January March Quarter Update 2014 Please direct your queries to: international.tourismnt@nt.gov.au
February March April May June 16,700,000 total impressions Nozzeclick.it: 965.000 impressions 901.613 impressions KAD: 650.000 impressions 1.509.173 impressions RTB: 8.251.190 impressions 4.426.222 impressions MEDIA IMPRESSIONS CLICK CTR Nozzeclick.it 348.726 2.539 0,73% Facebook 579.613 3.684 0,63% Keyword 121.705 870 0,71% Expedia.it 663.931 3.201 0,48% RTB 1.100.431 3.594 0,33% TOTALE 2.150.475 10.687 0,50% 126 pax to NT (Jan-Mar) +19%
Publication of the Central Australia consumer guide in Italian now available in: 4.000 copies in 810 bookshops in Italy Production of a PDF abstract with NT and SA and best experiences, downloadable from lonelyplanet.it Home Page
MEDIA Jan-Mar 14 Jan-Mar 13 % Items 80 69 + 16% Return $ 639.323 $ 626.602 + 2% PRESS RELEASES 09/01 Fly to NT with SIA special rate Items: 4 / Return $ 2.376 22/01 Increase of Qantas flights to Darwin Items: 4 / ADV value: $ 3.074 03/02 Melbourne-Ayers Rock with Voyages partnership Items: 7/ Return: $ 13.640 05/02 Increase of pax for TNT Darwin Airport Items: 4 / Return: $ 3.830 17/03 New Jestar flights to Uluru Items: 3 / Return: $ 4.279 31/03 Events in the Outback Clippings will be published from April onward
PRESS COVERAGE TOURING, Jan 2014 AEV $ 516.682 AUD ZINGARATE.COM Jan 8 TH 2014 AEV $ 2.721 AUD ILREPORTER.COM Jan 14 TH 2014 AEV $ 1.010 AUD
ITALIAN DREAMTIME YOUTH PROJECT: 4 Italians travelling in the NT to collect stories about Italians working there. Date: 20-27 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: 26.986 fans Turisti per Caso page: 102.162 fans 25 th March 83 likes 3 share 8 comments
12.418 fans (av. 43 likes/day) 12.028 total people talking about (Jan-Mar) 88,996 people reached (Jan-Mar) 5,704,141 page views (Jan-Mar) 9.664 views 308 likes 70 shares 1 9.050 views 321 likes 48 shares 2 8.257 views 277 likes 55 shares 3 [Insert market] Jan Mar Quarter Update 2014
Cooperation with Trade partners: in 2014: 1.301 roomnights +38% Red Center - 606 r/n + 42% Top End direct emailing, telemarketing towards 6.000 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:
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 5.140 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.
3 trade Newsletters (January, February, March) 3 webinars 2 consumer direct emailing 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, 15-19 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/455.879 users) o F (weekly women s mag of Cairo Editore, 134,767 copies/adv value 95.000) o Marcopolo (monthly travel magazine, 70,000copies / ADV value 20.000) 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)
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
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