iStrategy Conference 2011: Nick Baker, Executive General Manager Marketing, Tourism Australia - Keynote Session (Day One)

1. iStrategy Conference 17 – 18 May, 2011 Presentation by Nick Baker Executive General Manager Marketing, Tourism Australia

2. StrategicAnnualPlan - Foundation The foundation of TA’s 2011/12 Strategic Annual Plan is the 2020 Tourism Industry Potential….this will drive all that we do The 2020 Potential sets a 10 year vision for the Tourism Industry to focus on improved competitiveness and increased returns from the tourism industry.

3. What is the 2020 Potential? The Australian Tourism Industry Potential is an estimate of the value of overnight expenditure the Australian tourism industry will achieve with improved performance. By 2020 the Potential is estimated to be between $115 billion and $140 billion in overnight expenditure.* $140B Tourism Industry Potential $115B * $135-$160 billion including day trips

5. Accommodation will need to grow – around 50,000 additional rooms at better occupancy and yields

7. Industry developmentUsing customer understanding to inform investment and quality (NTAF)

8. Aviation PartnershipsHelping to grow sustainable and competitive capacity

11. TA is a customer focused organisation

12. TA will focus more resources on markets and talking directly to the customer

13. TA will differentiate Australia’s product and experience through competitive communications, distribution and access

15. Provide platforms to partner with brands that can increase TA’s reach and frequency in the marketplaceDriving the consumer message through various PR platforms will be vital

16. 11/12 Strategies: How TA will achieve the 2020 Potential Countries where our Target Customer lives Customer focused – know the customer

18. Integrate advertising, TA owned and operated assets and social media channels to ensure effective leverage of our marketing investment globally

19. Embed and deepen There’s Nothing Like Australia campaign

22. Campaign Idea Tourism Australia’s new campaign lets international travellers find out about the best places and experiences in Australia straight from the experts –Australians. The campaign combines the insight of Tourism Australia’s forty years of experience in knowing what international visitors want, and the Australian peoples’ knowledge of what makes Australia special.

23. Challenge for campaign line Universally understood Simple Translatable Authentic and true to Australia Not polarising Engender a sense of pride amongst Australians Not colloquial Work across both markets and segments A rallying point for the industry Something the organisation can believe in and live everyday A thought that is both rational and emotional An idea that can live for a long time and that lives everywhere An already strong line that will get stronger over time A line that is defensible and that won’t attract negative commentary before we have had a chance to properly launch it

25. National consumer promotion

26. Website to share experiences

27. Invite the industry

28. Video (broadcast focussed on digital distribution, TV & cinema)

29. Print

30. PR

31. Direct mail

32. Travellers from around the world sharing their special places in Australia

33. Localised campaign in region

34. Roll out of co-op materials

38. International implementation 30 countries in 6 months in 15 languages

41. NL,NL held share in series II whilst other shows suffered decline e.g. Getaway

42. NL,NL outperformed a number of key programs including:

43. Getaway Summer Series

44. Getaway on Saturdays

45. Sydney Weekender

46. QLD weekender

47. Postcards

56. WhyOprah

57. “Let me just tell you – this is the truth: it is immeasurable what four hours of a love fest about your country, broadcast in 145 countries around the world, can do”. “What I know for sure is that what will happen is that people, who had never even thought about Australia, didn’t know where it was ... will have the seed planted in their hearts”. Oprah Winfrey, 14 December 2010

58. Oprah’s Ultimate Australian Adventure Overview Audience members: 302 people – 242 women and 60 men, including 48 couples, aged 18-75 From 38 US States, 13 from Canada and 1 from Jamaica Crew Almost 200 people from Harpo Studios, Harpo Productions and Event Architects Executives, producers, camera and sound crew, editors, staging, ticketing, audience, public relations and event management Audience arrived in Australia on 8 December and visited all States and Territories 25 locations 250 operators 3,000 approaches from Australian businesses and Australians to be involved Audience converged in Sydney for taping of two shows at Sydney Oprah House on 14 December 700 hours of footage filmed around Australia

59. Oprah’s Ultimate Australian Adventure top line results – the shows Approximately 170 minutes of airtime delivered on prime time television during six episodes of The Oprah Winfrey Show Premiere Episode (13 /09/10) “Australia, Get Ready” episode (29/11/10) 4 x 1 hour Oprah’s Ultimate Australian Adventure episodes airing in the US 18-21 January. These episodes included: All shows will screen on networks across 145 countries Around 41m reached in the US, Canada, Australia and New Zealand Two x 1 hour additional shows:Behind the Scenes Created for the new Discovery Channel, OWN TV (The Oprah Winfrey Network) Around 80m audience

60. Oprah’s Ultimate Australian Adventure top line results - publicity 86,700 articles delivered 83,100 - Australia 3,040 - USA Reach : 7.6bn 3bn – USA 2.3bn – China 1.2bn – Australia EAV: $368m $182m – Australia $182m – USA 103,000 social media conversations generated Australian editorial generated via The Oprah Winfrey Show.com delivered to 18m people (Sept-March). Of this editorial, Australia was focus of four dedicated issues of The Oprah Winfrey Show.com electronic magazines with a reach of 5.6m

61. Oprah’s Ultimate Australian Adventure top line results - change of perception - audience and crew Before visiting Australia: 50% of audience and crew surveyed said that they would NOT consider Australia as a holiday destination 38% said they would consider Australia as one of many holiday destinations After visiting Australia: 98% stated that they would consider visiting Australia again 95% are very likely to recommend Australia as a holiday destination to friends and family 93% are likely to return to Australia for a holiday Brand Australia key message alignment After visiting Australia audience and crew cited: 95% strongly agree Australia is a welcoming holiday destination 93% strongly agree that Australia offers involving experiences in the natural environment 91% strongly agree that Australia offers a unique holiday experience 87% strongly agree Australia is an adventure holiday destination 80% strong agree that holidays in Australia are about participating in life, not observing it

62. Oprah’s Ultimate Australian Adventure top line results - change of perception - consumers (US) Repucom International (March 2011) cites that: 52% of Oprah viewers place a high importance on Oprah product recommendations 61% of Oprah viewers have made a past product purchase based on an Oprah recommendation 76% were aware of Oprah’s Ultimate Australian Adventure 27% of non-Oprah viewers were also aware of Oprah’s Ultimate Australian Adventure Of those people aware of Oprah’s Ultimate Australian Adventure 74% agreed that Australia is “worth travelling to” “Beautify” was the word most utilized to describe Oprah’s Ultimate Australian Adventure, ahead of “entertaining”, “fun” and “exciting” 61% took action in exploring Australian holiday options further post the event coverage 50% more likely to book a vacation than those unaware of the event 47% state a likelihood to book an Australian vacation in the future

64. 3% of this = 137,610

66. Making Tracks The project objective was to showcase Australia in unique and inspiring ways, to promote and generate interest and buzz around the event and encourage the audience to visit Australia. In February 2011, Tourism Australia invited 4 members of the YouTube Symphony Orchestra to Australia for a unique musical experiment. Each member was partnered with a contemporary Australian musician and sent to two states of Australia. Together they were challenged to collaborate and create a piece of music inspired by Australia. Their journey was documented on film and produced into videos that were broadcast live at the event and through Tourism Australia’s digital platforms.

67. Making Tracks 1

68. Global Leveraging Program Journalist and bloggers from US, Korea, NZ, France and Taiwan covering the event as part of IMHP and VOLP Editorial spreads with a domestic focus in the Age and Sydney Morning Herald as well as Timeout online Buyout of home page of popular US online website, Pandora to promote Making Tracks including personalised skin, pre roll and banner Regular social media communication via Facebook and Twitter Advertorial on UK radio stations Jazz FM and Classic FM Profiling of Making Tracks on stuff.co.nz Global media relations push both domestically and internationally Making Tracks media and stakeholder event, March 18, 2011

69. Broadcast media Showcase of episode 4 (Stu and Sam) on the big screen at Time Square, New York on Tuesday March 22

70. Digital - YouTube channel Making Tracks Views 2, 613, 572 Comments1,198 Likes 4, 605 Dislikes 153 (combined Australia and Symphony channel) 673 new Australia channel subscriptions since launch of Making Tracks videos

71. YouTube Honors for Making Tracks Australia #1 - Most Viewed (This Month) - Travel & Events - Australia #1 - Most Discussed (This Month) - Travel & Events - Australia #1 - Top Rated (This Month) - Travel & Events - Australia #1 - Top Favourite (This Month) - Travel & Events - Australia #25 - Most Viewed (All Time) - Travel & Events - Australia Worldwide #7 - Most Viewed (This Month) - Travel & Events #43 - Top Favourite (This Month) - Travel & Events