INTERNATIONAL NEWS & RESULTS

Transcription

1 INTERNATIONAL NEWS & RESULTS North America October December Quarter Update 2014/15 Please direct your queries to:

2 KEY INTERNATIONAL CONSUMER CAMPAIGNS Digital Always On - Distributor Lead Generation Campaign The program launched in Sept 2014 and will run through July This initiative provides selected trade partners two months to run exclusively on consumer travel offer sites including Budget Travel, Dunhill Vacations, Sherman's Travel, Booking Buddy, Yahoo! Travel, TravelZoo and TripAdvisor. Down Under Endeavours (Sept/Oct) / Springboard Vacations (Nov/Dec) Results to date from Down Under Endeavours September October Program 17,735 Clicks to Down Under Endeavours Website DUE receiving.36%ctr from eblast Open Rates (Offer Listings & typically highly competitive) Notably over 5,000 Click son a CPC for both Yahoo Travel & Travelzoo outlets Dunhill Travel Deals Down Under Endeavours, September 2014 Sherman s Travel Springboard Vacations, November 2014

3 KEY INTERNATIONAL CONSUMER CAMPAIGNS Frommers Travel Activation In 2014 TNT Americas facilitated a press tour for North American travel personality Pauline Frommer. The program culminated in a 6-week content and sweepstakes promotion across Frommers Travel Online, Frommers Travel Radio & several notable radio networks in New York. Frommers Travel & Aspire Downunder 2 Episodes of the Frommers Travel Show about the Northern Territory Five video blogs of Pauline in the Outback Opportunity for Northern Territory to be included in her upcoming live presentation circuit (New York Times, Los Angeles Travel & Adventure Show) Consumer Opt Ins delivered to Aspire Downunder for Follow up.25% Click Through Rate on Frommers.com. There was substantial under delivery on the Frommers.com asset leaving over 800,000 impressions to be utilized for a tactical consumer advertising message in % Click Through Rate on Radio Station websites. Clear Channel provided 700,000 additional impression across their network to compensate for the Frommers.com under delivery.

4 KEY INTERNATIONAL CONSUMER CAMPAIGNS Qantas MOU Program Campaign: Project Boomerang Qantas Online Fare sale initiatives with MOU contributions for 2014: 2 Week October Project Boomerang Project Boomerang Northern Territory, Queensland, Tasmania, Victoria & Western Australia with Qantas Vacations as package CTA Project Boomerang: 37,781,112 Digital Media Impressions (Total campaign).41% Click Through Rate (total campaign) Incremental passengers to the NT 112 Incremental % increase to the NT 165% Total passengers booked to the NT 154 $162USD cost per acquisition based on NT investment ($25,000USD) $325USD cost per acquisition based on NT & Qantas MOU investment ($50,000) Qantas determined ROI 4:1 (Target of 10:1)

5 KEY INTERNATIONAL CONSUMER CAMPAIGNS Qantas MOU Program Campaigns: Reef & Rock Qantas Online Fare sale initiatives with MOU contributions for 2014: 2 Week November Reef & Rock Reef & Rock Queensland & Northern Territory Reef & Rock: 34,183,676 Digital Media Impressions (Total campaign).54% Click Through Rate (total campaign) Incremental passengers to the NT 89 Incremental % increase to the NT 35% Total Passengers booked to the NT 240 $417USD cost per acquisition based on NT investment ($100,000USD) No MOU share from QF on this program Qantas determined ROI 4:1 (target 10:1) 2014 Review of Qantas MOU initiatives. While the programs are providing us good incremental increase YOY our base # s continue to be low and cost of acquisition high. Multiplying the base figures to a full calendar year and taking stock of Qantas being a primary carrier from the US conclusions can further be drawn that more consumers are booking their tickets to the Northern Territory outside of their international ticket purchase. We maintain the best opportunity for conversion moving forward is a retargeting program for consumers already holding an international ticket. Steps will again be taken in 2015 to try and achieve this within the existing Qantas framework.

6 INTERNATIONAL PRESS OFFICE ACTIVITY NT Parks Pitch Pitched the Top Parks in the NT that most people do not know or read about. This allows US consumers to see that there is so much more to the NT beyond the known locations of Uluru and Alice Springs. Content provided by Parks Top Parks pitch resulted in the following placements: Huffington Post Travel: UMV: 41,026,511 Yahoo! Travel: UMV: 227,047 North America October January Quarter Update 2014

7 INTERNATIONAL PRESS OFFICE ACTIVITY Famils & General Pitching Work with top media outlets and journalists to secure targeted press placements for the Northern Territory, showing that the Northern Territory has so much to offer from food to adventure to luxury. Richard Bangs, Christine Negroni, Laurie Werner, Pauline Frommer and freelance media writers. National Geographic Traveler: UMV: 159,900 Thrillist: UMV: 3,420,645 The Toronto Star: UMV: 7,724,801 Forbes and ForbesLife: UMV: 24,844,987 Circulation: 860,000 AFAR: UMV: 1,196,068 The Washington Post: UMV: 22,358,380 Conde Nast Traveler: UMV: 2,844,987 FoxNews Online: UMV: 33,428,230 The Huffington Post: UMV: 41,026,511

8 INTERNATIONAL PRESS OFFICE ACTIVITY Richard Bangs & Avec Eric Press Educationals Richard Bangs and Eric Ripert, who are both influencers in the United States visited the Northern Territory as part of larger partnerships. Richard Bangs, Orbitz, Tourism Australia, Anomaly Richard Bangs visited the Red Centre from October He will be producing four videos on the NT for Orbitz, he will also be producing content for The Huffington Post travel section. Highlights from Richard s trip included the Harley ride around Uluru, Kings Canyon Rim Walk, and Bob Taylor. The topics for Richard s videos are as follows: Top 10 things to do in Uluru Indigenous/Aboriginal Culture Food Alice Springs As part of a larger partnership with Tourism Australia, Eric Ripert spent a full day in the Northern Territory filming for an upcoming episode of Avec Eric. Eric stayed at Wildman Wilderness Lodge, where he went Barramundi fishing, cooked with Lynton Tapp and enjoyed the spectacular scenery of Darwin. Episodes are scheduled to begin airing February 2015.

9 KEY INTERNATIONAL SOCIAL MEDIA ACTIVITY EARNED MEDIA FY14/15 TARGET Facebook fans 19,630 15,263 15,435 Facebook posts per month Facebook reach 2,900 9,446 19,777 Facebook engagement ,311 Twitter followers 1,225 1,221 1,338 Twitter posts Google+ followers N/A Google+ +1 s Q1 Q2 Q3 Q4 Likes : 151 Shares: 29 Comments: 39 Favourites: 10 Retweets: 9 North America October January Quarter Update 2014

10 KEY INTERNATIONAL TRADE ACTIVITY Travel Leaders Consortia Campaign The Northern Territory entered into a campaign with Tourism Australia and other state partners to promote Australia across the Travel Leaders Franchise Group. There are over 5,000 full time travel professionals within the network and over 3,500 independent contractors outside of the network along with more than 2 million active consumers. Travel Leaders, Tourism Australia, Tourism Western Australia, Tourism Victoria & Tourism and Events Queensland Attended 2014 Travel Leaders National Meeting and held an Australia workshop Direct mail pieces sent out to over 375,000 recipients Travel Leaders National Meeting, November 2014 National Direct Mail Piece

11 KEY OPPORTUNITIES FOR OPERATORS MARKETING OPPORTUNITIES PLEASE CONTACT: Online Travel Agency Winter Promotion 2015 Orbitz, Expedia & Priceline will be in touch with existing product for offer programs. Digital Deals promotion January 2015 July 2015 ask for our partner list! Travel Leaders & Signature Travel Network consortium programs ask for our partner list PUBLIC RELATIONS OPPORTUNITIES PLEASE CONTACT: Have any unique events, updates or stories to help us pitch? Send them to us! TRADE EVENTS PLEASE CONTACT: ATE Famil Opportunities June 2015 NEWSLETTERS & WEBINARS PLEASE CONTACT: Send us information for our enewsletters Join us on a Webinar 21 st January nd April 2015