Date post: | 22-May-2015 |
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Building great tourism brandsCase Study – Poachers Way
Presented byClint Wright
Who we are
Who we do it for
• Shoalhaven Tourism• Tourism Wollongong• National Parks and Wildlife • Tourism Snowy Mountains• Accommodation, tours and attractions • Capital Country• Australian Capital Tourism • DSRD – travelling experts workshops
Today’s presentation
1) What makes a great tourism brand
2) One we prepared earlier – Poachers Way
3) Ask a marketer
What is a brand
More than a logo
Much more than a holiday planner guide
It’s the perception of your destination in the hearts and minds of your visitors
Brand Perception
Byron Bay Young
Merimbula
Canberra New Zealand
Strong brand = value
Recently valued at 153billion (US)
Which NSW Destination?
Destination Anywhere!
Destination Anywhere Insert meaningless tagline
here
What’s compelling
Why should I visit your town or region?
What do they think
Stand out from the crowd
76 regional tourism organisations across Australia
If you’re not different, don’t bother coming into the market Brett Godfrey CEO VirginBlue
Unique experiences
Play to your strengths
Squeaky wheels don’t build good brands
Be different
Poachers Way History
• Started by owner of Poachers Pantry in 2004
• Unique high quality businesses with same philosophy
• Funding through Australian Capital Tourism for brochure, website and PR
• Regional NSW focussed (Capital Country)
Poachers Way History
• Received Australian Tourism Development Grant of 500k in Jan 08 for branding and 18 month marcomms project
• 25 owner operators in regional NSW and Canberra. B&B’s, restaurants, wineries, artists, horse riding, day spa
• Committee established, project manager and brand consultant appointed
The Market Plan
Challenging times
• Interest rates and petrol prices• Strength of dollar/increase in OS travel• Decrease in short breaks• Lots of competitors – over 76 regional destinations• Reduced budgets for tourism promotion• Technology has moved market to online purchase
The target market
The Experience Seeker
1) Older, affluent couples (children independent) 45–65 +
The target market
2) Young, affluent 25–35 couples childless
The Experience Seeker
What binds them together
The Brand Development
• The brand idea:
Coming back to what’s important in life
• Invite the market to experience a different lifestyle by living life the Poachers Way!
Objectives
What did we want to achieve?
• Raise awareness of the brand and businesses
• Increase preference to visit and purchase their products
• Create a revenue stream for ongoing marketing program
The Marketing Plan
How to engage the target market
• Product Development – criteria, packaging and retail • Pricing - premium price points, promotions• Promotion – PR and events, online, partnerships, print• Distribution channels – direct, online, retail • People – training
Imagery
Promotions
Results
In the first six months
• Attracted 15 media visits from Sydney and Canberra resulting in main stream media attention
• Consistent website visitation of 1800 month
• Built database of 2500 from Canberra in Sydney
• 18% average increase in business across members
Top tips for tourism brands
• Understand your market
• Define your unique brand story
• Find business champions and define decision making
• Get professionals involved
• Financial commitment – get serious or don’t bother
The Shameless Plug
• Presentation and marketing tips see our blog
The Thirdside www.threesides.com.au
• Our target market – decision makers who aren’t afraid to do things differently
Clint Wright 0430 582 583 [email protected]