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Australia Zoo

Jenny Chan

Tutor: Hannah Rowe

Media Brief

Target Audience Analysis

Autobiography

A day in the life

Pictography

Market and Product Analysis

Insight

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The product for Australia Zoo is launching September School Holidays 2015.

Australia Zoo has the range to made several changes includes:

New entertainment show for the family

New animals coming to Australia Zoo

New place in the Australia Zoo such as Bindi Island

Australia Zoo media Budget is $200,000

Australia Zoo

Australia Zoo location is at Beerwah on Sunshine Coast and owned by Irwin Family

The Australia Zoo campaign start from 13th September to 3rd October 2015.

Australia Zoo

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The target audience is the group of people that would like go to Australia Zoo in the September 2015 School Holidays to spend time with children.

Families with Pre-teens School-Aged children and the decision making would be the mum want to spend time with their family.

According to Hunter-Jones and Hayward, the main factor for zoo visitor and the influence to mum with pre-teens school-aged children from friends and family members (Corazon Catibog-Sinha).

Target Audience Analysis

The type of demographic for the TA of families with pre-teens school-aged children include:

Parents with children 6-8 years (28.7%)

Married/De Facto (58.8%)

Employed Full-Time (43%)

Sometime Grocery Buyer (30.1%)

Source: Roy Morgan Single Source Data, 2015

Demographics

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The target audience is the families with Pre-teens School-Aged children is who are living in Queensland (v%100). The geographic graph show the percentage of families with pre-teens school-aged children living in the capital cities area and country areas.

Roy Morgan Single Source Data, 2015

Target Audience Geographic

47% 53%

Queensland

Capital Cities

Country Areas

The psychographics toward the TA is their lifestyles and attitudes includes:

Busy life

Watch TV

Difficult to switch off work

Not enough hours in the day

Responsibility in the job

Source: Roy Morgan Single Source Data, 2015

Psychographics

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What Media do they use?

Source: Roy Morgan Single Source Data, 2015

71.00% 78.80% 75.00%

88.10%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Internet in Last 7 Days Commercial TV on anormal weekday

Radio in Last 7 Days Pay TV in Last 7 Days

The media they use are internet, TV and listen on the radio.

Media Consumption

22.00%

23.00%

24.00%

25.00%

26.00%

27.00%

28.00%

29.00%

30.00%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Internet in Last 7 Days Commercial TV on anormal weekday

Radio in Last 7 Days Pay TV in Last 7 Days

MediaConsumption

Media Typology

Source: Roy Morgan Single Source Data, 2015

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My name is Nancy. I am 30 years old, I have 2 kids and I have been married to my partner for 5 years. I have a busy life to looking after my family and working as full-time employed. I like to watch TV when I have free time to relax. I am always

looking a ways to save time to my spend time with the family which it is important to me. I try to spend with my family as I can but instead I'm always busy with work even though that I

have responsibility in my job.

Autobiography

Day in the life Week Day

6am

7am

9am

12pm

2pm

4pm

6pm

8am

9pm

11pm Wake up/ make breakfast

Taking the children to school

Work/ read email/ surfing the web and talking on the phone

Lunch with friends

Work

Sleep

Dinner

Putting the children to bed

Shower/ watching TV

Finish work

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Day in the life Weekend

7am

10am

12pm

2pm

6pm

7pm

9pm

10pm Wake up/ make breakfast

Lunch with the family

House work

Grocery shopping

Dinner

Shower/ Sleep

Putting children to bed

Watch TV

Pictography

Family

Spending time with the family

Full-time employed

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Australia Zoo is represented the tourism market in Queensland (Australia Zoo, 2015) and made the popular tourist attractions in the market (O’Sullivan, 2009).

With 4% in 2013 is to improve the performance on the tourist attraction. This tourist attraction can be reflect on the improvement in Australia’s tourism industry overall (Euromonitor, 2015). Australia Zoo is setting to continue to set to the next level of animals conservation and education (Hodgskin, n.d).

Market Analysis

SWOT Analysis

Strengths • Australia Zoo is well know as an

Australia brand • New animals coming to Australia

Zoo • Money to animal conservation

(Australia Zoo, 2015)

Weaknesses • Less attractions in Sunshine Coast • Far destination • Low media budget compared to

the competitors (AQX data)

Opportunities • Australia Zoo can be for the whole

family and younger children • Education about the animals

Threats • People not interest • Certain on the target audience • Competitors have larger media

budgets (AQX data)

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Political • Getting animals with their

restrictions • Government invest more on tourism

market

Social • Animal rights

Economic • Consumers confident about their

budget • Company investor • Global economic crisis (Wortman,

2011)

Technology • Family Annual Pass • Annual Pass Loyalty Reward

Programs (Australia Zoo, 2015)

Pest Analysis

Australia Zoo is a leisure and entertainment category and awards for Major Tourist Attractions for

Queensland Tourism in 2012 even though Australia Zoo have the biggest competitors in the market. The

competitors have spend large media budget and which put Australia Zoo at an disadvantage.

What to know about Australia Zoo

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The price for Australia Zoo is less than the competitors which their competitors price is higher. Australia Zoo –

It’s a WILD as LIFE gets! Australia Zoo is a conservationists work to deliver an animal experience.

With Australia Zoo is the ultimate wildlife adventure delivery conversation through education (Australia Zoo,

n.d).

Product analysis

Dreamworld:

Dreamworld is owned by Ardent Leisure Group (IMETT,2012). Dreamworld has the animal wildlife and tiger and which it is to bring the happiness to the family (Ardent Leisure Group,2015).

Movie World:

Movie World is owned by Village Roadshow Limited (IMETT, 2012). Movie World has the entertainment show to bring family together especially with their favourite stars and heroes (Village Roadshow Ltd, n.d).

Who are the Competitors

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Warner Village Theme Park Group total $2,919/month

Warner Bros Theme Park total 1,608/month

Ardent Leisure Ltd total $1,241/month

Australia Zoo total 1,170/month

The top three competitors has the highest market share and media spend.

Source: AQX, 2014

What are they spending on the advertising?

What media did they use?

61% 17%

1%

21%

Warner Bros Movie World Park

Metropolitan Television

Regional Television

Metropolitan Press

Regional Press

Magazines

Metropolitan Radio

Cinema

Out of Home

30%

4%

3% 4%

15%

15%

29%

Dreamworld Amusement Park

Metropolitan Television

Regional Television

Metropolitan Press

Regional Press

Magazines

Metropolitan Radio

Cinema

Out of Home

Source AQX, 2014

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When are they advertising?

0%

500%

1000%

1500%

2000%

2500%

3000%

3500%

4000%

BTQ7

7TWO Bri

7mate Bri

QTQ9

GO! Bri

Gem Bri

TVQ10

ONE Bri

ELEVEN Brisbane

SBS1 Bri

SBS2 Bri

Source: eTAM Analyzer, n.d

The graph shows the TV station from July 2014 to July 15. The percentage of each station share of the TV media.

Market analysis

The Australia Zoo is represented in the tourism market in Queensland.

The competitors have spend on larger media budget which Australia Zoo has the disadvantages.

Product analysis

Metropolitan television is the most spend on media by the competitors.

Warner Bros Movie World Park spend regularly on the media throughout the year, with Movie World they will start spending on the media during the special events include Carnivale, Fright nights and White Christmas.

Summary of Market analysis and product analysis

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The Australia Zoo insight is to bring the family together and to have a special memories time

together with a family.

Insights

Ardent Leisure Group. (2015). Dreamworld. Retrieved from

http://www.ardentleisure.com.au/Leisure-Portfolio/Theme-Parks.aspx

Australia Zoo. (2015). Annual Pass. Retrieved from http://www.australiazoo.com.au/visit-us/annual-pass/

Australia Zoo. (2015). Conservation. Retrieved from http://www.australiazoo.com.au/conservation/

Australia Zoo. (2015). Marketing. Retrieved from

https://www.australiazoo.com.au/about-us/zoo-crew/?department=9

Australia Zoo. (2015). 2012 & 2013. Retrieved from https://www.australiazoo.com.au/about-us/awards/

Australia Zoo. (n.d). In Facebook [page]. Retrieved from https://www.facebook.com/AustraliaZoo/info?tab=page_info

Catibog-Sinha, C. (2008). Zoo Tourism: Biodiversity Conservation Through Tourism. Retrieved from http://www.tandfonline.com.ezp01.library.qut.edu.au/doi/pdf/10.1080/14724040802140527

Euromonitor. (2015). Tourist attractions in Australia. Retrieved from

http://www.euromonitor.com/tourist-attractions-in-australia/report

Hodgskin, N. (n.d). Corporate Sponsorship. Retrieved from http://www.crocodilehunter.com.au/australia_zoo/corporatesponsorship/index.html

IMETT Group Ltd. (2012). IMETT Group SEQ Theme Parks Industry Report: Queensland Theme Park Industry. Retrieved from http://www.imett.com.au/PDF/Documents/IMETT%20SEQ%20Theme%20Park%20Report%202012.pdf

O’Sullivan, K. (2009). Australia Zoo named the nation’s best tourist attraction. Retrieved from

http://www.traveller.com.au/australia-zoo-named-the-nations-best-tourist-attraction-8jxo

Village Roadshow Ltd. (n.d). Theme Parks. Retrieved from

http://www.villageroadshow.com.au/Village-Roadshow-Limited---Company-Profile/Theme- Parks.htm

Wortman, B. (2011). Australia Zoo Says it will fight on despite tough times. Retrieved from

http://www.sunshinecoastdaily.com.au/news/zoo-in-crisis-ex-workers-critical-zoos-australia/774743/