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Norfolk Island Tourism
2018/2019
RESULTS
AUSTRALIA232 – Air New Zealand (87% capacity)
NEW ZEALAND18 – Air Chathams (67% capacity)
2018/19 2017/18
Flights Total Capacity TotalPassengers TotalLoad Factor
25035,61030,64486%
28941,50032,94179%
FLIGHT STATISTICS
AU AIRLINESNorfolk Air 09/05 - 02/12Air NZ 03/12 - presentNI Airlines 06/17 - 03/18
NZ AIRLINESAir NZ 1947 - 05/17NI Airlines 06/17 - 01/18Air Chathams 10/18 charters only
SEATS v PAX = LOAD FACTOR
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
10000
20000
30000
40000
50000
60000
70000
80000
Total Seats Total Pax Load Factor
TOTAL AIRLINE PASSENGERS
28554
29931
26943
29281
31395
31587
33904
32941
30644
0 5000 10000 15000 20000 25000 30000 35000
2010/2011
2011/2012
2012/2013
2013/2014
2014/2015
2015/2016
2016/2017
2017/2018
2018/2019
AU v NZ PASSENGERS
23458 2507021471 23453 25438 26198
2920231530 30105
50964861
54725828
5957 5389
4702 1411539
20
10
/2
01
1
20
11
/2
01
2
20
12
/2
01
3
20
13
/2
01
4
20
14
/2
01
5
20
15
/2
01
6
20
16
/2
01
7
20
17
/2
01
8
20
18
/2
01
9
Australia New Zealand
Down 2267 (8%) from 2017/18 with 5890 less seats available
VISITORS2
6,3
39
24
,26
8
25
,13
3
22
,68
4
24
,73
1
26
,66
0
26
,60
2 29
,73
2
28
,36
3
26
,09
6
2009/10 2010/11 2011/12 2012/13 2013/14 2014/15 2015/16 2016/17 2017/18 2018/19
Average = 26,061
VISITORS Down 8% from 2017/18 Above average last 10 years
PASSENGER STATISTICS
PAX from Australia Best Nov for 9 years Second best year since 2007/08 Down 5% from 2017/18
PAX AU & NZ TOTAL Down 7% from 2017/18
5890 less seats than 2017/18
39 less flights than 2017/18
Lowest seat capacity for at least 25 years
4.2
3%
4.7
5% 8.8
1%
34
.97
%
47
.24
%
4.1
0%
4.7
5% 8.2
1%
34
.14
%
48
.80
%
3.8
8%
4.8
5% 8.5
7%
34
.12
%
48
.57
%
4.5
5%
6.7
1%
8.4
5%
33
.97
%
46
.32
%
4.5
2%
6.2
7%
8.7
1%
36
.26
%
44
.24
%
5.3
5%
5.6
1% 9
.98
%
37
.26
% 41
.80
%
0-18 19-35 36-50 51-65 65+
2014 2015 2016 2017 2018 2019
VISITOR AGES
Bookeasy GROSS SALES via Website and Visitors Information Centrefor Accommodation, Tours, Car Hire, and Retail Stock
GROSS SALES – NI TOURISM
$-
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17 2017/18 2018/19
RETAIL SALES ACCOMMODATION & CAR HIRE SALES TOUR SALES TOTAL SALES
$218,952.25
$207,774.40
$267,369.85
$321,138.25
$363,021.85
$494,270.60
$430,088.80
$493,413.70
$19,118.25
$18,249.40
$23,335.83
$28,155.54
$31,803.88
$43,495.91
$40,403.60
$62,688.60
2011/12
2012/13
2013/14
2014/15
2015/16
2016/17
2017/18
2018/19
Commission to NI Tourism Tourism Gross Sales
TOURISM GROSS SALES & COMMISSION
Three out of eight cruise ships disembarked21 Oct 2018 – Pacific Explorer 1900pax28 Nov 2018 – Seven Seas Mariner 700pax29 Nov 2018 – Maasdam 1258pax10 Jan 2019 – Seabourn Encore 600pax21 Feb 2019 - Caledonian Sky 100pax - unloaded26 Feb 2019 – Seabourn Encore 600pax19 Mar 2019 – Spirit of Enderby 50pax - unloaded10 Apr 2019 – Le Laparouse 127pax - unloaded
Low cruise ship passenger numbers for last season
CRUISE SHIPS
HOW?How did we achieve results?
INNOVATIVEDESTINATION MARKETING
Supported by Tactical Sales Activity
DESTINATION MARKETING
o The process of communicating with potential visitors to influence their destination preference, intention to travel and product choice.
o The articulation and communication of the values, vision and competitive attributes of a destination.
DESTINATION MARKETING
What isDestination Marketing?
RAY MARTINNorfolk Island Ambassador
• Highly regarded Australian media personality
• Extensive global travel and knowledge
• Enthusiastic about island experiences and opportunities
DESTINATION BRANDING
UPDATED: Logo / Colour palette / Font‘There’s more to Norfolk Island’ remains as our core message
Destination branding is about who we areDestination marketing is about how we communicate who we are
Activated 6 February 2019
New ‘Stories’ section
NEW WEBSITE
Visitor Servicing + Destination Marketing Bootcampcompleted by NI Tourism staff
MARKETING TRAINING
• VIC Marketing + Visitor Servicing Strategy• Website Marketing + Search Engine Optimisation• Content Marketing + Social Media• Blogging + Email Marketing• Online Visitor Servicing• Regional Experience + Advocacy
TELEVISIONMedia & Coverage
WEEKEND SUNRISERay Martin & James Tobin
24 Nov: Focus on KAVHA
25 Nov: Focus on National Parks
12 x live crossovers over 2 days
1.7million viewers daily
• Saturday 25 May & Saturday 1 June
• 2 x segments 4.5 minutes long
• Commissioned by Scenic
• Itinerary selected by Channel 9
WEEKEND TODAY SHOWDavid Whitehill
Mike Whitney visited as
part of Sydney Weekender’s
25th anniversary.
• 2 Episodes 7 min each
• Sept 23 & Oct 21
SYDNEY WEEKENDERMike Whitney
Greg Grainger filmed a
feature on Bounty Day
and the celebration of the
arrival of the Pitcairn
Islanders.
TRAVEL OZ TVGreg Grainger
Local real estate property sale featured
in one of their series.
Broadcast in USA and New Zealand.
HOUSE HUNTERS INTERNATIONAL
PRINT MEDIAFamils & Print Marketing
MEDIA FAMILS
6 page editorial
7 page editorial
2 page editorial
• Delicious Magazine
• Traces Magazine
• Scenic Wonder Magazine
• Daily Addict Online
• Get Lost Magazine
• Fairfax Traveller
• Better Homes & Gardens
PRINT ADVERTISING• Australian Traveller
• Sydney Morning Herald Traveller
2 x Full Page advertisements
1 x Travel Column
PRINT COVERAGE • Australian Country Magazine
• Better Home & Gardens Magazine
NEW ZEALAND CAMPAIGN
Advertising Boost in May 2019
• Newspaper
• Letterbox drop
Radio
• 4 weeks regional radio
Digital
• 4 week paid campaign
• Existing Facebook followers
• Target audience fitting our
consumer profile
PARTNERSHIPSLeveraging our Partnerships
LEVERAGING OUR PARTNERSHIPS
• Ray Martin
• Mike Whitney
• James Tobin
• Air New Zealand
• Tourism Australia
• Melbourne International Comedy Festival
• Greenroom Digital
• Preferred industry partners
DIGITAL MARKETINGOnline & Outdoor
Facebook27.7K Followers
2.2M Impressions1.6M Reach
6% Ave Eng Reach
Instagram8.4K Followers
753.8K Impressions463.9K Reach
10% Ave Eng Reach
Twitter1.9K Followers
137.4K Impressions278 Retweets
YouTube9 Videos added
19.2k ViewsTop video - 360º Wonder
DIGITAL MARKETINGNorfolk Island Tourism has several Social Media channels
that are used on a daily basis
TOP DIGITAL POSTKingston Video 19k Reach, 134 Shares
Tripadvisor premium destination partnership
with 32 Norfolk Island sites
listed and managed by NI Tourism
DIGITAL MARKETING
INFLUENCER CAMPAIGNKyle Bowman @airloft
Mini MokeFB 3.5k Reach, 26 SharesIG 1.8k Reach, 3 Saves
BeachesFB 6.8k Reach, 27 Shares
ScenicFB 7.3k Reach, 57 SharesIG 3.1k Reach, 18 Saves
OUTDOOR MARKETINGSydney Royal Easter Show - 903,630 attendees
Contracted 24 x 30 second spots for 12 days
Delivered 103 x 30 second spots over 12 days
BONUS 39.5 minutes
ADDITIONAL MARKETINGPrinting, Imagery, Famils & Tactical
Revised Destination Brochure Revised Activity Guide Updated Eating Out Guide Updated 101 Things To Do Updated Beach Guide NEW Fresh Produce Map
Destination Brochures & Visitor Handouts
Discover Norfolk Magazine
25,000 copies
Back Cover and
Visitor Information Centre Ad
Local Print Advertising
Brochure Distribution
• 2000+ Brochures
within AU & NZ
• Jason’s Maps NI
50k circulation
Marketing Content
• New images for gallery
• New videos for gallery
• New stories for website
MARKETING COLLATERAL
Trade Shows
• Treasures of the South Pacific
Famils
• Omniche Holidays
• Norfolk Select & Travellers Choice
TRADE MARKETING
TACTICAL MARKETING
ObjectiveSupport the destination campaign with great package deals to drive visitor numbers and increase destination awareness.
Overview Tactical campaigns built around Air New
Zealand sales
Cooperative partnerships delivered approved destination and price-point marketing
Norfolk Island featured in print advertising, websites, electronic direct mail and promotions via retail distribution partners
Norfolk Island visible in market every month via co-operative advertising with our partners
TACTICAL MARKETING AUSTRALIA
• Treasures of the South Pacific
• Sydney Children’s Hospitals Foundation
• Fishing World Magazine
• Melbourne International Comedy Festival Roadshow
PROMOTIONAL COMPETITIONS
Feedback
VISITOR EXPERIENCES…
VISITOR SURVEY CARD FEEDBACK2300 visitor survey cards completed = 9% response rate total visitors
TOP ANSWERS1 2 3
What most influenced Stay Wanted to 30% Friends 25% Visited Before 14%
Purpose of Visit Holiday 77% History 8% Event or Festival 4%
Selected Accommodation By Travel Agent 37% Package/Special 21% Website 16%
Ratings - Accommodation Excellent 53% Very Good 35% Satisfactory 11%
Ratings - Food & Beverage Very Good 51% Excellent 29% Satisfactory 18%
Ratings - Tours Excellent 44% Very Good 43% Satisfactory 11%
Ratings - Shopping Very Good 45% Satisfactory 34% Excellent 17%
Age Group Over 65 58% 55-64 30% 45-54 7%
Gender Female 67% Male 33%
Most Enjoyed About Norfolk Scenes & Environment 22% History & Culture 20% Local People 16%
Previous Visits to Norfolk Island Air 99% Cruise Ship 1%
Region of Residence Australia 95% New Zealand 4% Other 1%
Spending $501-$1000 40% $210-$500 32% $1000+ 22%
Enjoyment Great 54% Beyond Expectations 29% As Expected 14%
Stay Nights 7 Nights 59% 7+ Nights 21% 4-7 Nights 17%
Tourism
2019/2020
WHAT?What is our Target?
1. Increase visitor numbers arriving by air and cruise ships2. Provide an environment conducive to investment3. Seek to provide the best in our visitor experiences4. Develop sustainability, infrastructure and capacity5. Build employment capacity and skill within the sector
NORFOLK ISLAND TOURISM STRATEGIC PLAN 2013-2023
Key Objectives
TOURISM TARGETIncrease Visitor Numbers
NIRC Target = 35,000 visitors by 2020
How will this be achieved?
• Increased flights from mainland Australia as the vast majority of these pax will be coming from AU
• Regular flights from New Zealand
Seek to provide the best in our visitor experiences
“Norfolk Island possesses a wide range of product in services, accommodation, retail, touring and food sectors and all tourism operators can increase visitor contribution to themselves and the overall economy by providing high quality, value for money products and services in the markets they provide for.“
NORFOLK ISLAND TOURISM STRATEGIC PLAN 2013-2023
• Industry & community involvement
• Product development
• Customer Service
TOURISM INDUSTRYPARTNER RESPONSIBILITIES
Improve product - venue / itineraries / tours
Make customer service a priority
Seek new markets and grow product
Support NI Tourism through famils & promotions
Incorporate NI Tourism Branding in your marketing
Incorporate new images & videos in marketing
Amplify social media using hashtags & handles
Stay ahead with the current tourism trends
TOURISM INDUSTRYPARTNER RESPONSIBILITIES
#norfolkisland
BUDGET?What is the Tourism
Budget?
TOURISM BUDGET 2019/20
TOURISM OPERATIONAL BUDGET: $1,459,586(including marketing, management of the Visitors Information Centre, overheads and depreciation)
MARKETING BUDGET$390,000 NIRC$390,000 Commonwealth$780,000 TOTAL
HOW WILL THE TOURISM BUDGET BE SPENT?
• Digital• Television• Print• Outdoor• Radio
• Ambassador• Brochure Distribution• Marketing Content• Promotions
• Media Famils
• Agent Famils• Trade Shows
• Cooperative Marketing
• Staffing• Operational
Expenses
DESTINATION MARKETING
33%
PUBLIC RELATIONS
2%
TRADE3%
TACTICAL18%
VIC OPERATIONAL29%
REPRESENTATION15%
TOURISM - PROPOSED EXPENDITURE 2019/20
MARKETING BUDGET BREAKDOWN
2019/20 Proposed
AU (57%)
NZ (15%)
NI (6%)
UTC (22%)
2018/19 Actual
AU (57%)
NZ (8%)
NI (13%)
UTC (22%)
2019/20MARKETING PLAN
MARKETING COMPONENTS• Destination Marketing
• Consumer Advertising
• Public Relations
• Digital Marketing
• Trade Marketing (trade shows, famils, sales calls, competitions)
• Tactical Marketing
RAY MARTINNorfolk Island Ambassador
Norfolk Island Tourism works with influential ambassadors who act as storytellers for holidays in the mainstream
media, social media and other consumer-facing platforms.
DESTINATION MARKETING
CONSUMER ADVERTISINGTelevision, Radio & Promotions Weekend Sunrise Weather featuring Comedians (AU)
Competitions (AU & NZ)
Radio (NZ)
The Living Room (AU)
CONSUMER ADVERTISINGPrint AU
CONFIRMED Better Homes & Gardens GQ Magazine Delicious - On Tour Feature Take 5
PROPOSED Holidays with Kids Wellbeing Woman’s Health Golf Magazine Online Travel Freelancer
CONSUMER ADVERTISINGPrint NZCONFIRMED
Let’s Travel Magazine
NZ Adventure Magazine
Lucky Break Magazine
The Sunday Star Newspaper
The New Zealand Herald Newspaper
PROPOSED
Woman's Weekly Magazine
Cuisine Magazine
NEW ZEALAND CAMPAIGNAdvertising Boosts in August 2019 and January 2020
DIGITAL
• Social media
• Website
• Electronic Digital Marketing
• Radio competition
• Holiday competition
PRINT, PRESS & TRADE
• 5 x NZ Journalists on inaugural flight
• 4 x Media famils
• Product managers & Wholesaler Res Consultants famil
• Wholesaler Destination training
• Auckland & regional roadshow with agents & representatives
• Monthly press releases
• Letterbox drop
TACTICAL
• Tactical campaign advertising - newspapers & social media
UNIQUE TOURISM COLLECTION (UTC)• Destination training for Air NZ, agents, wholesalers
and res staff• Regular communication with our wholesale partners
and agents• Monthly agent sales calls• Monthly reports
NORFOLK ISLAND TOURISM• Monthly Tourism reports• Weekly media releases• Monthly consumer E-newsletters• Bookings and communications through website
PUBLIC RELATIONSConsumer & Trade
DIGITAL MARKETING
Social Media Marketing@Facebook @Instagram @Twitter @YouTube @Influencers
Content MarketingGenerate content to the target audience to increase engagement.
Search Engine Optimization (SEO)Ensure the destination appears in the first 5 listings on a search results page
Email MarketingBeing in front of a larger audience to project destination and engagement
Digital Marketing = all marketing activities that use digital devices
• Wholesaler groups agent famils x 4 (3 AU & 1 NZ)
• Product manager famil x 1 (NZ)
• Golf focused travel agent famil (AU)
• Ray Martin to host Industry & Trade Event at Museum of Sydney (AU)
• Treasures of the South Pacific Trade Shows x 2 (AU)
• Australian Tourism Exchange 2019 Melbourne (AU)
• Road Show x 1 (NZ)
• General sales calls (AU & NZ)
• Destination Training (AU & NZ)
TRADE MARKETING
TACTICAL MARKETING
Continuation of cooperative monthly tactical advertising with wholesaler partners throughout 2019/20
• Newspaper• Digital• Social• Targeted Publications
Thank you!A MASSIVE thank you to the local tourism operators who generously support our MEDIA and TRADE famils.
Thank you for providing accommodation, tours, vehicles and experiences, and for sharing your
knowledge and friendly hospitality to ensure their experience here is a memorable one.
Norfolk Island Tourism & Visitor Information CentreP.O Box 95, Norfolk Island, 2899. p + 6723 22147 free call (Aust): 1800 214 603 free call (NZ): 0800 667 365
www.norfolkisland.com.au
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