Digital Always On Campaign Tourism NT cooperated with several OTAs and trade partners to promote the NT via digital SEM activities, including retargeting and AdWords campaigns, to be Always on in Digital. Odigeo Mar Sep 2013: Leading OTAs group on the French market with 3 premium brands, Opodo, Go-Voyages and Edreams. Interim results show 237 bookings to Darwin from June to September, a 72% growth over 2012. Australie Tours Mar - Sep 2013: Leading wholesaler on the French market for travel to Australia. 1,650 room nights at end of August, on target.
Youth WHV Campaign 17 June - 15 September Tourism NT France cooperated with French leading trade company Australie Autrement in a digital campaign targeting the youth market for promoting Darwin and the NT as a desirable WHV destination, and a must-do in any backpacking trip to Australia. Digital banners were displayed on selected youth websites to inspire the target segment in choosing Darwin as their Australian working holiday gateway. A great price-tag being essential in the final consumer s decision, Tourism NT France subsidised a number of tickets to Darwin in order to offer the most attractive bargain-offer of the market, beating any competition on other more popular Australian getaways. Validity of travel was anytime between 15 June and 31 Dec. 2013. Results show a promising 55% rise in Darwin sales, with 105 tickets sold over the period, as well as an impressive + 70% growth in ground content bookings (room nights, guided touring) compared to same period last year.
STA / TA Co-op Youth campaign September - November Tourism Northern Territory France agreed to participate in the partnership between Tourism Australia and Quiksilver around the Quiksilver Pro France event in late September 2013. This partnership includes promotional elements and brand tactical advertising with media plan to push the promotion and the Facebook competition around the Quiksilver project.
Key International Social Media Activity Dashboard Total: 7,400 fans Total: 168 followers Total: 719 plus ones Top 3 Posts 511 likes 142 shares 27 comments 7,096 people saw this post 1 414 likes 196 shares 19 comments 9,968 people saw this post 2 3 461 likes 105 shares 27 comments 7,288 people saw this post
French Social Media Report Growth of total activity between 1 July & 30 August Gender and age 61 % of fans are women 12 % live in Paris TWITTER - Growth of total activity between July 1st & August 30th 2013 @AusOutback_FR (from July 1st to August 30th, 2013) 168 followers 228 tweets, conversations and retweet from @AusOutback_FR Our tweets have been retweeted 67 times @AusOutback_FR has been mentioned 150 times Animation of Google+ Google+ account has 719 followers
Key International Trade Activity TRADE SHOWS IFTM Paris 23-27 Sep.2013No Australia booth this year. SALES CALLS Malaysia Airlines, meeting w/ sales & marketing team, 6 Sep 2013. Australie Tours, meeting w/ managing directors, 18 Sep 2013. Australie Autrement, meeting w/ marketing manager and product manager, 18 Sep. Australie à la Carte, meeting w/ managing director, 23 Sep. Odigeo, meeting w/ sales & marketing manager, 23 Sep 2013. Grands reportages and Trek Mag, meeting w/ sales manager, 23 Sep. Bienvenue Australie, meeting w/ sales manager, 24 Sep. Fare Voyages, meeting w/ product manager, 24 Sep. 2013. Asia Voyages, meeting w/ product manager, 24 Sep 2013.
Key Opportunities for Operators Newsletters Famils A bi-monthly Northern Territory update is to be sent to a database of around 1,000 travel agents. Please feel welcome to use this channel to update the French trade on your product. Please send content (maximum 200 words) and high-resolution images to Pierre at france.tourism@nt.gov.au Room for product update also available in Monthly Aussie Specialist newsletter distributed to around 600 French registered Aussie Specialist agents. Please send content (maximum 50 words) and one high-res image to the attention of Pierre at france.tourism@nt.gov.au; first come, first served! Tourism Australia also offers dedicated product-update opportunities at favourable conditions, and reaching all European markets. Please inquire at: http://www.tourism.australia.com/industryadvice/8753.aspx Tourism NT cooperates with Tourism Australia in organising famils for both trade and media. There will be an Aussie Specialist famil of 10 French agents visiting the Top End and the Red Centre in December 2013. Media trips still to be confirmed. Please express your interest in hosting agents and journalists by contacting Pierre at france.tourism@nt.gov.au.
Next Quarter Focus MARKETING CAMPAIGNS Explorer s Way digital + cinema campaign 2 December 2013 to 31 March 2014 4 months Honeymoon digital promotion 1 December 2013 to 31 May 2014-6 months Youth travel digital promotion Spring 2014 2 months Online Travel Agencies ongoing digital promotion Year round AGENT TRAININGS / EDUCATIONAL Asia-Voyages Road-show in 5 cities around France around 300 agents reached. Australie Tours Aussie Uni agent trainings around 200 agents trained. 10 French Aussie specialist Trade Famil travelling to the NT 02-07 December. 10 French Aussie specialist Trade Famil travelling to the NT in April 2014.