TOURISM WESTERN AUSTRALIA

MARKETING FORUM 2016

SINGAPORE AND

MALAYSIA

PRESENTED BY:

Ee-Lian Lee - Senior Director,

Strategic Marketing

APRIL 2016

An introduction to the Singapore and Malaysia team

Agenda

1. Market status

2. Roadmap

3. Market Strategy – Aviation

4. Market Strategy – Consumer

5. Market Strategy – Trade

6. Market Strategy – Public Relations

Singapore & Malaysia Visitors to Western Australia

Year on Year Change

Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term

Visitor Arrival)

YE: Year Ending Dec 2015

Singapore & Malaysia Visitors to Western Australia

Seasonality

Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term

Visitor Arrival)

YE: Year Ending Dec 2015

Singapore

Malaysia

Singapore Visitors - Purpose of Visit

Year Ending December 2015

Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term

Visitor Arrival)

YE: Year Ending Dec 2015

Malaysia Visitors - Purpose of Visit

Year Ending December 2015

Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term

Visitor Arrival)

YE: Year Ending Dec 2015

Our Goal

Increase Singapore visitor spend and lift WA share of Australian leisure visitors

Where to Play

Focus our marketing effort on the segments of greatest

opportunity.

How to Win – 4 strategic initiatives

30-45

years

Young

Families

and DINKS

Visiting

friends &

relatives

(VFR)

50+ years

Experience

Seekers

SINGAPORE - THE ROADMAP AT A GLANCE

Incentive groups

Our Goal

Increase Malaysia visitor spend and lift WA share of Australian leisure visitors

Where to Play

Focus our marketing effort on the segments of greatest

opportunity.

How to Win – 4 strategic initiatives

30-55

years

Families

and DINKS

Visiting

friends &

relatives

(VFR)

Incentive

groups

MALAYSIA -THE ROADMAP AT A GLANCE

AVIATION STRATEGY1. Leverage airlines’ ( SQ, QF, JQ, Scoot, MH, AAX, Malindo) MOU agreements and co-

operative campaigns with tactical airfares to support various identified market segments.2. Airline campaigns to complement KDP ground packages tactical promotion campaigns,

support PR projects and to increase reach , content and marketing mix

Singapore and Malaysia market strategies

How Tourism WA will activate this strategy: 1. SQ/QF/MH – target FFP, Higher yield and support VFR2. Scoot/AAX – target experiential travellers and support PR projects, digital campaigns to reach

their strong social media community.3. Jetstar/Malindo – digital campaigns support them to sustain capacity, support famil, target expat

segment (re: S’pore) and tap on their databases

How your business can engage/leverage in this strategy • Provide value adds for our campaigns with airlines and KDPs• Provide ground support for trade/media famil trips in partnership with airlines• Provide content for our Content marketing on Branded Sites and campaign landing pages

Aviation Partnerships - Leverage Airlines’ special fares

CONSUMER STRATEGY1. Leverage key events and relevant thematic and fresh/new experiences in WA to increase

dimensions and urgency to travel to WA2. Leverage non-traditional partners on collaborative PR/consumer engagement activities to

reach and influence a larger target audience

How to activate the strategy: 1. Launching an integrated consumer branding campaign with 2 themes – (a) Gourmet, (b)

Coastal self drive (with Aquatic & new experiences) through print, digital, mobile, broadcast and relevant media in collaboration with partners

2. Launching an year round social media campaign to build a WA social community through influencers and to build strong and credible UGC

3. Digital search ( Always on 365) and Social Media PR through partners/influencers famil

How your business can engage/leverage in this strategy • Provide value- add/itinerary/prizes support for consumer campaigns• Provide FOC or cost based support for PR activities/contest and relevant famils• Provide images/refreshed content for Social Media feeding.

Singapore and Malaysia market strategies

Gourmet campaign collaterals across SG

and MY

SG/MY

Consumer

and

Branding

Campaign –

Quokking in

Australia

Planned

dates April –

May 2016

TRADE STRATEGY 1. Work with KDPS in co-operative marketing campaigns integrated with our

airline/consumer/PR marketing projects and strategies to generate high interest and conversion to travel.

2. Ensure KDP management support for WA and that their companies’ product planners and front-liners have a comprehensive understanding of WA through trade education, familsand trade PR to motivate them to sell WA.

How to activate the strategy: 1. WA Roadshow ( WATEX or in market sales mission)2. Trade Famils – Corroboree Famil; proposed Singapore Agencies VIP/Senior Management famil3. Trade training, product development forum, Industry Networking events and support for their

travel fairs.

How your business can engage/leverage in this strategy • Ensure your content/product are available through ITOs or are commissionable• Provide FOC or cost based support for Trade Famils• Participate in Roadshows, Missions and Trade Networking events and ATE• Send our team product updates/put us on your mailing list for newsletters

Singapore and Malaysia market strategies

Price Comparisons across

states/destinations, based on

recent MATTA fair – Malaysia

How Competitive is Australia & WA?

Price Comparisons

across states by one of

consortium partners

(Singapore)

Air + land

PUBLIC RELATIONS STRATEGY 1. Actively secure high quality planned/opportunity drive media famil, including

major broadcast opportunities2. Regular Media/PR communication and Networking

How to activate the strategy: 1. Organise and host media famil trips leveraging on events, TA IMHP, and Head office

global PR famil, opportunities2. Regular press releases to media on new WA products and campaign launches3. Networking event with media

How your business can engage/leverage in this strategy • Provide FOC or cost based support for media Famils• Support and help host media famil• Sharing good news stories, refresh content, stories, itineraries, images for press

releases/newsletters• Update international markets with your business changes

Singapore and Malaysia market strategies

Gourmet /MRGE campaign –

Selected PR exposure

How to enter the Singapore & Malaysia markets

• Ensure your products/services are international ready

• Commissionable rates for your products/services

• Ascertain any niche products/services that sets you apart from the rest

• Establish yourself with local inbound tour operators (ITOs)

• Ensure that your products are included in ITOs itineraries

• Work with KDSp/OTAs, i.e. Expedia, Orbitz, etc to offer new experiences to

customers

• Support trade partners with information, updates & marketing assets -collaterals,

images,

• Plan sales calls or participate in relevant trade missions

• Support TWA/TA in Media hosting programs – print, digital, influencers,

broadcast

THANK YOU ALL

ANY QUESTIONS?