GOLD WINNER

Transcription

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2 GOLD WINNER

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5 BRONZE WINNER

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8 How do you create an award winning campaign?

9 Think

10 BIG ideas BIG goals BIG heart

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12 The Promotion

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14 The Response

15 What s It All About? My Southern Highlands is an Innovative & Integrated Destination Program aimed at developing VFR market & positioning Southern Highlands as a Short Break Destination

16 Set the Scene Where? Population 45,000 (17 Small Towns & Villages) Home of Sir Don Bradman (Bowral) & Nicole + Keith Who? Destination Southern Highlands is a business unit of Wingecarribee Shire Council with a Industry Membership based structure of approx 300 When? Program has been running for 6 years How? On the smell of an oily rag = funded from Membership Income approx $30k pa

17 Why We Do It? TRA LGA Profiles of 2007 High level of VFR 1. High cost of traditional marketing & advertising noise 2. Own & Control the communication channel 3. No real destination competition 4. Lack of local knowledge of what s in my backyard 5. Need raise profile & value of Tourism in community 6. Opportunity to personalise region, industry & stimulate new business My Southern Highlands was originally developed to create local tourism Ambassadors & reward locals for referrals via Industry Deals & Discounts

18 Current Program Objectives Evolved since 2007 Build on existing VFR Program, Visitation, length of stay, $ spend, regional dispersal NOW Build Community Pride Create More Tourism Ambassadors Buy Local/Shop Local Personalise Tourism Industry Increase Operator Deal Voucher Redemptions Increase Database contacts Drive Traffic to MSH website & thru doors of VIC Instill FUN into Program Become leaders in VFR Market

19 Program Evolution 2008 Discount & Rewards Booklet for Locals to share with VFR 2012 Rebrand Crown = Badge of Pride/Heritage/King or Queen of My Backyard > Polarised Community > New suite of marketing tools (website/app/edms/vouchers/e-cards & use of Social Media) 2013 Region Branding & MHLH Fun Campaign

20 Campaigns ( ) 2 1. Share Your Story (July-Sept 2012) Locals sharing their stories about Southern Highlands Posted to MSH website mysouthernhighlands.net.au & Share with VFR Incentivised = WIN Banquet for 10. VOTE for best story = Discount Deals 2. Share Your Photo (Sept-Dec 2012) As above Incentivised = Day with leading photographer + Accom/Meals 3. Winter Shorts Breaks (Jun-Aug 2012) $150k multi media advertising campaign Locals telling their stories & rewarding VFR & visitors for coming via Deals/Discounts 4. My Heart Lives Here (Apr-Sept 2013) 6 month campaign = local challenge Photos/30 sec video including MHLH logo Incentive $1000 per month x 6

21 Campaigns Strategies 1. Brand Development 2. Communication 3. Promotions & Rewards Program 4. Point of Sale

22 Campaigns Strategies Communication Elements - New MSH Website - Council & Region Website - Council Householder Newsletter - Monthly E-dm - Weekly Deal of Week - Social Media YouTube/Facebook/Flicker/Twitter - E-postcards - Local Media/Theatre - Smart Phone App & QR Coding - Redemption Vouchers - VIC Red Carpet Days

23 Outcomes (2011/12 v 2012/2013) Increased Unique web visits = 150% 5,927 v 17,812 App usage = 302% 80 v 322 Increased database contacts ( s/facebook) = 50% 10,000 v 15,000 Increased Operator Redemptions = 83% 1,800 v 2,965 Increased VIC visitation Increased Destination Awareness Increased Community Pride Challenges Redemption Stats Collection from Industry User Pays industry buy in Budgets Keeping it Fresh & Different Making it easy for locals to access & engage