Watawie h TRIUMPHS & TARGETS Norfolk Island Tourism Oxford - - PowerPoint PPT Presentation

Watawie h

Norfolk Island Tourism TRIUMPHS & TARGETS

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.

GROSS SALES - Bookeasy Website plus Visitors Information Centre for Accommodation, Tours, Car Hire, and Retail Stock

$277,222.75 $253,432.94 $323,665.26 $378,947.44 $480,348.48 $543,263.15 $546,235.15

$- $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00

2011/12 2012/13 2013/14 2014/15 2015/16 2016/17 2017/18

Bookeasy Gross Sales - Norfolk Island Tourism

$- $10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00 $100,000.00

2016/17 2017/18

Bookeasy GROSS SALES

JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN

AUSTRALIA

232 – Air New Zealand 33 – Norfolk Island Airlines

NEW ZEALAND

21 – Norfolk Island Airlines 2 – Air Chathams (1 charter & 1 private) 1 – Air New Zealand (charter)

Total Flights 289 Total Capacity 41,490 Total Passengers 32,941 Total Load Factor 79%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 10000 20000 30000 40000 50000 60000 70000 80000

Total Seats Total Pax Load Factor

AU AIRLINES Norfolk Air 09/05-02/12 Air NZ 03/12-present NI Airlines 06/17-03/18 NZ AIRLINES Air NZ 1947 -05/17 NI Airlines 06/17-01/18

28554 29931 26943 29281 31395 31587 33904 32941 5000 10000 15000 20000 25000 30000 35000 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018

23458 25070 21471 23453 25438 26198 29202 31530 5096 4861 5472 5828 5957 5389 4702 1411

2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018

AUSTRALIA NEW ZEALAND

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.”

24,268 25,133 22,684 24,731 26,660 26,602 29,732 28,363 5,000 10,000 15,000 20,000 25,000 30,000

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

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

Highest cruise ship passenger numbers since 2011

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

• Who do you Think You Are, SBS
• Natalie Imbuglia
• John Jarrett
• Uncharted, FOXTEL – Sam Neil
• Escape From the City, ABC
• House Hunters International, HGTV
• New Zealand Advertisements (TV1, TV2, Choice TV & HGTV)

Other Television Coverage

1 x 17 page feature advertorial 1 x 14 page feature advertorial 2 x Food Festival promos 6 x Full Page advertisements 1 x 6 page feature story 2 x Full Page advertisements 1 x Full Page advertisement

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

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

Print Marketing

Discover Norfolk Magazine Back Cover

Facebook 27,124 followers Instagram 7,645 followers Twitter 1,940 followers YouTube NI Tourism Channel Norfolk Island Tourism has several Social Media channels that are used on a daily basis

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  12,867 social link clicks  12,143 Social Website Leads  23,743 views of the competition video on Facebook  450 comments & 448 shares of video  12,042 Competition Entries  1,446 Website Prospects

Sydney trains for 4 weeks New Zealand bus backs 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

Oxford Dictionary TARGET: “An objective or result towards which efforts are directed”

NIRC Community Strategic Plan Vision Statement

• 1. Increase visitor numbers arriving by air and cruise ships
• 2. Provide an environment conducive to investment
• 3. Seek to provide the best in our visitor experiences
• 4. Develop sustainability, infrastructure and capacity
• 5. Build employment capacity and skill within the sector

Norfolk Island Tourism Strategic Plan 2013-2023

RETAIN

• 1. Direct connection with tradition, community
• 2. Welcome (Meet & Greet)
• 3. Positivity

CHANGE

• 1. Negativity
• 2. Domestic Terminal
• 3. Lower Airfares
• 4. Relationship with Tourism Australia

INNOVATE

• 1. Build Eco Tourism
• 2. Waste Management
• 3. Individualise recognition of returning customers

REGAIN

• 1. Welcome / Meet & Greet / Island feel
• 2. Farewell pins / Thank you

Formulation of the Plan

Stakeholder meeting 2012 – responses by attendees

Increase visitor numbers by air and cruise ships

NIRC Target = 35,000 visitors by 2020

Can only be achieved by:

• Increased flights from Australia
• Regular flights from New Zealand

TOURISM TARGET

Provide an environment conducive to investment

“The Norfolk Island Government (Regional Council) and industry must work together to implement recommended regulatory reforms, reduce investment barriers and promote investment to all potential stakeholders. All Stakeholders must contribute to building an environment that enables tourism businesses to thrive and prosper.”

NORFOLK ISLAND TOURISM STRATEGIC PLAN 2013-2023

TOURISM TARGET

Seek to provide the best in our visitor experiences

“Norfolk Island possesses a wide range of product in services, accommodation, retail, touring and food sectors and all tourism operators can increase visitor contribution to themselves and the overall economy by providing high quality, value for money products and services in the markets they provide for. “

NORFOLK ISLAND TOURISM STRATEGIC PLAN 2013-2023

• Industry & community involvement
• Product development
• Customer Service

TOURISM TARGET

Develop sustainability, infrastructure and capacity

• Sustainability: Increase visitors / Support local businesses
• Infrastructure: Telecommunications / Waste Management /

Water / Roads / Airport / Port Facility

• Capacity: Airlines to meet supply & demand

TOURISM TARGET

Build employment capacity and skill within the sector

• Local training opportunities

(Customer service, marketing, & hospitality)

• Encourage new businesses, trades and micro-industries
• Highlight success through awards/recognition

TOURISM TARGET

• Encourage positivity to reduce negativity
• Improve product - venue / itineraries / tours
• Make customer service a priority
• Seek new markets and grow your product
• Support NI Tourism through famils & promotions
• Incorporate new images & videos in your marketing
• Amplify social media using your own tags
• Keep up with the current trends

Tourism Industry

• Encourage positivity to reduce negativity
• Increase flights from Australia
• Establish regular flights from New Zealand
• Explore opportunities for training and skill

development

• Support the industry

TOTAL TOURISM BUDGET: $1,067,050

(including management of the Visitors Information Centre and excluding overheads)

Marketing Budget for 2018/19 $385,320 NIRC $385,320 Commonwealth $770,640 TOTAL

2018/19 Proposed AU (58 - 63%) NZ (10 - 15%) NI ( 5%) UTC (22%) 2017/18 Actual AU (53%) NZ (21%) NI ( 4%) UTC (22%)

Percentages for the AU & NZ spend during 2018/19 are dependent on the establishment of direct NZ flights..

ADVERTISING 24% DESTINATION 8% PUBLIC RELATIONS 6% TRADE 1% TACTICAL 20% REPRESENTATION 16% VIC OPERATIONAL 25%

TOURISM - PROPOSED EXPENDITURE 2018/19

• Agent Famils
• Trade Shows
• Digital
• Television
• Print
• Outdoor
• Radio
• Staffing
• Operational

Expenses

• Brochure Distribution
• Marketing Content
• Promotions
• Ambassador
• Media Famils
• Cooperative Marketing

ADVERTISING DESTINATION PUBLIC RELATIONS TRADE TACTICAL REPRESENTATION VIC OPERATIONAL

2017/18 v 2018/19

BUDGET 2018/19 ACTUAL 2017/18

MARKETING COMPONENTS

• Advertising
• Destination Marketing
• Public Relations
• Tactical Marketing
• Trade Marketing

ADVERTISING Television & Radio

• Sydney Weekender - Airing Sept
• The Living Room (confirmed)
• ABC Gardening Show (proposed)
• The Fox Golf Show (proposed)
• ABC Radio with Ray Martin
• NZ Radio - ads & competition

ADVERTISING - Print

CONFIRMED Advertorials

• Australian Traveller – “You Only Live Once” feature
• Traces History & Genealogy Magazine – Dec issue

PROPOSED Media Famils

• Delicious
• Body & Soul
• Kia Ora Magazine
• Woman's Day
• The Guardian
• Get Lost Magazine
• Australian Geographic
• The Weekend Australian
• Men’s Health
• Fairfax Media

ADVERTISING - Outdoor

Sydney Royal Easter Show NZ Bus Backs

ADVERTISING - Digital

Social Media Marketing The more your audience wants to engage with your content, the more likely it is that they will want to share it. @Facebook @Instagram @Twitter @YouTube @Influencers Content Marketing Offering content that is relevant to your audience helps them see you as a valuable source of information. Search Engine Optimization (SEO) 67% of all the clicks are from the first 5 listings on a search results page Email Marketing It’s the quickest and most direct way to reach customers with critical information.

Digital Marketing = all marketing activities that use digital devices

NI TOURISM’S APPROACH

• Local Marketing Content
• Website Upgrade
• Marketing Bootcamp
• Promotions/Competitions
• Brochure Distribution

Destination Marketing

WHAT IS DESTINATION MARKETING?  The process of communicating with potential visitors to influence their destination preference, intention to travel and product choice.  The articulation and communication of the values, vision and competitive attributes

• f a destination.

Public Relations - Consumer & Trade

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 Industry E-newsletters
• Monthly consumer E-newsletters
• Self famil program for Norfolk Island
• Maintain bookings and communications through website

• Ray Martin will host ‘There’s More to Norfolk Island’

Industry & Trade Event at the Museum of Sydney

• Ray Martin will host a Photography Tour on Norfolk Island
• Ray will feature in:
• Destination brochures
• Two new videos
• Website
• Outdoor super screens – Sydney Royal Easter Show

Ambassador for Norfolk Island

Tactical Marketing

Continuation of cooperative monthly tactical advertising with wholesaler partners throughout 2018/19

• Newspaper
• Digital
• Social
• Targeted Publications

Trade Marketing

• Wholesaler groups agent famils x 3 (2 Au & 1 NZ)
• Golf focused travel agent famil
• Treasures of the South Pacific Trade Shows x 2 AU
• Trade Roadshow x 1 NZ

A MASSIVE thank you to the local tourism operators who generously support all of our MEDIA and TRADE famils. Thank you for providing accommodation, tours, vehicles, and for sharing your knowledge and friendly hospitality to ensure their experience here is a memorable one.

Thank you yorlye

We can complain because rose bushes have thorns,

• r rejoice because thorn

bushes have roses.

Abraham Lincoln

Norfolk Island Tourism & Visitor Information C e ntre

P.O Box 95, Norfolk Island, 2899. p + 6723 22147 freecall (Aust): 1800 214 603 freecall (NZ): 0800 667 365

www.norfolkisland.com.au