INTERNATIONAL NEWS & RESULTS CENTRAL EUROPE July September Quarter Update 2014 Please direct your queries to: international.tourismnt@nt.gov.au
KEY INTERNATIONAL CONSUMER CAMPAIGNS NEON.DE IN PARTNERSHIP WITH TOURISM AUSTRALIA KEY HIGHLIGHTS: Creative Competition 11 July 21 August 2014 on www.neon.de Neon, Tourism NT, Tourism Australia, HM Touristik, The Job Shack Print and online campaign translated as Are you ready for the Outback targeting youth travellers aged from 18 35 years. Elements included online competition in monthly magazine, packaging and promo of new Darwin-based Work and Travel package http://www.hm-touristik.de/workingholidays/ and digital media banners linked to www.australiasoutback.de. Over 500 entries for the competition, 11.000 views of the campaign page.
KEY INTERNATIONAL CONSUMER CAMPAIGNS LAND ROVER EXPERIENCE TOUR 2015 UPDATE KEY HIGHLIGHTS: Major event that provides platform for self-driving focus in the NT Land Rover, Tourism Australia, Singapore Airlines Land Rover and Tourism Australia have separately posted event and destination features on their websites. australiasoutback.de to follow in Nov: http://www.landrover-experience-tour.de/ http://www.australia.com/de/landroverexperiencetour-de.aspx More than 100,000 consumers have registered with LR to take part in driver qualification camps - best result experienced by LR in 10+ years of the event. The Australian theme and Aboriginal logo design.. Karin Greenslade and Kirra Schulze with a Land Rover test-driving vehicle.
KEY INTERNATIONAL CONSUMER CAMPAIGNS BEST OF TRAVEL GROUP SAVANNAH WAY KEY PARTNERS: KEY HIGHLIGHTS: Tourism NT in partnership with Tourism WA, Tourism QLD., Qantas and the Best of Travel Group reactivated a past successful campaign to promote the Savannah Way drive route from Cairns to Broome. Tourism NT, Tourism WA, Tourism Queensland, BOTG, Qantas Activities include a dedicated website (hosted by BoTG): press advertising, FB and Twitter postings, Google AdWords; newsletters to past and qualified adventurous travelers; stories placed with proven Australia-interest portals and influencers.
YOUTUBER CAMPAIGN INTERNATIONAL PRESS OFFICE ACTIVITY KEY HIGHLIGHTS: YouTuber Campaign visit May 2014 - Results Tourism NT Six Youtubers travelled to the NT in May on a road-trip and produced a series of live posts on social media channels including Facebook, Twitter and Instagram, as well as youtube films. Within days of their return, 18 videos had been posted that generated a combined total of more than 2.0m clicks, 132,000 registered likes and more than 9,000 comments from followers on YouTube, Facebook and Instagram. Links to some of the highlight videos: https://www.youtube.com/watch?v=rrdn3ilpgls https://www.youtube.com/watch?v=vsbtmkii8j0 https://www.youtube.com/watch?v=upvbzf7xzes https://www.youtube.com/watch?v=bcpvu7kic98
KEY INTERNATIONAL SOCIAL MEDIA ACTIVITY EARNED MEDIA FY14/15 TARGET Q1 Q2 Q3 Q4 Facebook fans 17,420 16,668 - - - Facebook posts per month 31 30 - - - Facebook post reach 20,500 177,132 - - - Facebook engagement 1,950 2,759 - - - Twitter followers 280 304 - - - Twitter posts 90 30 - - - Google+ followers 50 - - - Google+ +1 s 100 69 - - - Likes : 1086 Shares: 106 Comments: 41 Impressions: 432 I Favourites: 1 Retweets: 0
KEY INTERNATIONAL TRADE ACTIVITY KNECHT REISEN AND BOTG AGENT TRAININGS KEY HIGHLIGHTS: Agent training days at Knecht Reisen, Switzerland & the Best of Travel Group Tourism NT, other STOs, TA, airlines, product Knecht Reisen organised a combined agent training and Australia Day consumer promotion. Best of Travel Group held their annual member weekend training event in line with the launch of their new catalogue. Tourism NT attended both of these important trade partner training events. Tourism NT held a series of webinars and sales training to key wholesalers and tour operators in Stuttgart, Mannheim, Trier, München, Hamburg and Hannover with more than 300 front-line sales agents in attendance.
KEY INTERNATIONAL TRADE ACTIVITY BOOMERANG REISEN / TUI COOPERATIVE SALES CAMPAIGN KEY HIGHLIGHTS: Phase-2 of an ongoing campaign cooperation with leading CE direct-seller, BR and it s parent company TUI, to increase the number of bookings, passengers and length-of-stay in the NT. Boomerang Reisen, TUI, DMAX and Land Rover Sep. 14. NT self-drive feature in client magazine + filming in partnership with German commercial TV network DMAX.
KEY OPPORTUNITIES FOR OPERATORS MARKETING OPPORTUNITIES PLEASE CONTACT: JOHN GREENSLADE john@karis.ma PUBLIC RELATIONS OPPORTUNITIES PLEASE CONTACT: KIRRA SCHULZE kirra@karis.ma TRADE EVENTS PLEASE CONTACT: KATJA BOCKWINKEL k.bockwinkel@be-represented.com NEWSLETTERS & WEBINARS PLEASE CONTACT: Katja Bockwinkel If you have news for inclusion in Product Lines, the Tourism NT Central Europe electronically distributed regular newsletter, please email them to: k.bockwinkel@be-represented.com. If you have input or news or content from your social media channels that you particularly would like us to share, let us know: kirra@karis.ma We undertake regular webinars and training of front-line travel-trade sales staff. If you have updates that you would like us to share please contact: k.bockwinkel@be-represented.com
KEY INTERNATIONAL TRADE ACTIVITY MAJOR CONSUMER PROMO & TACTICAL CAMPAIGN NOV 14 - MAR 15 Create significant consumer interest in the NT and integrate promotional, media and trade partnership activities to maximise conversion of travel potential to the NT in the immediate future. Tourism Australia, Qantas, Land Rover, Travel One (German trade-media), DERTOUR / Meiers Weltreisen, TUI / Boomerang Reisen, Best of Travel Group and Explorer Fernreisen. KEY HIGHLIGHTS: Production (550,000) and distribution of a 32-page NT supplement in leading German consumer travel, news and lifestyle magazines: An interactive online consumer promotion linked to Restaurant Australia with an Australia s Outback NT theme; Print, digital and out-of-home (outdoor billboards) advertising; Alignment with the Land Rover Experience Tour in the NT (Oct. 15); Retail agents sales incentive scheme linked with major trade partners; QF Walkabout Pass - domestic sector fares to and within NT.
FOCUS FOR NEXT QUARTER AGENT TRAINING / TRADE LAUNCH: In alignment with the build-up for the Land Rover Experience Tour to be staged in the NT in October 15 and in partnership with Tourism Australia and Qantas, we plan to conduct a frontline trade promotion and training event focused on self-drive in Australia s Outback NT. We plan to stage an agent training event at the Land Rover driver-training location at Wülfrath, Germany over two-days; Sat 29 Sun 30 November 2014. 100 selected Aussie Specialist agents and tour operator sales staff have been invited to attend the training event combining destination and product training with fun and action. The format will include training workshops and presentations as well as an opportunity to attend the final qualification for the Australian Land Rover Experience Tour.
FOCUS FOR NEXT QUARTER NT OPERATOR CONTINENTAL EUROPE ROAD SHOW MARCH 2015 Planning has commenced to conduct a Continental European (Germany, France & Italy) NT Operators road-show in early March 2015 that will include attendance at ITB, the world s largest tourism-trade event staged annually in Berlin as well as a number of trade partner meeting events in each country. Potential partnership with Singapore Airlines