January March Quarter Update Please direct your queries to:

Transcription

1 January March Quarter Update 2014 Please direct your queries to:

2 February March April May June 16,700,000 total impressions Nozzeclick.it: impressions impressions KAD: impressions impressions RTB: impressions impressions MEDIA IMPRESSIONS CLICK CTR Nozzeclick.it ,73% Facebook ,63% Keyword ,71% Expedia.it ,48% RTB ,33% TOTALE ,50% 126 pax to NT (Jan-Mar) +19%

3 Publication of the Central Australia consumer guide in Italian now available in: copies in 810 bookshops in Italy Production of a PDF abstract with NT and SA and best experiences, downloadable from lonelyplanet.it Home Page

4 MEDIA Jan-Mar 14 Jan-Mar 13 % Items % Return $ $ % PRESS RELEASES 09/01 Fly to NT with SIA special rate Items: 4 / Return $ /01 Increase of Qantas flights to Darwin Items: 4 / ADV value: $ /02 Melbourne-Ayers Rock with Voyages partnership Items: 7/ Return: $ /02 Increase of pax for TNT Darwin Airport Items: 4 / Return: $ /03 New Jestar flights to Uluru Items: 3 / Return: $ /03 Events in the Outback Clippings will be published from April onward

5 PRESS COVERAGE TOURING, Jan 2014 AEV $ AUD ZINGARATE.COM Jan 8 TH 2014 AEV $ AUD ILREPORTER.COM Jan 14 TH 2014 AEV $ AUD

6 ITALIAN DREAMTIME YOUTH PROJECT: 4 Italians travelling in the NT to collect stories about Italians working there. Date: March. Itinerary: Darwin, Litchfield, Devils Marbles, Alice Springs, Uluru/Kata Tjuta. Coverage: up to now a total of 33 post and tweet on Italian Dreamtime official FB and Twitter using #NTAustralia Their posts have been RT or shared by Lonleyplanet italia, Turisti per caso 2 nd April 113 likes 6 share 12 comments Lonely planet IT page: fans Turisti per Caso page: fans 25 th March 83 likes 3 share 8 comments

7 fans (av. 43 likes/day) total people talking about (Jan-Mar) 88,996 people reached (Jan-Mar) 5,704,141 page views (Jan-Mar) views 308 likes 70 shares views 321 likes 48 shares views 277 likes 55 shares 3 [Insert market] Jan Mar Quarter Update 2014

8 Cooperation with Trade partners: in 2014: roomnights +38% Red Center r/n + 42% Top End direct ing, telemarketing towards agencies, incentive to agencies selling at least 4 nights in NT, NT contents on facebook. Activity still ongoing 2014 forward bookings not available yet 3 themed videos production: aboriginal culture, natural pools, Uluru Kata Tjuta; incentive to agencies selling at least 4 nights in the NT providing free excursions, Newsletter and contents online and social networks, ongoing. 258 Travel Agents trained in person in Milan, Turin, Florence, Rome, Bologna, Genoa, Rome, Prato, Udine with:

9 TNT webinars 68 travel agents trained - 18 Feb: Uluru / 31 Mar: Alice Springs Mentioned operators: ARR, Aurora Alice Springs, Glen Helen, Lasseters Hotel Casino, OnTour NT, Double Tree, Wayoutback, SeitOutback, Uluru Motorcycle, Maruku art, Quest apartments, Outback ballooning, Pydnam Camel Tours, Alice Springs Desert Park, Sounds of Starlight, Outback Cycling, Outback Quad Avdentures, Uluru Camel T. Cartorange webinars 206 Travel agents attending 15 th Jan: Red Center / 11 th Feb: Top End / 11 th Mar: Self Drive itineraries Consumer events 82 consumers engaged Mondo For You, Milan 21 st Feb - Kanguro Viaggi, Lissone 28 th Feb - Cartorange Florence 14 th Mar Monthly Newsletter to Trade partners Jan: Luxury accommodation Open rate 25% Feb: Events at ARR Open rate 22% Mar: Aboriginal itineraries in Top End Open rate 22% Mentioned operators: Voyages Indigenous Tourism, Wildman Wilderness Lodge, Longitude 131, Cicada Lodge, Bamurru Plains, Injalak Art Center, Kakadu Tourism, Batji Tours, Bowali Visitors Center, Max Davidson s Arnhem Land Safari, Northern Territory Indigenous Tourism, Kakadu Cultural Tours. Fam trip 8 Aussie Specialist which have completed the EW module in partnership with TA and SATC (29 th March- 11 th April) Itinerary: Darwin, Alice Springs, Uluru, Kings Canyon.

10 3 trade Newsletters (January, February, March) 3 webinars 2 consumer direct ing Launch of Tripadvisor campaign in cooperation with Tourism Australia Cooperation with Alidays, Go Australia, Viaggi del Mappamondo, Cartorange Launch of contest and consumer campaign targeting working holiday makers in cooperation with Go Study Australia Launch of co marketing activities with Best Tours Italia Support to blogger Sara Magro visiting Uluru after ATE IMM, May Press Group trip (Red Centre) 5-14 April o QN-Quotidiano Nazionale (network of 3 Regional dailies) o Virgilio.it (one of the most popular online newsmagazine, 2,567,787 unique users) o IlTurista.info (influent travel blog with successful FB page and Twitter/ users) o F (weekly women s mag of Cairo Editore, 134,767 copies/adv value ) o Marcopolo (monthly travel magazine, 70,000copies / ADV value ) Instagram Press Trip in cooperation with TA and SA - Dates: TBC Press trip of Irene Colzi famous fashion blogger (Top End + Red Centre) 3-11 May: the idea is to link the territory to the fashion leveraging on the great popularity of Irene on social media Explorer s Way activities in coop with TA and SA: joint press release, social media activities, attendance at Salone del Libro in Turin (May 2014)

11 To be launched on April 14 th Consumer campaign launching the Contest promoting NT as perfect working holiday makers & backpackers destination. Target are young people from 18 to 30 years old, potential working holiday makers, university students, interested in abroad experiences Media: real time bidding strategy optimizing CPM and reaching a better profiled target Objective: promotion of dreaming Outback contest for win a 8 week English course in Darwin + secured work in a NT farm Partner: Go Study Australia

12 Expedia.it Campaign: in the NT dedicated landing page on expedia.it, the Things to do section is listing NT operators and each section is linked directly to the operator s website. Operators: Maruku Arts, Uluru Camel Tours, Alice Springs Desert Park, Outback Quad adventure, RT Tours, Davidson's Arnhemland Safaris, Crocosaurus Cove, Kakadu Cultural Tours, SEIT Outback Australia, Wayoutback, Darwin Harbour Cruise, NT Indigenous Tours, Top Didj, Nitmiluk Tours, Gagudju Dreaming, Pyndan Camel Tracks, DIY Guide, Sounds Of Starlight, Outback ballooning, Red centre tours with AAT Kings, Wetlands Cruises, Emu Run Tours, Outback Cycling, Ayers Rock Scenic Flights, Airborne Solutions, Uluru Motorcycle Tours, Sound of Silence, Spectacular Jumping Crocodile Cruise, Pudakul, Darwin Explorer Tours, Tailormade Tours, Royal Flying Doctor Service, Alice Springs Helicopters, Alice Springs Telegraph Station, Alice Wanderer & Centre Sightseeing, The Ghan April, May and June webinars. Themes: Kings Canyon, Self Drive Itineraries, luxury accommodation. Please provide us with your ppt presentations or news/updates April, May and June Newsletters: Aboriginal itineraries in Red Centre, Summer events, Camping sites experiences. Fam trip for travel agents: 10 overnights from Top End to Red Centre for 7 travel agents. Opportunities for operators to host the travel agents or provide activities and support 2 individual Press trips: opportunities for operators to host the journalists or provide activities and support