ATDW – A DIGITAL PLATFORM WHICH DRIVES LEADS

SOUTH AUSTRALIAN TOURISM COMMISSIONFEBURARY 2019

WHAT WE WILL COVER TODAY

• What is the ATDW

• Overview of SATC Digital Marketing activity

• How being on the ATDW benefits SA tourism operators

• What you can do to optimise your ATDW listing

• Other tips to improve your online presence

WHAT IS THE ATDW?

WHAT IS THE ATDW?

• Australian Tourism Data Warehouse is an organisation owned

by all Australian state tourism organisations

• The ATDW manages a centralised source of tourism product

information which underpins destination marketing websites

nationwide

• Tourism operators manage their listings via a single online

platform which feeds into websites like Australia.com,

Southaustralia.com and many more.

ATDW DISTRIBUTION

ATDW LEADS | EXPLAINED

Phone Calls

Website click throughs

Emails

Ticket sales & bookings

WHAT IS AN ATDW LEAD?

The SATC’s core digital KPI is the generation of leads to operators via ATDW listings.

213KQUALIFIED LEADS TO SA OPERATORS VIA

ATDW LISTINGS – up 60% YOY

535kWEBSITE VISITS

Up 20% YOY

SA.COM DIGITAL METRICS FY THUS FAR

8,253LIVE ATDW LISTINGS

OVERVIEW OF SATC DIGITAL MARKETING ACTIVITY

WHAT ARE WE TRYING TO ACHIEVE?

• Build awareness of SA as a tourist destination

• Generate qualified, commission free leads, referrals and sales for SA

tourism operators

• Generate leads and sales for industry partners (e.g. airlines)

• Increase tourism expenditure in SA

DIGITAL MARKETING | CHANNELS

PAID (search, social, & display

ads)

OWNED (website, email, owned social)

EARNED (PR, organic search,

organic social)

DIGITAL MARKETING | CHANNELS

SEARCH

CONTENT PARTNERSHIPS

PAID & OWNED SOCIALDISPLAY & VIDEO

NATIVE ADVERTISING

EMAIL

OTHER BENEFITS OF BEING ON THE ATDW

• Southaustralia.com has a high domain authority and ranks highly on search engine results

pages

• The SATC invests significant resources in SEO, with over half of the ATDW leads on

southaustralia.com coming from organic search traffic

• Operators benefit from their ATDW listing on southaustralia.com by appearing higher on

search engine results pages, giving more exposure and leads.

• This is especially valuable if the operator doesn’t have a website with a strong organic

search presence.

SEARCH ENGINE OPTIMISATION

KEY RANKING FACTORS IN SEO

• Keyword relevance

• Internal links

• Content and content quality

• Site speed

• Ease of navigation

ON-PAGE FACTORS | ATDW LISTING

HEADER TEXT

ON-PAGE CONTENT

NAVIGATION

META DATA

SEARCH ENGINE OPTIMISATION | ATDW BENEFITS

SEARCH ENGINE OPTIMISATION | ATDW BENEFITS

ATDW BASICS

ATDW CATEGORIES

• Accommodation

• Event

• Food & Drink

• Hire

• Tour

• Attraction

• Destination Information

• General Service

• Transport

Note:

Operators can create a listing in more than one category

ATDW listings expire every 12 months

EVENTS

Events must have a leisure tourism focus with the best potential to stimulate visitation to South Australia.

Event type:

- Business Event: significant conferences, seminars, galas, launches, symposiums or other activities where the majority of participants will be travelling from interstate or overseas and the program will permit leisure time at the destination.

- Markets: A market event it not a permanently housed, regular market. List those under attractions/shopping and markets. Markets include one off, irregular or specifically themed markets in temporary locations.

- Classes, Lessons, Workshops and Talks: List one off educational events like art workshops, cooking classes/lessons and motivational/inspirational speakers. These events must highlight experiences specific to the city or region.

- Events that are on-going, such as monthly Friday night music – must have a new listing created each month as well as new imagery.

ACCOMMODATION

Accommodation establishments must offer accommodation bookable on a short term basis. Property styles can range from apartments, backpackers and hostels, bed and breakfasts, caravan, camping and holiday parks, cottages, farm stays, holiday houses, motels, hotels, resorts and retreats and lodges.

Adding extra types of accommodation:

• Ensure you provide a general description of your accommodation types, including a to -from price.

• Add description of each accommodation type.

ATTRACTION

Attractions must be places/areas of interest that offer distinct visitor experience to the leisure tourist.

Attractions include:

- Shopping and markets: Retail shopping outlets, including major shopping centres or arcades. Markets include food markets or farmers markets that have a permanent venue and regular opening days.

- Natural attractions, national parks and reserves.

- Spas and Retreats

- Galleries, museums and collections

- Amusement and theme parks

FOOD AND DRINK

Establishments targeted at leisure visitors that offer a food and/or drink experience.

These include:

- Bar

- Breweries

- Produce: Where the business offers both an “Experience” and “Produce” as their primary product offering. Product must be available for visitors to purchase.

- Wineries

- Restaurant and Cafe

GENERAL SERVICE

General Services limited to products or services which support tourism and those who travel

• In region, general services can be very important and can include:

• Public toilets

• Phone booths

• Library’s

• Playgrounds

• Banks

• Dentist

• Cinema

• Hospital

• Fuel stop

TOUR

• Eligible tour operators must offer regularly organised tours with a leisure-tourism focus, organised by experienced guides. These may include a personal host and/or commentary.

• An ‘experience’ can also be listed under this category.

• E.g. If your winery offers a wine flight tasting experience.

• Lip balm making class

ATDW LISTINGS | EXAMPLE OF BEST PRACTICE

• High resolution images

• Full contact details

• Book now button (TXA or Booking URL)

• Social links

• Sub listings (room & tour types)

CREATING AN ATDW LISTING & RE-SIZING IMAGES

• Minimum photo size 2048 x 1536 pixels

• Minimum 1 photo, maximum 10

• Portrait sized images are not accepted

ATDW LISTINGS | IMAGE REQUIREMENTS

Low resolution, pixelated High resolution

Minimum photo size is 2048 x 1536 and maximum of 10MB

TEXT ON IMAGES

• The visual brand style guide and checklist is available on our corporate site.

• Includes do’s, dont's and examples in regards to imagery.

Contact:

SHALIZA FERRAGAMO

Brand Assets Manager, Marketing

South Australian Tourism Commission

Shaliza.Ferragamo@sa.gov.au

Visual Brand Style Guide| SATC Brand Imagery

APRIL DOWDELL

Brand Assets Coordinator, Marketing

South Australian Tourism Commission

April.Dowdell@sa.gov.au

ATDW LISTINGS | Deals & Offers

• New feature offered

• Will form part of an existing listing in any

category

• Deals/offers valid for a maximum of 3

months

TIPS FOR A GREAT LISTING

• Listing your business on the ATDW is free for SA tourism businesses

• ATDW listings allow us to easily distribute operator content across our website, email, socials and other digital channels

• ATDW listings are also distributed across various other tourism sites including regional tourism websites and australia.com

• Ensure you have high resolution images and your details are up to date, including room/tour types

• Adding any additional offerings, tours, events, etc. increases your online presence

• Ensure your ‘booking URL’ is the most direct path to purchase/book your product as this forms the ‘BOOK NOW’ button

ATDW LISTINGS | SUMMARY

WHAT ELSE YOU CAN DO

WHAT YOU CAN DO | LOCAL SEO

• Focus on Google My Business as well as other search engines

and services e.g. Bing, True Local etc.

• Allows you to manage your online presence across Google,

including in search and maps.

• Ensure all information and locations are up to date and correct

• Upload photos of location/business

• Businesses with a GMB listings have higher visibility in Google

search queries, especially on mobile.

WHAT YOU CAN DO | SOCIAL MEDIA

• Facebook, Instagram, WeChat

• Devote time to engage with your audience

• Post and re-post videos and photos of your business and offerings

• Encourage visitors to take photos whilst at your restaurant, cellar door, bed & breakfast, tour, etc. with items or locations that are unique to you

• Tag @southaustralia and #SeeSouthAustralia

• Using social media will build engagement & drive traffic to your website

• Start with boosted posts then try different ad formats

• Make use of Facebook’s audience platform for advertising

WHAT YOU CAN DO | INFLUENCERS

• Social media is a very powerful and inexpensive medium to promote your business

• Social media influencers can help market your brand to a new audience – a targeted audience that is relevant to your business

• Influencers can help with your brand awareness, convert new customers, provide you with copyright free content to use, help launch a campaign, or even take over your social media platforms for a period of time

• The SATC has produced a ‘Working with Influencers’ online handbook which is available on our industry website tourism.sa.gov.au

WHAT YOU CAN DO | DIGITAL PRESENCE

• Work on your digital presence so that you have stories we can share with our audiences on SA.com or via our digital ad campaigns or emails

• Don’t be afraid to engage a digital marketing agency for media or SEO, however there are many free training resources available on Google & Facebook’s websites

• We work with the Government media panel (Wavemaker, Carat & Reprise), but there are many good independent operators in SA who work with SMEs (e.g. Atomix, Digital Noir, Kwasi Studios)

• News Corp also has a division called News Xtend which manages digital marketing for SMEs

• You can also receive tourism and digital marketing support for businesses such as Squeezy and Tourism e School.

WHAT YOU CAN DO | ANALYSIS AND ROI

• Set up a conversion goal in Google Analytics which fires when someone makes a booking

• Use UTM parameters (tool available at https://ga-dev-tools.appspot.com/campaign-url-builder/) on links to your website from boosted FB posts and ads. This will allow you to analyse the value and performance of your digital marketing activity, including results on lead generation, referral traffic and conversions.

• Look at the source & medium section in GA to understand the source of your website traffic, then work out the cost per visit and cost per conversion of your digital marketing activity

• Share! Share your analytics and results with us

WEBSITES

I: TOURISM.SA.GOV.AU | C: SOUTHAUSTRALIA.COM

#SEESOUTHAUSTRALIA

THANK YOU

EMILY SHEPPARD

DIGITAL MARKETING OFFICERE: EMILY.SHEPPARD2@SA.GOV.AU

T: 08 7088 0114

EMILY PRIMAVERA

DIGITAL MARKETING & OPTIMIZATION MANAGERE: EMILY.PRIMAVERA@SA.GOV.AU

T: 08 8463 4554