Key International Trade & Consumer Campaigns

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2 Key International Trade & Consumer Campaigns MALAYSIA AIRLINES TRAVEL WEEKLY TRADE INCENTIVE & FAMIL Launched September 2013

3 Key International Trade & Consumer Campaigns EXPEDIA CAMPAIGN Phase 1 launched September 2013

Key International Trade & Consumer Campaigns KEY ACTIVITY THE ASHES

content (9,525 page views and over 6,000 unique visitors) Exclusive

Freedom Australia campaign Ashes Advertorial in The Times with

visit in November All Out Cricket Magazine Advertorial in the Ashes

4 Key International Trade & Consumer Campaigns KEY ACTIVITY THE ASHES Barmy Army 3,091 competition entries Blog posts and destination content (9,525 page views and over 6,000 unique visitors) Exclusive offers for members with TCA Travelbag DM piece, microsite and blog Freedom Australia campaign Ashes Advertorial in The Times with Tourism Australia Cricket pundit / travel writer Simon Hughes to visit in November All Out Cricket Magazine Advertorial in the Ashes special 3 x blog posts and photo gallery 3 x e-newsletters 7 x social media posts

Key International Trade & Consumer Campaigns STUDENTBEANS CAMPAIGN FINAL PHASE StudentBeans competition winner, Lottie, visited the Northern Territory

Social media activity: - Blog posts: 8 - Tweets: 30 - Instagram: 27 pictures shared Additional activity: - Secured an interview with her local paper,

5 Key International Trade & Consumer Campaigns STUDENTBEANS CAMPAIGN FINAL PHASE StudentBeans competition winner, Lottie, visited the Northern Territory in August Social media activity: - Blog posts: 8 - Tweets: 30 - Instagram: 27 pictures shared Additional activity: - Secured an interview with her local paper, The Bedfordshire On Sunday (Circ: 78,187) - Published 2 photo-led blog posts for inclusion within the StudentBeans newsletter (approx. 1k views to date) - Blog content pushed through StudentBean s social channels (487 clicks from Facebook post) - Google Hangout to take place in late October

Key International Press Office Activity COVERAGE HIGHLIGHTS Freelance Writer Fiona Dunlop The Independent -

exhibition at the Royal Academy - Independent online (1,295,170 Daily Average Users) - Blog posts: 3

com +10k unique users) - Wexas facilitated the trip and acted as the call to action Blogger Nellie Huang

6 Key International Press Office Activity COVERAGE HIGHLIGHTS Freelance Writer Fiona Dunlop The Independent - Double page spread in a dedicated Australia supplement to coincide with the launch of the Australia exhibition at the Royal Academy - Independent online (1,295,170 Daily Average Users) - Blog posts: 3 (fionadunlop.com +10k unique users) - Wexas facilitated the trip and acted as the call to action Blogger Nellie Huang Wildjunket Magazine - 11 page feature on the Northern Territory - Tweets: 65 - Facebook posts: 11 Blogger Iain Mallory Mallory On Travel - Blog posts: 5 - Tweets: 63 Re-tweets: Facebook posts : 6 - Total reach : 961,435

ey International Press Office Activity Press office snap shot

of significant coverage Supported 5 famils this quarter Notable

103,000): Cicada Lodge as a top new luxury lodge to Net a Porter s

50,000 unique visitors per moth ), Ultra Travel (circ.

7 ey International Press Office Activity Press office snap shot Represented Tourism NT at TravMedia networking event Secured 13 pieces of significant coverage Supported 5 famils this quarter Notable pitches: Edit (circ. 103,000): Cicada Lodge as a top new luxury lodge to Net a Porter s magazine Sunday Times (circ. 844,767), Luxury Travel blog (circ. 50,000 unique visitors per moth ), Ultra Travel (circ. 557,536): Pitched the Darwin Symphony Orchestra - Australia & New Zealand Magazine (circ. 25,000) and Travel Weekly (circ. 14,785) Malaysia Airlines first flight

Most talked about post (447 fans): Rainbow Valley photo.

Johnson in NT, Royal Academy of Arts, Competition winners, etc.

8 Key International Social Media Activity Brand Highest reaching post (6,300 fans): Birdfair 2013 announcement (with picture) Best engagement post (481 fans): Litchfield National Park picture Fancy a dip? Most talked about post (447 fans): Rainbow Valley photo. Water on salt pan Conversation Trends - Cricket ( Legs before Wicket, Following the England team ) - UK related events (Boris Johnson in NT, Royal Academy of Arts, Competition winners, etc.) - Natural phenomenon photos (Drifting Pixels) Operator Highlights (product/operators mentioned every week) - Birdfair 2013 audio share: Mike Jarvis & Mick Jerram (reach of 2,091 users) - Crocosaurus Cove Darwin: Royal Crocodile Letter (reach of 3,388 users) - Airborne Solutions: Helicopter pub crawl (reach of 3,440 users)

Key International Social Media Activity FACEBOOK

average engagement rate - over 24 x the Facebook

29%) TWITTER 388 followers 166 tweets Conversation

Outback Adventurer, Allan Dixon GOOGLE+ 711 followers

9 Key International Social Media Activity FACEBOOK 12,400+ likes ( 24%) 4,000+ average monthly reach 7% average engagement rate - over 24 x the Facebook average (0.29%) TWITTER 388 followers 166 tweets Conversation topics: - Travel blogger famils - Cricket updates - Outback Adventurer, Allan Dixon GOOGLE+ 711 followers 90 circles Conversation topics: - Wildlife photographs - Natural Phenomenon photos - Sharing blogger coverage

10 Key International Trade & Consumer Activity UK Bird Fair August August, Rutland. Three day consumer event with NT experts Chris Watson, Mick Jerram and Mike Jarvis. Created and curated content and shared across social media platforms. Australiareiser Training Weekend (Norway) September Two day training and team building event with Australiareiser and STA Travel staff and key personnel. The Travel Weekly Northern Ball 17 September Tourism NT partnered with Tourism Australia to host 10 agents at the Northern Ball. This was an incentive prize for completion of the ASP module and NT ASP module. SouthSea Travel Consumer Day (South Sea) 9 July: A bush tucker taster day with AAT Kings, promoting the NT and escorted touring. Coop Travel Consumer Evening (Thetford) 16 July: AAT Kings, ANZCRO and TNT each gave 25 minute presentation on destination/product and assisted in itinerary planning throughout the evening.

Education Programs/Webinars Approx. 67 agents trained this quarter.

11 Key International Trade Activity Sales Calls Made Meeting held with Voyages 10 September New Relationships Developed Coop Travel Group SouthSea Travel Education Programs/Webinars Approx. 67 agents trained this quarter. Training including brochure training, itineraries, destination, climate and distances.

12 Focus for the Next Quarter October - December The Ashes increasing consumer awareness through key partners e.g. Barmy Army and Travelbag, plus social media and PR Always On launches first week of October Explorers Way key activity launches 1 November (competition with Travelbag and Malaysia on Aboutmygeneration.com launched 1 October) Finnish campaign with Aktiv Resor launches late October Best Jobs in the World Sharing our Irishman s experiences with our digital following Google Hangouts with Iain Mallory and Lottie (StudentBeans winner) embedded in Facebook Key Opinion Leader / blogger / Media Famils - BBC Music and Davidsbeenhere blog, Jeremy Taylor (Financial Times, Sunday Times, Metro, Car magazine) WTM key media and trade meetings

13 Key Opportunities for Operators Expedia campaign: Phase 2 will launch in early 2014 and Expedia will also form part of Always On (due for launch in October) so we are keen to encourage as many operators as possible to sign up with Expedia so they can be featured as part of the campaign (contact Fleur Burrows) New Product Workshop (7 9 April 2014): It would be great to see a really strong NT contingent at this event (contact Fleur Burrows) Newsletters: Trade newsletter and Birding newsletter we are always looking for content to include in these so would welcome any updates from operators (contact Fleur Burrows) Key Opinion Leader / blogger visits (contact Lara Huberman) Key contacts in market: TRADE Fleur Burrows fburrows@tourismnt.australia.com Gemma Brown brown@tourismnt.australia.com PUBLIC RELATIONS Suzanne Holiday suzanne@keenecomms.com Lara Huberman lara@keenecomms.com Michael White michael@keenecomms.com

INTERNATIONAL NEWS & RESULTS

INTERNATIONAL NEWS & RESULTS UK, IRELAND, NETHERLANDS & NORDIC July September Quarter Update 2014 Please direct your queries to: international.tourismnt@nt.gov.au KEY INTERNATIONAL CONSUMER CAMPAIGNS RHS