YOUR GUIDE TO WORKING WITH THE MARGARET RIVER BUSSELTON TOURISM ASSOCIATION

Transcription

1 YOUR GUIDE TO WORKING WITH THE MARGARET RIVER BUSSELTON TOURISM ASSOCIATION p i h s R e MEmb

2 LEE U WI N AUSTRALIA THE MARGARET RIVER REGION The Importance of Tourism in the Margaret River Region DUNSBOROUGH YALLINGUP BUSSELTON GRACETOWN COWARAMUP MARGARET RIVER PREVELLY / GNARABUP AS THE MOST VISITED REGIONAL DESTINATION IN WESTERN AUSTRALIA, YOUR MARGARET RIVER REGION: Attracts more than 1.1 million overnight visitors Who stay with us for more than 4.3 million nights And have a direct spend of more than $520 million Taking into account tourism s multiplier effect, tourism contributes almost $1 billion to our local economy. AUGUSTA C AVES RD WALLCLIFFE RD CAVES RD BUSSELL HWY BROCK MAN H WY RD NANNUP The Margaret River Region is the most visited regional destination in Western Australia. Geographically defined by the boundaries of the City of Busselton and the Shire of Augusta Margaret River, we welcomed more than a million visitors in 2013 and this number continues to grow every year. ARE YOU PART OF THE VISITOR ECONOMY? The visitor economy not only refers to the core tourism services of accommodation, hospitality, transport and activities but the full suite of other business and service offerings which add to the overall visitor experience in the region. If any part of your income derives from visitors, or people who make their income from visitors, you are part of the visitor economy! With a multiplier effect of 1.91, the contribution of tourism to the local economy is larger than many other industries including mining, retail or education and training. HOW TOURISM BENEFITS THE REGION Deloitte has identified tourism as one of the top five future super growth sectors for the Australian economy, forecast to double in size over the next two decades. As an export industry 48 cents out of every tourism dollar is spent in regional Australia, making tourism a key economic driver for regional areas. Tourism generates growth in local spend, direct and indirect employment as well as encouraging investment into the development of regional assets and infrastructure for the shared benefit of visitors and the local community. MEDICAL SERVICES CONCERTS REAL ESTATE AGENT BOTTLE SHOP SHOPPING CENTRES EVENT PROMOTER BANKS PHARMACY PETROL STATION ACCOUNTANTS BOAT RAMPS TAXI SUPERMARKET CAR HIRE BOOKSHOP FASHION BOUTIQUE WINE TOUR DISTILLERY BREWERY BAKERY CELLAR DOOR BIKE HIRE GENERAL STORE ARTIST STUDIO SPA TREATMENTS WINERY CAFES MOBILE FOOD VENDOR KAYAK TOUR RESTAURANTS WHALE WATCHING ART GALLERY BARS GOLFING MUSEUMS BUSINESS & FACILITIES FISHING SCENIC FLIGHTS ANIMAL PARKS EAT & DRINK GUESTHOUSES ACTIVITY B&B S MOTEL RESORTS STAY HOLIDAY HOMES HOLIDAY PARKS TOURISM

3 Cellar Doors Vineyards Wine Tasting Vintage / Harvest Art Galleries Festivals Shopping Art Studios Museums Aboriginal Heritage Wellness (Spas) Yoga / Meditation Your Margaret River Region - A Unified Brand for the Region Whether your ancestors have been part of this land for generations, or you are visiting for a weekend, this place is yours. Yours to explore and create memories from, because your experiences are our brand Within a small area, Your Margaret River Region offers an incredible diverse range of experiences. Experience the rush of a skydive in the morning then be enjoying a degustation feast at an award winning winery by lunch, before an evening spent at a concert under the stars. Or you could just spend the whole day lying on the white sand of some of the world s most pristine beaches. Your Margaret River Region offers you the opportunity to fill your day with as much, or as little, as you desire. We provide the experiences: you mix and match them into lasting memories. More than a logo, the Your Margaret River Region mark is the visual expression of an idea. It s a symbol of individuals coming together to create unique memories and experiences in a very special part of the world. The move to a unified brand reduces the dilution that comes with multiple messages, allows us to build on our collective strengths, and ultimately creates a stronger, more compelling voice for our region. Informed by market research and underpinned by a clear strategy, Your Margaret River Region uniquely positions us against our competitors so that together we can attract new markets and increase visitation to the region when we need it most. Coastal views The Capes Flora & Fauna Caves The Lighthouses Beaches The Bays Forests Vineyards Restaurants Breweries Distilleries Gourmet Food Seafood Pubs Animal Farms Surfing Swimming Walking / Trekking Bike Riding Whale Watching Kayaking Golfing MADE BY YOU EMBRACING THE BRAND: Members of the MRBTA are encouraged to use the Your Margaret River Region brand to support and celebrate our unique and diverse community. Watch a video on the development of the brand, learn more about our brand values and personality, and access brand assets at community.margaretriver.com Gourmet Shops

4 DELIVERY OF BETTER VISITOR EXPERIENCES Consistent information provision across all marketing and visitor servicing platforms and increased dispersal across the region through a network of four professionally staffed visitor centres. HOW THE MRBTA IS POSITIONED TO DELIVER Destination marketing Tourism advocacy & representation OUR MAIN AREAS OF INVESTMENT THE CORE OF OUR FUNDING Tour revenue from MRBTA managed attractions Ground operations at Busselton Regional Airport Retail sales - Visitor Centres + Attractions Booking commissions Membership fees Grant funding Visitor servicing Member services & support IMPROVED DESTINATION MARKETING Increased visitation to the region (domestically and internationally) through a consolidated, larger destination marketing budget, underpinned by the new regional brand. The Margaret River Busselton Tourism Association (MRBTA) Be Part of a New Era With a proud history of more than 50 years in their respective organisations, members of the Augusta Margaret River Tourism Association (AMRTA) and Geographe Bay Tourism Association (GBTA) came together in November 2014 and in a momentous occasion, elected to bring both organisations together to create one tourism voice for the region, the Margaret River Busselton Tourism Association (MRBTA). Incorporated on 01 July 2015, the MRBTA will combine the natural and built assets, resources and talents of both organisations and create one of the most significant local tourism organisation models ever seen in Australia. The MRBTA will also provide the solid platform needed to deliver Your Margaret River Region to the world, provide quality tourism services and attractions, and ensure the sustainability of the natural assets under the management and care of the Association. ENHANCED MEMBER SERVICES A stronger, more compelling voice for the industry with more targeted benefits to members Protection and development of MRBTA s natural & heritage assets Financially strong with more efficient use of resources and the ability to adapt to changes in the tourism market A MORE SUSTAINABLE ORGANISATION FOR ITS MEMBERS AND THE INDUSTRY

5 SOCIAL MEDIA ENGAGEMENT Social media provides an important destination marketing and visitor servicing tool for the region. FACEBOOK Our Facebook page has 30,000+ followers, and growing at 60% per year offers a potential further reach of over 100,000+ people/month has 6,000+ followers, and growing at 20% per year plus a potential reach of 1M+ people/month has 6,000+ followers and growing at 200% per year We encourage you to engage with the MRBTA s social media channels and leverage from a growing fan base. Find out more at - corporate.margaretriver.com/social Destination Marketing Attracting Visitors to the Region Going forward, the region s destination marketing strategy will have a strong digital focus, as consumers increasingly gather their travel decision making information online. Members of the MRBTA have opportunity to leverage or participate in many of the Association s marketing activities. MARKETING CAMPAIGNS AND ACTIVITIES The MRBTA will run a series of targeted marketing campaigns throughout the year to increase awareness and visitation from intrastate, interstate and international markets. These include a combination of digital, social, outdoor, print and broadcast media channels. In addition we: Produce 120,000 visitor guides, showcasing the region s key experiences Produce 280,000 regional touring maps to encourage dispersal throughout the region Curate a suite of consumer, media and trade e-newsletters reaching an audience of +50,000 Facilitate a visiting journalist program to increase media coverage of the region Work with wholesalers, retailers and inbound tour operators to increase product distribution EVENTS Events play a critical role in increasing visitation to the region during off-peak periods. The MRBTA provides marketing support to a range of cultural, sporting, gastronomic and community based events. Members can promote their events via our new online events calendar at margaretriver.com, which also publishes regional event information to busselton.wa.gov.au and amrshire.wa.gov.au. PARTNERSHIPS We achieve more together and MRBTA regularly works with a range of partners including Chambers of Commerce, the Margaret River Wine Industry Association, City of Busselton, Shire of Augusta Margaret River, South West Development Commission, Australia s South West, Tourism WA and Tourism Australia to promote the region. A NEW DESTINATION WEBSITE At the heart of our destination marketing activity is margaretriver.com. Re-designed from the ground up in response to consumer search habits, the website features rich content, stunning imagery, booking capability and a responsive platform to make it user friendly no matter the device. 3.2 million page views annually and growing Continuously ranked on the first page of search engines 83% of website traffic coming from organic search results Supported by the Margaret River Region app encouraging visitors to get off the beaten track downloads and climbing

6 Award Winning Visitor Servicing Tourism Advocacy The MRBTA manages four accredited, award-winning Visitor Centres in Busselton, Dunsborough, Margaret River and Augusta and combined with our various cave and lighthouse attractions throughout the region, come into contact with over one million visitors who visit the region annually. Our expert Visitor Services Consultants bring the region to life and through their expert local knowledge, ensure visitors have the best experience of the region possible by: Creating personalised itineraries for customers, showcasing the region s tourism product, events and local services Inspiring visitors to try new product, increasing visitor dispersal, spend and length of stay Ensuring visitors have all the information required to have a safe holiday, and protect the environment for future generations The MRBTA provides a voice for the industry and representation on issues affecting tourism at the local, state and national level. We also work to support business development amongst our 800+ strong membership base through: A dedicated member account team, providing a direct link between your business and our activities. Opportunity to utilise Your Margaret River Region branding assets into your marketing activity A commitment to lobby for sustainable destination development in conjunction with industry stakeholders Opportunity to network with the tourism community through monthly member hosted networking events; exclusive invites to launches and special offers Regular member e-news and reporting keeping members up to date on the latest research, trends, industry news and opportunities Access to professional development training opportunities, ranging from customer service, social media, business marketing and tourism specific workshops. Exclusive access to a member resource site at corporate.margaretriver.com your one stop shop for all your tourism needs including a destination video and image gallery Assistance with designing tourism export ready product and developing travel trade relationships with guidance from our Business Development Manager DID YOU KNOW? Over 66% of visitor centre users undertake more activities across the region as a result of their experience Domestic visitors who use a visitor centre, stay more than twice as long in a destination than those who don t Our Visitor Centres facilitate more than 21,000 room nights and 6,500 tours and activity bookings across the region

7 2015/16 Membership Packages Be a part of Your Margaret River Region BENEFITS / SERVICES INCLUDED IN EACH PACKAGE REGIONAL TOURISM GOLD PACKAGE SILVER PACKAGE NON- REGIONAL SUPPORTING TOURISM RETAIL OR SERVICE CORPORATE Invitations to regular networking functions Invitations to workshops & professional development opportunities Latest industry news & update edms Free entry to MRBTA attractions (Caves & Lighthouses) Referral services (Visitor centres + marketing) The Margaret River Busselton Tourism Association invites you to help make your mark on Your Margaret River Region by becoming a valued member and supporting our work. We offer a number of tailored packages with benefits and services to suit the mix of tourism, retail and service based businesses available in the region and beyond. Association voting rights Inclusion for industry business directory Access to regional image or video gallery REGIONAL TOURISM GOLD PACKAGE $470 INC GST Designed for tourism businesses and services that want to participate in the full suite of destination marketing and visitor servicing activities. Includes accommodation; tour; transport; hire; wineries; breweries; galleries; restaurants; cafes; bars; gourmet producers; events; attractions; spas & more REGIONAL TOURISM SILVER DIGITAL PACKAGE $370 INC GST Designed for tourism businesses that want access to a simplified digital package, but do not want to be included in marketing activities and promotions. TOURISM NON REGIONAL $270 INC GST Designed for tourism, hospitality or retail businesses located outside Your Margaret River Region who see value of exposure through the Busselton, Dunsborough, Margaret River & Augusta Visitor Centre network. Dedicated training, support & guidance to help grow your business Exclusive member rates for add-on destination marketing activity (visitor guide, campaigns, promotional advertising) Exclusive member rates on digital and visitor centre in-store promotions Special event promotion and listing Business page on margaretriver.com and regional app Opportunity to host or co-host member networking mingles Access to real-time/request booking channel with secure payment 24/7 (Bookeasy) & exclusive member commission rates DL size brochure racking* (Busselton, Dunsborough, Margaret River, Augusta Level One accredited VICs) *Accommodation operators will be displayed in the 2 closest visitor centres only Industry representation on issues affecting tourism SUPPORTING TOURISM RETAIL AND SERVICES $270 INC GST A membership package tailored to retail and service-based businesses situated within the towns of Your Margaret River Region that want to support tourism locally and see visitors as a valuable component of their market-mix. CORPORATE TOURISM INDUSTRY NETWORKING $170 INC GST Is the business of tourism your business? A corporate membership is specific to businesses that want to support a healthy local tourism industry, the association s activities and want to build relationships with other members. ADD-ON ADDITIONAL PRODUCT $170 INC GST A member add-on option for businesses that have two or more products/services* to promote and package. E.g. Winery with restaurant. *Additional products must be registered under same ABN and located at same premises or a full membership will apply. Invitation to participate in regular destination campaigns (tactical, seasonal) Opportunity to promote new products, business news or offers in industry communications Participation in media, member or trade familiarisation programs Participation in MRBTA staff familiarisation or product training programs Your Margaret River Region touring map inclusion Participation/representation in trade activities VIC and online dining menu displays Free 90 minute membership induction for new business members

8 Apply Now APPLYING FOR IS EASY, JUST HEAD TO CORPORATE.MARGARETRIVER.COM/BECOME-A-MEMBER AND COMPLETE THE SIMPLE ONLINE APPLICATION. The Margaret River Busselton Tourism Association (MRBTA) is committed to offering a high quality tourism experience for all visitors to Your Margaret River Region, as well as helping valued members to grow their business. We do ask that you review and acknowledge MRBTA membership terms and conditions before an application can be approved. We also provide MRBTA Member Guidelines to help guide your business as to the quality of business practises and operation standards expected of MRBTA members. If you do have any questions or would like to discuss your application, please contact the dedicated member support team: MICHELLE JACOBSEN OFFICER M E. michelle.jacobsen@margaretriver.com PETA FUSSELL OFFICER M E. peta.fussell@margaretriver.com Margaret River Busselton Tourism Association 100 Bussell Hwy, Margaret River WA 6285 P ABN:

9 100 Bussell Hwy, Margaret River WA 6285 P ABN: