DOMESTIC MARKETING
2014-15 FACT SHEET
Extraordinary lives with you forever.
2014-15 DOMESTIC MARKETING STRATEGY
The domestic marketing strategy aims
to overcome the known travel barriers
for WA of time, cost and distance by
educating consumers on what WA
has to offer as a holiday destination;
proving “value for holiday” and
increasing understanding about WA as
an extraordinary holiday destination.
To promote Western Australia in the
domestic market, Tourism WA focuses
on three key areas:
1.Brand Marketing – Showcasing
WA as a holiday destination; prove
‘value for holiday’ and increasing
understanding about Western
Australia as an extraordinary
holiday destination.
2.Events Marketing – Promoting
events to communicate that there
is always something on in our
extraordinary State - to convert
people who ‘intend to travel
sometime’ to visitors who want to
travel ‘now’.
3.Cooperative Marketing – Working
with domestic trade distributors
who have the ability to retail a wide
range of Western Australian tourism
product to generate bookings.
To support these three key pillars,
the domestic marketing strategy
includes public relations, media and
trade familiarisations, social media,
digital marketing and niche
campaigns such as the
annual wildflower campaign,
Caravan and Camping Action Plan
and Kimberley Science and
Conservation Strategy.
The target audiences for our
advertising are Aspirational Achievers
and Dedicated Discovers. These
people value experiences, they’re
curious minded, want to get off the
beaten track and are happy to go the
extra mile to see or feel something truly
extraordinary. More information about
our target audiences can be found in
our brand handbook on our corporate
website tourism.wa.gov.au
Extraordinary lives with you forever.
BRAND MARKETING
COOPERATIVE MARKETING
Key facts
Key facts
• The Experience Extraordinary
advertising campaign has been
developed for the State Brand,
Experience Extraordinary to
connect Western Australia to
‘Extraordinary’ and create an
emotional connection with our
target audience.
• The campaign will be implemented
in the core domestic markets of
Sydney, Melbourne and Perth.
• Aimed at consumers during the
dreaming phase of their holiday.
• Tourism WA undertakes
cooperative marketing with
domestic distribution partners,
such as airlines, wholesalers, retail
travel chains, and online tourism
retailers that have the ability to retail
a wide range of Western Australian
tourism product
• In 2014-15, Tourism WA will
invest over $2m into cooperative
marketing.
• The partner campaigns are
delivered across the year based on
their product mix, seasonality and
commercial considerations.
The following distribution partners will work with Tourism WA as part of the 2014-15
cooperative marketing program:
2014-15 DISTRIBUTION PARTNERS
Partner Name
Key contact for product
Key contact
contracting
EVENTS MARKETING
Jetstar Airlines Australia
Jetstar Holidays Adrian Prokopiec
adrian.prokopiec@jetstar.com
Key facts
Qantas Airlines
Australia
Qantas.com/hotels
Kylie.Duffy@hooroo.com
• The events marketing campaign will
be ongoing throughout the year.
Virgin Australia Airlines
Virgin Australia Holidays –
Elaine.Gibbons@virginaustralia.com
Elaine Gibbons
• The key market is WA and
secondary markets are Sydney
and Melbourne.
Tigerair Australia
Aggregator site inventory from Expedia.com
Discover Australia
Holidays
Supplier Support Team
product@discoverAustralia.com
Helloworld
Fiona Doyle – wholesale
Peter Bull – online
aust@helloworld.com.au
peter.bull@orbitz.com
Sunlover Holidays
Kellie White
Kellie.white@aot.com.au
Broome and the
Kimberley Holidays
Karen Castiglioni
karenc@broomekimberley.com
Wotif.com
Online registration
https://supplier.wotif.com/
Registration.jsp
Lastminute.com.au
Contact the Hotels Team
07 35129983
Webjet.com
Aggregator site inventory from Zuji.com | Expedia.com |
Hotelclub.com
Orbitz.com
Peter Bull
Peter.bull@orbitz.com
Expedia.com.au
Samantha Stock
sastock@expedia.com
Turu.com.au
Online registration
http://turu.com.au/register-your-park.
aspx
• Aimed at consumers during their
planning and anticipating phase of
their holiday.
For more information on Tourism WA’s domestic marketing program
contact marketing@westernaustralia.com or phone Tourism WA on 9262 1700