January March Quarter Update 2014 Please direct your queries to: international.tourismnt@nt.gov.au
NATAS Travel 2014 Consumer Travel Fair 28 February to 02 March 2014 54,275 visitors over 3 days Estimated S$80million sales closed 161 exhibitors 540 consumers visited the NT booth (based on 1% of total visitorship to travel fair). Tourism NT ran advertorial ads in the NATAS Travel Supplements of The Straits Times and MY Paper, to share destination information on NT and attractive NT travel deals. Gift redemption for visitors who purchased NT travel packages during the travel fair. Total Gift Redemption: 4 paxs who bought 5D4N Free & Easy Darwin Package from Holiday Tours & Travel NT Advertorial Ad in NATAS Travel Supplements Singapore Jan Mar Quarter Update 2014
NATAS Travel 2014 Consumer Travel Fair cont d NT Packages advertised at travel agents booths during NATAS Travel 2014 Tourism NT Booth at Australia Pavilion Singapore Jan Mar Quarter Update 2014
Newly appointed PR agency for Tourism NT in Singapore Effective March 2014, AKA Asia was appointed as the official PR agency to handle the public relations and social media channels for Tourism NT in Singapore. AKA Asia s dynamic team of 23 public relations consultants manages a client portfolio including Jetstar SEA, Diageo, Johnnie Walker, Unilever, Bentley, McLaren, Marks & Spencer, Elextrolux SEA, Chic Outlet Shopping, Costa Coffee, Jobs DB, and Ayana Resort & Spa. AKA s role will include media relations, hosting press trips, consumer engagement and management of the Northern Territory Facebook and Twitter accounts for fans based in Singapore. With the increase in low cost and premium air travel to Darwin from Singapore, the destination is more accessible than ever before.
FANS / FOLLOWERS Q1 NUMBER OF POSTS REACH 7,375 37 15,046 96 2 106 Likes : 31 Shares: 1 Comments: 0 Favourites: 0 Retweets: 0
NT Trade Mission 2014 Singapore Date : 20 January 2014 Attendance : 67 product planners, mid and senior management guests (out of 82 RSVPs 80% attendance rate) Successful mission with excellent interaction with the local travel agents in Singapore where NT operators provided good product updates for the travel agents and stimulated a lot of interests for NT. Specific updates about new products and attractions as well as events & festivals were shared with the travel agents during the destination presentation. During Mini-Mart session, NT operators shared quick, fast and precise product update presentations with Singapore travel agents. Obtained media coverage by TTG Asia who attended the luncheon with our NT Trade Partners.
NT Trade Mission 2014 Singapore (Cont d) NT Mission in action TTG Article
Joint Coop with Tourism Australia/SilkAir Campaign Period: Mid- March till May Promo Fare: All-inclusive return airfare to Darwin from SGD619 Campaign Platforms: Print: Newspapers (MY Paper & TODAY Newspapers) Digital: Yahoo SG, Facebook, Google Display Network, SilkAir website, Facebook & EDM blasts Joint campaign aims to: Promote Darwin as a short getaway destination with a multitude of unique touring experiences, not only in Darwin but beyond, in the Top End. Increase awareness of Darwin as a leisure destination which is worth to be experienced more often with SilkAir s special airfare promotion. Increase penetration visitors from Singapore. Contribute to SilkAir s revenue, bums-on-seats. Ongoing promotion with results to be known at the end of campaign.
Joint Coop with Holiday Tours & Travel (HTT) Campaign Period: End November 2013 to March 2014 Campaign Platforms: BEAM Magazine Finders Magazine J-Plus Magazine HTT s Facebook & Instagram Objectives Achieved: Increased awareness of NT as an ideal holiday destination Increased awareness of NT among HTT s database of existing and new clients (Japanese market) Introduced the NT s Self-Drive routes to the consumers Total Sales: 20 paxs (including new Japanese clients of 1 big family) Japanese ad in J-Plus Magazine Digital ads on HTT s Facebook
Joint Coops with Jetstar Campaign Periods: 23 to 27 January 2014 and April 2014 Promo Fare: One-way all-inclusive airfare from SGD88 Campaign Platforms: Google Display Network Jetstar s website, Jetmail, Facebook & Instagram Objectives Achieved: Increased awareness of Darwin as a weekend getaway destination Showcased beautiful Darwin and Top End imagery through Instagram engagement Total Sales: 276 seats sold Campaign is still ongoing as Tourism NT sponsors an on-ground PR exercise that will be activated in April in conjunction with additional engagement on digital and outdoor advertising platforms. Digital ads on Jetstar s website Digital ads on Jetstar s website
Joint Coop with Red Centre Consortium Universal Travel, Ik Chin Travel, JTB Travel and Konsortium Tours make up the Red Centre Consortium. Campaign Period: February to September 2014 Promo Package: Journey to the Heart of Australia from SGD3,999 Campaign Platforms: Print: Newspapers (MY Paper & TODAY Newspapers) Digital: EDM blasts to SPH subscribers Objectives: To continue generating awareness of this special package which was first launched and well received by consumers in 2013 To drive sales of package = increase of visitors to the NT via this specially developed tour package. Total Sales: TBC (campaign is still ongoing) In addition to ad buys under this joint coop, the Consortium members are actively promoting the package via their own respective print ad buys and digital platforms. Newspaper print advertisements Chinese newspaper print advertisement by consortium agents
Joint Coop with Pacific Arena (PriceBreaker) Campaign Period: April 2014 to March 2015 Campaign Platforms: Print: Newspapers (The Straits Times) Digital: Google Display Networks, Facebook Ads, Price Breaker Website, Direct Mailers & Price Breaker Stores Objectives: To increase awareness of NT as an ideal holiday destination via both digital media and traditional media. To reach out to Pacific Arena (PriceBreaker) s clientele especially the free independent travellers with NT travel programs. 3 NT packages covering Darwin, the Top End and the Red Centre, including self-drive packages, have been developed specially for this campaign. Ad creatives will vary and alternate between the set of Red Centre artwork and that of the Top End. Digital Ads - Uluru
Tourism Australia South East Asia New Product Mission Tourism Australia are seeking expressions of interest from operators to participate in the South East Asia New Product Mission 23-25 September, taking place in Singapore and Kuala Lumpur. If you are looking to gain a foothold into distribution in these markets then please contact Iris Lim for more information about the event iris@pacificleisure.com NT Package Development by Key Supporting Agent Partners We seek attractive rates and itineraries from NT operators to be provided to our key supporting agent partners so as to develop unique NT packages at value-for-money prices. Please contact Iris Lim for more information about the event iris@pacificleisure.com Digital Always On Campaign on Zuji Travel & Expedia Tourism NT Singapore is launching a digital campaign in conjunction with the Online Travel Agents, Zuji Travel & Expedia,please ensure that in order to benefit from this campaign you are ready and contracted with this group. Please contact Philip Haines for more information about the campaign philip.haines@nt.gov.au Singapore Jan Mar Quarter Update 2014