Sydney Tourism Precinct Funding Program. User Guide

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1 Sydney Tourism Precinct Funding Program User Guide Destination New South Wales Last updated 19/12/2011

2 Sydney Tourism Precinct Funding Program User Guide 1 Overview: Sydney Tourism Precinct Funding Program Introduction Program objectives Available co op and grant funding 3 2 Cooperative Funding for Destination Marketing Introduction How much funding is available? Matching funds Who can apply for this funding? What activity can the funding be used for? When must the campaign activity take place? Application criteria Funding conditions Key dates and deadlines 6 3 Tourism Event Marketing Grants Introduction How much grant funding is available? Who can apply for this funding? What activity can the funding be used for? When must the campaign activity take place? Application criteria Funding conditions Key dates and deadlines 7 4 How to apply 7 5 Funding applications Funding application and approval process When will I find out if my application has been approved? 8 6 Tips for completing your application 8 6 Contact information: Visit Sydney 8 2

3 1.0 Overview: Sydney Tourism Precinct Funding Program 1.1 Introduction The Sydney Tourism Precinct Funding Program aims to promote the tourism destinations and events within the Sydney metropolitan area. The program seeks to promote tourism precincts within the Sydney metropolitan area which have: - An identified Unique Selling Proposition (USP) which positions the destination competitively to targeted visitors - A critical mass of attractions and/or experiences, including culture, heritage, shopping, dining or nightlife - Significant interest to sustain a half to a full day visit - A vitality, energy and street life that is characteristic of Sydney tourists like to go where the locals go and do what the locals do - A potentially outstanding experience, as perceived by the community and the visitor i.e. it is the best example of its type within Sydney 1.2 Program Objectives The objective is to attract visitation to Sydney s diverse tourism destinations. It aims to: - Increase awareness of the depth and variety of experience available in Sydney - Disperse tourism related economic benefits beyond the CBD - Extend visitor length of stay in Sydney by giving visitors more reasons to stay longer and therefore spend more - Attract repeat visitors interested in experiencing different parts of the city 1.3 Available co operative and grant funding The duration of the program will be over three years covering the 2009/10, 2010/11 and 2011/12 fiscal years. Each year $400,000 will be made available to support co operative destination marketing campaigns on a dollar for dollar matched basis. In addition $100,000 will be allocated in grants to assist local precincts to promote events which have the potential to attract day or overnight visitors from outside of Sydney. Between $10,000 and $50,000 matched funding is available to support cooperative destination marketing campaigns. This funding is available to councils within the Greater Sydney metropolitan area. Grants of up to $10,000 are available for campaigns promoting events in Sydney destinations. 2.0 Cooperative Funding for Destination Marketing 2.1 Introduction This cooperative funding is available to support marketing and communications campaigns which promote Sydney destinations and their tourism attractions and experiences. 2.2 How much funding is available? The total amount of grant funding is $400,000 per annum for three years from 1 July Between $10,000 and $50,000 cooperative funding is available, based on matched funds per campaign. 3

4 2.3 Matching funds Applicants must match requested funds dollar for dollar. This matched funding may be contributed by the local council, investment from local tourism businesses, from the local business group or a combination of these. The minimum co op funding value is $10,000. Therefore the minimum precinct contribution required is $10,000 for a $20,0o0 campaign. The maximum co op funding value is $50,000. Therefore the maximum precinct contribution required is $50,000 for a $100,000 campaign. In kind support such as the donation of products or services to the campaign will not be considered as a contribution to the matched funds. Applicants will be required to provide evidence of matching cash contributions, using the statement of commitment form on or letters of commitment from authorised individuals. 2.4 Who can apply for this funding? Cooperative funds will made available by Destination NSW for distribution through any of the Local Councils within the Greater Sydney metropolitan area. Funding will be conditional on matching funds being contributed by local government, tourism industry or other partners. Local councils can apply individually or provide joint submissions with other councils, industry and other partners. Non government partners seeking funding for destination campaigns will need to submit their proposals through their Local Council. These funds are not available for independent businesses or associations. 2.5 What activity can the funding be used for? The cooperative marketing funding is available for the promotion of precinct destinations and their tourism attractions and experiences through marketing and communications campaigns targeting visitors outside of the Sydney metropolitan area. Campaign activity can include: - On line, print and television advertising - PR and media familiarisations - Consumer promotions - Information distribution e.g. website or print collateral Campaign Opportunities through Destination NSW: Precincts can leverage Destination NSW investment in Sydney Brand Campaigns to promote their precinct in partnership with Destination NSW. For partners who invest in campaign activity under the Sydney brand look and feel Destination NSW will provide: Creative production costs (up to 20% of the total investment and using existing assets). Therefore your total budget is invested in media. Campaign management: The Sydney Partnership marketing team will manage the campaign, in consultation with partners. Partner campaigns will be integrated, where possible, to benefit from the activity funded by Destination NSW 4

5 Access to Destination NSW media rates and creative agency to develop campaigns. Please contact Destination NSW to discuss these opportunities before you submit your application and while you are in the campaign planning stage. 2.6 When must the campaign activity take place? The funds for 2011/12 financial year are for activity that falls between 1 July 2010 and 30 June Application criteria All funding applications will be assessed against this criteria. The campaign: Application must be submitted by a Council employee Budget must include 100% matched funds Must include local tourism industry participation. If local industry are not financially investing in the campaign please attach a list of what each operator is providing. In kind support does not contribute to matched funding Must attract day and overnight visitation to Sydney At least 50% of the total campaign investment must be targeted to visitors outside of Sydney i.e intra state, inter state and/or international visitors Must allow at least 60 days from when Destination NSW receives the application to the campaign activity start date Must utilise the Destination NSW logo and recognition tagline, provided to you on approval of your application Must include evaluation indicators e.g. campaign responses, PR values, commercial investment Tourism partners must be registered for the Get Connected program as appropriate ( Must not receive any other State Government funding. The quality of the application and supporting documents will be taken into consideration during assessment. 2.8 Funding conditions Successful applicants: - Must commit to the signed deed of agreement, detailing the full terms and conditions of the grant funding - Must execute the proposed marketing campaign as detailed in the application form, if any of the detail changes, please advise Destination NSW immediately - Must use the supplied Destination NSW logo and recognition tagline on all campaign materials - Must acknowledge Destination NSW as a campaign partner in all media and communications materials - Must complete and return the supplied evaluation forms within 30 days 2.9 Key dates and deadlines Funding applications for campaign activity in the 2011/2012 financial year are open from1 April 2011 to 31 March

6 Applications will be approved on merit as and when they are received. Late applications will not be considered. 3.0 Tourism Event Marketing Grants 3.1 Introduction This grant is available to assist the promotion and marketing of events which have the appeal necessary to attract day and overnight visitors to the event. 3.2 How much grant funding is available? The total amount of grant funding is $100,000 per annum. Grant funding of up to $10,000 per event is available. Campaigns funded by the grant will be executed by the event organiser and will acknowledge Destination NSW as a campaign partner. 3.3 Who can apply for this funding? This grant is for event organisers endorsed by any of the councils in Greater Sydney, representing Sydney s tourism destinations, to support marketing campaign activity designed to attract overnight visitors to the area. 3.4 What activity can the funding be used for? The grant is available for the promotion and marketing of events which have the appeal necessary to attract overnight visitation. Campaign activity should be targeted to visitor audience and can include: - On line, print and television advertising - PR and media familiarisations - Consumer promotions - Information distribution e.g. website or print collateral 3.5 When must the campaign activity take place? The grants for financial year are for any activity that falls between 1 July 2011 and 30 June, Application criteria All grant applications will be assessed against the following criteria. The event: Must attract day and overnight visitation to Sydney At least 50% of the total campaign investment must be targeted to visitors outside of Sydney i.e intra state, inter state and/or international visitors Must utilise the Destination NSW logo and recognition tagline provided to you on application approval. Must include evaluation indicators e.g. visitor numbers Event and tourism partners must be registered for the Get Connected program as appropriate. ( Must have run for a minimum of two consecutive years (bi annual events considered on application). Must be endorsed by local council in writing 6

7 Must have all necessary approvals and insurances for staging the event Must not receive any State Government funding The quality of the application and supporting documents will be taken into consideration during assessment. 3.7 Funding conditions Successful applicants: - Must commit to the signed deed of agreement, detailing the full terms and conditions of the grant funding - Must execute the proposed marketing campaign as detailed in the application form, if any of the details change, please advise Destination NSW immediately - Must use the supplied Sydney brand on all campaign materials, according to brand guidelines - Must acknowledge Destination NSW as a campaign partner in all media and communications materials - Must complete and return the supplied evaluation forms within 30 days 3.8 Key dates and deadlines Funding applications for campaign activity in the 2011/2012 financial year are open from1 April 2011 to 31 March Applications will be approved on merit as and when they are received. Late applications will not be considered. 4.0 How to apply All application forms are available to download at Please ensure you complete all sections of the forms and provide all the required attachments. Please submit all completed application forms to: Sydney Tourism Precinct Funding Program Destination NSW GPO Box 7050 Sydney, NSW Funding applications 5.1 Funding application and approval process The following outlines the steps of the funding application, approval and implementation process. 1. Download application forms from 2. Complete application forms in full and compile accompanying documents 3. Application is submitted to Destination NSW see How to apply in section 4.0 for details. 4. Applicant will be informed in writing whether the application has been successful within 30 days. Feedback will be provided to applicants who are unsuccessful. 5. Following written notice of funding approval, the campaign partner (successful applicant) signs and returns the deed of agreement and raises an invoice to Destination NSW for the approved funding amount. 7

8 6. Destination NSW will process the funding payment and transfer funds into the specified bank account. 7. Destination NSW will provide the campaign partner with access to Destination NSW logos and reporting forms. 8. Campaign partner incorporates Destination NSW logo and recognition tagline into campaign artwork and submits to Visit Sydney for approval. (Please allow 5 working days for this approval). 9. Campaign is executed according to the submitted plan 10. On completion of the campaign travel period or event end date, the campaign partner completes and submits the Campaign Closure Report and Activity Closure Report, detailing financial reconciliation to Destination NSW. 5.2 When will I find out if my application has been approved? All applicants will be informed of their status within 30 days of Destination NSW receiving the application and all relevant attachments. 6.0 Tips for completing your application 6.1 Check your campaign primarily targets non Sydney visitors The program is designed to support campaigns that primarily target non Sydney visitors. For example, this may be through e marketing, brochure distribution through hotels or visitor information centres, advertising and/or media activity in regional NSW or interstate, online competitions and promotional offers. There may be some elements of this activity that ALSO reach Sydneysiders, however the funding will not be provided for campaign activity that EXCLUSIVELY targets Sydneysiders. For example: Local letterbox drops Advertising in local newspapers Local radio station advertising If your campaign includes some local activity to target the VFR market (visitors that are staying with friends and relatives), you should demonstrate that any activity conducted locally is actively targeting these visitors. Check your application to make sure your marketing campaign activity primarily targets non Sydney visitors. INCORRECT Section 2: Marketing Campaign Detail Campaign Target Markets: Detail the markets this campaign will specifically target, e.g. Sydney, Regional NSW Local families and schools, Sydney day trippers CORRECT 8

9 Section 2: Marketing Campaign Detail Campaign Target Markets: Detail the markets this campaign will specifically target, e.g. Sydney, Regional NSW Melbourne and Regional NSW. Primarily older couples and families. Day trippers from Sydney and surrounds. 6.2 Check you have a call to action Effective marketing campaigns should motivate people to do something as a result of the marketing. This is known as a call to action. Your call to action may be to visit the precinct website, call the visitor centre, redeem a promotion, subscribe to your newsletter or similar. Please make sure your campaign has a call to action. 6.3 Check all the elements in your campaign are marketing activities The funding in this program is provided to support marketing and promotional campaigns to attract non Sydney visitors to Sydney destinations. Check that all the elements in your campaign meet this purpose. Non marketing activities are not eligible for funding under the program. Examples of non marketing activities, which are not eligible for funding include: - web design or website building - staff or contractor wages - insurances, licenses and permits - event infrastructure or advertising for event suppliers - market research - photography that will NOT be used for marketing - media or marketing agency retention fees - general street signage, flagpoles or other permanent infrastructure - overhead costs e.g. rent, utilities 6.4 Developing your marketing activities The Sydney Partnership Marketing team at Destination NSW can put together a package of Destination NSW cooperative marketing opportunities to suit your campaign objectives and budget, targeting Sydney s key domestic markets. Please contact us to discuss these opportunities. Your campaign may also include activities such as: - e marketing through your database or via local industry partners - visitor guides or other relevant marketing materials for distribution to visitors via Visitor Information Centres or accommodation - promotions and competitions encouraging bookings or visitation to your precinct or event - search engine optimisation or pay per click advertising to increase visibility and visits to your up to date destination website - the development and distribution of a destination media kit - hosted media visits, events, photo calls, media stunts and launches - photography specifically for your visitor marketing materials or destination website 6.5 Make sure your objectives are measurable and provide plenty of detail about your campaign To measure the success of your campaign it s important that you are able to set clear and measurable objectives. If you receive funding, you will be asked to report back on each objective, so make sure they have specific targets to reach. Objectives should be SMART: specific, measurable, achievable, 9

10 realistic and time focused. In other words, these should be objectives you expect to reach during the period of your campaign activity. For each objective it is important that you identify the campaign activity (e.g. Print Advertising) that will allow you to reach this objective, the timeframe for the activity, the target market, how you ll measure the objective and the amount of money to be spent on this activity. To maximise the impact of your campaign it s essential that you combine a range of activities. Therefore it maybe necessary to build multiple activities that can achieve you campaign objective. For example, Search Engine Optimisation or Google Ad words could also be used to increase website visitors. Below is an example of how you might approach this. Section 2a: Marketing Campaign Detail Objectives and Measuring Success Please detail your objectives for the marketing campaign and how you will measure the success of these objectives. Objectives must include specific targets or key performance indicators (KPIs) e.g. to increase website visitors by x, to receive x redemptions on a special offer, to receive x new bookings for campaign partners Campaign Objective What specifically do you want to achieve? Increase website visitors by 10% Campaign Activity (include details of each activity s distribution channels, e.g. publication name and circulation, brochure distribution outlets,) Print Advertisement and Editorial in Wagga Daily Advertiser with website call to action Timeframe Start date and end date 20 Feb March 2012 Target Market May include local markets, but MUST include visitors from outside Sydney Families from Wagga Evaluation: How will the objective be measured? E.g. Google analytics, Google analytics Budget How much will this activity cost? $1,500 To maximise the impact of your campaign it s essential that you combine a range of activities. Therefore it maybe necessary to use multiple activities that can achieve you campaign objective. For example, Search Engine Optimisation or Google Ad words could also be used to increase website visitors. 6.6 Be prepared with supplier details Although your suppliers may not yet be confirmed, it s important that you have received quotes for the activities you will be including. You will need this information to complete your activity closure report, which includes financial reconciliation of the funding spend against your initial application. Please include the supplier details, including ABN. If you have not completed your tender for suppliers at the time of application, you may provide a shortlist as an attachment to your application and the expected date of appointment. The amount attributed to each supplier does need to be based on quotations. Section 3a: Marketing Activities Supplier Details 10

11 Please define a full list of marketing suppliers providing services for the marketing activities in the campaign, with the full amounts committed to each. Supplier ABN Product/Service Provided Amount (Ex. GST) Smith & Sons Printer Visitor guide printing $6,100 Brochure distribution (supplier TBC see attached shortlist) Distribution of visitor guide to Sydney hotels $4,500 TOTAL $10, Provide details of your communications plan It s important you understand how you will be using the media as part of your campaign. You may be issuing press releases, holding a launch event or photo call, hosting visiting journalists, inviting radio and television broadcasters to your precinct or a combination of these. Remember your campaign is targeting non Sydney visitors, so the majority of media should be nonexclusive to Sydneysiders. For example, your media plan may target: - national press - Sydney tourism publications - regional and interstate media - online media - travel and leisure programs and publications Please provide as much detail as you can on the media element of your campaign, so Destination NSW can align its own media activities and support you. Here is an example: Section 5: Media & Industry Communications Please provide details of corporate media and industry communications activities planned to launch and/or promote the activity. This is important as Destination NSW may provide additional support and/or communication activity around the launch period. Launch 1 March 2011, 09:00 at Council Chambers Date/Time/Location Proposed Activity Press release to launch campaign sent to travel editors in NSW and Victoria, including Triple M Radio, Q Weekend, Marie Claire and regional newspapers. Line up local personality for interviews. Photo call with local personality at major precinct attraction targeting Sydney based media (12 March 2010, 14:00) Coordinate with Destination NSW to host visiting journalists during campaign (1 March April 2010) Note: All media and industry communication activities need to acknowledge the contribution/investment of the NSW Government/Destination NSW. E.g.: "This activity/campaign was supported by the NSW Government through Destination NSW and its Sydney Tourism Precinct Funding Program". 11

12 6.8 Make sure you include all the attachments Whether it s an application for an event grant or cooperative marketing funding, please make sure you submit all the requested attachments, as listed on the application form. If you need to attach any additional information relating to the application, please make sure it s included as well. 6.9 If you are in doubt, contact us If you have questions about your campaign or any element of your funding application, please get in touch with the Destination NSW Product & Precinct Services team. We are able to answer your questions and provide guidance to help you complete your application. 7.0 Visit Sydney contact details For more information on the grant program and applications, please contact: Sarah Williams Product and Precinct Services, Visit Sydney Destination NSW Tel:

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