Key International Consumer Campaigns JETSTAR COOP CAMPAIGN Tourism NT partnered with JetStar to offer a sale on tickets from Japan to Darwin at an attractive rate of AUD$182 (JPY 16,000) / one way. Campaign dates: 16 22 July Travel dates: 1 October 13 December Marketing Channels JetMail: 550k delivered 13,483 clicks 2.45% CTR SEM: 27.7m impressions 29,266 clicks 0.6% CTR Digital: 34.5m impressions 29,266 clicks, 0.08% CTR Landing page: 16,230 visitors Outcomes & Key Learning This campaign received a great number of impressions, and assisted in increasing the number of Facebook fans during the campaign. (4,360 fans 5,105 fans). Estimated booking figures to Darwin from Japan s major cities (NRT and KIX) are 370 PAX (2012) and 400 PAX (2013) between April and August which represents an approximate 8% YOY increase. JetStar has agreed to permanently feature the NT on its landing page commencing later this year.
Key International Consumer Campaigns CONSUMER DIRECT PROMOTION The Consumer Direct promotion is due to launch in January 2014 and aims to increase the number of Japanese visitors to the NT during the peak season (April June). This campaign will be launched on the All About website which is directly linked with 5 major wholesalers and 2 airlines. Communication: Large scale ad banners will be displayed on 4 major portal sites (i.e. MSN, Excite News, Livedoor and All About). The 4 major portal sites will also include extensive editorial on the NT. Get News will create a series of 3 articles about the NT to generate active e-blurbs through secondary portal sites such as Excite News, Ameba News etc. NT content will be displayed on Japan s most popular clipping site, Navermatome3 Search engines such as Yahoo! and Google will be used to retarget ads during the campaign period. Campaign messaging will also be pushed out on Tourism NT and Tourism Australia s social media platforms during the campaign. B2B support: 1. Campaign assets (i.e.: taglines) for below-the-line communications such as tour brochures that are TNT recommended products. 2. Above-the-line communications and collateral to be supplied by Tourism NT Campaign Period: Jan June 2014 Target: For departures between April and June, 2014. Digital Media outlets: 5 major portal sites, clipping site, and re-targeting ad, social media
Key International Press Office Activity MAPPLE MAGAZINE 2014 IS A GUIDEBOOK ON SALE NT photo shoot was conducted in July 2013 The annual magazine will be issued in October 2013 Circulation: 60,000 copies (first edition) SPECIAL LEAFLET FOR NT PRODUCED BY MAPPLE Tourism NT produced a special leaflet at the end of September to be distributed as an added-value for consumers, via travel trade partners and media. A total of 20 pages, with the addition of general travel information pages and cover pages Production: 5,000 copies Image of Mapple Magazine (2013) Image of NT s special leaflet
Key International Social Media Activity Updated NT Japanese Facebook fan page and Twitter posts during July and August by creating content about animals and nature. As the result, saw increased comments from 630 to 730. Continued Facebook ad plan and succeeded in increasing the number of fans. NT Japan provide three sponsored posts for supporting JetStar promotion from 16 July to 23th and the following number of likes for each post. July 16 th : 1,174 likes July 17 th : 1,670 likes July 22 th : 1,214 likes
Key International Trade Activity JATA TRAVEL SHOWCASE FROM 13 15 SEPTEMBER This is Japan s largest international tourism exhibition and received a record breaking 130,058 visitors, including nearly 50,000 travel trade and media. TNT participated under Tourism Australia s booth, which attracted approximately 12,000 visitors from Japanese consumers, travel agents, and media. The audience enjoyed various films which showcased a range of experiences in Australia, including the Northern Territory s Top 10 attractions aired via BS Asahi. In addition, 100 key partners and media were also invited to experience 12 Australian Wines at the Australian Wine Bar on 13 September. The stand was supported by State Tourism Organizations, 20 Japanese and Australian volunteers from Club Australia and Australian Society of Tokyo. Tourism NT Japan supported the TA booth during the entire period, handled enquires from consumers, and discussed future business opportunities with media / trade partners.
Key International Trade Activity B2B ENGAGEMENT Tourism NT conducted a B2B seminar working with key stakeholders such as Tourism Australia and Tourism Events Queensland. Attendees to the seminar also included key operators such as Voyages, AAT Kings and Hamilton Island Resort. The seminar was carried out in Tokyo, Osaka and Nagoya. Tourism NT attended and gave a 15 minute presentation. The seminar was well attended, achieving target RSVPs in each city and received excellent feedback from participants. Tokyo: Thursday 8 August, 127 participants Osaka: Thursday 1 August, 71 participants Nagoya: Friday 2 August, 44 participants Fukuoka: Tuesday 30 July, 34 participants Sapporo: Tuesday 6 August, 34 participants Kronos Nagoya Seminar Qantas package wholesaler, Kronos International, held a trade seminar in Nagoya on 1 August 2013. Tourism NT Japan Trade director joined the group dinner with Voyages, AAT Kings as well as Qantas Tokyo.
Key Opportunities for Operators MARKET VISIT BY MINISTER FOR TOURISM AND CEO 51 st Japan - Australia Joint Business Conference (JAJCC) in Tokyo Tourism NT Japan is collaborating with JTB to is organising an NT information booth for this event from 21-22 October and will work with JTB, one of the major corporate travel operators, to handle attendee enquires and provide information about NT. JTB will handle participant flight arrangements and land services as necessary. Taking advantage of the opportunity, TNT Japan will produce an A4 color flyer to be distributed at this event. NT Ministers and Tourism NT CEO will attend, encouraging participants to attend the following event in Darwin. 52 nd Japan - Australia Joint Business Conference in Darwin This will be held in Darwin on12-14 Oct, 2014. On this occasion, Japanese business people will be encouraged to attend the afore mentioned conference in Darwin between 12 14 October 2014 and bring their families to visit Darwin to promote Darwin as a business and leisure destination.
Key Opportunities for Operators IN-HOUSE SEMINAR WITH NIPPON TRAVEL AGENCY (NTA) KANSAI, OSAKA As a result of our continuous approach, NTA will have its in-house seminar and roadshow in conjunction with Tourism Events Queensland. The Trade Director at Tourism NT Japan will make two presentations for retail staff of NTA Osaka area on 17-18 October. QANTAS MOU Based on MOU between Qantas, Qantas Japan and each local office of Destination NSW, Tourism Events Queensland, and Tourism NT agreed on the most effective way to invest to conduct joint promotions. Tourism NT is in approval process to finalise the details, targeting to launch in November. For more information on how you can get involved please contact: Tomo Shimada Country Manager TShimada@aviareps.com Chisato Morita Director, Travel Trade Marketing team cmorita@aviareps.com Kimiko Tasaki Travel Trade Marketing Account Executive KTasaki@aviareps.com Shirgeru Nakamura Travel Trade Marketing Director Snakamura@aviareps.com