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COMMUNICATION OBJECTIVES

To inspire, educate and inform prospective visitors about the diversity of experiences in the Pilbara and Kimberley

To communicate the drivers of appeal – majestic and ancient landscapes, pristine coastal environments, wide open spaces, genuine discovery

To counter the rational barriers – time, cost, effort and distance

How to ‘do’ the Pilbara and Kimberley

Driving conversions for our members

PR & EDITORIAL

Hosting media across the region to showcase attractions and member products

During 2015-16 media coverage included the following:

TV PRINT SOCIAL MEDIAFishing Australia

Destination WA

WA Weekender

Merv Hughes Fishing Show

Today Tonight

The Today ShowWeekend Sunrise

Sunrise

Sunrise Weather

Surfing the Menu the Next Generation

The West Australian

Australian Senior Traveller

Luxury Travel Magazine

Australian Traveller

National Escape, News Limited

Qantas Inflight magazine

RM Williams Outback Magazine

Club Marine

Primo Life, BMW Magazine

Sunday Times

4WD Touring Australia

Instagram Influencers:

Lauren Bath

Pauly Vella

Paul Fleming

Blogger:

Georgia Hopkins

TODAY SHOWWE LOVE AUSTRALIA

SEPTEMBER 2016

Estimated advertising value for the East Kimberley region of $1.7 million to an average audience of 500,000 per half hour segment

Organised by Tourism WA with support from ANW

Website: 137,000 unique page views

Paid Media: 153,721 clicks

Competition entries: 20,871Referrals: 6,571

Facebook: Reach 828,000, Video 88,626

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309,212 visitors in 2015/16

average 26,000 visitors per month

49% of traffic is organic

www.australiasnorthwest.com

SOCIAL MEDIA

FACEBOOK325 posts

Reach: 1,883,20977,700 likes

6440 comments

10,815 shares

Increase to 34,000 fansINSTAGRAM

Increase to 20,000 fans 173 posts

DIRECT EMAILS

ANW Database: approx. 75K subscribers

16 email campaigns sent

Open rate 19% in line with industry

averages

DRIVING CONVERSIONS

Across australiasnorthwest.com, Facebook and direct emails, ANW sent

over 32,000 referrals to members’ websites

TRADE

Mega Famil 2016 32 agents hosted by 30 members over 4 itineraries; 22 members at workshop

TradeshowsExtraordinary Tourism ExchangeWA Cruise ExchangeAustralia Marketplace (USA)Australian Tourism Exchange

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CONSUMER SHOWS

Australia’s North West represented at the following Caravan and Camping shows:

AdelaidePerthMelbourneSydneyBrisbane

Over 6,000 Holiday planners distributed directly to consumers who were actively seeking information on the region.

EVENTS

Distribution 60,00097 member advertisers

Distributed throughout Australia and internationally through Tourism WA offices in Germany, USA, UK, New Zealand, Japan, Singapore and China.

HOLIDAY PLANNER

Inclusion in The West Australian on 17th

March 2016.

Timed to coincide with the Perth Caravan & Camping Show.

32 Bucket List experiences from the 2015 campaign were listed.

KIMBERLEY BUCKET LIST

THE WEST AUSTRALIAN

Strong media partnership with the West Australian has resulted in extensive coverage for the region.

Winner of the Destination Marketing Category at the 2015 WA Tourism Awards

KIMBERLEY BUCKET LIST