MEMBERSHIP PROSPECTUS 18/19 - Outbackqueensland · Full day photoshoot, delivering 40+ images on...

MEMBERSHIP PROSPECTUS 18/19

[email protected] | 07 4650 1274 | outbackqueensland.com.au | PO box 506 Longreach 4730 QLD

WELCOMEOutback Queensland Tourism Association is a Destination Marketing Organisation, committed to driving visitation to Outback Queensland.

Our mission is to connect every visitor with an authentic and memorable Australian outback experience and adventure - by making sure our destination is the no.

From a marketing perspective, we measure our success not just in leads, likes, and comments – but conversion, as we believe that’s our true measure of success.

OQTA is committed to capacity building in the region, to offer better services for its members.

Not only is our capacity growing, but our products as well, with a raft of new product developments coming online.

OUR ANNUAL MARKETING ACTIVITIESTo ensure we are delivering our vision and aims, OQTA undertake an annual program of strategic marketing activities designed to attract visitors to the Outback and to increase our region’s domestic and international profile.

Our marketing activities include the following:

Consumer:Executing a digital marketing strategy to drive awareness and increase conversion to all operators, events, councils and drive routes in Outback Queensland

Growing our social media channels and consumer databases by setting rigorous targets to ensure enhanced growth

Pitching and coordinating famils (consumer, trade, traditional and digital) into the region

Advocacy on behalf of our region and industry representing our members to high level stakeholders

Working in partnership with TEQ and QTIC on Experience and Product Development, creating, informing and guiding the direction taken in developing and promoting our regions product

Negotiating partnership agreements with corporate stakeholders that have influence in our region

Trade:Quarterly reporting on sales figures from the trade network

Placement in a Trade eNews that goes out to database of domestic and International travel agents, brokers, wholesalers and ITO’s

Attending travel trade events and consumer shows

Trade work in New Zealand including Queensland on Stage where we sell directly to travel agents and travel brokers increasing awareness of Outback experiences and destinations and growing business opportunities with key trade partners

Selling to international travel buyers through the Australian Tourism Exchange (ATE), Australia’s largest annual travel and tourism business-to-business event

Working in partnership with the Events Team at TEQ to prioritise event funding applications, coordinate assistance and promote outback events

Promoting Outback Mates loyalty program, designed to drive visitors in to the VIC’s, spend more money and keep them in region longer

Visitor Information accreditation process, assistance and collateral

Trade Mentoring:To develop industry knowledge and skills

Understand the key principles of travel trade distribution

Packaging, pricing and distribution structures

Development of travel trade tools (as below)

Operational systems (eg. channel managers)

Sales skills for use in travel trade and direct with consumers

Product Evaluation & Strategic Planning

Development consultation to assist with tourism travel trade presence and be available for comment on tourism issues and changes of distribution.

Monitoring products market status and position

Identify opportunities for the product

Provide recommended strategies for implementation

For more information about OQTA’s trade package, please contact [email protected]


FREE MEMBERSHIP WITH OQTA Available to all operators in the Outback Queensland region.

Price: FREE

Free membership includes:Receive monthly OQTA consumer eNewsletter

Receive weekly tourism industry updates

Outback Mates deal and listing on Outback Mates website

The opportunity to opt into Free Range Camping’s member directory. Free Range Camping is a website that integrates a directory for campers and travellers to locate campsites and other forms of accommodation, tours, attractions and local business whilst traveling around Australia.

Ability to apply for the OQTA Tourism Awards

Please note, free members can not access the optional marketing activity offered by OQTA.

OPERATOR BASE LEVEL MEMBERSHIP Available to all operators in the Outback Queensland region.

Please note: this level of membership is not available to councils or drive committees.

Price: $700 + GST + OPTIONAL EXTRAS

Operator base level membership includes: All the free membership benefits

1 x voting rights in the OQTA AGM

Discounted advertising rate in the Outback Queensland Travellers’ Guide

Directory listing in OQTA’s Travellers’ Guide

Product listing on OQTA consumer website (powered via ATDW)

Access to OQTA image gallery

Quarterly marketing and tourism research reports from OQTA

Free QTIC Level 1 Membership (valued at $400), including key benefits of: - Access to QTIC basic business resources

- Access to business policy templates

- Free access to grants gateway (portal to see what funding is available)

- Access to QTIC staff, knowledge and expertise

- Access to industry best practice guides

- Voting rights for the QTIC board

- Ability to nominate for the QTIC board

- Opportunity to use QTIC office as meeting space if available

Discount of $50 on your ATDW listing

Access to the Outback Queensland Marketing Private Facebook Group

All base level members are able to access the optional marketing activity offered by OQTA.

OQTA’S CHANNELS AT A GLANCE:OQTA is committed to growing its audience across its owned media platforms.

In particular, OQTA’s marketing strategy is on track to achieve the following growth by 30 June 2019:

Facebook 100,000 followers

Instagram 45,000 followers

Twitter 7000 followers

YouTube 300 subscribers

Consumer eNews database 30,000 subscribers

Trade eNews database 1,000 subscribers

Media eNews database 500 subscribers

Outback Mates: 200,000 members

We are proud to offer our members marketing opportunities within our channels – and grow your audiences jointly with ours.


Receive monthly OQTA consumer eNewsletter

Receive weekly tourism industry updates

Ability to apply for the OQTA Tourism Awards

Outback Mates deal and listing on Outback Mates website

Access to the Outback Queensland Marketing Private Facebook Group

Discounted advertising rate in the Outback Queensland Travellers Guide

Directory listing in OQTA’s Travellers Guide

Quarterly marketing and tourism research reports from OQTA

Access to OQTA’s opt-in Marketing programs outlined below

1 x voting rights in the OQTA AGM

Access to OQTA image gallery

Free QTIC Membership Benefits: - Advocacy on topics relating to tourism - Access to the grants gateway- Access to business planning templates - Resources for new tourism startups - Access to share materials on QTIC social media channels

Discount of $50 for your ATDW listing

The opportunity to opt into Free Range Camping’s member directory. Free Range Camping is a website that integrates a directory for campers and travellers to locate campsites and other forms of accommodation, tours, attractions and local business whilst traveling around Australia.

FREE MEMBERSHIP BASE-LEVEL MEMBERSHIP


OPTIONAL MARKETING ACTIVITY: The following items can be purchased as optional extras to elevate your marketing package for all operators.

All services will be billed upfront through the payment portal on the website.

Please note, due to demand, it may not always be possible to have your post live at the time you want. We will always call you to discuss this in advance if that’s the case.

These marketing packages have been designed for operators, councils, events and drive routes to take advantage of Outback Queensland’s large audiences.

All marketing enquiries can be directed to – [email protected]

Facebook - single image post, carousel/slideshow, image gallery/album, or outback mates deal.

• Shared on OQTA’s Facebook channel, leading to your page on OQTA’s website (including booking page)

• Your tag in the comment/caption

• Content of your choice*

*in consultation with OQTAs digital marketing team

Lead generation facebook – single image post

• Single Image Facebook post, leading to your own website (any page on your website) ,opposed to the OQTA website

• All lead generation posts are boosted by $500 funded by OQTA – no charge to you

• Content of your choice*


$250

$500

(Boosted by $500)

$1500

(Each post boosted by $500, $1500 total boost budget)

$2500

(Each post boosted by $500, $2500 total boost budget)

$600 $1100

MARKETING

Facebook1 POST PER YEAR 3 POSTS PER YEAR 5 POSTS PER YEAR


Instastories (min. 5 images)

• Your images* shared on OQTA’s Instagram Live Story channel

• Including your hashtag and handle

• Call to Action if desired “Swipe up for more” and driving to your website


Monthly consumer eNews product/ event inclusion

• Column space in OQTA’s monthly eDM perfect for deals, offers, blog posts, packages

• Call to Action of your choice including direct lead out

Single Instagram posts in @outbackqueensland feed

• Your image* shared on OQTA’s Instagram channel

• Including your hashtag and handle


$200

$500

$250 $600 $1100

$500

$1500

$900

$2500

MARKETING

Instagram1 POST PER YEAR 3 POSTS PER YEAR 5 POSTS PER YEAR

OQTA consumer eDM (email newsletter program)


Sponsored blog post (600 – 1000 words)

• Blog post to be shared on OQTA’s website

• Includes link out to your website at the bottom of the post

• OQTA’s writers will interview you and pen the story to ensure editorial integrity.

• All blog posts are shared automatically to OQTA’s Facebook, Twitter and eNews program.

*This opportunity can only be activated once by any operator in any year.

Banner advertising

• Shared on OQTA’s website home page for one month

• Long horizontal banner

• Includes graphic design of creative

• Banner ad can link out to your own website

*This opportunity can only be activated once by any operator in any year.

$800

$400/month banner NA NA

$2400 $4000

MARKETING

Website content1 POST PER YEAR 3 POSTS PER YEAR 5 POSTS PER YEAR

Website Advertising 1 AD PER YEAR

To learn more about membership options head to WWW.OUTBACKQUEENSLAND.COM.AU/OQTA-MEMBERSHIP

Full day photoshoot, delivering 40+ images on your product.

Includes:

• All images delivered with jointcopyright rights

• Images will be used on OQTAs websiteand image galleryNote: OQTA ha s a panel of preferred photography suppliers based across the region to minimise travel costs for photography.

Opportunity to attend Consumer Shows on the OQTA stand (Brochures to be displayed) Note: Attending consumer shows will be decided on an EOI basis. Pending interest in attending shows, OQTA will issue all operators a form wherein they can detail their top three shows to attend. Based on interest, we will endeavor to facilitate everyone’s preferences.

$650/day + Photographer travel

$700 + your travel expenses

$1700 (3 days) + Photographer travel

NA

$3000 (5 days) + Photographer travel

NA

MARKETING 1 SHOOT PER YEAR 3 SHOOTS PER YEAR 5 SHOOTS PER YEAR

Photography

Consumer shows

FAMILSPlease note media famils are not included in this membership prospectus as coverage cannot be guaranteed. Further, we have a tightly-targeted PR program and the story dictates the itinerary, which means not all operators will see a famil through their property each year.

If we’ve missed any thing that you’d like to be involved with, simply email [email protected] and we’ll get back to you

60–90 second video created about your product

Includes:

• Unlimited usage rights

• Distributed through OQTA’s Facebookand Youtube

• B-roll supplied to you

$5000 + Videographer travel

$12,000 + Videographer travel

$20,000 + Videographer travel

Videography

1 SHOW PER YEAR

MEMBERSHIP PROSPECTUS 18/19 - Outbackqueensland · Full day photoshoot, delivering 40+ images on...

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