Marketing Opportunities Guide 2016/2017 Visit Sunshine Coast @sunshinecoastoz @visitsunshinecoast #visitsunshinecoast
TOURISM IS EVERYONE S BUSINESS. As the key economic driver for the Sunshine Coast and generating $2.5 billion annually, Visit Sunshine Coast (VSC) is vested with the responsibility of driving demand to the region and sharing the region s naturally refreshing story with the world. In 2015/2016, VSC delivered an extraordinary range of destination marketing initiatives that have resulted in record visitation to the region - highlighted by the Sunshine Coast Airport being the fastest growing airport in Australia for nine consecutive months! Visitation to the Sunshine Coast is experiencing incredible growth and the global conditions are primed for your business to take advantage of this opportunity. The Marketing Opportunities Guide 2016/2017 details a range of strategic and tactical cooperative marketing initiatives that will assist your business to capitalise on the momentum and continued growth of the Sunshine Coast as a premier holiday destination, in alignment with the five Sunshine Coast 'Naturally refreshing' brand pillars: INSIDE 2015-2016 snapshot... 3 Marketing calendar 2016-2017... 4 Consumer marketing... 5 Digital advertising... 5 Print opportunities... 7 Visitor Information Centres... 7 PR and media... 8 Social media and content... 8 Trade and international... 9 Consumer... 9 Trade... 10 Business Events... 12 BESC tradeshows... 12 BESC print opportunities... 13 BESC buyer engagement... 13 BESC digital marketing... 14 BESC trade media... 14 Contemporary beach culture Wonders of nature Innovative food and produce Exhilarating events Immersive encounters This document is designed for tourism businesses to plan and align activity with VSC, while leveraging marketing opportunities that might not have otherwise been possible. Individual prospectuses for opportunities will be provided separately, so please continue reading the regular Industry Updates. We look forward to working with you as part of team #visitsunshinecoast. Simon Latchford CEO Disclaimer: *The information provided in this guide is correct at the time of publication, however is subject to change to meet industry demands. Some activities are subject to minimum participation levels being met. Prices quoted exclude GST, and should be used as indicative only. Visit Sunshine Coast assumes no responsibility for changes to date, venue and activities provided by third parties and external agencies. Marketing Opportunities Guide 2016/2017 2
DOMESTIC TRADE CAMPAIGNS WITH: EXPEDIA WOTIF VIRGIN AUSTRALIA QANTAS 2015/2016 SNAPSHOT INTERNATIONAL TRADE CAMPAIGNS WITH: QANTAS EXPLORER FERNREISEN FLIGHT CENTRE DIGITAL TOTAL WEB TRAFFIC 527k UNIQUE VISITS TWITTER UP MORE THAN 1000% INSTAGRAM UP MORE THAN 1000% FACEBOOK UP MORE THAN 200% BUSINESS EVENTS 24,903 BUSINESS EVENT DELEGATES INJECTING $ 36M INTO THE ECONOMY PUBLIC RELATIONS TODAY SHOW BROADCASTS IN CALOUNDRA AND MOOLOOLABA VISITOR ARRIVALS/EXPENDITURE 258,000 INTERNATIONAL VISITORS 92 HOSTED MEDIA VISITS $ 20.2M GLOBAL PR VALUE *stats for YE March 2016 UK 56k VISITORS GERMANY UP BY 95% VISITOR NIGHTS NORTH AMERICA UP BY 40.8% VISITORS DOMESTIC UP BY 3% to 3M VISITORS $ 350,000 NZ 62k VISITORS INTERNATIONAL EXPENDITURE UP 17.8% to RECORD ARRIVALS AT SUNSHINE COAST AIRPORT - ALMOST $ 236M 1 MILLION 7 CRUISE SHIPS INTEGRATED EVENTS CAMPAIGN MEMBERSHIP SATISFACTION INCREASED 83% TO 92% Marketing Opportunities Guide 2016/2017 3
MARKETING CALENDAR 2016-2017 Tactical and awareness campaign activity In line with its 2015-2020 Strategic Plan, VSC is responsible for driving global demand, visitation to the Sunshine Coast and regional dispersal. The marketing calendar below highlights key tactical and awareness campaigns planned with trade and media partners for the 2016-2017 year. Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun MARKET SEGMENT DRIVE 'Always On' Facebook Print and digital consumer campaign The World is Coming to the Sunshine Coast - Phase 2 TVC campaign OTA campaign Flight Centre Expo (BNE) INTERSTATE - NSW, VIC, SA 'Always On' Facebook Jetstar Adelaide Vacation Migration campaign Domestic tactical campaigns with trade partners Airline partner campaigns Flight Centre Expo (SYD & MEL) Regional TVC campaign OTA campaign INTERNATIONAL NEW ZEALAND Auckland Food Show Print and digital consumer campaign Flight Centre campaign Flight Centre Expo (AKL) Air NZ campaign UK ANC UK campaign ANC Phase 2 digital campaign SINGAPORE Singapore campaign GERMANY ANC Germany campaign ANC Phase 2 Germany campaign FRANCE ANC French campaign NORTH AMERICA North America campaign *The above consumer activations are currently being negotiated. Some of the exact dates are to be confirmed. Please read your Industry Updates for information. Marketing Opportunities Guide 2016/2017 4
CONSUMER MARKETING please contact marketing@visitsunshinecoast.com Digital advertising VSC has compiled some powerful options to ensure that you can take advantage of the ever changing and fast progressing digital world. These opportunities have been created to enable you to leverage the social media and digital assets of VSC. Dedicated information for each of these initiatives will be released to members via our corporate communication channels. Visit Sunshine Coast homepage advertising The newly launched visitsunshinecoast.com will offer the opportunity for three x fortnightly digital advertisements to be displayed on the homepage. These advertisements are in a premium location on the homepage and will link back to your listing on the VSC site. All advertisements must include a tactical offer with a price point. Global $200* per two week advertisement Facebook Always On carousel advertisements For two weeks of each month, VSC will run a multi product ad (MPA) on Facebook, featuring five member operators. The MPAs are set up as thumbnail ads on a rotating carousel, and each ad will feature a tactical offer with a price point, linking back to the operator listing on visitsunshinecoast.com. Sydney, Melbourne, Adelaide and Brisbane $100* per two week advertisement Marketing Opportunities Guide 2016/2017 5
CONSUMER MARKETING please contact marketing@visitsunshinecoast.com Digital advertising cont. Drive market campaigns VSC will work with a media partner/s to deliver a minimum of one drive market campaign. This will incorporate a mix of digital and print directing all consumers back to the VSC site. Residents located within a 400km drive radius such as Brisbane, Gold Coast, Toowoomba and Hervey Bay. $500* per advertiser, per campaign Online travel agent (OTA) campaigns VSC will run a minimum of one OTA campaign, working with an accommodation and airline partner. Sydney, Melbourne, Adelaide and Brisbane $750* per operator TripAdvisor VSC is continuing its Premium Destination Partnership with TripAdvisor. VSC is offering fortnightly banner advertising on the Sunshine Coast TripAdvisor page. Global Leaderboard (728px x 90px) - $100* per fortnight Skyscraper (300px x 600px) - $75* per fortnight MREC (300px x 250px)- $50* per fortnight Leaderboard MREC Skyscraper Marketing Opportunities Guide 2016/2017 6
The Sunshine Coast is a fantastic viewing platform to watch more than 8,000 humpback whales travel along the east coast of Australia during their annual migration season from June to November. If you are looking for fun on, in or under the water - surfing, swimming or cruising - you will find it on the Sunshine Coast. Feel the rush as you sail, jet ski or water ski through clear, clean water, or fly across the waves on a kiteboard. Hire a tinnie or join a charter and take the family on a fishing adventure, or get to know the local birdlife as you paddle board or kayak around one of the region s quiet lakes. Other experiences to add to your to do list include swimming with humpback whales, feeding the dolphins at Tin Can Bay, diving the wreck of ex-hmas Brisbane or with grey nurse sharks at Wolf Rock. Whether you re searching for a secluded patch of sand to lie down on your beach towel and soak in the sunshine for a few hours, a family-friendly spot where the kids can make friends with other sandcastle makers, the best dog friendly spots or some of the best surf breaks, the Sunshine Coast has dozens of safe and picturesque beaches to choose from. Please remember to swim between the red and yellow flags. 10 #visitsunshinecoast Swimming with humpback whales. Photo by Migration Media visitsunshinecoast.com 11 52 #visitsunshinecoast The Sunshine Coast s premier all weather jetski experience - choose between a 25km free-wheeling adrenalin blast, our famous 90 minute Glasshouse Twister eco adventure, or the 3 hour Epic, all the way to the Bribie Bridge and back. ken@caloundrajetski.com.au Phone or text 0434 330 660 Our surf truck Tickle Park, Coolum Beach M 0438 731 503 Feel the sand between your toes, in the refreshing waters of the Pacific Ocean. Wash away your worries; take some time out to experience surfing! E info@coolumsurfschool.com.au W coolumsurfschool.com.au 63 Schreibers Road, Cooran M 0429 401 425 Fun, half-day cheesemaking workshops for small groups. Make and keep your own handmade cheese and yoghurt. Bookings essential. E dawnc@easycheesy.com.au W easycheesy.com.au 46 Grays Road, Doonan, Noosa P 07 5471 1199 Voted for Best Destination Spa in Australia, on acreage of Balinese gardens, known as Best Spa in Noosa for luxury treatments and retreats. E reception@ikatanspa.com W ikatanspa.com 90 minute Mooloolaba Cruise Includes lunch on board vessel Commentary of local area Fully licensed bar Book Online Now! Departs from The Wharf Mooloolaba 11am & 1pm daily Ph: 0419 704 797 cruisemooloolaba.com.au 11 Toolara St, Boreen Point P 07 5485 3328 Kayak the Noosa Everglades, guided or self-guided, an ancient waterway teeming with serenity and birdlife. From 4 to 91yrs - Experience the ADVENTURE TODAY! E info@kanukapersaustralia.com W kanukapersaustralia.com 1 Clifford Street, Maleny P 07 5494 2207 We invite you to visit our boutique cheese and yoghurt factory and taste some of our award winning products. E enquiry@malenycheese.com.au W malenycheese.com.au The Yacht Club, 33-45 Parkyn Pde, Mooloolaba M 0402 625 825 The Sunshine Coast s TRUE Jet Boat. Full of excitement and speed, open ocean jet boating is not for the faint hearted! Family Passes available online. E info@mooloolabajetboat.com W mooloolabajetboat.com CONSUMER ADVERTISING please contact marketing@visitsunshinecoast.com Print opportunities Sunshine Coast Official Visitor and Event Guide (OVEG) 2017 The OVEG 2017 will be the main piece of collateral used to promote the Sunshine Coast to consumers globally, and will be available both in print and digital format. Global Booking deadline: October 2016 Release date: January 2017 Indicative costs (based on 2016)*: 1/12 page - $450, 1/4 page - $950,1/2 page - $1,750, Full page - $2,950, Inside back cover - $3,600, Back cover - $3,600 Attractions and activities Aquatic and coastal You will find 100 kilometres of pristine sandy beaches on the Sunshine Coast and 17 patrolled zones where you can safely enjoy a swim in the deep blue sea. Go further, go faster, see more and do more on our clean green fun machines. BOOK ONLINE caloundrajetski.com.au MOOLOOLABA SEAFOOD LUNCH CRUISE Coolum Surf School Kanu Kapers Australia Easy Cheesy Cheesemaking Workshops Maleny Cheese Did you know? Beaches Ikatan Day Spa Mooloolaba Jet Boat VISITOR INFORMATION CENTRES VSC manages eight Visitor Information Centres (VICs) throughout the Sunshine Coast Council Local Government Area, with 320+ volunteer tourism ambassadors providing valuable information to our visitors. VSC-managed VICs include: Glass House Mountains Montville Caloundra Road, Caloundra Bulcock Street, Caloundra Mooloolaba Maroochydore Sunshine Coast Airport Coolum please contact visit@visitsunshinecoast.com Product displays Product display space is available in the Glass House Mountains and Caloundra Road VICs, and poster display space is available at the Montville VIC. These centres collectively welcome 75,000 visitors per year, and the opportunity to promote your business to these visitors, as well as the VSC volunteer ambassadors, is extremely valuable. Should you book either the Glass House Mountains or Caloundra Road centres, your brochure would also be displayed on the counter of your selected VIC during your feature period. Visitors and VIC volunteer ambassadors $150* per month (Montville only) $400* for two months, per VIC (Caloundra & Glass House Mountains only) VIC product updates FREE product updates also take place regularly at the Glass House Mountains VIC, providing your business with an opportunity to educate some of the 320+ volunteers about your product. You can also host VIC ambassador famils. VIC volunteer ambassadors FREE Marketing Opportunities Guide 2016/2017 7
PR AND MEDIA please contact media@visitsunshinecoast.com The VSC PR and media team is regularly seeking new stories and product updates to share with our global media contacts. In addition to this, an increased corporate communications strategy includes new member opportunities, updates and invitations that are communicated regularly through enewsletters and eblasts, posts on VSC s industry Facebook and Twitter platforms, and information made available on the corporate section of the VSC website. Media familiarisations Media familiarisations (famils) offer you the opportunity to showcase and promote your business through a network of media and influencers, allowing them a hands-on, personal experience. Complimentary or discounted accommodation, or free entry, transport or tour options are requested in return for exposure. Media and global Complimentary or discounted product SOCIAL MEDIA AND CONTENT please contact social@visitsunshinecoast.com Social media is all about leveraging what's happening right now, in real time, and working together. By partnering with influencers, VSC achieved extraordinary growth in 2015-2016. A dedicated 'Social Media Officer' role has been created to take this to even greater heights, meeting the content appetite of our potential target audience. VSC welcomes all content (news, great images or video) for consideration and amplification. #visitsunshinecoast Marketing Opportunities Guide 2016/2017 8
TRADE AND INTERNATIONAL please contact trade@visitsunshinecoast.com All opportunities available in the 'Trade and international' section are available to VSC Trade and Leisure and applicable Business Events members. The below opportunities identify the major confirmed VSC-initiated consumer and trade events. VSC also attends and participates in other major hallmark trade and consumer events, initiated and supported by Tourism Australia (TA) and Tourism and Events Queensland (TEQ). Additional opportunities will be communicated via our regular industry enewsletters. The Australia's Nature Coast (ANC) marketing partnership jointly promotes the neighbouring regions of the Sunshine Coast and Fraser Coast as one unified, world-class eco-tourism destination. This platform has succesfully been used in the primary UK and Europe markets. New Zealand New Zealand (NZ) is the largest international market to the Sunshine Coast. NZ arrivals have grown to a record 2.9 million visitor nights, for the year ending March 2016. New Zealanders love the Sunshine Coast and will travel year round, especially in winter and shoulder seasons, and Air New Zealand is continuing with its seasonal direct Auckland services into Sunshine Coast Airport. These services operate between July to October and capacity has increased by 10% on previous year with an increase from 3 to 4 services per week. VSC has a representative based in Auckland who can assist you with opportunities to grow your NZ business and tap into new segments. VSC works with a range of partners and offers consumer direct and travel trade opportunities for members to participate in, as detailed further below. Consumer Flight Centre Expo February 2017 - brochure opportunities Infinity NZ preferred partners are invited to participate on the VSC stand at the Auckland expo by providing a special offer that will be featured on the VSC Flight Centre tactical flyer. Participating members will also be able to send brochures for distribution during the travel expo. 15,000+ consumers over two days February 2017 $210* per member NZ Herald Hot Deals campaign A fully integrated cooperative consumer campaign providing VSC members with the opportunity to affordably target NZ consumers direct. NZ Herald readers, online and print October 2016 $500* per member Marketing Opportunities Guide 2016/2017 9
TRADE AND INTERNATIONAL please contact trade@visitsunshinecoast.com Trade International Product Manual (IPM) 2016-2017 The IPM is produced to assist international travel trade and domestic wholesalers with the sourcing of suitable internationally ready product for inclusion in itineraries. It provides tourism and itinerary suggestions, whilst showcasing the breadth and diversity of the region. The IPM is distributed at all international trade events, in-market sales missions and events attended by VSC. All global distribution partners September 2016 FREE listing for Trade and Leisure and applicable Business Events members Sunshine Coast Queensland, Australia International Product Manual 2015/2016 visitsunshinecoast.com.au NZ Roadshow The 2016 roadshow will provide members with a cost effective opportunity to grow NZ business. It will include agent training, wholesale presentations, sales calls and media liaison across a range of workshops and networking events in Auckland, Christchurch and Wellington. NZ travel trade October 2016 $1,750* per member representative Singapore sales mission VSC will partner with Fraser Coast Opportunities to lead the Singapore Sales Mission 2017. This mission will provide an opportunity to develop new business via key agent partners. The format will include networking and agent training functions with Singapore's leading agents. Singapore travel trade January 2017 $1,200* per member representative Marketing Opportunities Guide 2016/2017 10
TRADE AND INTERNATIONAL please contact trade@visitsunshinecoast.com Domestic inbound workshops and training Opportunities exist for members to undertake training with global distribution partners based in Brisbane, Gold Coast, Sydney and Melbourne, including meetings with produt managers and key decision makers, as well as scheduled training with reservations teams. Global distribution partners TBA Trade familiarisations Trade famils offer you the opportunity to showcase and promote your business through a network of key trade partners, allowing them a hands-on, personal experience. Complimentary or discounted accommodation, or free entry, transport or tour options are requested in return for exposure. Global travel trade Complimentary or discounted product Trade events VSC will attend the below additional key inbound trade events in 2016-2017: Corroboree Asia Perth (September 2016) ATEC Meeting Place Canberra (November 2016) Queensland on Tour Europe Switzerland, Italy, Germany (January 2017) TEQ UK and Nordic Trade Event London and Copenhagen (January 2017) ATEC Southern Queensland Inbound Workshop Gold Coast (March 2017) Australian Tourism Exchange Sydney (May 2017) Marketing Opportunities Guide 2016/2017 11
BUSINESS EVENTS please contact businessevents@visitsunshinecoast.com All opportunities available in the 'Business Events' section are available to VSC Business Events and Business Essential members. The marketing activity undertaken by Business Events Sunshine Coast (BESC) to the business events buyer is vastly different from the marketing done to a leisure consumer. BESC invests heavily in the promotion of the destination at trade shows, direct marketing, client familiarisations and networking programs, trade advertising and public relations. The markets targeted by BESC are corporations, associations and government agencies, as well as intermediaries such as professional conference organisers (PCOs) who have capacity to hold a business event on the Sunshine Coast. BESC tradeshows Sunshine Soirée - Brisbane A networking lunch event in Brisbane that provides an informal setting for buyers to meet with Sunshine Coast industry. A formal speed networking component will take place at the beginning of lunch to ensure industry receive quality one-on-one time with each buyer. Up to 35 qualified Brisbane-based corporate and association event planners and PCOs. 20 October 2016 (TBC) TBA Pacific-Area Incentives and Conferences Expo (PAICE) - Auckland, NZ A one day show comprising a mix of buyer appointment schedules and free-flow buyer traffic. 200+ NZ-based PCOs and incentive organisers 9 November 2016 TBA Asia-Pacific Incentives and Meetings Expo (AIME) - Melbourne Australia's premier business events trade exhibition. Attracting over 3,000 from Australia, NZ and Asia, this event comprises a mix of scheduled appointments and free-flow buyer traffic. 3,000+ premier business events trade 21-22 February 2017 TBA Convene Queensland - Brisbane A one day expo to showcase Queensland s meeting, incentive and event facilities with a mix of scheduled appointments and freeflow buyer activity. 300+ corporate, association and PCO buyers from Australia and NZ July 2017 TBA Marketing Opportunities Guide 2016/2017 12
Eumundi Market jewellery stall 25 BUSINESS EVENTS please contact businessevents@visitsunshinecoast.com BESC print opportunities Business Events Sunshine Coast Meeting Planners Guide 2017-2018 Produced in both print and ebook format and valid for 24 months, the BESC Meeting Planners Guide provides event planners with information required for organising a conference, meeting or incentive event on the Sunshine Coast. National and international corporate, association, government, university and professional conference organisers Booking and material deadline strictly 7 October 2016 1/6 page - $495* 1/3 page - $835* 1/2 page - $1,190* Full page - $1,995* WHY SUNSHINE COAST? Retail goldmine From handcrafted, one-of-a-kind trinkets to high-end luxury brands, who could pass up a dose of Sunshine Coast-style retail therapy? Step off the sand and onto boutique-lined Hastings Street or beachside Mooloolaba. Or wander the leafy boulevard of mountaintop Montville to discover more than 40 unusual, original shopping outlets. Weekends see more than 20 markets pop-up across the region, including Australia s largest make it, bake it, grow it, sew it market at Eumundi. The array of handmade garments, original artworks, artisan furniture, home wares, jewellery and gourmet indulgences makes the Sunshine Coast a veritable goldmine for delegates looking for a special memento to take home. Meeting Planners Guide 2015 2016 No shopping venture would be complete without a rest at a sunny sidewalk café, shaded restaurant, or market-side stall to rejuvenate and reinvigorate the senses. The Sunshine Coast boasts more than 400 restaurants and dozens of food entrepreneurs offering delicious market stall treats. BESC buyer engagement BESC familiarisations BESC runs a number of famil programs annually which allow highly qualified decision-makers to see the Sunshine Coast first hand.complimentary or discounted accommodation, free entry, transport or tour options are requested in return for your product's inclusion in the famil itinerary. BESC ensures that those attending their famils: have a minimum of one conference, meeting or incentive per year, with a minimum 50 delegates are known for medium to high spend on their organisation s events have a strong influence/decision-making ability within their organisation have not visited the Sunshine Coast on a famil program for the past three years. Qualified MICE buyers Complimentary or discounted product Marketing Opportunities Guide 2016/2017 13
BUSINESS EVENTS please contact businessevents@visitsunshinecoast.com BESC digital marketing Sunshine to your inbox banner advertisement A strip banner included in the quarterly 'BESC Bites' enewsletter to buyers. Database of 5,000+ event planners, comprising intermediaries and association, corporate and government event planners from predominantly Brisbane, interstate and NZ. $250* per enewsletter Hot deals Hot deals enables you to place free business event specials on the BESC website, which then drives traffic to your listing. Conditions apply. PCOs and event planners FREE BESC trade media micenet Australia Sunshine Coast feature micenet Australia magazine is the leading bi-monthly publication for the Australian business events community. BESC will take an ad in the February 2017 edition, which will be supported by editorial. Interested BESC members are encouraged to place their own ads in this edition as it will be included in every delegate bag at AIME. 50,000+ qualified MICE buyers and influencers Booking deadline December 2016, direct with BT Publishing Please contact BT Publishing direct Marketing Opportunities Guide 2016/2017 14
Phone: +61 (0) 7 5458 8800 General inquiries: info@visitsunshinecoast.com 10 Electra Lane, Marcoola, QLD, 4558 PO Box 9325, Pacific Paradise, Queensland Australia 4564 Marketing Opportunities Guide 2016/2017 15