Southern Queensland Country Tourism

Transcription

1 Southern Queensland Country Tourism ship Prospectus Bottle Tree, Condamine

2 Welcome to Southern Queensland Country Tourism 2 Ballandean, Granite Belt

3 Southern Queensland Country Tourism is the new Regional Tourism Organisation bringing together Toowoomba Golden West and South Burnett Tourism and Southern Downs and Granite Belt Regional Tourism. Southern Queensland Country Tourism (SQCT) will deliver a consolidated brand and marketing strategy for tourism in the Southern Queensland Country region by bringing together a critical mass of local businesses and stakeholders. SQCT will provide a stronger collective voice for tourism for the region when speaking to key stakeholders including state and local government and Tourism Queensland (TQ). We are one of 13 Regional Tourism Organisations (RTOs) in Queensland, recognised by Tourism Queensland. SQCT is a not-for-profit incorporated private company limited by guarantee. SQCT is the peak tourism industry body for Southern Queensland Country, including the regions of Toowoomba and Darling Downs, Southern Downs, Granite Belt, South Burnett and the Western Downs. We are responsible for driving destination marketing, industry advocacy and destination partnerships. Significant funding is required in order to perform and deliver at a level to generate a substantial increase in visitor numbers to the region and to ensure a healthy and prosperous tourism industry. SQCT will work closely with Local Tourism Organisations (LTOs), TQ, local government and industry to achieve these objectives. The RTO has a strong partnership with TQ. This partnership provides us with opportunities to leverage TQ s destination marketing investment and access their industry development initiatives. This enhances our own efforts in these areas, for the benefit of industry. SQCT is focused on promoting the whole destination including our key destination experiences: Natural Attractions, Regional Flavours, Events, Heritage and Arts. Our aim is to build awareness and preference for the destination in order to grow our visitor numbers overall. TARGET MARKETS To achieve visitor growth our marketing efforts will focus on the following markets: Domestic Southern Queensland Country Primary market Brisbane Connectors* planning weekend and short breaks. Secondary market Regional Queensland/NSW (four hour drive radius) planning weekend and short breaks and intrastate Connectors*. Western Downs Primary market Long haul interstate Connectors* utilising the region as a gateway to their Queensland adventure. Secondary market Regional Queensland/NSW (four hour drive radius) planning weekend and short breaks and intrastate Connectors*. *Tourism Queensland Domestic Market Segmentation In 2006 Tourism Queensland embarked on a domestic segmentation project based on consumer psychographics (wants and needs) rather than the traditional methods of research defining consumers by demographic and life stage variables. By understanding consumers needs and wants we are best able to maximise the impact of our marketing dollar and communicate more effectively with the consumer. Six domestic market segments were identified in the research: Connectors, Active Explorers, Social Fun-seekers, Unwinders, Self Discoverers and Stylish Travellers. Our marketing efforts are best focused on the Connectors segment. For further information on Tourism Queensland s Domestic Market Segmentation please visit International The Southern Queensland Country region has experienced strong growth in international visitors visiting friends and relatives (VFR) and it is anticipated that this growth will continue. SQCT recognises the importance and value of international visitors to the region. SQCT and TQ will continue to encourage and assist in the development of international ready product to increase our opportunity to promote the destination to high value international markets. 3

4 Sunset, Acland SOUTHERN QUEENSLAND COUNTRY 2012/2013 MARKETING PLAN To grow Southern Queensland Country s share of the visitor market to Queensland over our marketing efforts will focus on a range of core activities. Launch of the new destination consumer brand. Branding to be incorporated in all marketing communications, collateral and other touch points Development and implementation of integrated multimedia marketing campaigns targeting key markets Improving the region s digital reach through enhanced website content and functionality, digital marketing initiatives and use of social media Grow the reputation of the destination s key experiences including Natural Attractions, Regional Flavours, Events, Heritage and Arts Continue to grow our media and publicity activity including media visits Develop and leverage marketing partnerships Produce a comprehensive Regional Visitors Guide with compelling content highlighting the destination s key experiences and product Develop and enhance our consumer database and deliver customised communications Encourage and support the development of international ready product for the destination Destination promotion at key domestic consumer travel shows throughout the year Extensive distribution of marketing communications and collateral through key distribution channels Activity Calendar In the future SQCT will produce a Activity Calendar which will provide an overview of marketing activities planned by SQCT, TQ and other local partners. This calendar will include seasonal campaigns, co-operative marketing opportunities, consumer shows, TAG meetings and booking deadlines for marketing collateral including the Regional Visitors Guide. 4 THE MARKETING PARTNERSHIP Southern Queensland Country Tourism is introducing a new industry partnership model and moving away from being a membership based organisation. Industry is invited to become a marketing partner of the new RTO. This will see your investment in the RTO go directly into marketing activity, rather than membership services. The SQCT partner prospectus introduces a number of new marketing initiatives alongside many of the benefits you have previously enjoyed including the ability to represent your industry on the new SQCT board or vote for industry representation (subject to partner investment level). The marketing partnership benefits have been designed to give you, the industry, more rubber on the road. They will be reviewed annually and your feedback is welcome.

5 WHY SHOULD I BECOME A PARTNER? Tourism currently provides substantial economic benefit to the Southern Queensland Country region. Our industry faces many challenges but is also presented with many opportunities. To strengthen the destination s market position and for our local tourism industry to continue as a major economic driver of the community, we need your support. Income generated from partnerships enables SQCT to be sufficiently resourced to professionally and proactively market the region. Growing our partnership base is essential for us to increase the number and quality of marketing initiatives and activities we can deliver. A partnership with SQCT also provides partners with marketing opportunities to enhance promotion of their businesses. By working together and with your support and investment into our destination marketing efforts, our share of voice and visitor numbers will grow and our industry prosper. ship fees are tax deductible. ship Levels* - - $1100+GST Events - $300+GST Events - $800+GST Regional Flavours - (max. 8 partners per sub-region) Available to businesses including local food and wine producers, hand crafted product producers, art and craft producers and retailers. The Regional Flavours option is a stand-alone partnership level offered by SQCT. Businesses do not need to be either a or 2 to become a Regional Flavours partner. Industry Supporter - $210 +GST Non-tourism business with indirect tourism benefit. Community Associations & Not-for-Profits - $220+GST * 2012/13 investment will be charged on a pro-rata basis. Corporate Corporate partnership is available by negotiation for organisations, businesses or individuals that wish to offer monetary or in-kind support. Please contact Mary-Clare Power, CEO, Southern Queensland Country Tourism direct on Multiple business discounts Discounts are available for multiple businesses owned by the same person (maximum three businesses) and operated as separate businesses. Business 1 full price; Business 2 20% discount; Business 3 30% discount. Discounts apply to each subsequent ship level of equal or lesser value and are offered at SQCT s discretion. Discounts do not apply for additional marketing packages or opportunities. Please contact us to discuss your individual options. Out of region partnership Out of region partnership is available by negotiation for businesses located outside of the SQCT region* who wish to support SQCT and keep up with our marketing activities. Tourism products based outside of the region have the opportunity to advertise in the SQCT Regional Visitors Guide if their product is relevant (eg. Accommodation or tours located a short drive away from the SQCT region that visitors may wish to experience as part of their Southern Queensland Country holiday). Additional costs apply to advertise in the SQCT Regional Visitors Guide. * Southern Queensland Country Tourism includes the regions of Toowoomba and Darling Downs, Southern Downs, Granite Belt, South Burnett and Western Downs. 5

6 PARTNERSHIP BENEFITS Southern Queensland Country Tourism has tailored a range of benefits for the various levels of partnership. Benefits are defined under the categories: Business Network Benefits Events Exclusive Benefits Industry Engagement, Training and Development Benefits Benefits Regional Flavours Exclusive Benefits Business Network Benefits $1100+GST Events $300+GST Events $800+GST Regional Flavours Industry Supporter $210+GST Community Associations & Not-for-profit Organisations $220+GST Subscription to SQCT industry e-newsletter. Sent fortnightly. Opportunity to include information in SQCT industry e-newsletter. Brief business updates or event information may be submitted for inclusion in the RTO s industry e-newsletter. Inclusion at the discretion of SQCT. Opportunity to be considered as venue for a SQCT networking function. s Directory listing on relevant SQCT website(s). Hyperlink hyperlink to your business website from Directory listing on the relevant SQTC website. Voting and nomination rights at SQCT Annual General Meeting and Special General Meetings. Eligible to stand for SQCT Board as per SQCT Constitution (4 industry representative positions available). Invitation to attend Tourism Advisory Group (TAG) meetings and networking functions. TAG meetings to be held in each sub-region in February, May, July and October. Benefits $1100+GST Events $300+GST Events $800+GST Regional Flavours Industry Supporter $210+GST Community Associations & Not-for-profit Organisations $220+GST $50 Discount off ATDW membership 2012/2013 The Australian Tourism Data Warehouse allows you to promote your product on up to 50 travel websites (NB. for ATDW eligible product only). Event listings are free. Opportunity to advertise Hot Deals on relevant SQCT website (above ATDW listing). Highlight and prominent placement of product listing and image on relevant SQCT website (NB. this benefit is anticipated to be available by Jan 2013 for ATDW eligible product only). Book Now button on website listing for operators with online booking facilities. Opportunity to advertise in the SQCT Regional Visitors Guide. The Guide is the RTO S key marketing collateral. Minimum 90,000 copies distributed annually and published online. SQCT Regional Visitors Guide Advertisement. Discounted 1/9 page formatted ad included (value over $500). Opportunity to upgrade ad size at market value. 6

7 Benefits cont. $1100+GST Events $300+GST Events $800+GST Regional Flavours Industry Supporter $210+GST Community Associations & Not-for-profit Organisations $220+GST Priority ad placement in promotional brochures. Use of official SQCT consumer branding. Brand Style guidelines apply. Opportunity to participate in seasonal campaigns. A minimum of two seasonal campaigns will be implemented during the year. Additional participation costs apply. Priority access for and Events. Opportunity to purchase the Digital & Social Media Package. Opportunity to purchase the Operator Video Package. Priority consideration for media familiarisation opportunities. SQCT hosts journalists on familiarisation tours to generate media exposure for the destination. Assistance with writing media releases. Access to Tourism Queensland s discounted advertising rates across a range of media. Conditions apply. Consumer competition opportunities. Opportunity to participate and provide prizes for consumer competitions to assist in promoting your product and the destination. Domestic consumer shows. (a) Opportunity to participate on a stand coordinated by SQCT to promote the region and showcase your product. Stand costs covered by SQCT. Personal travel and accommodation costs to be borne by operator. (b) Opportunity for your business to be featured as Product of the day on one day of consumer show you attend (limited spaces available per relevant region). advice. One-on-one marketing advice (on request). Access to SQCT image library. Images supplied to promote the destination. Opportunity to present your product to key SQCT staff to enhance and maintain product knowledge. Access to statisical information through TQ and other relevant sources. 7

8 Events Exclusive Benefits $1100+GST Events $300+GST Events $800+GST Regional Flavours Industry Supporter $210+GST Community Associations & Not-for-profit Organisations $220+GST Events newsletter. Event included in SQCT events newsletter 1-2 weeks prior to your event. Event Calendar Listing. Your event will be listed on SQCT s online Calendar of Events (drawn from your ATDW listing). This benefit will available from Jan Website tile. Event feature tile on relevant region s website. Limit one per month/duration one month only per annum per event. Bookings essential. E-newsletter feature. Event feature in a minimum one EDM distributed to SQCT consumer database. Digital and Social Media training session. Two hour group training session on digital marketing and use of social media. (Two attendees per organisation). Online event promotion. Advice on listing your event online (eg on ATDW). Facebook Two mentions on relevant region s Facebook page leading up to your event. Twitter Two tweets on the relevant regions Twitter page, leading up to your event. Media release Assistance with one media release and distribution to target media. Regional Flavours Exclusive Benefits $400 +GST $1100 +GST Events $300+GST Events $800 +GST Regional Flavours $400 +GST Industry Supporter $210 +GST Community Associations & Not-for-profit Organisations $220 +GST SQCT Regional Visitors Guide Regional Flavours Directory listing. Business listing in Regional Flavours Directory in SQCT Regional Visitors Guide. E-newsletter feature. Product feature in one EDM distributed to SQCT consumer database. Feature on the Regional Flavours page in the Attractions section of the SQCT website relevant to your region. One image and up to 40 words to be supplied by operator. Link to your website. Opportunity to provide tastings/sales for one day (per calendar year) from the SQCT stand at a consumer travel show. Maximum one Regional Flavours per day. Permits/off license and local government regulation requirements are the responsibility of the partner. to provide staffing. Limited places apply first in best dressed. 8

9 Industry Engagement, Training & Development Benefits $1100+GST Events $300+GST Events $800+GST Regional Flavours Industry Supporter $210+GST Community Associations & Not-for-profit Organisations $220+GST Affiliate Membership of Queensland Tourism Industry Council. QTIC is the industry peak body for tourism in Queensland. It provides a broad range of membership services and maintains strong industry representation at all relevant forums. Tourism industry voice. SQCT will lobby on behalf of partners to improve their business and financial success. SQCT is directly represented on a number of industry groups including the Queensland Tourism Industry Council and the Regional Tourism Organisation Management Committee. 10% discount to attend the RACQ Southern Queensland Tourism Industry Conference on 13/14 November Invitation to workshops and training sessions. Priority placement for workshops and training sessions (where limited places apply). Bunya Mountains National Park 9

10 ADDITIONAL MARKETING OPPORTUNITIES Digital & Social Media Digital marketing is growing at an enormous rate and represents many opportunities for cost effective advertising and promotion. Our regional websites are one of our most important marketing assets with visitation to our sites continuing to grow. We will continue to undertake search engine optimisation and provide compelling and engaging content to achieve high search engine rankings and to enhance the consumer experience. An important feature demanded by consumers in an increasingly busy world is the ability to make a booking direct online. and Events partner listings on our regional websites (for operators who currently have online booking facilities) will include a Book Now button. E-newsletters are an effective way to target consumers who have opted into receiving information about Southern Queensland Country. We will continue to develop and customise our consumer database so that our e-newsletters effectively target key markets (potential and existing). Social Media is recognised as one of the fastest growing means for businesses to promote themselves and for us to promote the destination. Social media tools such as Facebook and Twitter provide the platform to increase word of mouth marketing for the region. The use of quality video on websites and social media platforms such as YouTube enhances promotion of your product and the destination. We have developed a Digital & Social Media package and an Operator Video package that provide you with the opportunity to promote your business through these channels. Digital & Social Media Package* * Available only to operators, maximum 10 operators per sub-region (ie. Toowoomba and Darling Downs, Southern Downs and Granite Belt, South Burnett and Western Downs). Cost: $500 +GST Package inclusions: Minimum four mentions on Facebook and four tweets on Twitter over the financial year (image and content to be supplied by operator) Facebook album images and captions (promote and add to throughout the year) Product of the month feature tile on relevant Southern Queensland Country regional website for period of one month. Bookings required. First in best dressed Operator Specials will be posted on Facebook and/or Twitter (to be supplied by operator. SQCT to edit at their discretion) Specials must be exclusive to social media Two hour group training session on Digital and the use of Social Media (one attendee per organisation) Phone advice on using Social Media Operator Video Package* 10 * Available only to operators * A minimum 10 operators are required for this package to be available Cost: $3,400+GST Package inclusions: Production of 1-2 minute promotional video for your product by TPD Media. TPD media has extensive experience in producing projects across a broad client base (including tourism industry clients). TPD Media also produce the lifestyle programs The Great South East, Queensland Weekender, Creek to Coast and Off the Eaten Track for Channel 7. You can view examples of their previous broadcast work at Filming of your video would be done as part of a group of 10 operators, shot concurrently over the course of a five day period The style of video will be customised to suit your individual requirements TPD Media will liaise with you to devise a pre-script which would then be shot, edited and forwarded for approval with minimal changes if required Your video will become an important marketing tool to use online, in-house or at events and will be featured on the SQCT website. (NB Your video will not be able to be used as a TV commercial. It will need further production to adapt to a TV commercial and meet broadcast standards) TPD Media will use production music tracks (not commercial music) so that you retain full copyright ownership and permission to use your video across any playback medium be that online, in-house, events and broadcast (if required in the future) TPD Media to conduct a group workshop with involved tourism operators to broaden knowledge of video effectiveness in the online environment. Script ideas could be developed during this session

11 2013 Regional Visitors Guide SQCT s official Regional Visitors Guide is the key marketing collateral for the destination providing high quality information and motivation to visitors. SQCT will produce a minimum 90,000 copies of the Guide which will be distributed from January 2013 as follows: Throughout the Queensland Visitor Information Centre network, to Visitor Information Centres in Northern NSW and to other targeted interstate Visitor Information Centres In response to consumer enquiries resulting from SQCT marketing campaigns Online ordering through toowoombaholidays.com.au, southerndownsholidays.com.au, southburnettholidays.com.au and westerndownsholidays.com.au Available for download and ordering through RACQ Virtual Tourist Information Centre RACQ branches throughout Queensland At consumer travel shows attended by SQCT Tourism operators through the region in rooms, front desks and information packs The Regional Visitors Guide Advertising Prospectus will be distributed in late Seasonal Campaigns In 2012 the Southern Queensland Country region implemented the Cool Country Escapes campaign. At a media cost of $68,000 but valued at over $220,000 the campaign was the most significant campaign ever conducted by the destination. Promotion of the campaign occurred in Brisbane via press, outdoor, radio and online media and was augmented by media and publicity activity. Supported by Tourism Queensland, regional councils and industry, the campaign provided a substantial boost to tourism during the winter months. Cool Country Escapes Press Advertisement 11

12 Cool Country Escapes Outdoor Advertisement Cool Country Escapes Website 2012/2013 A minimum of two major seasonal campaigns will be undertaken during the 2012/2013 financial year. The size and scope of these campaigns will be dependent on the financial investment from industry and local government. Further information on these campaigns will be communicated as they are developed. Other Activities Other marketing opportunities will arise throughout the year, and where possible, SQCT will take part. These may include cooperative marketing activity in partnership with Tourism Queensland, RACQ, TPD Media and other industry partners. Become a partner Southern Queensland Country Tourism looks forward to welcoming you as a partner of our organisation and working together to achieve great success for our industry. The ship Application Form can be downloaded at For any enquiries please contact: Manager, Southern Queensland Country Tourism Phone marketing@sqct.com.au 12

13 MARKET ANALYSIS A snapshot of visitation to Southern Queensland Country s sub-regions is provided below.* Toowoomba Golden West & South Burnett Year Ended March 2012 VISITORS HOLIDAY VFR BUSINESS Domestic overnight 1,607, , , ,000 Annual % change 1 Trend % change 2 International overnight Annual % change Trend % change TOTAL Annual change 30% 1% 50% 38% 13% 6% 12% 25% 44,000 17,000 15,000 6,000 22% 6% 25% 50% 2% 2% -2% 8% 1,651, , , ,000 30% 1% 49% 38% Domestic visitation to the Toowoomba region grew strongly in the year ended March 2012, with the buoyant figures partially the result of a recovery in tourism after the flooding that occurred in early Given the severity of the flooding in the region, the impact of this recovery is particularly significant in Toowoomba. Toowoomba saw an increase of 13% in domestic visitation. The main driver of domestic growth was intrastate travel, with the visiting friends and relatives (VFR) market increasing strongly. This trend highlights the budget conscious mindset of domestic travellers, who are looking for value for money options. Intrastate business travel also strengthened, with the region s expanding resources industry contributing to this. The interstate market also increased, driven again by VFR and business travel. International visitation to Toowoomba grew by 22% in the year ended March 2012 and was the only region in Queensland to record an increase in international travel in Queensland. Growth was driven by VFR and business travel. International holiday travel also strengthened, primarily due to an increase in the number of working holiday tourists. The average length of stay of domestic visitors to the Toowoomba region increased by 0.2 nights to 3 nights in the year ended March 2012, the result of intrastate holidaymakers extending their stay. *The data in the above table is sourced from the National and International Visitor Surveys conducted by Tourism Research Australia. The variable nature of travel combined with sampling variability means regional results need to be viewed as indicative only. Japanese Gardens, Toowoomba 13

14 Southern Downs & Granite Belt Year Ended March 2012 VISITORS HOLIDAY VFR BUSINESS Domestic overnight 324, , ,000 n/p Trend % change 2 18% 16% 28% -1% International overnight 8,000 5,000 n/p n/p Trend % change TOTAL Annual change 4% 6% n/p n/p 332, , ,000 n/p 18% 15% 27% -1% Domestic visitation to the Southern Downs Granite Belt (SDGB) region continued to increase in the three years to March 2012, with the buoyant figures partially the result of a recovery in tourism after the flooding that occurred in early The main driver of growth in the region came from intrastate travellers who were visiting friends and relatives (VFR). This spike in VFR travel was predominantly from Brisbane residents who drove to the region. Holidaymakers from regional Queensland also increased their travel to the SDGB region, with short breaks (1-3 nights) proving to be popular amongst intrastate travellers. Interstate holiday travel strengthened in the three years to March 2012, which was in contrast to state-wide results. This growth can be attributed to visitors from regional New South Wales who drove to the SDGB region. The touring market increased by 12% in the three years to March 2012, with two-thirds of these travellers coming from interstate. International visitation to the SDGB region, albeit a small market, strengthened by 4% in the three years to March 2012, driven by an increase in working holiday travellers to the region. The average length of stay of domestic visitors to the SDGB region remained virtually stable at 2.4 nights. Western Downs Regional Snapshot Year Ended March 2012 VISITORS HOLIDAY VFR BUSINESS Domestic overnight 717, , , ,000 Trend % change 2 15% 10% 12% 32% International overnight 20,000 9,000 3,000 4,000 Trend % change TOTAL Annual change 8% 7% n/p n/p 737, , , ,000 15% 10% 11% 32% Domestic visitation to the Western Downs recovered in the three years to March 2012 following the impact of the floods in many parts of Queensland in The region s important intrastate market experienced the strongest recovery across holiday, VFR and business markets. There was a healthy rebound in holiday-makers, including locals from within the Western Downs region and also those from Brisbane, who took short breaks in the region (1-3 nights). The Western Downs has continued to benefit from the booming resources sector, with business visitors accounting for almost one in three (31%) domestic visitors to the region over the three years to March The average length of stay of domestic visitors to the Western Downs region remains similar for those visiting for the purpose of a holiday, VFR or business (approx three nights). *The data in the above tables is sourced from the National and International Visitor Surveys conducted by Tourism Research Australia. The variable nature of travel combined with sampling variability means regional results need to be viewed as indicative only. 14

15 Travel Expenditure in Queensland s Regions in 2010 Domestic Overnight Visitor expenditure In 2010, expenditure by domestic visitation to Queensland declined by 2% from 2009 to $11.5 billion. Expenditure in Brisbane increased 14% to $2.5 billion, rebounding from a sharp decrease in The Gold Coast is still Queensland s top region for domestic tourism, accounting for a quarter of domestic expenditure in Regional Queensland had mixed results in Sunshine Coast, Tropical North Queensland, Central Queensland and Bundaberg recorded declines in domestic expenditure, whereas the other regions including the Whitsundays and Mackay recorded increases. Domestic Expenditure in Queensland by Main Purpose of Visit Business 14% Other 5% Visiting Friends & Relatives 18% Holiday 63% Holiday expenditure accounts for 63% of all domestic expenditure, followed by visiting friends and relatives (18%), and business (14%). REGION EXPENDITURE SHARE OF EXPENDITURE ANNUAL CHANGE VISITORS VISITOR NIGHTS EXPENDITURE PER VISITOR EXPENDITURE PER NIGHT AVERAGE LENGTH OF STAY $ millions % % $ $ Nights Gold Coast 2, ,396 13, Brisbane 2, ,862 15, Sunshine Coast 1, ,604 10, Tropical North Qld 1, ,303 8,321 1, Whitsundays ,172 1, Central Queensland ,131 4, Northern (Townsville) , Darling Downs ,389 4, Fraser Coast n/p 687 2, Mackay , Bundaberg , TOTAL QLD 11, ,582 71, *Source: Tourism Research Australia Updated August 2011 The table above provides an overview of domestic overnight visitor expenditure to Queensland s regions in The Darling Downs region as specified in the table includes Toowoomba, Darling Downs, Southern Downs and Western Downs regions. It does not include the South Burnett region. Domestic overnight visitors are a key market for the destination. International visitor expenditure and day trip visitor expenditure information can be obtained through Tourism Queensland. 15

16 Ravensbourne