Jetstar Interstate Campaign
A cooperative marketing opportunity
www.mytassiebreak.com
Research confirms that 43% of all interstate and international visitors to the West Coast
arrive in Tasmania via Hobart Airport, with an average of 37% of North West visitors arriving
through Launceston Airport.
To ensure our destination is front of mind for these important interstate arrivals, Cradle Coast Tourism
(CCT) has partnered with Tourism Tasmania and Jetstar to create an innovative regional marketing
campaign.
Through use of the Jetstar booking system the campaign will connect directly with passengers flying into
Launceston and Hobart and will be supported by an extensive traditional and social media campaign
encouraging travellers to book a Tasmanian holiday. Inflight information will also encourage visitors to
explore ALL that Tasmania has to offer.
The Cradle Coast Tourism Executive has agreed to a new direction with respect to the future marketing
of the Cradle Coast region. This new direction will ensure that the destination as a whole becomes the
primary driver in all campaigns, recognising that the consumer travel planning stages are dreaming,
planning, booking, experiences and sharing.
In the past we have developed packages with a heavy focus on selling accommodation. Whilst
accommodation is still an important part of the mix, we recognise that accommodation is further down
the list in the consumer planning stages. Our priority now is to drive awareness to the destination first by
promoting the regional experiences and the accommodation bookings will follow. We will achieve this by
promoting the destination and its experiences and ultimately driving the consumer to the
mytassiebreak.com website where we will offer operators the opportunity to advertise their business.
This campaign will allow us to reinforce the regional messages that have been delivered through the Jetstar
Inflight Magazine over the past three months and the regional banner that is installed at Launceston
Airport. Local Tourism Associations (LTA) and Local Government (LG) have been offered the opportunity to
purchase space in the Jetstar campaign to promote their destination and experiences/attractions/events.
Operators are invited to promote their business on the mytassiebreak.com website where consumer
traffic will be driven from the space that the Regional Tourism Organisation will take.
Campaign Background
Tourism Tasmania has negotiated a five month marketing campaign with cooperative partner Jetstar which
is valued at almost $500,000. This campaign will see Tasmania’s marketing messages delivered to Jetstar
passengers through a range of channels including inflight entertainment, magazine multi-page features,
aircraft overhead locker advertising, TV, print, digital and radio advertising and social media activity.
A seat sale will support this media campaign to drive more bookings into Tasmania. It is at this stage of
the campaign where the Cradle Coast regional campaign will have impact, allowing the region to deliver
destination information directly to those people who have booked and who will be looking for ideas to help
them decide where to go, what to do and where to stay.
Jetstar research indicates that during the average five week gap between booking and travelling,
passengers are open to being influenced and may still not have a firm touring itinerary as late as the actual
week of travel. This is the space where we will be active, influencing passengers to include the Cradle Coast
region in their travel plans.
The Cradle Coast Opportunity
From 1 March to 30 June 2015 CCT has secured access to targeted digital advertising on Jetstar’s passenger
communications including online booking confirmation pages, itinerary confirmation emails, pre-departure
emails and web check-in boarding passes. We will be in touch and connecting directly with Jetstar
passengers from the time they book to when they board the plane.
CCT has invited Local Tourism Associations (LTA) and Local Government (LG) to purchase components of this
digital advertising to market their local destination and/or its experiences. CCT will retain the foundation
component of the opportunities to promote the region and drive visitation to the North West and Western
Wilderness via mytassiebreak.com. LTAs and LG have been presented with the opportunity to purchase the
remaining space.
The options below highlight the space that CCT and LTAs/LG will be taking to promote the region and its
destinations. If you are an experience based operator (ie event/tour/attraction etc) and would like to
be involved in the Jetstar passenger communication opportunities on pages 2 & 3 please contact your
LTA or LG to discuss potential participation. Other promotional opportunities for accommodation and
experienced based operators are detailed on page 4 of this document.
LTA/LG Advertising Options
1. Online Booking Confirmation Page
This web page represents the end of the booking
process on Jetstar.com. It confirms flight details and that
payment has been received. This is the first opportunity
to target customers matched directly against their
booking details.
The advertisement provides a single space on a page that
is viewed for information only and will be used by CCT to
create awareness of the destinations within the Cradle
Coast region (North West and Western Wilderness).
Mytassiebreak.com will be the call to action and
operators are presented with the opportunity to
purchase space on the website. Details follow on page 4.
2. Itinerary Confirmation Email
An email confirming a passenger booking is sent within ten
minutes. It is the first of the essential communication emails from
Jetstar that goes direct to the consumer. This platform provides an
opportunity to influence travellers’ next course of action; booking
accommodation, car hire, tours or attractions.
The advertising space on the itinerary confirmation email is
presented as three units. CCT will on-sell two of the three ad units
to LTAs and LG to promote their destination or experiences within
their area. This can be 2 x one third advertisements or 1 x two thirds
advertisement.
CCT will retain one third of this space for regional brand awareness.
Mytassiebreak.com will be the call to action and operators are
presented with the opportunity to purchase space on the website.
Details follow on page 4.
3. Pre-Departure Email
This email is sent two days before the passenger’s departure
flight. It consists of product up sell for the airline and advertising
partners.
This email offers opportunities for immediate response from
the consumer, i.e. the purchase of meal options, sale price tour
options, event promotion.
There is one advertising unit available in this format and CCT
will on sell this space. LTA/LG may choose to promote their
destination and/or experiences/events here.
4. Web Check-in Boarding Pass
A web check-in boarding pass is provided to every passenger that
uses the web check-in process. Unlike other advertising options
this is a hard copy document that is required to be carried by the
traveller.
As per the pre-departure email this is a great opportunity to
promote special deals or events within your destination. Deals can
be offered on an extended basis as people will have time to consider
them while flying (captive audience on the plane).
This element is also available as three advertising units. CCT will on
sell these to LTAs/LG that have a great offer for travellers, examples
include: ‘present your boarding pass for’ discount meal, attractions/
tours or to promote a local event.
3
Individual Business Advertising Options
www.mytassiebreak.com
Operators are invited to promote their business via the mytassiebreak website with three options available.
All spaces are available to purchase for a four month basis only from 1 March to 30 June 2015.
The mytassiebreak.com home page:
The mytassiebreak.com holiday deals page:
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1
2
2
3
Visit www.mytassiebreak.com to view
the opportunities in a live format.
Available Promotional Opportunities
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2
3
Total Cost for Four Months
Tier One (Limited to six operators only)
Inclusions:
• Rotating Home Page banner
• Rotating Holiday Deals page level one placement
$1200.00 + GST
(equal to a $75/week investment)
Tier Two
Inclusions:
• Rotating Holiday Deals placement on Home Page
• Rotating Holiday Deals page level two placement
$ 550.00 + GST
(equal to a $34/week investment)
Tier Three
Inclusion:
$ 300.00 + GST
• Rotating Holiday Deals page level three placement (equal to a $19/week investment)
Participation Form - mytassiebreak.com Jetstar Interstate Campaign
Business Name:
Postal Address:
Email:
Phone:
Contact Person:
Authorised Signature:
Date:
I WISH TO PARTICIPATE IN THE 2015 mytassiebreak.com JETSTAR CAMPAIGN
Tier One
Home page banner and Holiday Deals page level one
$1,200.00 + GST
Tier Two
Home page Holiday Deals and Holiday Deals page level two
$ 550.00 + GST
Tier Three
Holiday Deals page level three
$ 300.00 + GST
BOOKING FORM to be returned to kscolyer@cradlecoast.com by Monday 23 January 2015
ADVERTISING MATERIAL to be provided by Friday 30 January 2015
I agree to the Terms & Conditions as below
TERMS & CONDITIONS
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•
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To participate in the mytassiebreak.com Jetstar Campaign, operators will need to supply the following by no later than
30 January 2015:
• A hi-resolution landscape image of your business. The image must be no less than 1MB or 300dpi
• 30 words text describing your business or offer and a price point if applicable.
If material is not received by the advertising material deadline, CCT have the right to cancel your booking.
All advertising material is accepted subject to approval and may be rejected at the discretion of CCT at any time if it is
deemed of poor quality or inappropriate.
CCT may place advertisements as it considers appropriate and in any position considered appropriate.
5
For further information
or to discuss please contact:
Kylie Scolyer
Regional Tourism Marketing Coordinator
Cradle Coast Authority
1 - 3 Spring St, Burnie
PO Box 338
Burnie TAS 7320
Ph: 03 6433 8400
kscolyer@cradlecoast.com
www.cradlecoast.com