partners internationally to promote the Northern Territory in key markets through joint trade and consumer marketing initiatives.
For details on each market:
The Americas
V Australia launches new service to Red Centre
Tourism NT Americas hosted a launch event in May in Los Angeles to promote the new Virgin Blue service from SYD-AYQ to local trade. V Australia and Voyages representatives were also on hand to promote the route which commences services in August. Approximately 50 guests attended including key wholesale principals and product managers, wholesale reservation staff, Aussie Specialists, and Tourism Australia representatives. The highlight of the event included a giveaway of two international tickets to the Red Centre courtesy of V Australia along with accommodation courtesy of Voyages.
Alexisonfire Tour
Tourism NT will partner with Dine Alone Records to execute and leverage a multi-media campaign between October 2009 and May 2010 that will generate a buzz about the Alexisonfire (a popular band in Canada amongst our target audience) Australian tour in 2010. Simultaneously, an on-line campaign will be run to promote the Working Holiday Visa opportunity as an alternative way for this demographic to travel to and within Australia.
Asia
Asiaone Digital Campaign
Maximising the ever-changing digital environment and leveraging the 'Kakadu' global campaign, it is timely to partner with Jetstar International to collaborate on the consumer digital marketing campaign 'i love NT' targeting online-savvy Experience Seekers.
The concept of 'i love NT' is a four week virtual photo competition on asiaone.com, a free online one-stop-news and information portal of prominent media group, Singapore Press Holdings (SPH). Consumers will be encouraged to go online, upload their own photos to an iconic Northern Territory backdrop plus a short description on why they deserve to win a trip to the Northern Territory. Capitalising on social media, there is a voting system once the top 10 finalists are short listed. Airfare support will come from Jetstar.
Singapore Zoo 'Australian Outback' Promotion
The Tourism NT branded Jeep remains parked at the Singapore Zoo’s Australian Outback exhibit, having undergone an 'outback' makeover. This non-traditional partnership leverages Singapore Zoo’s yearly 1.8 million visitors.
back to top
Central Europe
German Chefs visit Kakadu
In April, Kakadu was the venue for the filming of a TV program hosted on German channel DMAX. The concept was quite unique as it involved five very unlikely looking professional male chefs who look more suited to being in a rock n’ roll band rather than preparing gourmet cuisine. The leader of the group, Stefan Marquard is renowned within his home country for being non-conforming and highly entertaining, appealing particularly to the male audience.
The men worked alongside local chefs Mark Olive & Mandy Muir, preparing traditional Indigenous-inspired bush tucker whilst showcasing the surrounds of Kakadu National Park. The series of four, hour-long programs were aired in May and the series was featured strongly online by DMAX in the lead-up. This excellent opportunity came at the right time in terms of alignment with, and extension of, the TNT Global Kakadu campaign and has helped support and enforces the strength of TNT’s message on DMAX (allied to Discovery Channel).
Globetrotter shoot in the Red Centre
Globetrotter, Europe’s fastest growing outdoor, adventure and travel apparel company, entered into a multi-faceted PR campaign activity in conjunction with Tourism Australia that has in turn provided an opportunity for the NT to be featured together with WA as part of an Australian holiday feature in the Globetrotter summer catalogue.
The Globetrotter Catalogue photoshoot took place during March. The resulting 106-page "Summer Special 2010 Australia" catalogue was distributed in early May with a circulation of 1.3 million copies. The Globetrotter 4-Seasons Magazine, with a circulation of 400,000, was also published in early May and featured a 16-page “Australia” special as well as a 12-page DERTOUR supplement with tactical offers by the wholesaler in partnership with Qantas, Britz and Rail Australia.
Roadsign Retail Shop Launch
The European franchise Roadsign is about to launch a retail 'shop in shop' concept in conjunction with a major national supermarket chain in Germany called Real. Forty three of these shops will be opened in March 2010 and as part of the launch it is proposed that the Northern Territory will be featured prominently in a consumer promotion by providing an opportunity for a prize-winner to win a trip to Darwin.
back to top
France
NT the place for honeymooners
Tourism NT has partnered with Mariee Magazine and Asia Voyages to further target the honeymooner segment in France in a digital and print activity. Mariee Magazine is a successful bridal publication supported by Mariee.fr which has been revamped to now include new features and interactive content. Banners were positioned throughout the Mariee website, and Tourism NT was featured in two monthly newsletters and as a full page spreads in two editions of the magazine, leveraging the position the NT has as a desirable honeymoon destination, growing destination knowledge and increasing visitation to the NT.
Lonely Planet France
Just in time for the new French Lonely Planet 'Australia Guidebook' launch in May, Tourism NT will be partnering with Lonely Planet France and Qantas in positioning the Top End as a world class nature and culture destination by communicating to the French Spirited Travellers through online editorial content on lonelyplanet.fr. Seven hundred bookstores around France where customers can buy the new Australia Guide book will also be 'NT themed'. An online quiz on lonelyplanet.fr will run over two weeks leading participants to the australiasoutback French site for the right answers. The major prize is a flight to the Northern Territory with Qantas.
Back to top
Italy
Tourism NT has partnered with Italian retail travel agent Southside, Milan-based wholesaler Viaggidea and Qantas in a tactical platform aimed at securing conversion, broadening the consumer audience and integrating activities with Tourism Australia to target the Italian honeymooner segment. Through February and March 2010, online, print & PR activities were combined to leverage the annual global Kakadu campaign. The online activity included a presence on the website of leading Italian daily newspaper, Il Corriere Della Sera as well as a dedicated online honeymoon section with extensive NT packages on Southside’s website. Print activity included an A5 24 page print supplement in Dove Magazine, an upmarket monthly travel magazine with an approximate readership of 400,000. The content of the supplement was highly motivational and contained a one page Qantas advertisement and a one page co-op opportunity with NT operators. The supplement was also distributed at the BIT event (bridal fair in Milan), other consumer shows, and through Viaggidea’s preferred retail agencies network.
Back to top
Japan
Outback Steakhouse
Outback Steakhouse, a popular restaurant chain operating at nine locations nationwide was selected as Tourism NT’s tactical non-industry co-op partner to showcase the Northern Territory, particularly the story of the real outback, aboriginal culture, natural landscape, etc. This campaign 'kicked off' in November 2009 with a function at Tokyo’s Outback Bar and Grill Restaurant hosting media and trade partners in an effort to generate interest in and facilitate an understanding of the Northern Territory, provide up-to-date and accurate information, and cultivate emotional commitment and friendship with the Northern Territory in a continuing tough market. The campaign was in full swing last month with another function at the Outback Steakhouse in Osaka.
Back to top
Spain
Spanish Version of australiasoutback.com
The Spanish version of australiasoutback.com was launched successfully in November 2009 and a number of promotional initiatives including online activity on three Spanish consumer travel engines, print advertising, and consumer and media trade events in market supported the launch which continues until March 2010.
Back to top
United Kingdom
Regional Etihad Campaign
This regional campaign is built around the launch of the new 777 Etihad service ex-Manchester and to celebrate the launch of the new EY/QF code share agreement for flights between Sydney and Ayers Rock/Alice Springs. This is a new partnership for Tourism NT which will allow Tourism NT to build a strong ongoing relationship with a new and progressive airline partner.
The campaign itself will incorporate outdoor brand activity in Manchester City Centre, regional radio and online promotion with Key 103, a competition to win Etihad seats to the Red Centre with accommodation and touring, an advertorial in the Manchester City Football Club programme, and a supported media trip with follow up editorial activity in the Manchester Evening News.
Kiss 100's Big Outback AdveNTure
On 14 December 2009, Tourism NT UK unleashed its biggest youth promotion ever in the United Kingdom with STA Travel. Partnering with radio station Kiss 100, voted as one of the UK’s coolest brands by the Superbrands Organisation, Kiss 100 attracts 1.7 million listeners each week and reaches more 15-24s than any other station in London and is number one for these age groups in terms of market share.
The three month campaign was launched with a promotion giving one listener plus a friend the chance to travel to the Northern Territory for a two-week adventure holiday of a lifetime. The competition introduced listeners to the Northern Territory and set the scene for its diverse landscape, open spaces, sense of adventure, work opportunities and enriching experiences.
The promotion continued into the New Year with sponsorship of the most popular show on Kiss for two months. The Breakfast team with Rickie, Melvin and Charlie reaches more than 776,000 listeners each week, jump-starting the day with fun, chat and great competitions.
A new competition was launched for this phase of the campaign. Ten and 30 second promotional trails are driving listeners online at totalkiss.com to view the different job placement opportunities available in the Northern Territory and upload their CV to win a job placemeNT. The winner will be selected by a panel of judges in March 2010.
For the first time ever in Kiss 100’s history, the station was turned upside-down to celebrate Australia Day with the Northern Territory and STA Travel. The Kiss 100 Breakfast show team took over the Drive-time slot, while Drive-time’s presenter Jez Welham presented Breakfast for the first time.
On Australia Day and in the lead-up, Kiss played with the minds of its audience with Tweets on Twitter, updates on Facebook and even flipping the Kiss website upside-down for the day! Throughout the day a total of six adventure trips to the Northern Territory were won.
Back to top
|