Page 1

2012 - 2015

BE INSPIRED BY GIPPSLAND

V I C TO R I A • AU S T R A L I A


Contents 1. Strategic overview ............................................................................................................................................................................ 1 2. Gippsland’s visitors .......................................................................................................................................................................... 4 3. Gippsland’s target markets ....................................................................................................................................................... 13 4. Crisis management ........................................................................................................................................................................ 15 5. Gippsland’s strengths and challenges .................................................................................................................................. 16 6. Gippsland’s marketing action plan 2012 - 2015 ........................................................................................................... 17 7. Consumer booking channels ................................................................................................................................................... 32 8. Measurement ................................................................................................................................................................................... 33


Executive summary

The Gippsland Tourism Marketing Plan 2012 - 2015 outlines the direction for growing the value of the Gippsland tourism sector. The plan seeks to strengthen Gippsland’s tourism industry by presenting a unified plan of action for the next three years. It supports the strategic direction of Gippsland’s tourism industry and is consistent with key regional, state and national strategic platforms (in particular the Destination Gippsland Strategic Plan 2012 - 2015). The planning process has been inclusive in nature - driven by Destination Gippsland’s marketing committee. Extensive consultation has been undertaken to develop the plan with input sought from a wide spectrum of tourism industry stakeholders. A comprehensive study of demand and supply side research has been undertaken to analyse the regions tourism position and identify new areas of opportunity and growth. The overarching strength of Gippsland and the key driver of tourism is pristine and unspoilt landscapes - championed through the Inspired by Gippsland brand. The brand highlights Gippsland’s competitive advantage over other nature based regions.

As the Regional Tourism Body (RTB), Destination Gippsland in partnership with Gippsland’s key tourism stakeholders plays a lead role in executing regional marketing activities. The contribution of tourism into the Gippsland economy is significant. The direct tourism output is valued at $837 million per annum with an additional $355 million of added benefit. The industry employs over 4,800 employees. Other important factors include: • Of the regions 4.6 million visitors 1.7 million are overnight visitors, 2.9 million are domestic daytrip visitors and 61,000 are international. • Per visit international visitors contribute the greatest economic benefit to the region ($450), followed by domestic overnight visitors ($325) and domestic daytrip visitors ($92). • Holiday and Leisure visitors remain important drivers of visitation; Visiting Friend and Relatives (VFR) and Business visitors are also important. • Marketing accessible tourism provides opportunities for growth. • The top five attributes consumers associate with Gippsland are natural attractions, fishing, boating, coastal scenery and caravan and camping.

GIPPSLAND TOURISM MARKETING PLAN 2012-2015

From a Gippsland Local Government Area (LGA) perspective regions that are located within close proximity to Melbourne attract a large percentage of day trip visitors whereas those regions located further away from Melbourne attract a greater percentage of overnight visitors. Experiences associated with nature are the key drivers of visitation for most of the LGAs - the exception is Latrobe which has a high percentage of visitors who attend business and leisure events. Retaining existing markets (traditional and conventional family life / international experience seekers) as well as attracting new markets (inspired by nature/corporate) is the focus of Gippsland marketing activity. Geographically Melbourne, regional Victoria (domestic visitors) and UK/Europe (international visitors) are the key markets. A major challenge facing Gippsland’s tourism industry is managing the impacts resulting from natural crises. The Gippsland tourism industry are experienced in crisis management, developing strategic marketing initiatives that are based on the principles of prepare, respond and recover.

Seven marketing goals provide the road map for regional tourism growth. These are: Goal 1 Continue to build brand awareness of Gippsland Goal 2 Provide the Gippsland tourism industry with relevant and high quality research to guide marketing decisions Goal 3 Increase market share by focusing on seven product segments Goal 4 Promote Gippsland’s diverse events program Goal 5 Broaden Gippsland’s marketing focus by developing complementary tourism experiences Goal 6 Promote the benefits of a cooperative regional approach Goal 7

Reduce the impacts of future crisis

The product segments outlined in Goal 3 include Visiting Friends and Relatives (VFR), Fishing, Boating and Coastal Experiences, Caravan and Camping, Bushwalking and Cycling, Touring and Villages, Accessible Tourism and International. Inspiredbygippsland.com.au is an important component of the overall marketing mix. Destination Gippsland will continue to develop and promote the website alongside other digital channels. Facilitating the conversion of consumer interest into bookings via digital channels is important. Visitor Information Centers (VICs) play an important role in servicing visitor needs and increasing visitor yield. Supporting VICs digital capabilities (such as WiFi accessibility) and developing a strategic approach to collateral distribution are key areas of focus. The Gippsland Tourism Marketing Plan 2012 - 2015 would not be possible without the cooperative efforts of Gippsland tourism industry. Destination Gippsland would like to acknowledge the assistance and support of Tourism Victoria, Parks Victoria, Gippsland’s local councils (including tourism managers and staff), tourism associations and bodies and Gippsland’s tourism operators.

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ACKNOWLEDGMENTS

1. Strategic overview

Destination Gippsland would like to acknowledge the members of its Marketing Committee for providing expert advice, recommendations and guidance in formulating the Gippsland Tourism Marketing Plan 2012 – 2015: • Pearl Findlay-James – Chair • Carla Sheridan – Tourism Victoria • Leona Turra • Christian Stefani (Local Council Tourism representative) • Jan Davis • Joanne Kingwill • Janine Hayes (Regional Tourism Association representative) • Gail Wright – Parks Victoria • David Elder • Jean-Francois Barallon (Local Council Tourism representative)

Brand position

Marketing objective

The brand, Inspired by Gippsland, highlights Gippsland’s competitive advantage over other nature based regions by championing its offer of pristine and unspoilt landscapes. The Gippsland Tourism Marketing Plan 2012 - 2015 communicates this distinct offer.

The objective of Gippsland’s marketing activity is to encourage overnight visitation, increase visitor expenditure and increase length of stay.

We would also like to acknowledge the following local government, statutory bodies and industry groups for their contribution towards the plan: • Tourism Victoria • Parks Victoria • Bass Coast Shire Council • Baw Baw Shire Council • East Gippsland Shire Council • Latrobe City Council • South Gippsland Shire Council • Wellington Shire Council • Mt Baw Baw Alpine Resort • East Gippsland Marketing Board • East Gippsland Regional Business and Tourism Association • Bass Coast Business and Tourism Partnership • Latrobe City Tourism Advisory Committee • Latrobe City Business Tourism Association • Prom Country Regional Tourism Association • Wellington Regional Tourism • West Gippsland Gourmet Country Tourism Association • Walhalla Mountain Rivers Association Finally we would like to acknowledge and thank those Gippsland tourism operators who have provided valuable industry feedback and expert opinion.

Marketing goals

Gippsland’s brand pyramid

Goal 1

Continue to build brand awareness of Gippsland

Goal 2

Provide the Gippsland tourism industry with relevant and high quality research

ESSENCE

to guide marketing decisions

Inspired by nature

Goal 3

Increase market share by focusing on seven product segments

Friendly, active, down to earth, creative, quirky

Goal 4

Promote Gippsland’s diverse events program

VALUES

Goal 5

Broaden Gippsland’s marketing focus by developing complementary

Personality

The outdoors, the natural environment, discovery

FUnCTIOnAL BEnEFITS

EMOTIOnAL BEnEFITS

Breathtaking diverse natural scenery, unspoilt, touring

Humbled, awe inspired, free, tranquil, touched by nature

tourism experiences Goal 6

Promote the benefits of a cooperative regional approach

Goal 7

Reduce the impacts of future crisis events

ATTRIBUTES

Iconic national parks, diverse coastal hinterland and mountain landscapes, local farm produce, villages, cultural heritage, outdoor and water activities, Gippsland Lakes, local galleries, artisans, cultural, music and sporting events

6 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

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1. Strategic overview Continued

The role of the regional tourism board

Gippsland’s Tourism Structure

Tourism Operator

Crown Land Managers Parks Victoria, Dept Sustainability and Environment, Alpine Resorts

Local Government South Gippsland Shire Council Bass Coast Shire Council East Gippsland Shire Council Baw Baw Shire Council Wellington Shire Council Latrobe City Council Gippsland Local Government Network

Commonwealth and State Government Dept Resources, Energy and Tourism, Regional Development Australia (RDA), Regional Development Victoria (RDV)

Peak Industry Bodies Victorian Tourism Industry Council (VTIC), Business Events Victoria (BEV)

Destination Gippsland (Strategic direction, governance, marketing, industry and product development, advocacy, destination management planning)

Local and Regional Tourism Associations Membership Services Local Networking

Education/Training TAFE, Universities, Skills Victoria

Visitor Information Centres Accommodation and Tour bookings, Local promotion, Membership services

Destination Gippsland is Gippsland’s Regional Tourism Board (RTB). It is a not-for-profit company governed by a skills based board of directors. In the context of Gippsland’s Tourism Marketing Plan 2012 - 2015, the RTB in partnership with Gippsland’s key tourism stakeholders, plays a lead role in executing regional marketing activities. The RTB also provides leadership for Gippsland’s tourism industry and supports the development of industry, infrastructure and new product.

Since its inception in 2008 Destination Gippsland has received a number of awards including the Australian Tourism Award for Tourism Marketing and the Australian Marketing Institute Victorian award for Experiential and Brand Experience. In 2010 Destination Gippsland was inducted into the Victorian Tourism Awards “Hall of Fame” after winning the Tourism Marketing category for three consecutive years. Tourism Infrastructure Strategy Committee (Major project priorities)

Marketing Committee (Regional marketing, research)

Industry Development Committee

The role of Destination Gippsland

Marketing the Gippsland region

Tourism leadership

Building stakeholder relationships

Destination Gippsland

Creating tourism strategy

(Product, industry and business development)

Industry professional develpoment

Infrastructure and product development

WINNER 2010 AUSTRALIAN TOURISM AWARDS

Tourism Victoria

TOURISM MARKETING

(Develop state-wide framework and programs to increase the number of travellers, nights and tourism yield to Victoria)

Tourism Australia (Australian government agency responsible for attracting international visitors to Australia and encouraging Australians to travel domestically)

2 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

Direct connection Indirect connection 3


2. Gippsland’s Visitors

Tourism visitor trends

-3

International

YE Jun10

YE Dec10

YE Jun09

YE Dec09

YE Jun08

YE Dec08

YE Jun07

YE Jun11

16.9

Victoria

YE Dec11

16.7

YE Dec07

0

YE Jun06

National

Domestic visitor nights

Source National and International Visitors Survey, Tourism Research Australia, YE Dec 2011.

4 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

Gippsland

National

Domestic visitors

Regional Victoria

-2 -2.5

Gippsland

-1 -1.5

Regional Victoria

-0.5

National

0

20

YE Dec06

0.5

Gippsland

Gippsland

Regional Victoria

Sources Remplan (incorporating ABS Tourism Satellite Account 2010-2011). Urban Enterprises Pty Ltd March 2011.

Percentage

1

YE Jun05

1.5

40

YE Dec05

3,300

2

YE Jun04

Total number of businesses impacted by tourism

2.5

YE Dec04

2,000

60

YE Jun03

Other regional businesses that benefit from tourism

3

YE Dec03

1,300

YE Jun02

Regional businesses that derive their income from tourism

3.5

69.8

YE Dec02

$1.09 billion per annum

80

Australia 73.0

YE Jun01

Total expenditure impact attributed to tourism

4

100

YE Dec01

4.5

$338 million per annum

120

YE Jun00

Indirect flow on visitor expenditure

Gippsland’s performance compared to national and regional Victorian visitation

$752 million per annum

Domestic visitors to Victoria and Australia 1999 - 2011

YE Dec00

Gippsland’s economic outputs

Despite a national and regional Victoria tourism downturn, Gippsland’s domestic and international visitation compares favourably. Since 2008 Gippsland has experienced increases in visitors, visitor nights and international visitation.

Victoria

YE Dec99

Gippsland is one of Victoria’s largest regions receiving over 16% of Victoria’s regional visitors (making it Victoria’s third most visited overnight domestic region after the Great Ocean Road and the Murray). Gippsland’s tourism industry employs over 4,581 workers.

Domestic visitors to Victoria and Australia (millions)

Tourism contribution

Domestic tourism still remains lower than a decade ago. Nationally, for the medium to long term domestic tourism will continue to remain flat. Over the period 2010 – 2020, domestic trips are expected to increase slightly at an average annual rate of 0.4%. Nights are expected to increase marginally at 0.3% per annum. Sources National Visitors Survey, Tourism Research Australia, YE Dec 2011. Tourism Forecasting Committee (TFC) 2011, Issue 1.

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2. Gippsland’s visitors Continued

Local Government Area (LGA) visitation

Gippsland annual visitation

Direct tourism expenditure International visitors 61,000 Domestic overnight visitors 1.7 million

International visitors $27 million Domestic daytrip visitors $287 million

On a per visit basis, an international visitor contributes the greatest economic benefit to Gippsland’s tourism economy, followed by a domestic overnight visitor and a domestic daytrip visitor. Domestic overnight visitors stay on average 3.1 nights in the region. International visitors stay on average 9 nights. The average contribution per visit $450

500 400

$325

300 Domestic daytrip visitors 2.9 million

Domestic overnight visitors $527 million

200 100 $0

$92

Domestic daytrip

Domestic overnight

International

Source Estimated using information from TRA’s modeled visitor expenditure in Australia’s regions, YE Dec 10.

The objective of Gippsland’s marketing activity is to encourage overnight visitation, increase visitor expenditure and increase length of stay in both international and domestic markets.

Visitors disperse widely and relatively evenly throughout the region’s Local Government Areas (LGAs). Each of Gippsland’s six LGAs attract between 683, 000 and 1.1 million visitors.

East Gippsland attracts the most overnight visitors. Latrobe attracts the most daytrip visitors. Total daytrip and overnight visitors to Gippsland

Total visitors and visitor nights

800

2.5

700

2

600

1.5 1 0.5 0 East Gippsland

Latrobe

Wellington

South Gippsland

Bass Coast

Baw Baw

Total visitor nights

2,100,000

543,000

883,000

854,000

921,000

486,000

Total visitors*

1,000,000

923,000

641,000

679,000

736,000

675,000

Distance from Melbourne is a key factor in visitor nights.

Number of visitors (‘000)

Domestic overnight visitors contribute the greatest economic benefit.

Number of visitors (millions)

Per annum Gippsland attracts 4.6 million visitors. The majority are domestic daytrip visitors followed by domestic overnight and international visitors.

500 400 300 200 100 0

East Gippsland

Latrobe

Wellington

South Gippsland

Bass Coast

Baw Baw

Overnight visitors

569,000

144,000

259,000

299,000

275,000

168,000

daytrip visitors

444,000

772,000

372,000

366,000

456,000

503,000

Sources National and International Visitors Survey, Tourism Research Australia, YE Dec 2011. *The total of LGAs may exceed total regional visitation as visitors to LGAs can be counted more than once.

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2. Gippsland’s visitors Continued

Geographic markets Most of Gippsland’s domestic visitors originate from Melbourne (48.8%).This is followed by regional Victoria (38.8%), NSW and other interstate markets (6.7%).

Europe and the United Kingdom make up 53% of Gippsland’s international overnight visitors, Western countries (including “Other Countries”) make up 82%. Within Victoria’s regions, Gippsland is ranked second in terms of international overnight visitation (after the Great Ocean Road).

Origin of Gippsland’s domestic overnight visitors

NSW 5.7% Asia 18.2%

Other countries 5.3%

Melbourne 48.8% New Zealand 13.3%

United Kingdom 21.9%

Regional Victoria 38.8% USA / Canada 10.2% Sources National and International Visitors Survey, Tourism Research Australia, YE Dec 2011. Source International Visitors Survey, Tourism Research Australia, YE Dec 2011.

Consumer Top of mind attributes associated with Gippsland

Holiday and Leisure (70.5%) dominates the purpose of visit for Gippsland followed by Visiting Friends and Relatives (VFR) (21.4%). Business ranks third (5.8%).

Research reveals that consumers associate a diverse range of attributes with the Gippsland region. Top of mind attributes skew towards nature based activities such as natural attractions, fishing, bushwalking and coastal experiences.

Sources National and International Visitors Survey, Tourism Research Australia, YE Dec 2011.

Accessible tourism – an opportunity for Gippsland

Origin of Gippsland’s international overnight visitors

Other interstate 6.7%

Purpose of visit

Other Europe 31.1%

Accessible tourism enables visitors with access requirements to function independently via the delivery of tourism products and services. Within Gippsland’s tourism industry there is a lack of knowledge about what these accessibility needs are. Studies show there is a growing market for travellers with accessibility needs. Excluding seniors or travellers with other special needs, people with an accessibility need make up approximately 20% of the Australian population. 88% of these take a holiday each year.

In order of rank the top of mind attributes are:

Attribute

Attributes consumers associate with Gippsland

1. Natural Attractions

Beautiful scenery, nature, unique flora and fauna, wildlife and wildflowers, forests and rainforest, countryside, mountain country, waterfalls, lakes

2. Fishing

Jetty and ports, fishing

3. Bushwalking

Bushwalking, hiking

4. Coastal scenery

Scenic coastal driving, ocean views, water, seaside, ocean roads, rugged coastline, beaches, light houses

5. Caravan and Camping

Camping, caravanning, caravan parks

The market for tourism experiences that consider accessibility will increase as Australia’s population gets older and accessible needs continue to grow. There is an opportunity for Gippsland to leverage from this growth and develop a range of products and experiences that address the needs of this segment.

6. Boating

Boats, sailing, yachting, river cruisers

7. Water Sports

Sources Darcy, S and Dixon T (2009), A Whole-Of-Life Approach to Tourism: The Case for Accessible Tourism Experiences, Journal of Hospitality and Tourism Management, Tourism Victoria’s Accessible Tourism Plan 2010 - 2013.

Swimming, surfing, surf beaches, water skiing, jet skiing, scuba diving, snorkelling, swimming with dolphins

8. Outdoor Activities

Four wheel driving, horse riding, cycling, bike riding, mountain bike riding, rock climbing, abseiling, adventure, canoeing, kayaking, rafting, rowing, shooting, hunting, sea kayaking, rail trails

9. Food and Wine

Food, seafood, cheese

10. Agriculture

Fruit growing, fruit picking, orchards, rural, farming area, agriculture, dairies, cows, sheep.

Source Tourism Victoria Regional Awareness and Perceptions Study (RAPS), 2011.

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2. Gippsland’s visitors Continued

• East Gippsland

• Wellington • Baw Baw • Latrobe

Gippsland’s regions

• Omeo Mallacoota

• •

Metung

Mt Baw Baw Walhalla

•Traralgon

•Warragul

Sale

•Tarra Bulga N.P. •San Remo • Wonthaggi• • Inverloch Foster

• •Lakes Entrance •Paynesville

•Ninety Mile Beach

• Wilsons Promontory N.P.

Croajingolong N.P.

Latrobe

South Gippsland

Wellington

Baw Baw

East Gippsland

• South Gippsland

East Gippsland

Wellington

Latrobe

Baw Baw

Bass Coast (Mainland excluding Phillip Island)

South Gippsland

Overview: East Gippsland is the most visited of Gippsland’s LGAs. Its key tourism destinations are Lakes Entrance (the most visited destination in Gippsland), Metung, Paynesville, the Great Alpine Road, Mallacoota and Croajingolong National Park. East Gippsland is also a key overnight stopover for visitors travelling along the Sydney Melbourne Coastal Drive (SMCD). SMCD attracts over 140,000 tourers annually. Internationally an estimated 55,000 visitors will include a component or all of SMCD during their stay.

Overview: Wellington attracts over 760,000 visitors per year. Visitor pursuits include bushwalking, camping, fishing and outdoor recreation. Key products and destinations include Port Albert, Sale, the Dargo high plains and the Bataluk Cultural Trail. Tarra Bulga N.P. and the Gippsland Lakes N.P. are also located within LGA boundaries. The LGA is actively marketed as “RV friendly”. Sale is the junction between two Sydney Melbourne Touring Routes.

Overview: Latrobe attracts a high percentage of business and VFR visitors and is regarded as the business centre of Gippsland. Whilst not directly within LGA boundaries, Latrobe is surrounded by significant natural assets such as Tarra Bulga National Park, Walhalla and Mt Baw Baw Alpine Resort. Its product strengths include Hazelwood Pondage and Lake Narracan as well as a very active events calendar.

Overview: Baw Baw hosts Gippsland’s highest percentage of VFR visitors and a large proportion of domestic daytrip visitors (due to its close proximity to Melbourne). The region is known for its quality produce, Walhalla (which attracts 80,000 – 100,000 visitors per year) and Mt Baw Baw Alpine Resort (which attracts an average 37,000 visitors each winter. In 2010 the resort attracted 53,000 visitors).

Overview: The Bass Coast mainland is Gippsland’s fastest growing tourism destination. The region receives 750,000 visitors per year of which an estimated 738,305 visit Inverloch (319,105 overnight and 419,200 daytrip visitors). The appeal of coastal experiences ranks highly in consumers’ motivation to visit.

Overview: South Gippsland receives 750,000 visitors per year and is home to the iconic Wilsons Promontory National Park (one of the most visited destinations in Gippsland). The LGA also positions itself as a touring destination linked by a series of beautiful villages such as Fish Creek and Foster. Port Welshpool has also been identified as a future major tourism infrastructure development.

Activities: Visit friends and relatives (56.5%), Eating out at restaurants (49.2%) and Shopping for pleasure (28.4%). Latrobe is also a key destination for events. In 2010 the LGA hosted 485 events of which 26 were of a state, national or international level. In 2010 11,379 visitor nights were generated from the top 61 visitor events held in the LGA.

Activities: Visit friends and relatives (56.5%), Eating out at restaurants (49.2%) and Shopping for pleasure (28.4%).

Accommodation: Friends and relatives’ property (72.7%), Standard hotel, motor inn, below 4 star (11.3%), Caravan park or commercial camping ground (4.9%).

LGA brand: The LGA does not have a sub regional tourism brand.

Activities: Eat out in restaurants (49.4%), General sightseeing (37.7%), Going to the beach (31.4%), Visit friends and relatives (27.7%), and Going fishing (23.2%). Accommodation: Caravan park or commercial camping ground (26.2%) is the most popular accommodation type used for nights in the shire. Friends or relatives’ property (19.0%) is the second most popular accommodation used, followed by Rented house, apartment, flat or unit (13.3%). LGA brand: Naturally Magic.

Bass Coast (Mainland excluding Phillip Island)

• Bass Coast

Activities: Visit friends and Relatives (52.5%), Eating out at restaurants (25.9%), General sightseeing (23.6%), Going to the beach (21.2%), Bushwalking or rainforest walks (18.5%) and Going fishing. Accommodation: Friends and relatives’ property (43.8%), Own property (26.6%), Caravan and/or camping near roads or private property (11.1%), and Caravan park or commercial camping ground (9.7%). LGA brand: The Heart of Gippsland.

Accommodation: Friends and relatives’ property (72.7%), Standard hotel, motor inn, below 4 star (11.3%), Caravan park or commercial camping ground (4.9%).

Activities: Bass Coast’s attractions are Going to the beach (53.5%), Eating out in restaurants (52.4%) and Visiting friends and relatives (41.8%). Accommodation: Friends and relatives’ properties (41.4%), Own property (19.9%), followed by Caravan park or commercial camping ground (13.2%). LGA brand: The LGA does not have a sub regional tourism brand.

Activities: Going to the beach (47.2%), Visit friends and relatives (33.4%), Bushwalking or rainforest walks (30.8%) and General sightseeing (29.1%). Accommodation: Caravan park or commercial camping ground (31.1%), Friends and relatives’ property (24.6%), Rented house or apartment, flat or unit (19.8%). LGA brand: Simply beautiful – naturally.

Sources National and International Visitors Survey, Tourism Research Australia, YE Dec 2011. Industry consultation interviews September 2011 - April 2012.

LGA brand: Latrobe City – the centrepiece. Notes: Most of Gippsland’s LGA / tourism associations have individual brand taglines which are used for specific LGA marketing activities. These activities are usually undertaken by the tourism association in partnership with the local council tourism department. Eating out – This activity ranks highly for most tourism visitors. Caution must be applied when linking “eating out” with assessing the strength of regional food and wine experience. As eating out is a popular activity undertaken by most tourists, its importance can be skewed by survey data. Data for Baw Baw and Latrobe activities and accommodation are combined. Statistically reliable data for these LGAs is not available separately.

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2. Gippsland’s visitors Continued

3. Gippsland’s target markets

Experience strengths associated with Gippsland

Gippsland’s geographic Target markets

Attracting visitors from Asia

Consumer perception of Gippsland’s tourism experience offer

The Gippsland Tourism Marketing Plan 2012 - 2015 identifies Melbourne and regional Victoria as priority geographic markets. Acknowledging the need to attract new geographic market segments (and build market share), the ACT and southern NSW are identified as third level domestic priorities.

There is significant interest in the visitation growth in the Asian inbound markets to Australia and what this may mean for Gippsland. With the exception of the Penguin Parade on Phillip Island, our region does not currently have internationally active products to match the travel interests of the growing markets such as China.

Internationally, Europe/UK remain the focus of Gippsland’s international marketing activity. The importance of New Zealand, Asia (specifically China and India) and the USA, is recognised as a second level international priority.

For Gippsland to attract a greater share of the Asian market it needs to develop attractions and experiences that are suited to this audience. Our industry needs to improve its level of investment in, and understanding of international markets. Gippsland also needs to increase its ability to provide specific cultural services, cuisine and tailored experiences if it is to compete successfully for this market in the future.

Product segment

Product segment

Strengths Mature

Wildlife

Coastal/Beach

✓ ✓

Fishing

Boating/Sailing

Water Sports

Adventure

Bushwalking

Cycling

Skiing

✓ ✓

Seafood

✓ ✓

Café Culture

Fine Dining

✓ ✓

Mature - Describes a high level of consumer recognition and regional association. Established - Describes a medium to strong level of consumer recognition and regional association. Opportunities exist for further growth and promotion. Emerging - Medium to low level of consumer recognition and regional association. Considerable product development required.

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B&B

Camping/Caravan

Holiday Home

Hotel, Motel

Staying at Friends and Relatives

Self Contained/Cabins

Segments

Market Origin

Priority

Domestic Overnight

Melbourne Metro

1

Regional Victoria

2

ACT/NSW

3

UK/Europe

1

USA, New Zealand, Asia (India and China)

2

Melbourne Metro

2

Regional Victoria

3

ACT/NSW

3

✓ ✓

International ✓

Music

Community

Car Club Touring

✓ ✓

Art and Culture/Art Galleries/Museums

Aboriginal

History and Heritage

Snow Play

Gippsland geographic market priorities

Conferences/Incentive

Villages

Domestic daytrip visitors are regarded as a second and third level priority because of their low yield and low rate of dispersal.

Domestic daytrip

Complementary Nature Experiences

Quality Produce

Business/Meetings ✓

Wineries

Backpacker

Sporting

Emerging

Events

Farm Gate Sales

Boutique

Farm Stay

Food and Wine

Restaurants

Established

Accommodation

Strengths Mature

Emerging Nature Based

National Attractions

Established

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3. Gippsland’s target markets Continued

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Co 14 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

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Gippsland’s marketing position, which promotes the region as a premium nature based destination, makes it prone to adverse tourism impacts that result from natural disasters and crisis. Black Saturday bushfires of February 2009 resulted in substantial regional declines in visitor numbers, expenditure and occupancy levels. From March 2008 to March 2009 domestic overnight visitation fell by 15% (from 1.56 to 1.32 million visitors), equating to a loss of 553,000 bed nights. Economic impact was estimated at over $100 million, affecting more than 75% of tourism based businesses within the region. • Floods The 2011 Wilsons Promontory National Park floods resulted in a nine-month closure of the southern section of the park. For the year ending December 2011 (compared to the previous year), South Gippsland experienced declines in domestic daytrip visitors (-28.8%), overnight visitors (-5.1%) and overnight visitor nights (-11.9%).

• Blue Green Algae Although the full impact is still to be measured, industry feedback indicates that the blue green algae bloom experienced in the Gippsland Lakes in late 2011- early 2012 has impacted visitor numbers, cancellations and forward bookings, especially over the peak Christmas period.

Gippsland’s tourism industry response to natural disasters it is widely accepted as a leader in crisis management. Its management principles are based on Prepare, Respond & Recover.

•Understanding Gippsland’s exposure to crisis risk. •Including crisis management in the Gippsland Marketing Action Plan 2012 - 2015, with a focus on building industry resilience. •Broadening inspired by Gippsland brand beyond nature based experiences. PREPARE

•The role of Gippsland response and recovery groups. The groups are made up of key stakeholders including local council, Destination Gippsland, industry representatives, and statutory bodies.

RESPOND

•Actions required for Gippsland to return to business. •Review and refine crisis management response.

RECOVER

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Families – Traditional and conventional family life Refers to consumers who represent the core of “middle Australia”, with values centred on the significant events in their personal and family lives. Corporate – Business Refers to business individuals who are searching for products and experiences within regional Victoria – specifically conferences, meetings and business events.

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International – Experience seekers Describes international visitors whose motivations and attitudes in relation to travel are more similar across nationalities than their respective cultural differences.

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Gippsland’s target market strategy is based on retaining existing visitors as well as attracting new visitors. Lifestyle leaders – Inspired by Nature Describes a group of Australia’s population that exhibit certain attitudes to travel. A segment of this group, Inspired by nature, have a strong affiliation with nature and nature based experiences. This market has a greater propensity to travel. They have a high disposal income and enjoy short breaks.

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Gippsland’s Psychographic target Markets

4. Crisis management

15


5. Gippsland’s strengths and challenges

Strengths Gippsland has world class natural attractions. Gippsland’s marketing vision is built on the brand Inspired by Gippsland which promotes the region as a premium nature based destination. Destination Gippsland is a successful and effective marketing organisation. Gippsland out performs its regional competitors with sustained growth in visitors and visitor nights. Gippsland appeals to a diverse range of visitors who provide a significant contribution to Gippsland’s economy. Gippsland can expand its tourism offer beyond nature. Accessible tourism, food and wine, art and culture, aboriginal and heritage experiences are areas of opportunity. Gippsland offers visitors a diverse range of accommodation options, from caravan and camping through to boutique accommodation. The Gippsland tourism marketing activities are strengthened by the tourism structure and cooperative industry efforts. Challenges The focus on nature makes the region prone to natural disaster impacts.

6. Gippsland’s marketing action plan 2012 - 2015

Gippsland’s marketing GOALS Goal 1: Continue to build brand awareness of Gippsland Goal 2: Provide the Gippsland tourism industry with relevant and high quality research to guide marketing decisions Goal 3: Increase market share by focusing on seven product segments Goal 4: Promote Gippsland’s diverse events program Goal 5: Broaden Gippsland’s marketing focus by developing complementary tourism experiences Goal 6: Promote the benefits of a cooperative regional approach Goal 7: Reduce the impacts of future crisis events

For Gippsland to maintain the level of marketing activity, greater investment will be required by industry, statutory bodies and local councils. There is a need to review the current funding model and maximise available marketing funds. There are inefficiencies in regional marketing efforts. Resources may be better allocated to reflect Gippsland’s tourism structure. Although Gippsland offers a range of accommodation options, most of its tourism businesses are generally small, owner operator enterprises. The region lacks large scale accommodation capacity. Improvement is needed in some areas of industry to deliver premium visitor experiences. Gippsland competes against other domestic and interstate destinations that have a similar marketing position (Grampians, Great Ocean Road and Victoria’s High Country). A flat domestic market and increasing competition from national and international destinations will challenge future growth in the short to medium term. Gippsland is a large area. Physical distances can inhibit dispersal and overnight visitation.

16 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

17


6. Gippsland’s marketing action plan 2012 - 2015 Continued

Goal 1: Continue to build brand awareness of Gippsland

Goal 2: Provide the Gippsland tourism industry with relevant and high quality research to guide marketing decisions

Action

Explanation

Timing

Actions

Explanation

Timing

Build brand awareness.

Communicate Gippsland as a region with diverse and inspiring experiences via digital channels, brand templates, imagery, brand videos, public relations (PR) and promotions. Digital channels (e.g. inspiredbygippsland.com.au, third party websites, facebook.com/gippsland and TripAdvisor) will be a focus of the activity.

Quarterly 2012 - 2015

Contribute to Tourism Victoria’s Regional Research Program.

The program provides valuable visitation data and is backed by Tourism Research Australia.

Annually

Evaluate the health of Gippsland’s tourism industry.

Destination Gippsland will undertake a Gippsland tourism economic impact study and a Gippsland Holiday Home study. The findings will be used to provide evidence of the importance of tourism to the Gippsland economy.

Complete December 2012

Develop new brand materials.

New imagery, video, headlines, collateral and mobile digital activities will be developed for specific segments.

Annually

Assess Gippsland’s conference and business event capabilities.

Destination Gippsland in partnership with Regional Development Australia and Tourism Victoria will undertake a comprehensive conference and business events study. The study will:

June 2013

Refine the brand guidelines.

A review of the style guide will be conducted by Tourism Victoria and Destination Gippsland to ensure clear guidelines for brand usage are made available.

December 2012

Promote third party endorsement of the Gippsland brand.

Consumers value third party endorsement over other forms of marketing recommendation. An annual Inspired by Gippsland brand ambassador campaign will focus on ambassador endorsement of the region (communicated through digital, PR and promotional activity).

Annually

Use public relations to encourage positive perceptions of the Gippsland region.

Secure PR opportunities consistent with target markets and brand strengths. Tourism organisations such as Destination Gippsland, Tourism Victoria, local council, local and regional tourism membership bodies and operators will work in conjunction to secure and manage these opportunities.

Annually

• Identify the demand for regional conferences and business events • Make recommendations on regional product development. Undertake an economic feasibility study of a Gippsland Lakes major tourism event.

East Gippsland Marketing Board, supported by East Gippsland Shire Council, Destination Gippsland and Tourism Victoria will undertake a feasibility study of a major Gippsland Lakes water based event.

Complete June 2013

Refer to the Destination Gippsland marketing committee when assessing tourism research and marketing direction.

The marketing committee’s role is based on the objective assessment of data. The committee’s recommendations are important in determining Gippsland’s marketing direction.

Annually

Adherence to the benchmarks will ensure Gippsland:

Findings will be integrated into Destination Gippsland Strategic Plan 2012 – 2015, Gippsland Tourism Marketing Plan 2012 2015, annual marketing campaign plans, and annual industry health report.

Continue the statistical benchmarks established in the Destination Gippsland Strategic Plan.

• Undertakes qualitative research to assess the consumer appeal of the region • M  onitors National Visitor Survey (NVS) and International Visitor Survey (IVS) data including drilling down to LGA level statistical data • Identifies consumer and visitation trends via the Regional Awareness and Perceptions Study (RAPS). The study will be used as a key benchmark for assessing consumer brand awareness.

18 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

19


6. Gippsland’s marketing action plan 2012 - 2015 Continued

Goal 3: Increase market share by focusing on seven product segments 1.Visiting Friends and Relatives (VFR)

2. Fishing, Boating and Coastal Experiences

Actions

Explanation

Timing

Actions

Explanation

Timing

Engage with local community to promote Gippsland’s tourism offering and value of the VFR segment.

Destination Gippsland will partner with Visitor Information Centres (VICs) in a combined intraregional public relations campaign. The campaign will promote the role residents play in adding tourism value to VFRs.

Annually – July, August

Deliver a tactical marketing campaign that raises the profile of fishing, boating and coastal experiences.

Annually – September, October

Extend VFR visitation beyond peak periods.

A tactical marketing campaign (focusing on alpine and sub alpine experiences) will include VFR as a key target market.

Annually – July, August

Fishing, boating and coastal experiences align strongly across the region. An annual cooperative marketing campaign will promote the experience via tactical, brand, digital and PR activity. The focus of the campaign will be to attract new visitors as well as adding yield and length of stay to the existing market. Further detail will be outlined in annual marketing plans. The event provides an effective opportunity for Gippsland to target this specific sector.

Annually March

Build international VFR visitation.

The international student market is a key driver of international VFR visitation. Gippsland will work closely with education institutions i.e. Monash university and GippsTAFE to promote the region’s nature based appeal.

Annually

Support industry participation in consumer shows such as the National 4X4 Outdoors Show, Fishing and Boating Expo. Partner with commercial products and statutory bodies in cooperative marketing campaigns.

Fishing clubs, boating manufacturers and government agencies such as Victorian Recreational Fishing have a strong interest in marketing to this segment.

Annually

Create materials that motivate visitors to undertake fishing and boating experiences.

Gippsland will develop a regional fishing and boating guide, and fishing and boating app/mobile website to motivate this segment to visit the region. The collateral will be distributed via consumer shows and through VICs. Industry will be offered subsidised advertising opportunities to offset production costs and as a means to convert interest into bookings.

June 2013

20 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

PRODUCT segments

PRODUCT segments

1. Visiting Friends and Relatives (VFR)

1. Visiting Friends and Relatives (VFR)

2. Fishing, Boating and Coastal Experiences

2. Fishing, Boating and Coastal Experiences

3. Caravan and Camping

3. Caravan and Camping

4. Bushwalking and Cycling

4. Bushwalking and Cycling

5. Touring and Villages

5. Touring and Villages

6. Accessible Tourism

6. Accessible Tourism

7. International

7. International

21


6. Gippsland’s marketing action plan 2012 - 2015 Continued

3. Caravan and Camping

4. Bushwalking and Cycling

Actions

Explanation

Timing

Actions

Explanation

Timing

Deliver a tactical marketing campaign that raises the profile of Gippsland’s caravan and camping experiences.

A cooperative campaign will combine tactical, brand, digital and PR activity. A focus of the campaign will be promoting Gippsland’s national parks which have a strong appeal to this segment. Further detail will be outlined in annual marketing plans.

Annually – February, March, April

Deliver a tactical marketing campaign that raises the profile of bushwalking and cycling experiences.

The Inspiring Gippsland Walks and Inspiring Gippsland Rides marketing collateral effectively packages walking and cycling experiences under the Inspired by Gippsland brand banner. A cooperative campaign will further promote these experiences using tactical, brand, digital and PR communication channels.

August, September 2012 - 2014

Develop a Gippsland Recreational Vehicle (RV) Marketing position which will provide direction for future regional marketing activity.

Gippsland lacks a cohesive RV marketing position. To identify opportunities associated with this market segment, Gippsland will review its positioning within the RV tourism sector.

Review complete by end 2013

Partner with commercial products and statutory bodies in cooperative marketing campaigns.

Organisations such as Gondwana, Mountain Designs, Bicycle Network Victoria, Parks Victoria and DSE have a strong interest in marketing to bushwalkers and/or cyclists.

Annually

Support industry participation at the Caravan, Camping & Touring Supershow (Melbourne).

The region will attend the Caravan, Camping & Touring Supershow (Melbourne). The region’s presence will be supported by motivational collateral such as the Gippsland Caravan and Camping guide.

Consumer show - annually March

Leverage from the Great Victorian Bike Ride.

Bicycle Network Victoria’s Great Victorian Bike Ride will be a major generator of regional visitation. Destination Gippsland, local council and membership bodies will work with Bicycle Network Victoria to extend the marketing reach and to maximise event participation. Local council will also provide logistical support for the event.

November 2012

Support industry initiatives that promote bushwalking and cycling experiences.

Considering the regional and state focus on walking and cycling experiences, industry initiatives that: a) promote these experiences, b) are aligned with Inspired by Gippsland brand attributes, and c) reflect regional/state strategic plans will be supported.

Annually

22 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

PRODUCT segments

PRODUCT segments

1. Visiting Friends and Relatives (VFR)

1. Visiting Friends and Relatives (VFR)

2. Fishing, Boating and Coastal Experiences

2. Fishing, Boating and Coastal Experiences

3. Caravan and Camping

3. Caravan and Camping

4. Bushwalking and Cycling

4. Bushwalking and Cycling

5. Touring and Villages

5. Touring and Villages

6. Accessible Tourism

6. Accessible Tourism

7. International

7. International

23


6. Gippsland’s marketing action plan 2012 - 2015 Continued

5.Touring and Villages

6. Accessible Tourism

Actions

Explanation

Timing

Deliver a tactical marketing campaign that raises the profile of Gippsland’s touring routes and villages.

A cooperative campaign leveraging from Tourism Victoria’s nominated hero and priority villages (Metung, Annually 2012 - 2015 August, September Walhalla and Paynesville) will link villages’ experiences with touring routes (i.e. The Great Alpine Road, The Prom to the Penguins, Sydney Melbourne Coastal Drive, West Gippsland Hinterland Drive, and Grand Ridge Road). A hub and spoke approach, linking villages to touring experiences, will strengthen the marketing campaign. The campaign will also consider consumer events that have a strong alignment to the touring sector and are supported by industry.

Encourage consumers to visit the region via motivational collateral.

A motivational touring/villages guide will be created. The guide will highlight Gippsland’s touring routes alongside Gippsland’s villages offer. The guide will be distributed at consumer shows and through VICs. Industry will be offered subsidised advertising opportunities to offset production costs and as a means to convert interest into bookings.

December 2012

Partner with commercial products and statutory bodies in cooperative marketing campaigns.

Car manufacturers hire car companies, clubs (RACV) and statutory bodies provide opportunity for Gippsland to leverage from their marketing activity.

Ongoing

Promote the Great Alpine Road (GAR) via the GAR brand.

Destination Gippsland, East Gippsland Shire Council and North East Victoria Tourism (NEVT) will contribute towards a GAR brand fund account, which will be tagged for specific brand activity. The brand will also be available for use in selected touring and villages collateral.

Annual contribution 2012 - 2015

24 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

Action

Explanation

Timing

Define and develop Gippsland’s accessible tourism offer.

In cooperation with local council and RuralAccess workers, Destination Gippsland will develop a Gippsland Accessible Tourism Plan which will outline the future direction of regional accessible tourism.

March 2013

Disseminate information on accessible tourism products and attractions.

Distribute, promote and update information about accessible tourism via PR, industry networks, digital and social media channels. This activity will include the development of a Gippsland Accessible Tourism brochure.

Annually

Increase industry awareness and understanding of the accessibility needs of tourists.

Through industry education and product development initiatives, promote the benefits of targeting accessible tourism segments. Specific activity will encourage industry to consider accessible tourism needs when developing motivational materials and strengthen the relationships between Destination Gippsland and RuralAccess workers in facilitating a consistent whole of region approach.

Annually

When accessing Inspired by Gippsland event funding proposals Destination Gippsland will also consider provision of accessible tourism needs.

PRODUCT segments

PRODUCT segments

1. Visiting Friends and Relatives (VFR)

1. Visiting Friends and Relatives (VFR)

2. Fishing, Boating and Coastal Experiences

2. Fishing, Boating and Coastal Experiences

3. Caravan and Camping

3. Caravan and Camping

4. Bushwalking and Cycling

4. Bushwalking and Cycling

5. Touring and Villages

5. Touring and Villages

6. Accessible Tourism

6. Accessible Tourism

7. International

7. International

25


6. Gippsland’s marketing action plan 2012 - 2015 Continued

Goal 4: Promote Gippsland’s diverse events program 7. International Action

Explanation

Timing

Increase industry participation in the Gippsland international marketing program.

The program provides a platform for Gippsland’s internationally active operators to market to international trade.

Annually

Support the Sydney Melbourne Touring (SMT) program.

SMT promotes the Sydney Melbourne Coastal Drive (SMCD) via international markets especially Europe/UK and eastern markets.

2012 reviewed annually

Promote touring experiences.

Touring experiences are key drivers of international visitation and promote visitor dispersal and length of stay. The region will focus on promoting Prom to the Penguins, SMCD, Bataluk Cultural Trail and Gippsland loop options in international markets.

Annually

Promote Gippsland’s key international destination hubs.

Visitors are attracted to the Gippsland Lakes, Wilsons Promontory, SMCD and Walhalla. Gippsland will focus its international marketing activity on experiences associated with these destinations.

Annually

Promote Gippsland via wholesale trade channels.

Gippsland will continue to participate in the Australian Tourism Exchange (ATE), Australian Tourism Export Council (ATEC), and regional missions (such as the regional UK/Europe mission).

2012 reviewed annually

Review Gippsland’s long-term international marketing direction.

Emerging Asian market segments will be considered in Gippsland’s long-term strategic approach. Gippsland will review its international marketing activity and how best to addresses this emerging segment, considering specific initiatives (such as cultural training) that will form part of the review.

End 2014

The Australian National Landscapes program offers the region additional opportunities to leverage from Tourism Australia’s marketing opportunities.

2012 reviewed annually

Continue to support the National Landscapes program including the Australian Coastal Wilderness and Australian Alps.

Actions

Explanation

Timing

Build Gippsland’s business events market.

A Gippsland business events marketing program will target the corporate sector. The program will include an events planner, attendance at key business events trade shows and PR and media activity that will promote Gippsland’s events potential.

Program release September 2012

Continue to support Business Events Victoria (BEV).

BEV cooperatively markets Victoria’s regional event facilities. Gippsland will continue to participate in BEV programs and retain its regional representative position on the BEV board.

Annually

Promote accommodation deals and packages that support regional sporting events.

Regional sporting events attract considerable visitation (especially in Latrobe and East Gippsland). Destination Gippsland in partnership with industry and local councils will promote accommodation deals and packages that align with the regional sporting events calendar.

Annually

Support events that contribute to regional visitation and have a long term strategic approach.

Through the Tourism Victoria regional events program, Destination Gippsland will provide cooperative marketing opportunities for organisers of Inspired by Gippsland program of events. Marketing activity (i.e. PR, advertising and promotion) will be dependent on funding levels and industry contribution.

Annually – February, March

Develop and support significant regional icon events which generate high levels of tourism expenditure and visitation.

Criteria will be established to determine regionally significant events. This process will consider visitation, length of stay, timing, media interest and stakeholder support.

2013 - 2015

PRODUCT segments 1. Visiting Friends and Relatives (VFR) 2. Fishing, Boating and Coastal Experiences 3. Caravan and Camping 4. Bushwalking and Cycling 5. Touring and Villages 6. Accessible Tourism 7. International

26 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

27


6. Gippsland’s marketing action plan 2012 - 2015 Continued

Goal 5. Broaden Gippsland’s marketing focus by developing complementary tourism experiences Action

Explanation

Timing

Action

Explanation

Timing

Annually May

Art and Cultural Experiences

Food and Wine Define Gippsland’s food and wine offer.

A gap analysis will audit Gippsland’s food and wine offer. Findings will be used to develop a regional food and wine action plan. The plan will identify how best to direct future marketing and product development activity.

Complete end June 2013

Support Creative Gippsland.

Creative Gippsland is an effective committee that manages the Be Inspired Arts Festival. Through Tourism Victoria’s regional events funding program Destination Gippsland will continue to support this group.

Promote Gippsland food and wine experiences.

Following the completion of the action plan, marketing and product development actions will be introduced into Gippsland’s annual marketing activity.

2014 - 2015

Improve the connection between nature based tourism experiences and art and culture.

Where art and culture activities add value and yield to Gippsland tourism industry, Gippsland will support the activity by promoting key exhibitions held at Gippsland’s art galleries and performing arts centres.

Improve the connection between nature based tourism experiences and food and wine experiences.

Stronger links will be developed between food and wine and nature based tourism experiences via Gippsland’s marketing and brand activity.

2014 - 2015

• Promote the brand video “An Artist’s Journey of Inspiration” as it highlights the connection between art, culture and nature

Annually

• Promote Gippsland’s “Villages of Victoria” videos. The videos highlight Gippsland’s artist community.

Aboriginal and heritage experiences Position Gippsland’s aboriginal experiences.

An aboriginal product audit will be undertaken to identify and develop Gippsland’s aboriginal tourism experiences.

End June 2013

Include Gippsland’s Bataluk Cultural Trail in domestic and international motivational materials.

Gippsland’s Bataluk Cultural Trail is an emerging tourism product. To further its development, the trail will be included in the new motivational touring/villages guide, Gippsland International Product Manual, Gippsland Caravan and Camping Guide and the Gippsland Official Touring Map.

Annually

Profile regional aboriginal ambassadors.

Profiling Gippsland’s aboriginal experiences will be included in the Inspired by Gippsland brand ambassador campaign.

Annually November

Further Gippsland’s promotion of heritage experiences.

Gippsland’s existing historical experiences (e.g. Walhalla, Old Gippstown, Omeo, Port Welshpool, Port Albert, Wonthaggi State Coal Annually Mine, Coal Creek Korumburra) will be incorporated into tactical marketing activity, collateral production and brand marketing activity.

28 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

The region will also: • Profile Gippsland’s artists through the Gippsland brand ambassador campaign

29


6. Gippsland’s marketing action plan 2012 - 2015 Continued

Goal 6: Promote the benefits of a cooperative regional approach

Goal 7: Reduce the impacts of future crisis events

Action

Explanation

Timing

Action

Explanation

Timing

Increase industry contribution and participation.

An annual cooperative marketing program will be developed to encourage investment and participation by individual tourism operators and key stakeholders. The program will be based on a tiered approach where levels of tactical and brand marketing activity will be available. Tactical marketing activity will be dependent on industry buy in levels and support.

Annually

Fund immediate crisis marketing activity.

A natural disaster contingency fund will provide an effective means to fund crises recovery activity.

2012

Lessen the impacts associated with disasters by extending experiences beyond nature.

A focus on developing experiences outside of nature is included in Gippsland Tourism Marketing Plan 2012 - 2015.

Annually

inspiredbygippsland.com.au, Visitor Information Centres (VICs), operator and third party websites are important platforms for converting consumer interest into bookings. Via promotion (i.e. inspiredbygippsland.com.au business listings and deals and packages) and education (i.e. Tourism Excellence digital workshops, Gippsland Tourism Conference) Destination Gippsland will continuously encourage operators to embrace these digital technologies.

Annually

Initiate timely marketing activities that address immediate tourism impacts.

Supported by local council, Parks Victoria and key stakeholders, Destination Gippsland will take a lead role in initiating marketing activity that addresses the immediate tourism impacts caused by natural disasters. Response and recovery groups will be a vital link in driving this activity.

Annually

The Gippsland Tourism Marketing Plan 2012 - 2015 will place greater emphasis on specific LGA tourism strengths and destination marketing. Brand partners will be sought to support destination marketing.

August 2012

Strengthen visitor opportunities for conversion.

Develop brand partners to support the Inspired by Gippsland message.

30 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

Annually

31


7. Consumer booking channels

Gippsland’s booking channels facilitate the conversion of consumer interest into bookings. The way in which consumers book holidays is changing – online and digital booking is growing in popularity whilst visitors still require face to face information and referral. Acknowledging the changing trends in consumer behaviour, our priorities will include: • Promoting and furthering development of inspiredbygippsland.com.au as the official regional tourism website. A major focus will be developing the mobile capability of the site and improving functionality. • Supporting the role of Visitor Information Centres in the delivery of information and increasing visitor yield. The provision of accessible consumer Wi-Fi and the strategic distribution of motivational collateral will be a key area of focus.

32 GIPPSLAND TOURISM MARKETING PLAN 2012-2015

• Promoting approved industry website links through inspiredbygippsland.com.au. The delivery of relevant information at a consistent standard will be paramount. Industry websites will be required to reach a minimum standard prior to approval. • Equipping operators with the digital expertise needed to facilitate consumer conversion. This will be facilitated through educational workshops and industry events and Tourism Excellence workshops.

8. Measurement

Marketing objective

Marketing goals

Encourage overnight visitation, increase visitor yield and increase length of stay

Gippsland’s Marketing Action Plan 2012 - 2015

Consumer conversion channels inspiredbygippsland.com.au Visitor Information Centres (VICs) Operator &Third Party websites

Economic Value of Tourism

Achieve average annual growth above national GDP. In 2011, direct tourism expenditure for the region was valued at $841 million. International – $27 million, Domestic Daytrip - $287 million, Overnight - $527 million.

National and International Visitor Survey (IVS & NVS) data on visitation and expenditure

Out perform national and regional Victoria domestic overnight averages.

Increase visitor yield and dispersal

Increase Gippsland’s domestic and international average overnight length of stay by 5%.

Campaign key performance indicators

Each of the campaigns will have specific goals and KPIs set in advance. This approach ensures every aspect of implementation and outcome is measured with the involvement of our financial stakeholders.

Industry excellence

Operator online booking facilities exceeding Australian average. Operator mobile website capabilities exceeding industry average. Increased levels of industry cooperative marketing participation.

Regional awareness

Increase unprompted awareness of Gippsland based on the Regional Awareness and Perception Survey (RAPS) 2011. The survey measures consumer sentiment of the Victoria’s destinations.

33


This publication was produced by Destination Gippsland LTD.

Industry web: destinationgippsland.com.au Consumer web: inspiredbygippslanmd.com.au

Published July 2012.Whilst the information in this booklet is deemed to be correct, the publishers take no responsibility for supplied information, omissions or inaccuracies.

Address: PO Box 399, Korumburra Victoria, Australia, 3950.

Phone: +61 3 56 55 2044 Email: admin@destinationgippsland.com.au

Gippsland Tourism Marketing Plan 2012- 2015  

The Gippsland Tourism Marketing Plan 2012 - 2015 outlines the direction for growing the value of the Gippsland tourism sector. The plan seek...

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