There’s nothing like Australia

BTO, Florence, November 2012

Tourism Australia case study

• TA strategy introduction

• Overview on TNLA campaign (phase 1 and 2)

• Social media role and strategy

• Integration of online and offline communication channels

• B2B cooperation

FROM:

A$70 BILLIONin overnight spend in 2010

TO:

A$140 BILLIONin overnight spend by 2020

ACHIEVING OUR AMBITION

TOURISM 2020

The world

travels to

experience

difference

Australia is

different,

compellingly

so

OUR INSIGHT

World of

mouth is all

powerful

There’s nothing like Australia – Phase 1

Together we can show the world why there's nothing like Australia

Campaign launched in May 2010 by inviting Australians to share their favourite

domestic holiday destinations with the world.

Australians responded by uploading nearly 30.000 stories and photos to

www.nothinglikeaustralia.com and www.australia.com.

Local adaptation of the geolocalized map in Italy with 3500 selected experiences

The communication platform has been used by 180 Tourism Australia partners

including airlines, State and Territory Tourism Organisations, travel distributors

and the Australian industry.

LEADING WITH OUR BEST

LEADING WITH OUR BEST

IT’S NOT JUST ABOUT THE BIG AD...

IT’S ABOUT THE COMPLETE STORY

Vision

Tourism Australia wants to be regarded as a leader in digital

marketing, compared to other NTO’s, by consumers, industry

and stakeholders because digital is increasingly the

consumers channel of choice to research, plan and book a

holiday

Encourage TripEcho

• Word of mouth marketing is critical to influencing travel plans

• Help stimulate advocacy on digital platforms by creating relationships/marketing partnerships with other influential platforms to create environments that encourage/inspire advocacy.

• Facebook app that allows visitors to easily create a dynamic ‘TNLA Australia map’ photo album for those visiting Australia to use and share with friends.

online

mobile

offline

Digital strategy

• Over 61% of Australia’s visitors used the internet for

information prior to commencing their trip (Source:

International Visitor Survey March 2012). All stages of the

buying process

• Each holiday has a “before, during and after” stage but the

way consumers plan and book a holiday is not linear. They

revisit, re-examine and re-define their choices using a

combination of search engines and websites (Source: BDA

CDP, July 2012).

TA integrated digital activity by channel

Tourism Australia’s web sites

Nothinglikeaustralia.com– The voice of the consumer at the heart of

the campaign

– Increased planning capability

– Quicker links to products and services

– Launched globally July-Dec 2011

Australia.com– Updated to make more relevant for

consumers

– Easier to navigate

– More localisation, more video

– Quicker links to products and services

– Launched globally January 2012

Earned media

• Consumers share their holiday stories with friends and family. More than 70% of Facebook’s 95 million active users regularly update their status while on holiday posting more than 1,400 photos for friends and family to view on a weekly basis.

• Tourism Australia actively encourages consumer advocacy in digital channels through social media and has invested significantly in growing digital advocacy capabilities to capitalise on these opportunities.

• In 2011-12 Tourism Australia launched its digital advocacy strategy and framework. The cornerstone of this strategy is a focus on the central management of the Facebookplatform. At present over 80% of social resources are dedicated to Facebook to enhance the effectiveness of our digital activities in social media channels. This work has attracted more than 3.4 million fans.

• In addition to social sharing sites, Tourism Australia partners with peer-to-peer review sites to give information to consumers in digital channels. In 2011-12 Tourism Australia’s TQUAL, European, UK and USA teams worked with TripAdvisor, the world’s largest peer-to-peer travel site, to engage and inspire more than 56 million site visitors monthly through content, competitions and reviews.

Social Media Platforms

• Facebook International – 3.829.642 fans, largest country page

on Facebook

• Facebook Local Italy – 36.147 fans

• Twitter – 33,594 followers following ‘newsy’ information

tweets and link to TA assets

• Visiting Opinion Leaders Program – 15 bloggers from 7

countries with a global reach of 1 billion

• Global social media campaigns – that include games with

avatars, competitions through local social media networks and

social media sharing to promote campaigns.

Simplify, inspire and convert

The free TA tablet app is available for

Android and iOS.

The free TA iPhone app in Italian will be

available in 2013

Direct booking vs. partnership vision

Tourism Australia’s role is all about creating the desire to visit

the destination, inspiring consumers and helping people to

plan and then share thir stories during and after their trip.

We strongly believe in our partners and we work hand in hand

with them to facilitate the booking conversion.

Co-Operative Partnerships

• The Nothing like Australia campaign has been used by over

180 partners globally in digital channels the last 12 months.

Speedo co-marketing

Window Display

Shop decoration

• Total value to date: $4 million

• 35,215 unique visitors to australia.com

+80% compared to the same period in

2010.

• 1,000 new fans on the Tourism Australia

Facebook page in Italy.

• 2,000 people entered the competition .

• Speedo increased their sales by 20% during

the campaign period.

• 53% of the persons who have participated

in the contest have downloaded the game

on their mobile device.

• 225,000 copies of an illustrated map of

Australia have been distributed across the

stores.

• An equivalent media value of more than

EUR 1 mio

• The promotion included a 2 million Euro

media buy by Speedo.

Digital Marketing Partnerships

• Creating relationship and partnerships with influential platforms like

YouTube, Google, TripAdvisor and media owners to inspire and

encourage sharing of our campaign and key messages

THANK YOU