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

Print

• 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