Singapore and Malaysia Marketing Update Thursday, 12 February 2015 - - PowerPoint PPT Presentation

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Singapore and Malaysia Marketing Update

Thursday, 12 February 2015 Presenters: Ee Lian LEE & Suzanne LIM

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Agenda

• Market Overview
• Key Consumer Insights
• Market Trends and Environmental scan
• TWA Marketing Strategies and Campaign Highlights
• Market Opportunities
• Q and A

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Singapore visitor arrival growth into Western Australia:

• 29.8% growth to 78,800 visitors for YE Sep 2014
• WA market share of total Singapore visitors to Australian 24.5% YE Sep2014
• Singapore is WA’s 2nd largest International market by visitor spend and arrivals
• Repeat visitation: Year ending September14’: 80%

Malaysia visitor arrival growth into Western Australia:

• 12.2% growth to 67,000 visitors for YE Sep 2014
• WA market share of total Malaysian visitors to Australia 23.4% YE Sep 2014
• Malaysia is WA’s 4th largest International market by visitor spend and arrivals
• Repeat visitation: Year ending September 14’: 70%
• Source: Tourism Research Australia, International Visitor Survey, YE Sep 2014

Market Overview

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Singapore Visitation by State/Territory

WA is 3rd most visited state, after NSW and Victoria

Source: Tourism Research Australia’s International Visitor Survey, Year Ending September 2014

63 62 59 61 79 74 79 87 101 109 68 78 76 87 98 45 47 52 64 62 11 10 9 11 11 20 40 60 80 100 120 YE Sep. 2010 YE Sep. 2011 YE Sep. 2012 YE Sep. 2013 YE Sep. 2014 Visitors ('000) Western Australia New South Wales Victoria Queensland South Australia Tasmania Northern Territory ACT 27% 25% 23% 21% 25% 32% 33% 35% 36% 34% 30% 32% 30% 31% 30% 20% 20% 21% 23% 19% 5% 4% 4% 4% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% YE Sep. 2010 YE Sep. 2011 YE Sep. 2012 YE Sep. 2013 YE Sep. 2014 ACT Northern Territory Tasmania South Australia Queensland Victoria New South Wales Western Australia

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Singapore Visitor to WA – Spend, Dispersal and Reason for Visit

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Malaysia Visitation by State/Territory

WA is 3rd most visited state, after Victoria and NSW

Source: Tourism Research Australia’s International Visitor Survey, Year Ending September 2014

54 56 56 60 67 42 44 56 66 77 79 83 86 90 109 44 43 41 41 48 9 11 10 14 20 20 40 60 80 100 120 YE Sep. 2010 YE Sep. 2011 YE Sep. 2012 YE Sep. 2013 YE Sep. 2014 Visitors ('000) Western Australia New South Wales Victoria Queensland South Australia Tasmania Northern Territory ACT 28% 27% 26% 26% 23% 22% 21% 27% 28% 27% 41% 40% 41% 38% 38% 23% 21% 20% 17% 17% 5% 5% 5% 6% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% YE Sep. 2010 YE Sep. 2011 YE Sep. 2012 YE Sep. 2013 YE Sep. 2014 State/Territory Share of Visitation ACT Northern Territory Tasmania South Australia Queensland Victoria New South Wales Western Australia

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Malaysia Visitor to WA – Spend, Dispersal and Reason for Visit

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TA’s Consumer Demand Project Key Findings (Phase 2_2013):

• Singaporeans want…

– safe destination √ – Interesting attractions √ – Good value X – Food & wine X – Friendly citizens X

• Want to travel to…

– Taiwan, Japan, Australia & Hong Kong – Aus 2nd most aspired destination, 4th for intention

• The Australian experience…

– Very low expectation and below average satisfaction for Australia

• Lack of perceived value may be a factor
• Awareness of experiences…

– Relatively good vs other destinations: Australia ranks 4th out of 10 (49%)

• Malaysians want…

– Safe destination√√√ – Interesting attractions√ – Good value X – Good Food and Wine (key passion for travel)√ – World class natural beauty √

• Want to travel to…

– Australia - most aspired & intended destination – Thailand, Hong Kong & Japan – closest competition

• The Australian experience…

– Malaysians have low expectations of Australia but a relatively good level of trip satisfaction (45%)

• Awareness of experiences…

– Relatively good vs other destinations at 55%, ranks 4th out of 10

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Need Strong PR/Consumer engagement

• Extremely competitive environment – consumers/media have many

destinations choices

• Continuously looking for new experiences for return visits
• Seeking safe destinations and interesting experiences
• Unique food & wine experience
• Mature market with well-travelled consumers, good awareness/familiarity

with WA but still providing good growth

• In the last 12-18months, PR/Advertorial focus on Perth`s small bars and

restaurants revitalisation scene helping to change consumer’s perception of Perth.

• Digitally savvy - research & book online
• Heavily reliant on connectivity – internet/wifi must be readily available to

stay in touch

Market Trends - Consumer

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Airline Partnerships to leverage campaign messages/ activities

• Good direct accessibility/flight capacity.
• Qantas exit – minimal impact, Tiger’s exit – TBD
• Scoot’s planned flight frequency.
• SQ – partner for SIN/MAL/INDO
• For Malaysia, MH remain key partner
• Short-medium length of stay (5-8 days) in WA – dependent on school

holidays/public holidays & long weekends. 2015-many long weekends to capitalise on, so need to align campaigns/airfare offers

Market Trends - Aviation

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TWA’s Key Objectives and Key Segments

1. Gain market share in visitor arrivals 2. Increase visitor spend 3. Increase regional dispersal Key Segments (2014/15):

• Priority one - FIT market, singles, DINKS, well-

travelled/experiential consumers

• Priority two - Self-drive segment (families, silvers, DINKS)
• Additional/Niche (Opportunity Driven):

* Muslim group segment * Niche segments – luxury, school groups during school holidays. * VFR and education segment * Secondary cities beyond KL/Klang Valley (Malaysia) * MICE Segment (Malaysia)

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Activities FY14/15 – The last 6 months

Consumer/PR/Media

• Leveraged key events in WA to:
• increase dimensions to travel
• create urgency to travel on specific dates
• provide PR opportunities
• Singapore

– executed a $400,000 gourmet campaign – media ads/PR activities & partnerships with non-traditional partners

• Malaysia - a scaled down version
• Leverage partners’ marketing platforms/databases
• Continued to build on the Perth & Experience Extraordinary

Branding Trade/Airline Partners

• Continued to support the trade to offer new experiences to

consumers - New Product Mission, trade training

• Supported trade partner with marketing assets, i.e. website,

Facebook, eDMs, travel brochures, etc.

• Maintained trade-servicing/partnership through co-op

campaigns/in-house travel fairs/consumer shows

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Gourmet Campaign 14/15

WA integrated gourmet campaign (trade & consumer marketing) – August to November 2014 There are 3 key elements:

• 1. Focus on MRGE from 24 Aug – 30 Sep 2014 in conjunction with NATAS

Holidays

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Gourmet Campaign 14/15

• 2. Chan Brothers Self-drive Gourmet

Theme Convoy with celebrity blogger (Perth, AGO & ASW)

2.1 Year round Chan Bros Self Drive regional packages

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Gourmet Campaign 14/15

• 3. EAT, DRINK, BUY WA
• a. Singapore - Partner with 9 travel partners to promote 2 gourmet packages:

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Gourmet Campaign 14/15

3. EAT, DRINK, BUY WA

• b. Partnered with 8 retailers, 2

importers and ANZ Bank and SFFC and City of Swan on an aggressive WA food theme consumer campaign

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Gourmet Campaign 14/15

Malaysia - WA integrated gourmet campaign (trade & consumer marketing)

• Chef Wan Gourmet Tour
• Engaged with City of Swan
• Media visit leveraging Tourism Australia IMHP

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Gourmet Campaign 14/15

EAT, DRINK, BUY WA Campaign Highlights

• Successful Launch Event
• Strong PR Exposure over AUD$500k
• Over 500 Packages Sold
• Dedicated WA campaign brochure
• Forged excellent relationships with Non traditional partners
• Leveraged ambassadors to influence followers

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What do we have in store for the next 6 months?

Consumer/PR

• Continue to leverage key events
• Build on the Perth & Experience Extraordinary branding
• Focus on consumer engagement campaign/PR
• Execute a photography themed self-drive consumer direct
• Leverage OTAs/Orbitz targeting short breaks
• Engage non traditional partners to target niche segments – photography clubs, campers

Corner/adventure goods retailers Airline Partnerships Singapore

• Singapore Airlines - Joint TA/STOs/SQ campaign
• Scoot – Focus on events, PR and online, First Quarter of 2015
• Jetstar - Promote long weekend getaways, First Quarter of 2015

Malaysia

• Malaysia Airlines – Joint MH campaign with TA/STOs

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What do we have in store for the next 6 months?

TA Partnership - Restaurant Australia

• PR (IMHP) and ITWD for both Singapore and Malaysia, with broadcast
• pportunities

Trade Marketing

• Work with Key Distribution partners – tactical packages
• Support trade partners with destination info/products and marketing

assets and collaterals

• Maintain trade-servicing/partnership- training, sales visits, workshops,

roadshows, famils

• WATEX – 19-25 April 2015
• ATE – June 2015
• TA ASP/KDP Famil
• Introduce new and exciting product to the market

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There will be 2 elements:

• 1. “Great WA Journey”
• A photography road trip led by a professional

photographer

• PR event – post trip WA photo book launch
• Partners – Award winning photographer, Hertz

car rental, travel agents, Campers Corner

• Social media upload photos/videos during trip

The next big idea for 2015

Richard Koh - Amaranthine Photos Richard’s fine art photographs have been exhibited in Singapore, Dhaka, New York and San Francisco.

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• 2. Caravan/Camping
• Develop a set of self-drive caravan/camping itineraries
• Identify relevant WA product
• Work with non traditional partners to leverage their databases

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Ways to access the market

• Build trade & media relationships to create demand
• Include us in your communications
• Engage in social media and digital advertising
• Ensure easy access to wifi
• Engage ITOs and OTAs
• Subscribe to Talking Tourism

& Essentials

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Senior Consultant Strategic Marketing Part-time Eelian Lee Marketing Manager Singapore and Malaysia Full time Suzanne Lim Marketing Executive Singapore and Malaysia Suhaila Bahari Marketing Coordinator Singapore &Malaysia Full time Senior Consultant PR (Contractor) -Part-time Selena Oh

Singapore and Malaysia Market Team

Head Office Key Contact Peter Kemp International Market Manager , Singapore & Malaysia

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Questions?