YEAR OF SUSTAINABLE TOURISM FOR DEVELOPMENT

Transcription

1 Marketing Workshop 2017 Europe DMR YEAR OF SUSTAINABLE TOURISM FOR DEVELOPMENT

2 TODAY S PRESENTATION Visitor Arrivals Market Trends and Characteristics Challenges Missed Opportunities / Press Famils Major Activities 2018 Three Strategies Behind The Mask Filming Project

3 VISITOR ARRIVALS // YE JUNE Leisure market from Europe to PNG: 0,6% growth for calendar YE June 2017 over the previous year, total arrivals to PNG for same period: 3,1 % growth Difficult to compare years as some stats include cruise and some don t. Some stats don t show if they include cruise in holiday.

4 MARKET TRENDS & CHARACTERISTICS Complex market comprising 10 countries and seven languages Classic Wholesale / Agency Distribution model with conservative travellers relying upon travel agents for recommendations / booking European consumer very reliant on brochures for holiday decision planning. Online important for information brochures important for booking Typical target segment is 50+ / time rich / cash rich / experienced travellers who may have niche interests such as: diving, trekking, birdwatching / nature and culture vultures Destination remains comparatively expensive

5 CHALLENGES The imperative of funding Trade and PR famils from the European markets due to: Traditional trade distribution system Complex but traditional media landscape CRUISE Mass Cruise tourism (Carnival MSC P&O) The seriousness of destruction of local structures in a country, we want to avoid this! Tourists in reality don t spend a lot of money on land, but only on the cruise ship no big support for locals! / Support expedition cruises LACK OF INFORMATION Hard to find information about PNG in various languages (e.g. German, French, Spanish) Trying to be all things to all people on a very limited budget

6 MISSED OPPORTUNITIES PRESS FAMILS // 2014 We had enough budget to run: 1 group fam trip (4 pax + PNG Germany escort) 2 individual fam trips Publications as an outcome from this group trip and the two individual trips mainly came in 2015 (not in 2014) and contributed significantly to the PR EAV in : PR EAV 2,54 Million PGK

7 MISSED OPPORTUNITIES PRESS FAMILS // 2015 We had enough budget to pay for: 1 group fam trip (4 pax + PNG Germany escort) 1 individual fam trip support for individual project (update French travel guide Le Petit Futé by Harold Bogros) Air Niugini tickets for individual fam trip for Lufthansa Magazine 2 pax support for the ZDF film crew Terra X As most of the articles that were a result of the 2015 group and individual fam trips were already published in 2015, this also contributed to the great PR EAV in : PR EAV 9,57 Million PGK

8 MISSED OPPORTUNITIES PRESS FAMILS // 2016 / : PR EAV 1,61 Million PGK only due to cancellation of Famil 2017: we had a budget cut and therefore only were able to run 1 group fam trip (4 pax + HO escort) only Most of the features that will be published in the media outlets that participated in the 2017 group trip, will only be published in late 2017 or early/mid 2018, thus the PR EAV in 2017 so far is really low, too, currently sitting at 2,08 Million PGK. There also were no publications from 2016 to expect in 2017 as a result of the no budget for media trips in 2016 situation.

9 MAJOR ACTIVITIES 2018 TRADE & PR MARKETING: Leverage BTM content across our marketing activities Attendance at trade shows (BOOT, ITB, etc.) Build European Audience on our PNG Facebook page and leverage BTM 250,000 likes across all digital platforms Production of brochure in German language Ongoing focus on Webinar delivery for Agent Training Attendance at Wholesaler Travel Days Ongoing brochure support for key and developing wholesalers Two trade Famils (one niche, one generic) One group Press famil with key media here in Europe and at least One individual Press famil Wish list project: Geo.de

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11 THREE STRATEGIES TRADE ENGAGEMENT AND TRAINING FOCUS ON PR / PRINT FOCUS ON ONLINE CAMPAIGNS

12 BEHIND THE MASK ABOVE & BELOW PAPUA NEW GUINEA

13 BEHIND THE MASK 29 th October to 07 th December 2017

14 BEHIND THE MASK ABOVE & BELOW PAPUA NEW GUINEA THE OUTCOME // Production Around 20 videos produced by award winning Florian Fischer (founder of Behind The Mask) 12 promotion videos for PNG, 8 videos that show the adventure behind the scenes / making of 100 images with exclusive usage rights by world famous photographer Amanda Cotton Text content in form of different packages (including text in English and photos) by journalist Timo Dersch to use for articles in magazines and blogs GLOBALLY

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16 BEHIND THE MASK ABOVE & BELOW PAPUA NEW GUINEA THE STRATEGY // online & offline

17 BEHIND THE MASK ABOVE & BELOW PAPUA NEW GUINEA THE RESULT // online & offline Increase awareness of PNG, its niche activities (e.g. diving) and places around the country Target group in Europe: 35 + divers and adventurer who have the money to travel to exotic places, but haven t heard about PNG yet (250,000 followers on BTM Facebook page alone) Compelling current content that can be used by Head Office to use across your digital channels Content to be used online (websites, social media), by wholesalers, products in PNG, on trade shows, consumer shows etc. spread the content as far as you can Total result: increase the number of tourists travelling to PNG globally

18 Rhett Lego Strategic Director Stella Dielhenn Marketing Manager