12. GLOSSARY Useful tips and definitions for the RMP and associated activity.

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1 12. GLOSSARY Useful tips and definitions for the RMP and associated activity. Adwords ATDW Refer to PPC Australian Tourism Data Warehouse The Australian Tourism Data Warehouse (ATDW) is the national platform for digital tourism information on Australia. The ATDW system is a central distribution and storage facility for tourism industry product and destination information from all Australian States and Territories. This content is compiled in a nationally agreed format and electronically accessible by tourism business owners (operators), wholesalers, retailers and distributors for use in their websites and booking systems. Competitions When running a competition a good place to start is this website: Competition Terms and Conditions (T&C s) - The T&C s of entry into a competition should ordinarily include the following details: 1. Method of entry into the competition - that is, how do you enter, how many times can each participant enter? 2. If entry is via online, how can you confirm that the online entry has been received by the Region, and if it has been received before the nominated closing date and time? This may be particularly important where there are different time zones in Australia. 3. Entry is free. 4. Consent of parent or guardian should be obtained where a minor may be a participant in the competition. 5. Where and how to submit the entry form. 6. If a permit is required, the permit number should be quoted on the entry form, promotional material and advertising material. 7. Opening, closing and, if game of chance, drawing dates of the competition. 8. What the participant is required to do in order to be eligible to win, that is, describe the competition. 9. Method of choosing the winner whether it is random (such as by a draw) or chosen by a decision of a panel of judges. 10. If the competition concludes in a tie, how would that tie be resolved? 11. How the winner will be notified will that winner s name be published in a newspaper? 12. Details of prize/s describe each prize and its value, and the total value of the prize/s. 13. Method of claiming prize/s. 14. Prize/s may be subject to availability and timing. 15. Prize/s may not be redeemable in cash. 16. If the prize/s involves attendance at a place, whether or not the ABC will pay travel expenses. 17. Region s employees are not permitted to enter into the competition families of Regions employees may also be excluded from entering by the rules.

2 Corporate site CTA CTR CPC CVEP Database Call To Action (the desired effect of a consumer as a result of seeing advertising the action they immediately take (brand awareness, visit a website, call to book etc) Click Through Rate The percentage of consumers who have seen the ad versus those who have clicked it. edm s to unincentivised databases - Over 5% is considered to be a good result, as is a cost per click of under $5.00 edm s to incentivised databases - Over 10% is considered to be a good result, as is a cost per click of under $2.50 Display Media direct response 1% is considered to be a good result. Cost Per Click The amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website. Country Victoria Events Program Enewsletter The data enewsletters are the best way to communicate with your database that you have collected during your campaigns or via visitvictoria.com. They should be regular, relevant and interesting to keep your region top of mind. edm - An external database is purchased (not your existing database), which can be tailored to your target market, and an edm is sent to them encouraging them to act. This may be to enter a competition and therefore automatically subscribe to your enewsletter database, or purchase deals and packages. Incentivised database Many of the databases we use are from publishers who incentivise customers to click on the edms. They receive points which may be redeemable for prizes etc. This needs to be taken into consideration when booking. The CTR will be higher as some of the results will skew due to the incentive. Unincentivised Subscribers to these publishers are not receiving an incentive to open the newsletter. It is being sent to them as they have expressed interest or subscribe to a database which is in line with your messages. Eg. FDS, Gourmet Traveller.

3 Display Media Please refer to detailed document as part of the resource kit (online banner overview). edm Electronic Direct Marketing Acquisition Competition Broadcast One call to action Awareness No call to action edm (Solus) A dedicated edm sent to a database. It is also possible with some publishers to purchase advertising within an existing edm Eg. Editorial, image and link in a Gourmet Traveller edm (sent by them), to their database rather than purchasing a solus (independent) option. enewsletter Electronic Newsletter A newsletter sent to personal addresses Different to an edm as this is sent to a new database Fast Art A cost effective, online advertising production system available via the internet. Google Adwords Refer PPC Impression One display of an advertisement on a webpage. Interaction Rate - The proportion of ad viewers who interact with an online ad. Landing Page The page on a website where traffic is sent specifically to prompt a certain action or result. Eg. Send customers to a booking page, not the home page to cut out the extra click. LTA - Local Tourism Association

4 Lug The Jigsaw logo s divet see example Mitchells Mitchell and Partners - Tourism Victoria s media buying agency Melbourne Brandmark Tourism Victoria s logo that is used on all international marketing materials and trade partnerships MAMS PPC - Master Agency Media Service contract (arrangement with Mitchell and Partners) Pay Per Click advertising is a type of Search Engine Marketing. Google Adwords is the most famous and popular advertiser f this type currently. Advertisers bid on keywords, and if they bid the most per click, they will appear first in Google s search results when that search term is typed in by a customer.

5 PPC Keywords - A word or phrase, relevant to the web page or document question Eg. Golf, Golf Club, Golfing). This selection of keywords is then bid on and the highest bid per click will appear at the top. Publicis Mojo Tourism Victoria s lead advertising agency RCC/RTB - RMP RTA - RTAP Regional Campaign Committee/ Regional Tourism Board Regional Marketing Program Regional Tourism Association Regional Tourism Action Plan Trade Marketing The pursuit of partnerships with key travel industry businesses nationally. These partners include domestic wholesalers, airlines, online travel partners, national ticketing partners, national retail groups, hotel groups/chains, targeted travel agents, transport, and tour operators. Also targeting the trade and consumer media, to promote the state and its tourism assets. What is wholesaling? Domestic wholesalers seek out products and services, which they then onsell to consumers directly to the consumer or via the retail distribution network. Commissions what are they and who pays them? If you are intending to work with travel trade partners or booking systems; travel agents, booking offices, wholesalers, airline partners, online booking sites or inbound tour operators, you must be prepared to pay commissions. It should be seen as a fee payable to any intermediary that on-sells your product. The level of commission will vary depending on the markets you are dealing in. i.e. Domestic vs International, and the trade partners or bookings systems you deal with. As a general rule allow up to 20% in the domestic markets and 30% in the international markets. Please remember you only pay commissions when you get a booking via the trade. All businesses need to make sure commissions are built into rack or retail rates. You cannot add them onto your normal rates, as this disadvantages the client and your trade partners. Tourism Victoria consumer website visitvictoria.com Tourism Victoria industry site tourism.vic.gov.au

6 TXA - Tourism Exchange Australia (also known as TXA or the Exchange ) is a new national platform for the online distribution of accommodation, attraction, tour and event products. The Exchange makes it easy for operators to distribute their products to large number of websites, and gives travel websites a simple way to sell tourism product. TXA builds on the successful distribution network developed by the ATDW for the syndication of tourism product and destination information. Operators who have listings with the ATDW will have information about their products automatically syndicated and published on a number of travel websites such as About-Australia.com and Totaltravel.com. Listing with the ATDW is free and automatic for businesses that have listings on Tourism Victoria s consumer portal, visitvictoria.com. Tourism Exchange Australia enhances the ATDW system by providing a way for operators to add live pricing and availability to their existing ATDW listings. This means that websites that publish product information from the ATDW can now also let consumers directly search and book that product directly. SEO SEM Search Engine Optimisation is the on and off page changes you can make to your existing website to make it more readable to search engines and therefore organically (free of charge) rank as highly as possible in search results. This includes metadata such as keywords, page titles, descriptions, linking (well structured internal links within your own site and back links from authoritative/important external sites.gov and.edu especially) etc. Search Engine Marketing is the next step from SEO which involves paying to rank as highly as possible in search engine results. It is important to have a solid SEO strategy before you undertake SEM to reduce your costs. Google will reduce the cost per click for sites that are relevant and user friendly for search terms. Refer PPC. Strap Line Campaign line (You ll love every piece of Victoria) URL - Uniform Resource Locator For example: is Tourism Victoria s URL

7 enewsletter example