Live Up Your

Western Australia
Laurie Law-Baw Cecilia Setiawan

WA International Visitors Market Share June 2011

Western Australia 12% 720,200

Australia 88%
5,281,470

The Southwests International Visitors Market Share - June 2011

129,000 17.9%
Other regions
South-West

82.1% 591,000

Background Problems
Lack of awareness Competition with eastern cities Language barrier Culture barrier

The Campaign
1. 2. 3. 4. 5. 6. 7. 8. 9. Background Problems Objectives Situation Analysis Target market profile Big Idea Strategies & Channels Budget Timeline Evaluation

Objectives
1. To raise international markets awareness about the South West 2. To encourage Chinese visitors to visit WA 3. To give a positive personality to clients brand

SWOT Analysis

The Southwest International Insight

STRENGTHS
Proximity - not far from Perth Sense of adventure: Outdoor activities (camping, fishing) Escape from the stress or the everyday life routine: hotels (luxurious), massage, romantic getaway Luxurious places: wineries, restaurants Australians are welcoming Low violence rate

WEAKNESSES Low density (low population) Small towns Not many choices of activities (only outdoor activities) Only interesting 6 months a year (too cold in winter)

OPPORTUNITIES Build a good reputation Increase the density of the areas More attractions Rising tourism market

THREATS Competition with other Australian regions Bad reputation Economy: currency (high Aus dollars) Possible increase of violence/crime against foreigners.

SWOT Analysis

WA Chinese Visitors Perspective

STRENGTHS
Proximity - not far from Perth Sense of adventure: Outdoor activities (camping, fishing) Escape from the stress or the everyday life routine: hotels (luxurious), massage, romantic getaway Luxurious places: wineries, restaurants Australians are welcoming Low violence rate

WEAKNESSES Low density (low population) Small towns Not many choices of activities (only outdoor activities) Only interesting 6 months a year (too cold in winter)

OPPORTUNITIES Build a good reputation Increase the density of the areas More attractions Rising tourism market

THREATS Competition with other Australian regions Bad reputation Economy: currency (high Aus dollars) Possible increase of violence/crime against foreigners.

Target Market
International visitors Chinese visitors
W.A. visitors in 2011
22400 15400 26900 30200 1 UK 2 Singapore 149800 3 New Zealand 4 Malaysia 5 USA 46600 62700 69800 77200 6 Germany

31000

7 Indonesia
8 Japan 9 South Africa 10 France

International Visitors
80% of them are between 18 to 38 yo They are Experience Seekers type:
Love to travel; engage with locals; like selfdiscovery and education; interested in culture; want to challenge themselves. We will mostly focus on, but not limited to, Europe, USA and Asia (excluding China).

International Visitors
Europeans
Self-challengers Cocoon travellers Comfort and learning Taste and try Pushing boundaries

Americans
Self-challengers Travel in style Roots Home from home

Asians
(excluding China)

Self-challengers Cultural explorers Travel in style Collectors First timers Comfort tourists Functional tourists

Chinese Visitors
3 key profiles:
1. Self-challengers 2. Sightseers 3. Ready to leave

Chinese Visitors
Self-Challengers: 25-34 yo Mostly married but singles live alone; University educated; Fluent English; Own car and electronic gadgets; Work for international company; Like to get under the skin of a destination; Experience the true culture and people away from the touristic trail. Sightseers: average age 39 yo Married men with kids; High personal and household income; Own house, car Live in Guangzhou; Not interested in adventure; Seek public status from luxury goods and places; No immersion in culture and locals; Visit safe destinations to affirm their position in the society; Travel with 6 or more people; Travel as part of an organised group tour. Ready to Leave: 18-24 yo Likely singles Low income Less likely to own a house, car Love adventure Like to explore a different world Want to experience a different lifestyle.

Chinese Market
Chinese visitors to Australia
500000 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 Australia W.A.

Visitors

Tourists Insight
Language barrier Cultural barrier Want to experience local culture Lack of awareness

Big Idea: Live Up Your WA

Concept: 1. Choose how you want to have your experience 2. Pick your WA guide 3. Connect with your guide 4. Plan your own itinerary, OR let your guide plan it for you

Ecotourism in the Southwest

Activities: 1. Whale watching 2. Tree planting 3. Horse trekking 4. Cave exploring 5. Stargazing 6. Endangered fauna conservation program

Raising Awareness: Exposure

Channels: 1. Outdoor advertising 2. Commercials 3. Merchandise (exclusive to Chinese market) 4. Partnership with SCA 5. Online promotion

Channel 1: Outdoor & Print Media

1. 2. 3. 4. Posters Billboards Elevator doors Escalator barriers

Allocated budget: $1,250,000

Poster series: International

Elevator Doors Ads: International

Poster series: China

Poster series: China

Channel 2: Commercials
1. TV 2. Youtube and Youku 3. Cinemas Allocated budget: $500,000

Channel 3: Merchandises (China)

Tourism WA umbrellas Tourism WA chopsticks holders

Allocated budget: $750,000

Channel 4: Southern China Airlines

1. 2. 3. 4. Ads on SCA website Tourism WA booths in SCA terminal Coverage on SCA air magazine Airplane painting

Allocated budget: $550,000

Channel 5: Website & social media

1. Tourism WA website multilingual 2. Facebook and Renren

Allocated budget: $10,000

Total Budget
Outdoor: $750,000 Print media: $500,000 Commercials: $500,000 Merchandises: $750,000 Partnership with airline: $550,000 Website and social media: $10,000 Guide training: $1,000,000

Total: $4,060,000

Campaign Timeline
1. Market research:
October November 2011

2. Media planning and buying:

December 2011

3. Campaign period:
January December 2012

4. Evaluation and monitoring:

During and post-campaign

Evaluation
1. Website Google AdWords to promote the website and measure traffic 2. TV commercials Survey and ratings 3. Outdoor ads and merchandises Surveys

Thank you for your kind attention.