10 nick baker pr and media pres june 09
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Nick Baker, Tourism Australia speaking at Frocomm's Web 2.0 in Government conference 2009TRANSCRIPT
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Government 2.0
PR & Media Summit, 2009
___________________________________Presentation by:
Nick Baker, Executive General Manager Marketing
Tourism Australia
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Marketing Australia
• Operate in 23 countries over the world, with 12 offices globally
• Role to increase international arrivals into Australia
• Strategy around ‘storytelling’
• Shift from advertising centric to idea centric
• Media being built around bought, owned and earned
• In PR shift from straight ‘Visiting Journalist Program’ to Visiting Opinion Leader
• Branded content
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The film as a Tourism Australia (TA) asset
• 20th Century Fox spent around US $200 million creating a piece of entertainment which tells the world that ‘Australia’ is a romantic, adventurous place where people experience extraordinary things and are transformed
• The tellers of this story are some of our most famous Australians
• The other star of the story is the country itself
• This story is the same story we endeavour to tell potential travellers the world over
• TA’s role has been to leverage the power of the film’s message to deliver its own message
Media Value
• Over 1,650 articles have been generated globally from TA’s media relations for ATM - a combined circulation of more than 2.9 billion people
• Additional messaging on Australia, resulting from the movie but generated by other organisations (e.g. Fox) has resulted in approx 1,800 articles - an estimated combined circulation of 4.4 billion people
• In total the campaign has generated 3,500 articles at a combined value of over AUD $254 million
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Movie attendance
• Australia’s box office earnings have exceeded US $200 million
• Approximately 23 million people have paid to see the movie globally
• The film opened in the top three positions in the UK, USA, Australia, Hong Kong, Taiwan, Germany, Spain and France
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TA’s Media Hosting Programs - overview
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TA has been hosting media for 20 years
• Recognised as one of the best programs in the world (Research International: Global Media Survey 2006)
Three tier program
• Tier One - 100% owned and controlled by TA
• Tier Two - 50/50% delivered in collaboration with 8 State Tourism Organisations
• Tier Three - 100% owned and controlled by TA but focused on engaging locally based foreign correspondents and freelance journalists to create content for international distribution
Objectives
• To generate deep rich storytelling on Australia within the world’s leading media channels
• To enable media to experience the destination first hand
• To generate powerful and credible third party endorsement
• To build sound and lasting media relationships
TA’s Media Hosting Programs – number crunching
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• More than 870 media representatives from 30 countries hosted
annually
• 1,000+ tourism operators support media visits providing FOC or
substantial discounts
• Visits are either fully-hosted (88%) or partial assist (12%)
TA’s Media Hosting Programs - results
1,100+ articles generated annually
• Multi-page feature stories
• Hours of quality broadcast
• Pages of online commentary
Reach: 2.77bn on average annually
• Cost to TA: AUD$0.86 to reach 1,000 consumers
Equivalent Advertising Value: AUD$241m on average annually
• Cost to TA: AUD$0.009 to achieve each column inch
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Forward direction – non traditional media
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Responding to the changing media landscape, TA’s hosting programs are:
• Aligning more to global tourism trends
• Making Australia fashionable
• Delivering new news
• Aligning to target traveler sub-segments - Youth, Luxury, Boomers, Family,
Working Holiday Makers, Honeymooners
• Concentrating on quality not quantity
• Multi-media and broadcast targets
Forward direction – new media
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TA is extending its storytelling beyond traditional media by moving into powerful
word-of-mouth advocacy
Visiting Opinion Leaders Program launched in April 2009 - Targets highly
influential online opinion leaders not attached to traditional media channels
They have
• Influence in an area coveted by TA’s target travelers
• High traffic volumes flowing to their online site
• Vast fan bases across multiple countries
They are
• Invited to experience their area of expertise within an Australian environment
They will
• Extend story-telling into non-traditional sectors and ‘passion points’ such as
fashion and style, food, wine and sport
Opinion leader visits to date
Scott Schuman, aka The Sartorialist (New York)
• Rated one of the top 100 design influencers (Time Magazine)
• Rated 20th most powerful blog in the world (The Observer)
& Generates 36 million hits on site annually
Garance Doré (Paris)
• One of the most popular fashion blogs in Europe
• Generates almost 13 million hits on site annually
Yibo FAN or ‘The Colourful Map’ (China)
• One of China’s top travel and youth bloggers
• Nominated as ‘Power Blog 2007 & 2008’ by Sina.com
Lesmads.de (Germany)
• Lifestyle, fashion, design and photography
Generates almost 3 million hits on site annually
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The power of the word
Garance Dore – 30 April 2009 (reprinted in The Sydney Morning Herald)
• “What’s beautiful about Australia is that it feels like home, and at the same time, the edge of the world.”
• “Sydney is a city with a heart of gold. Like its people, it gets embarrassed when the weather gets a little moody, so much so that it feels obliged to give you a rainbow.”
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Emily (responding to Garance’s blog on 12/05/09
at 11:29pm)
• “I always adore looking at your photos; you’re such a talented photographer. Thanks to you and the Sartorialist, Australia is now on the top of my list of places to visit.”
Social networking
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Social networking is a powerful platform for generating influential commentary
on Australia. TA’s social networking properties are:
• Facebook – organic on-going dialogue platform
• Twitter – organic on-going dialogue platform
• MySpace – tactical marketing campaign supporting Working Holiday Visa
• Bebo – tactical marketing campaign supporting Working Holiday Visa
Facebook - www.fb.australia.com
• Established in May 2008 to support World Youth Day
• Over 265,000 with a growth rate: 1,000+ per day
• Authentic and positive dialogue - Commentary, ideas, travel tips,
photographs, video content shared
• Site is branded by Tourism Australia
• Regular polls of fan base to generate dialogue and content to drive
media commentary and content development
• Next steps - Work with travel trade to offer travel deals
open only to fans
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Facebook has 200 million active users worldwide
Launched March 2009 to drive traffic to Facebook fan page• www.twitter.com/SeeAustralia
Extends conversations on Australia between two audiences and two
Platforms• Provides another avenue for authentic and positive dialogue on Australia• TA posts interesting and engaging information on Australia to drive the
conversation between fans and followers• Acts as a conduit for fans and followers to “meet and talk”
Content includes information, links, pictures, questions
More than 2,800 followers – growing at a rate of 200 a week• Twitter is more about the quality of conversation
rather than numbers
Second site: www.twitter.com/ATE09• Event specific to generate conversations and messages
on Australian Tourism Exchange
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Tactical integrated youth campaigns
MySpace and Bebo used in the UK to drive messaging and dialogue on
Working Holiday Visa travel and youth travel opportunities in Australia.
MySpace
• Site highlighted the countless working and experiential opportunities available
to youth aged 18-30. www.myspace.com/workinoz has attracted 70,000 unique
visitors to date.
Bebo
• “The Gap Year” campaign new content initiative produced by Endemol in
partnership with Bebo.
• Travelers from UK and Ireland spent time in Australia promoting WHV by
• Spending their time doing “work experience” placements
• TA supported the Australian leg
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