BYRON BAY & BEYOND 2019-20
A DESTINATION MARKETING COLLECTIVE
the destination collective model vByron Bay and Beyond is a group of businesses working together to promote their products and services in the context of the destination they’re located in. vThe collective comprises complementary, export-focused Byron Bay tourism businesses including accommodation, nature-based activities, unique attractions, food and drinks companies and tour and transport providers. vThe partner businesses are promoted as the essential ingredients in a Byron itinerary.
why a destination collective? vTravellers choose destinations before they choose hotels, tours or activities vBrand association with popular destinations creates positive perceptions vA collective approach from complementary businesses is cost-effective in reaching new audiences vSelling products in a destination context makes more sense (and dollars) for travel distributors. vThere’s more of a story to tell.As a collective, hotels, activities, restaurants and transport are given context. Your content comes to life in itineraries, local knowledge lists, feature articles, ‘live in Byron’ posts.
objectives
Reinforce Byron’s appeal as a visitor destination to Australia’s most valuable international visitor markets
Increase knowledge of and selling confidence of travel distributors with Byron Bay and Beyond product partners
Nurture relationships with Destination NSW, Tourism Australia, airlines and UK, German French and American wholesalers and retail agents that lead to distribution, promotional and publicity opportunities
* Byron’s priority international visitor markets
Australia
NSW
North Coast
Byron Shire
207300
128900
39,975
27000
733400
371800
68095
46000
789100
495000
33265
22500
142600
86900
19067
13000
*Tourism Australia Market Profiles, DNSW Regional Snapshots, YE Dec 2018, Byron LGA Visitor Profiles Oct 2017
* Macro Travel Trends
Sustainability is driving accommodation decisions
Travellers are opting to purchase experiences over things
Travellers who book experiences ahead of their trip spend 47% more on accom than those who wait to book in destination
Flight routes are expanding to meet demand
A quarter of all bookings are made through a travel agent
*Trekksoft Travel Trends Report 2019, Skift 2018 US Affluent Traveller Survey
but doesn’t everyone book travel online? vIn 2018, the proportion of direct website bookings fell from 79.2% to 66.7%. Bookings made through agents and affiliates increased from 17.5% to 24.3%* v47%*of all outbound travel in Germany was booked through a travel agency. If this is true in Germany, one of the world’s most confident travelling nations, its an indicator that this principle applies in other markets. vThe reality is ROPO: Research Online, Purchase Offline Travel distributors (agents) continue to play an influential role in travel bookings, especially for long haul holidays from markets like the UK, Europe, China and the USA.
*Trekksoft, 65 travel Statistics to know in 2019-20
**FVW, German travel industry research study, 2018)
consumers value agents’ know-how vThe top three things* consumer value in a travel agent: vknowledge of destinations and travel service providers vtheir ability to take the hassle out of booking travel vextra service when things go wrong
* www.travelmarketreport.com
strategy vProvide face to face representation for the Byron Bay and Beyond collective at Tourism Australia and Destination NSW travel events with a reach of 45,000 trade partners selling Australia. vInspire, educate and create selling confidence in trade partners with multi-media content (news, events, images, video) on Byron and collective partners promoted through ebooks, EDMs and shared social posts.
Byron Bay Adventure Tours
Key messages
Byron Bay Adventure Tours
quality lodgings
unparalleled air and road access
Byron Bay Adventure Tours
healthy mind, body and spirit
Byron Bay Adventure Tours
Inspired by nature for millennia
Byron Bay Adventure Tours
reasons only a surfer knows
real communities
pride in local produce
world heritage nature
vibrant events
included benefits
Cost-effective, professional representation of your business at 4 international tourism industry business events Multiple inclusion of images, copy, video, contact details and web/social links in 2019-20 edition of Byron Bay and Beyond eBook Contextualised inclusion and outbound links in 4x Byron Bay and Beyond eDMs Your content curated, published and distributed to an engaged audience of 1800+ travel trade professionals with a reach of over 45,000 Post-event market insights and reporting Personalised lead referral Referral of trade, media and influencer familiarisations
FORUMS TO DO BUSINESS WITH THE TRAVEL INDUSTRY
TRADE EVENTS & ROADSHOWS
Representation to travel distributors and tourism boards
Australia Marketplace USA 26-29 August 2019 (Los Angeles)
Presented by state and territory tourism organisations in partnership with Tourism Australia, Australia Marketplace will bring together over 100 buyers from North American travel companies with 100 Australian tourism products for three days of one-on-one appointments and networking opportunities. Attendance at this event is by invitation only.
Australia Marketplace Europe 30-31 October 2019 (London)
Presented by Tourism Australia, Australia Marketplace will bring together over 100 buyers from European travel companies with 100 Australian tourism products for two days of one-on-one appointments and networking opportunities. Attendance at this event is by invitation only.
Australian Tourism Exchange 2020
Now in its 41st year, the Australian Tourism Exchange (ATE) is the Southern Hemisphere’s largest annual travel and tourism businessto-business event. Delegates include 1,500 Australian seller delegates from approximately 550 companies, 650 key buyer delegates from over 30 countries, and over 80 international and Australian media
Destination NSW UK Europe Roadshow (various European cities)
Destination NSW will host the United Kingdom and Europe Roadshow in May across European cities with a critical mass of travel consumers, travel trade and aviation routes connecting with Australia.
Byron Bay and Beyond eBook (also printed on high quality stock)
Quarterly EDMs to a curated network of 1800+ curated trade contacts
Our global travel trade network
Activity Overview Activity/Event
Market
Timing
Australia Marketplace USA
• USA, Canada
26-29 August 2019
EDM
• USA, Canada
Sept 19
• UK, Germany, France, Italy, Scandinavia
30-31 October 2019
EDM
• UK, Europe
Nov 19
EDM
• UK, Europe, USA
Jan-Feb 20
• Global
10-14 May 2020
• UK, Germany, France
TBC May 2020
• UK, Europe, USA
Jun 19
Australia Marketplace Europe
Australian Tourism Exchange 2019 Destination NSW Roadshow UK Europe EDM
12 month investment Business Type
Investment (ex gst)
Accommodation
$9500
Airports
$5000
Tours, activities, attractions
$4500
Restaurants, Distilleries and Breweries
$1750
The Fine Print Fee for service includes all disbursements and travel to markets related directly to the services being provided and use of marketing communications resources and assets of Surfer Rosa Communications. Fee for service excludes any costs associated with referred distribution and promotion opportunities including but not limited to commissions, marketing costs, brochure fees, listing fees charged by trade distributors, additional services and related travel expenses required for sales and
Upon acceptance, the partner will be invoiced for the fee payable on the specified terms. Due to the requirement to pre-book and pay for the agreed activities and services, no part of the fee will be refunded to the partner, including any and all pre-paid, scheduled or promised instalments. Acceptance and any variations to payment terms or any other part of
marketing representation requests of individual partners, costs relating to
the agreement must be received in writing by both parties.
familiarisations (e.g. flights, transfers, meals, touring, accommodation not
Unless otherwise specified by the partner, Surfer Rosa Communications
offset through in-kind contributions) and any other costs relating to advertising, publicity and campaign activity in which the partner chooses to invest as an outcome of the services. Surfer Rosa Communications reserves the right to sub-contract any part of the specified services but will remain responsible for the quality of all
will report to the partner’s General Manager as primary point of contact. All administration documentation, contracts, rates, partner point of sale material and marketing collateral to be supplied by partners.
specified services delivered by sub-contractors.
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Measuring results Performance Indicator
How Measured
• Distribution and promotion opportunities • Number of leads referred referred • New/re-negotiated distribution • Documented by distributor agreements • EDM engagement/eBook downloads • Mailchimp, Issuu
Why Surfer Rosa Communications? • Built on relationships developed over 20 years, Surfer Rosa Communications is the trusted source of expert destination and product advice for the Byron region among international travel trade and tourism boards • Access our extensive networks in Australia’s tourism and events industries • Award-winning content content creators • High touch, boutique scale, keeping overheads low 33
Testimonials “Surfer Rosa Communications is our‘go-to’ for detailed destination information in Australia, especially for Byron Bay and New South Wales. Any tourism business seeking representation in international markets would clearly benefit from Russell’s contacts & know how." Valerie May, Sales Manager UK & Europe
"Down Under Answers is a US-based wholesaler selling travel to Australia for 24 years. Byron Bay is generally not on the radar of the typical American consumer, so there needs to be sales effort and initiative. Surfer Rosa Communications has always thought “outside the box” comes up with great ideas and programs, and delivers results. Nothing goes unnoticed,, everything is turned around promptly and professionally. Our sales to the region have increased markedly since commencing work with Surfer Rosa.” Kirk Demeter, President, Down Under Answers
“As one of the largest outbound tour operators in the UK, Trailfinders relies on a select number of carefully chosen partners to help support and grow our leisure business into Australia. Surfer Rosa Communications’s detailed destination and product knowledge tailored to Trailfinders has enabled us to successfully grow our business into NSW, specifically the Byron region.” Lucy Davison Head Contractor-Australasia & Southern Africa, Trailfinders
“Surfer Rosa Communications is very strongly associated with Byron Bay and is very well respected among global distributors and the inbound tourism industry. This gives it a unique edge in ensuring exposure for tourism products in the global marketplace.” Cinzia Burnes, Chief Operating Officer, The AOT Group
Russell is amazing to work with! An award winner and complete professional with great insights and instincts for business development and strategy. Couple this with his relaxed personality and you will enjoy success with him on your next project.” Craig Wachholz, (Wacca) Managing Director Lets Go Surfing 34
Next Steps vConfirm your participation with Surfer Rosa Communications by Thursday 27th June. vConfirmation in writing will be deemed binding and partner will be invoiced for the full amount. vPayment can be made securely online. vProgram delivery is subject to minimum partner buy-in.
Russell Mills +61 44 888 5453 rus@surferrosa.com.au www.surferrosa.com.au www.byronbayandbeyond.com