Industry Marketing FINAL Library... · -New social campaign -Intrastate creative campaign-New RTO...
Transcript of Industry Marketing FINAL Library... · -New social campaign -Intrastate creative campaign-New RTO...
Project Rebound
APRIL 2020
What are we covering off today?
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Where are we now?
Our Story
Road to Recovery- Social - Intrastate- COVID-19 Marketing Strategy
Project Greenlight
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Where are we now?
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INTERSTATE OPENS INTERNATIONAL OPENSALL TRAVEL BANNED INTRASTATE OPENS
Where are we now?
CRISIS
TIMING – THE GREAT UNKNOWN
? ? ?
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INTERSTATE OPENS INTERNATIONAL OPENSALL TRAVEL BANNED INTRASTATE OPENS
What does this mean?
CRISIS
TIMING – THE GREAT UNKNOWN
NO PAID MARKETING
SOCIAL ONLY
ROAD TO RECOVERY PLANNING
INDUSTRY SUPPORT TEAM
POSSIBLE SUMMER PROMOTION
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SOCIAL
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SOCIAL
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INDUSTRY SUPPORT
Our Road to Recovery
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It’s a New World with New Rules
But, 1 thing still holds true ….
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To demonstrate how Our Story can inspire tourism businesses differently, Tourism WA has partnered with three organisations to create a series of case studies to show how it might be used. We have also created a toolkit with six interactive exercises to help you start leveraging Our Story in your business. These have been designed as thought-starters, regardless of whether you are reviewing marketing collateral, creating a new brand, or developing new products.
For more information on Our Story, visit tourism.wa.gov.au/our-story
COVID-19 – Marketing Strategy
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Plan of Attack (Dates Placeholder Only)
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Apr May Jun Jul Aug Sep
MARKET CONTEXT
TOURISM WA
Possible Summer
Promotion
Covid-19 Social
Strategy
Intrastate Strategy
TA Partnership Planning
Global Marketing Strategy
International & Interstate
Team Strategies
International & Interstate
Market Plans
Confirm Intrastate
Marketing Plan
Strategy Development
ALL TRAVEL BANNED INTRASTATE OPENS
PROVOKE THE ”SPIRIT OF ADVENTURE”
TIMINGS – THE GREAT UNKNOWN
Plan of Attack (Dates Placeholder Only)
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Apr May Jun Jul Aug Sep
MARKET CONTEXT
TOURISM WA
Possible Summer
Promotion
WA Tourism Exchange
In-Market
In-Market
In-Market
Covid-19 Social
Strategy
Intrastate Strategy
TA Partnership Planning
Global Marketing Strategy
International & Interstate
Team Strategies
International & Interstate
Market Plans
Confirm Intrastate
Marketing Plan
Confirm Interstate
Marketing Plan
Confirm International
Marketing Plan
Strategy Development
Domestic Trade
Roadshow
International Trade Show
INTERSTATE OPENS INTERNATIONAL OPENSALL TRAVEL BANNED INTRASTATE OPENS
PROVOKE THE ”SPIRIT OF ADVENTURE”
TIMINGS – THE GREAT UNKNOWN
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Social
SUPPORTINDUSTRY
PREPARE FORLAUNCH
Reposting &Amplifying
RE-IGNITEDREAMING
Cement & dominate the “wishlist”
Ready for borderre-opening
On Brand with ”Spirit of Adventure”. Ladders up to the work coming into market in coming months / end of the year…. without giving up what we have planned. Gives our owned channels and ”our great operators” a sense of purpose that is easy to explain and easy to adopt.
"When you’re ready, there will be no shortage of incredible adventures, amazing deals, epic road trips, and friendly tour operators ready to welcome you. This year, and next year the best holiday will be right here in Western Australia.”
Practicalities
Message Theme
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Social - Objectives
SUPPORTINDUSTRY
PREPARE FORLAUNCH
Reposting &Amplifying
RE-IGNITEDREAMING
Cement & dominate the “wishlist”
Ready for borderre-opening
Social – Tourism Australia
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Intrastate - Objectives
CAPITALISE INTRASTATE
DIRECTSALES
ENCOURAGE WA EXPERIENCES
BROADER THAN#DOITINWA
PREPARE FORLAUNCH
Build an Intrastate campaign that can launch as soon as we are given the ”Greenlight” that we can travel again. This campaign needs to encourage Western Australians to get out and seek their ”Own Adventure” in WA.
Task
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How do you leverage?
INTRASTATE SOCIAL & DIGITAL
- Tag and share- #ThisisWA & @westernaustralia
- Virtual WA Hub (launch next week)- @newtagline (when we announce)
#
- Leverage TWA consumer advertising investment and partnerships
- Industry tool kit being developed - Align with your RTO - Stay up to date – Talking Tourism
TWA Industry Support Team here to help with leveraging ”Spirit of Adventure”, Intrastate and Social
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Global Marketing Strategy
GLOBALMARKETINGSTRATEGY
MARKET PRIORITISATION
AVIATION GROWTH PLAN
RESEARCH / INSIGHTS
BRAND RELAUNCHPARTNERSHIPS
INDUSTRY
In partnership with PAPL
Links with Project GreenlightTarget audience / Consumer mindset / Travel habits / Desire etc.
TA / Trade / International etc.
Product & experiences / Support & survival
Creative campaign / GuidelinesPR StrategyBrand Play book etc
Project Greenlight
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Project Greenlight: Temperature Gauge
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JAPAN
USA
CHINA GERMANY
SINGAPOREMALAYSIA
WORLD
UK
COVID-19 – Marketing Strategy
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Aviation – Team Aust / Team Perth
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Insert TA Aviation SLIDe
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Summary
RIGHT NOW COMING SOON
- Our Story - Organic social & re-posting- New social campaign - Intrastate creative campaign- New RTO partnership marketing plans- New intrastate partnerships – e.g. RAC
- Global Marketing Strategy- Interstate Market Plan- International Market Plans- New PR / publicity strategy- Aviation Growth Plan (with PAPL)- Brand Re-Launch
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