Tourism Marketing - Trade

Tourism Trade I PARTNERSHIPS & MARKETING

The strong Southern Great Barrier Reef brand partnership continues to facilitate the ability to expand visitation from key international markets, increase length of stay and grow visitor expenditure.

The United Kingdom, Germany, New Zealand, USA, France and the Nordic region make up our region’s top 6 international source markets, with these being priority for marketing and in-market representation.

TRADE EVENTS & TRAINING

2020 AUSTRALIAN TOURISM EXCHANGE (ATE) **CANCELLED DUE TO COVID-19**

Cancelled due to COVID-19 (May 2020). ATE is the largest tourism trade event in the Southern Hemisphere and is conducted by Tourism Australia. It offers training opportunity with approximately 550 international and domestic sellers in attendance. We did have a record line up of six (6) Capricorn Coast Booth attendees this year in the SGBR area: GKI Hideaway, Capricorn Caves, Empire Apartment Hotel, Rosslyn Bay Resort, Salt Yeppoon, Pumpkin Island.

NEW ZEALAND TRADE TRAINING AND FLIGHT CENTRE EXPO

February 2020 – on behalf of the Southern Great Barrier Reef destination, Mary Carroll attended a Tourism Trade event in Auckland, organized thanks to Tourism and Events Queensland. Trade partners included House of Travel, Go Holidays, Flight Centre and Air New Zealand. Weekend Flight Centre Expo on the Tourism and Events Queensland booth with colleagues from the Gold and Sunshine Coasts, along with our TEQ NZ Manager Mandy Veale. The Southern Great Barrier Reef was the only destination outside of the south east corner. Trade packages included GKI Hideaway, Heron Island, Lady Elliot Island, Salt Yeppoon. 130 SGBR Guides were distributed, 100 Flight Centre package fliers, bookings were made over the weekend [See IMAGE 6]

QUEENSLAND ON TOUR - EUROPE & UK

Thanks to Tourism and Events Queensland, the November 2019 Qld on Tour Europe and UK events were a huge success. Held every two years, our international TEQ teams in Europe and the UK bring together key Product Managers in tourism wholesale as well as retail travel agents to meet directly with Queensland tourism operators and Regional Tourism Organisations. Participation was limited to 27 Qld representatives with Mary Carroll promoting the entire Southern Great Barrier Reef destination on behalf of our three way partnership in Capricorn, Gladstone and Bundaberg regions. This is the third time that our Southern Great Barrier Reef destination has attended Qld on Tour Europe and UK. 300 agents were trained in four countries over seven days, which included 5 to 10 minute one on one appointments with individual Product Managers as well as group presentations with retail travel agents. Pforzheim, Germany – 80 appointments at the Great Barrier Reef art installation in the “Gasometer”. [See IMAGE 3, 5 & 7] Paris, France - 60 appointments with Product Managers and agents on a two level boat on the River Sein. Salzburg, Austria – 70 appointments with Product Managers and agents at the ‘Cool Mama’ hotel, following by networking events.

London – 25 appointments with key Product Managers at “Australia House” (which also houses the offices for TEQ UK and Tourism Australia UK). Followed by an evening event with 50 agents in London. Manchester – evening presentation to 50 agents and Product Managers. [See IMAGE 1]

DOMESTIC TRADE SALES MISSION

Congratulations to Great Keppel Island Hideaway (Eloise Chaffers), Empire Rockhampton (Zac Garven) and Capricorn Caves (Amanda Hinton & Jordon Wheeler), who conducted a very successful week long sales trip in August 2019 to key tourism trade partners in Brisbane, Sydney and Melbourne. Our Capricorn Young Tourism Leaders do a fantastic job in promoting ‘Destination first, Product second’ to ITOs and Wholesalers – APTC, Across Australia, Goway, Pacific Destinations, Southern World, APTC, AOT Inbound, Qantas Holidays & Viva, Virgin, Sunlover, Flight Centre as well as Tourism & Events Queensland and Tourism Australia. The ongoing commitment and investment from these three operators in our Southern Great Barrier Reef (SGBR) destination is to be absolutely commended! [See IMAGE 4]

ATEC BREAKFAST

As a new experience in our region that is brand new to international trade, diving experiences have opened up the underwater world of Keppel Bay to wholesale agents all around the world.

Attending the ATEC (Australian Tourism Export Council) meeting place was a huge opportunity for Great Keppel Island Hideaway & Keppel Dive, arranged in partnership with Capricorn Enterprise. Eloise Chaffers, Great Keppel Island Hideway, attended a breakfast for 110 agents with the opportunity to deliver a sales presentation. In additon, she also had the opportunity to network with them throughout the day to develop rapport with these key industry stakeholders.

[See IMAGE 2]

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“A huge thank you to Mary and Capricorn Enterprise for making our time in the Capricorn region extraordinary. It was fantastic to see Yeppoon through the local’s eyes, thanks for the guided private tour! Doing a tour at the Capricorn Caves was another memorable experiences.”

Henrik Bossmeyer | Digital Marketing Manager, Tourism & Events Queensland - Europe Office – July 2019

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5COUNTRIES

VISITED TO PROMOTE

OUR REGION

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Tourism Trade I PARTNERSHIPS & MARKETING cont.

TRAVEL TRADE FAMILS

Travel trade famils provide a training opportunity for key staff from wholesalers and ITOs to view Capricorn tourism product. Companies who participated in our 2019/20 famil program include: • Pat Eastman (Top Deck) – 2-6 July 2019 - • Tourism and Events Queensland – key staff - 28-29 August 2019 • Kasia Nowicka & Jenny Brzenczek, (Pacific Destinations ITO) - October 2019 - Hosted by Zac Garvin (Empire Apartments), Amanda Hinton (Capricorn Caves), Eloise Chaffers (Great Keppel Island Hideaway) [See IMAGE 1] • Garreth Phillips – Reef Teach – 11-13 October 2019 • TEQ International Directors – Leigh Arredondo & Kai Ostermann – 1-7 November 2019 [See IMAGE 3 & 5] • Qld on Tour Europe/UK (representing SGBR) – 27th Nov – 3rd Dec 2019 • Trailfinders – 9 travel agents. November 2019 • First Class Holidays UK, Naomi Camlin – hosted prize winner from Qld on Tour UK – 10 days to SGBR, 13-16th Feb [See IMAGE 2] • TEQ Destinations Team Members - 18-19th Feb 2019

In addition to the above, Capricorn Enterprise had a record number of important famils and invitation only Trade shows planned for the first half of 2020, which all had to be cancelled due to Covid-19:

• Social Influencers - Blonde Nomads – Central Highlands visit in June • Social Influencers - Mark Fitz – Islands and Reef visit in May • Qld on Tour NZ, Auckland – 31st March – 1st April (invitation) • TEQ North America Destination Distribution Mission, Chicago - 12-17th April • Jennifer Johnston, winner of ASTW (Australian Society of Travel Writers) prize – April • Annabel Symonds, influencer “Londoner in Sydney” visit to GKI/Yeppoon- April • Pre-ATE famil – TEQ UK office (Cassie/Emma) – 30th April to 6th May • Pre-ATE famil – 8 key Product Managers Europe – 4-8th May • French QOT Europe winner – Melanie Karr – 8-10th May • Australian Tourism Exchange (ATE) Melbourne – 10th-14th May • Post ATE famil – 6 Boomerang Reisen agents, Germany – 18-22nd May • Post ATE famil – 6 key US Product Managers – 19th -24th May • NZ House of Travel famil – 7th -12th June • Sean Scott, underwater photographer - June • UK Trailfinders Agent Training (invitation only) Perth – 13th July 34

TRADE ADVERTISING & BROCHURE INCLUSION

DOMESIC TRADE BROCHURE INCLUSION [See IMAGE 6]

• Helloworld Travel, Qantas Holidays and Sunlover Holidays have included Southern Great Barrier Reef on the covers of their 2020-21 magazines (2nd year inclusion) SGBR product features on: the map on page 8, pages 32 to 35 (full page of packages – we leveraged an additional page), then SGBR island product, pages 56 to 65 more SGBR product, our Double Page SGBR advertisement to support brochure space, and a full page GKI advertisement. • Qantas Holidays – https://packages.qantas.com/brochures • Sunlover Holidays – https://www.sunloverholidays.com.au/brochures/ • Helloworld NZ – https://helloworld.co.nz/travel-brochures • GO Holidays NZ – http://www.goholidays.co.nz/portal/ travel/online_brochures.asp • Helloworld Travel AUS – https://www.helloworld.com.au/brochures

INTERNATIONAL TRADE BROCHURE INCLUSION of Southern Great Barrier Reef product (2nd year inclusion):

Australie Brochure (France) 20/21

• 12 Days (Queensland against the Tide) Cairns to Brisbane (includes Agnes Water, Yeppoon/Capricorn Coast Great Keppel Island) • 10 Day Hervey Bay to Capricorn Coast (Hervey Bay, Bargara, Agnes Water/Town of 1770, Yeppoon, Great Keppel Island, Rockhampton) – p. 91 package includes tours/accommodation at Capricorn Caves and Great Keppel Island. • 19 day Brisbane to Cairns (includes Heron Island, Rockhampton) • p. 92 80 (mentions Yeppoon/Pumpkin Island) • p. 97 Heron Island/Lady Elliot Island

Travel Trend Brochure (Holland) 20/21

• 17 Days East Coast (Kids go Down Under) tour includes Myella Farm Stay and Great Keppel Island Hideaway.

TTS Voyage Plan (Switzerland) 20/21 Brochure packages

• 12 Days Brisbane to Cairns, including Bundaberg, Rockhampton and Yeppoon

FTI Touristik (Germany)

• Includes half page feature on Great Keppel Island Hideaway BOOMERANG REISEN (Germany) 25th Anniversary publication • Includes full page feature on Southern Great Barrier Reef Islands (Pumpkin, Great Keppel, Heron, Lady Musgrave, Lady Elliot Islands)

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I’ve really appreciated the kickstart Capricorn Enterprise provided me when starting my business venture. Without their support, it just wouldn’t have been possible to have achieved National and International exposure within the first 12 months of operating. Mary Carroll’s wealth of knowledge and hands on experience makes her an invaluable ambassador and resource to the Capricorn region. She is extremely well-known in the tourism industry and as such has been able to bypass the gatekeepers and provide direct access to decision makers; she just makes things easy for local business owners. I look forward to working with the Capricorn Enterprise team for many years to come.

Scott Ryan | Owner/Manager Keppel Explorer - June 2020

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