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TRIUMPHS & TARGETS Norfolk Island Tourism
Oxford Dictionary TRIUMPH: • A great victory or achievement. • The state of being victorious or successful. • Joy or satisfaction resulting from a success or victory. • A highly successful example of something.
Bookeasy Gross Sales - Norfolk Island Tourism 2017/18 $546,235.15 2016/17 $543,263.15 2015/16 $480,348.48 2014/15 $378,947.44 2013/14 $323,665.26 2012/13 $253,432.94 2011/12 $277,222.75 $- $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00 GROSS SALES - Bookeasy Website plus Visitors Information Centre for Accommodation, Tours, Car Hire, and Retail Stock
Bookeasy GROSS SALES $100,000.00 $90,000.00 $80,000.00 $70,000.00 $60,000.00 $50,000.00 $40,000.00 $30,000.00 $20,000.00 $10,000.00 $- 2016/17 2017/18 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
Total Flights 289 AUSTRALIA 232 – Air New Zealand Total Capacity 41,490 33 – Norfolk Island Airlines NEW ZEALAND Total Passengers 32,941 21 – Norfolk Island Airlines 2 – Air Chathams (1 charter & 1 private) Total Load Factor 79% 1 – Air New Zealand (charter)
80000 100% 90% 70000 80% 60000 70% 50000 60% 40000 50% 40% 30000 30% 20000 20% 10000 10% 0 0% Total Seats Total Pax Load Factor AU AIRLINES Norfolk Air 09/05-02/12 NZ AIRLINES Air NZ 03/12-present Air NZ 1947 -05/17 NI Airlines 06/17-03/18 NI Airlines 06/17-01/18
2017/2018 32941 2016/2017 33904 2015/2016 31587 2014/2015 31395 2013/2014 29281 2012/2013 26943 2011/2012 29931 2010/2011 28554 0 5000 10000 15000 20000 25000 30000 35000
AUSTRALIA NEW ZEALAND 1411 4702 5389 5957 4861 5828 5096 5472 31530 29202 26198 25438 25070 23458 23453 21471 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018
PAX from Australia Up 8% from 2016/17 Best year since 2007/08 Best Sep, Oct, Nov, Dec, Jan, Feb, Mar, Apr for 8 years PAX AU & NZ TOTAL Down 3% from 2016/17 Second best year since 2008/09 Best Oct, Dec, Jan, Feb since 2007/08
Definition of a “Visitor” Cambridge dictionary “Someone who visits a person or place” Austrade National Visitor Survey “ People who have travelled for purposes including holiday, visiting friends and relatives, business, education and employment. These travellers must not have been away from home continuously for more than 364 days, or in a leap year 365 days. ” United Nations World Tourism Organisation “ A visitor is a traveller taking a trip to a main destination outside his/her usual environment, for less than a year, for any main purpose (business, leisure or other personal purpose) other than to be employed by a resident entity in the country or place visited.”
30,000 29,732 28,363 25,000 26,660 26,602 25,133 24,731 24,268 22,684 20,000 15,000 10,000 5,000 0
TOTAL VISITORS Down 5% from 2016/17 Second highest year since 2008/09 Best September since 2011 Best December and January since 2003 Best February since 2008
Highest cruise ship passenger numbers since 2011 Four out of six cruise ships disembarked • 3 Dec 2017 – Regatta 684pax • 31 Dec 2017 – Pacific Jewel 1900pax • 14 Feb 2018 – Caledonian Sky 100pax • 26 Feb 2018 – Artania 1100pax
Weekend Sunrise Ray Martin & James Tobin Day 1: Queens Baton & CG Athletes Day 2: 101 Things To Do on Norfolk 10 x live crossovers over 2 mornings 16 & 17 December 2017 1.7million viewers daily
Better Homes & Gardens Karen Martini 2 x cooking segments Fish catch & cook Paddock to platter Aired 27 October 2017 Repeated 19 November 2017 5 January 2018 1.872 million viewers AU
Other Television Coverage • Who do you Think You Are, SBS o Natalie Imbuglia o John Jarrett • Uncharted, FOXTEL – Sam Neil • Escape From the City, ABC • House Hunters International, HGTV • New Zealand Advertisements (TV1, TV2, Choice TV & HGTV)
1 x 6 page feature story 1 x 17 page feature advertorial 1 x Full Page advertisement 2 x Full Page advertisements 1 x 14 page feature advertorial 2 x Food Festival promos 6 x Full Page advertisements
BONUS! No charge!! Norfolk Island features in three images for Australian Country 2018 diary
Media Famils Fishing World Magazine Signature Luxury Travel & Style Magazine Pacific Island Living Magazine Spa & Wellness International Magazine 50 Something Magazine Discover Magazine Out and About with Kids Online Holidays for Couples Online Print & Digital Marketing
Print Marketing Revised Destination Brochure New Activity Guide New Eating Out Guide Updated Beach Guide Updated 101 Things To Do
Print Marketing Discover Norfolk Magazine Back Cover Inspired by Tourism Australia’s “ 7 things you may not know about Norfolk Island” Facebook video. • 292,000 views • 9,500 reactions • 2,116 shares • 1,064 comments We added 3 extra ‘things” # 6, 9, 10
Norfolk Island Tourism has several Social Media channels that are used on a daily basis Facebook Instagram Twitter YouTube 27,124 7,645 1,940 NI Tourism followers followers followers Channel
Tripadvisor premium destination partnership with 32 sites listed and managed by NI Tourism
Tripadvisor premium destination partnership allows NI Tourism to customise our content and respond to reviews.
Influencers Campaign & Competition Mark Fitz Scott Portelli Melissa Findley Zach Sanders 663,028 people reached 1,339,338 Impressions 107,701 post engagements 23,743 views of the competition video on Facebook 12,867 social link clicks 450 comments & 448 shares of video 12,143 Social Website Leads 12,042 Competition Entries 1,446 Website Prospects
New Zealand bus backs for 4 weeks Sydney trains for 4 weeks
Outdoor Marketing Brisbane Ekka Show 400,000 attendees Sydney Royal Easter Show 800,000 attendees
Objective To support the destination campaign with great package deals to drive visitor numbers and increase destination awareness.
Tactical Marketing Overview Tactical campaign with AU and NZ wholesalers Cooperative partnerships delivered approved destination marketing Norfolk Island featured in print advertising, websites, electronic direct mail, and promotion through retail distribution partners Norfolk Island was visible in market every month through wholesale partners
Brochure Distribution • 2000+ brochures within AU & NZ Marketing Content • New images for gallery • New videos for gallery
Promotional Competitions • Treasures of the South Pacific Competition • Life Begins At Competition • NZ Fishing Competition • Social Media Campaign Competition
Consumer & Trade Public Relations UNIQUE TOURISM COLLECTION (UTC) • Destination training for Air NZ, agents, wholesalers and res staff • Regular communication with our wholesale partners and agents • Monthly agent sales calls • Monthly industry reports NORFOLK ISLAND TOURISM • Monthly Tourism reports • Weekly media releases • Bi-Monthly Local Industry E-newsletters • Monthly consumer E-newsletters • Launched self famil program for Norfolk Island • Bookings and communications through website
Travel Agents Trade Shows • Treasures of the South Pacific Hobart & Melbourne Famils • Norfolk Select • Norfolk Select & Travellers Choice • Omniche Holidays • Oxley Travel • Travel Studio, Tasmania (Fishing) • Expanding Horizons, South Australia (Group Travel)
Commonwealth Games Exposure Bronze Medallists NO COSTS for maximum exposure • Channel 7 Weekend Sunrise 3 min interview = $738,000 value • Print and radio coverage: The Australian, Fox News, The Telegraph, The Brownsville Herald, Radio NZ, The Guardian, ABC Gold Coast Radio
Visitor Survey Card Feedback 3800 visitor survey cards completed = 13% response rate total visitors TOP ANSWERS QUESTION 1 2 3 What most influenced Stay? Wanted to 30% Friends 23% Visited Before 13% Purpose of Visit? Holiday 72% Event or Festival 8% Tour Group 6% Selected Accommodation By? Travel Agent 38% Package/Special 22% Website 15% Ratings - Accommodation Excellent 49% Very Good 38% Satisfactory 12% Ratings - Food & Beverage Very Good 48% Excellent 31% Satisfactory 19% Ratings - Tours Excellent 44% Very Good 44% Satisfactory 10% Ratings - Shopping Very Good 46% Satisfactory 33% Excellent 17% Age Group Over 65 60% 55-64 25% 45-54 8% Gender Female 66% Male 34% Most Enjoyed About Norfolk? Scenes & Environment 22% History & Culture 19% Local People 16% Previous Visits to Norfolk Island? Air 97% Cruise Ship 3% Region of Residence? Australia 91% New Zealand 8% Spending? $501-$1000 42% $210-$500 32% $1000+ 20% Enjoyment? Great 55% Beyond Expectations 30% As Expected 13% Stay Nights? 7 Nights 61% 7+ Nights 18% 4-7 Nights 17%
Tourism 2018/2019
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