4 April 2008
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The Latest News - Important Upcoming Events - Excellent Marketing Opportunities - Behind the Scenes |
FROM THE CEO IN TRANSIT
Writing this from the UK in transit somewhere between Dublin and Amsterdam during TTNQ’s UK/Europe trade mission gives an interesting perspective from which to consider our destination and the way in which we market it.
Everywhere we go we are met with enthusiastic comments like this from one UK travel agent: “It is especially easy to sell a little bit of heaven on earth that is Tropical North Queensland and you guys are so lucky to call this paradise home! Love selling the region - it's a doddle - and love visiting even more!”
Heartening to hear direct from the travel trade, nevertheless effective marketing is still crucial in converting potential visitors into arrivals and at TTNQ we go to great lengths to get it right, and stay consistent taking into account all the intelligence and industry input we can muster.
It was certainly the case when TTNQ, Tourism Queensland and the Cairns Port Authority engaged the industry in the development of the Tropical North Queensland brand refresh that culminated in the Change Your Latitude campaign launched early 2007.
As a well known destination in our established international and domestic markets it is essential to maintain high levels of interest with a brand that is kept fresh and alive.
We always expose the well recognised hub of Cairns and world heritage natural icons of the Great Barrier Reef and the Daintree rainforest, maximising the identity they generate for us, this also allows us to introduce the many other wonderful attractions and sub destinations we offer as part of the topical North Queensland holiday experiences
Cairns and Great Barrier Reef are definitely the region’s best recognised icons in our international markets and this name is retained in our international branding as we conduct Change Your Latitude and other marketing activities in Japan, UK, Europe, North America, Korea, China and India.
The major focus for Change Your Latitude is the domestic and New Zealand markets. The domestic campaigns running right now are already showing promising results and the 2007 round of activity was well received.
There are many types of travelling segments within each of our markets and I believe all the integrated parts of the Change Your Latitude campaign offer them the very reason to want to book one of the thousands of activities for their next holiday to Cairns and the Great Barrier Reef in Tropical North Queensland. We need to continually monitor how our key markets react to the campaign and make continual improvements to always achieve maximum results from our efforts.
With increased and consistent funding and working with a strong collaborative industry we can maintain effective marketing activity that encourages the conversion demanded by all that nurtures our $2.5 billion industry and protects our 30,000+ jobs.
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Rob Giason Chief Executive Officer |
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THE LATEST NEWS
DOMESTIC CAMPAIGN UPDATE
The 2008 Domestic Change Your Latitude campaign is in market and already showing strong returns on investment. The campaign began on the weekend and is running nationally with print, television and outdoor advertising encouraging consumers to purchase a TNQ holiday made available through seven key travel agency chains. The campaign runs through to the end of April and targets the key cities of Brisbane, Sydney, Melbourne, Adelaide and Perth …. www.changeyourlatitude.com.au
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Minister Boyle, TTNQ’s Stephen Olle and David Rose were on hand today for the media launch of the campaign.
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UK EUROPE MISSION
Rob, Sharyn and TTNQ’s in-market representative Rhett Lego, are currently in the UK and Europe with 10 operators, to promote Cairns and the Great Barrier Reef to the travel trade as the tropical holiday destination of choice.
News to date is that they had a great success in London with a sell out Product Manager – Senior Wholesalers Luncheon and a fantastic roll up for the training sessions that evening. In Manchester they conducted a more intimate lunch for media and wholesalers followed by training in the afternoon which attracted a large turn out and finished up with the big Manchester match on the large screen. In Dublin a media and wholesaler lunch was also a sell out with standing room only plus a successful training session to follow. The group returns to Australia at the end of next week.
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CAIRNS BACKPACKER FAMIL
Twenty-four retail youth/adventure travel agents from across Australia are spending a week experiencing the many adventures on offer in Tropical North Queensland. The group included representatives from STA Travel, Student Flights, Peterpans, Wanderers Travel, ATS Pacific, Wotif.com & Chillis/Youth Shack and their action-packed itinerary includes a taste of white water rafting, skydiving, bungy jumping, the Great Barrier Reef and overnight trips to Mission Beach & Cape Tribulation. This is the perfect way for these agents to gain first hand knowledge of the region enabling them to return to their travel agency armed with all the first hand experience necessary to enthusiastically sell our destination. Before their adventures begin the group had the opportunity to meet with 22 Tropical North Queensland tourism operators to make sure they were also armed with all the information they need on the destination’s youth/adventure tourism product.
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JAPAN FAMIL ACTIVITY
TTNQ’s Harry and Lisa are preparing for a busy round of famil activity which will include the first Japanese Megafamil in many years commencing next week and conducted in conjunction with Jetstar and Tourism Queensland for 73 retail travel agents from Osaka and Nagoya. That will be followed by a Continental famil for 20 Japanese media representatives which follows up on the regional media luncheons held as part of a TQ, TTNQ, Continental combined marketing strategy. There is also a networking function for JAL/JTB group charters to be held on Anzac Day.
BUSINESS TOURISM PROMOTED AT TABEE
CRCB's Angela Uhlig participated in the three-day Team Australia Business Events Educational (TABEE) 2008, held in Macau in early March. This year’s 10th anniversary of this event set another benchmark with 60 Australian industry, 10 VIP guests, 23 media and 110 buyers from across Asia attending.
The program included one-on-one appointments between Asian buyers and Australian sellers with a number of strong sales leads being generated for Cairns & region. Asian and Indian media were particularly interested in the region's Planet Safe Partnership program.
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EMDG CONCERNS
We have received a number of concerns from members on the anticipated shortfall of Export Marketing Development Grant funding this year. TTNQ will be putting an issues paper to Government on this matter. To assist us in this it would be appreciated if members who have any concerns over this matter would email some dot points on this to john.mcintyre@tnq.org.au outlining:
1. The issue
2. The potential impact on their business
3. Suggested solutions
TTNQ MEMBERSHIP RENEWALS
The financial year is rapidly drawing to a close & with it comes our annual membership renewal period. You will receive your Membership Renewal kit in due course and will note that, after much deliberation, TTNQ has decided to institute a 3% CPI increase on the 07/08 membership fees. Should you have any queries regarding your membership please do not hesitate to contact TTNQ’s Membership Development Executive, Niaomi McSwiney on 4015 1208 or niaomi.mcswiney@tnq.org.au Please note that Niaomi will be on annual leave between 2-25 May but will be happy to discuss your queries before or after that period.
MEMBER FEEDBACK WELCOME
As a membership organisation we value your feedback & suggestions. Please click here to view our updated feedback/suggestion form on TTNQ’s corporate website: www.tropicalaustralia.com.au/corporate
RSVPs TO TTNQ EVENTS
The team at TTNQ appreciate that all our members have very busy schedules, however it would be much appreciated if you could please advise us when you are unable to attend a function that you have already sent an acceptance for. This will avoid wasted time waiting for expected participants to arrive and also over-catering for refreshments. Thanks for your cooperation and courtesy.
VOLUNTEER OF THE MONTH
Congratulations to Lynne Forno and thanks for all her hard work and enthusiasm in her voluntary work in the Cairns and Tropical North Visitor Information Centre. Lynne, you are one of our brightest stars!
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NVS & IVS SNAPSHOTS NOW ONLINE
TTNQ’s NVS & IVS Snapshots can now be accessed via www.tropicalaustralia.com.au/corporate for the latest summary of domestic and international visitor activity.
WELCOME NEW MEMBERS
TTNQ welcomes the following new members:
The Superyacht Group – Great Barrier Reef
www.superyachtgroup.com
The Super Yacht Group - Great Barrier Reef is a consortium of more than 70 organisations working collaboratively to further develop the superyacht industry for Tropical North Queensland, Australia. The Group serves as an independent, confidential information service and a one-stop shop for superyachts visiting Australia.
Poruma Island Resort
www.poruma.com
The award winning Poruma Island Resort is located between Australia and Papua New Guinea within the Torres Strait Archipelago. The Island is home to 180 saltwater people, who welcome guests to experience their impressive seafood cuisine, traditional fishing methods, and to learn island crafts and history.
FAREWELL TO TTNQ TEAM MEMBERS
TTNQ says farewell to two team members this month. Corporate Communications Manager Helen Laird is leaving the organisation after four years in her role while Executive Assistant Jo Nieves leaves after two years. Best wishes to them both.
REGIONAL SEMINARS COMPLETED
TTNQ has now completed a successful round of Regional Seminars. These events were a great opportunity for members to pose questions to the TTNQ team and get involved in interactive discussion on the topics presented. For the TTNQ team it was a chance to meet with members and gain valuable input from them.
IMPORTANT UPCOMING EVENTS
TTNQ NETWORKING FUNCTION
5:30 – 7:00pm Monday 14 April 2008, Willie McBrides at Fig Tree Lodge
TTNQ invites all members to come along to our second networking function for 2008 which will include the launch of the 2008 Tropical North Queensland Tourism Awards. There will also be Tourism Australia representatives attending ahead of their Market Briefings being held in Cairns on the following day (see item below).
TOURISM AUSTRALIA MARKET BRIEFINGS
9:00am – 2:00pm Tuesday 15 April 2008, Cairns International Hotel
Tourism Australia is presenting a series of tourism market briefings which will deliver the latest market intelligence on Australia's top tourism markets, changes in the marketplace and expectations for the next 12 months, in-market activities for 2008, analysis of issues and trends that affect international and domestic tourism as well Registration is essential. Visit www.tradeevents.australia.com
AICD DIRECTOR’S BRIEFING - MAXIMISING THE VALUE OF A BUSINESS
5:15pm - 8:00pm Monday 21 April 2008, Cairns International Hotel
This Australian Institute of Company Directors Director’s Briefing will focus on issues faced by directors and business owners in relation to ensuring their businesses have in place the right structure, mechanisms to protect key assets, plus an appropriate framework for growth and exit. Click here for more information.
TQ ECOTOURISM AUSTRALIA ECO CERTIFICATION WORKSHOP
1:00 – 4:30pm Monday 21 April 2008, Mantra Treetops Resort & Spa Port Douglas
Tourism Queensland (TQ) invites operators involved in nature-based and/or ecotourism activities to participate in a regional ‘round table discussion’. Click here for more information and Registration Form.
CELEBRATING THE 10th TROPICAL NORTH QUEENSLAND TOURISM AWARDS
Tourism Tropical North Queensland is pleased to announce the 10th Tropical North Queensland Tourism Awards will be held at the Cairns Convention Centre on Saturday 11th October 2008. The TNQ Tourism Awards program will be launched at the TTNQ Networking Function on Monday 14 April and TTNQ welcomes back Claudia McFadden to assist with coordinating this year’s event.
MACDONNELLS LAW SEMINAR - CRISIS MANAGEMENT WORKPLACE HEALTH AND SAFETY
16 Apr 8 - 9.15am MacDonnells Law Cnr Grafton & Spence Sts
Following from the seminar Accidents While Having Fun last year, MacDonnells Law presents an overview of what to do in the unfortunate circumstance of a serious injury or death.
Click here for your invitation. RSVP to ljames@macdonnells.com.au
EXCELLENT MARKETING OPPORTUNITIESDATE CLAIMER - JAPAN MISSION BUSINESS TOURISM OPPORTUNITY - SELL TNQ 2008 Thirty-four TTNQ members participated in Sell TNQ 2007, including venues and accommodation, tour operators, theming and event companies, and destination management companies and were all very pleased with the success of the event. Over 50% of the buyers attending Sell TNQ 2007 requested proposals from Exhibitors. Since this time several pieces of business have been confirmed for the region as a direct result of the event. Expressions of Interest now open
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BEHIND THE SCENES
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TTNQ has recently held Membership TAG, Japan TAG and Aviation TAG meetings and the TTNQ Board held its March meeting late last month.
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David is preparing for the Aviation Routes seminar in Macau. He has also escorted a group of six Indian journalists on their visit to the region, and as Acting CEO during Rob’s absence will attend the Advance Cairns board meeting and the TNQ Summit.
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Liz is currently in China for the Queensland on Tour China mission and she follows this with a visit to Korea to meet with the wholesalers involved in filling the 12 Korean Airline charters planned for later this year.
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Lisa is in Japan for the Tokyo Marine Diving Fair and will also be meeting with TQ representatives to discuss the Japan mission planned for July and Team Cairns activities.
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CRCB held a Sell TNQ meeting which served as both a debrief of the 2007 event and a planning session for Sell TNQ 2008. They are also planning some follow up functions with Sydney buyers who have attended Sell TNQ in the past two years.
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Next week CRCB will also hold a similar event for AIME and are planning for A CiEvents corporate famil in May and a Virgin Blue supported Mice.net famil later in the year.
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Dion and Karen have been busy with a range of media famils to the region.
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Jana and Sammi have been escorting the agents here for the Cairns Backpacker Famil around the region.
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Sammi is also continuing work on the TTNQ Image Library.
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Jana is preparing for the Tourism Queensland Exchange and Sales Blitz in North America which starts next week.
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Donna and Tamara have attended the Sydney Caravan and Camping Show.
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Annie and Michelle are planning for the next Research and Insights Forum coming up in May and producing the latest TTNQ Tourism Fact File with all the latest statistics.
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Val is attending the Visitor Information Centre Manager’s Meeting at Paronella Park.
SEEN IN THE MEDIA
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The Courier Mail’s special Drive feature included:
- The Tablelands
- Cairns to Cape Tribulation
- Cairns to Undara
- Kuranda
- The Savannah Way -
Lawn Hill Gorge was the subject of an article in the Sunday Canberra Times recently.
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Journalist Sally Macmillan enjoyed the indulgence of Sea Temple Resort & Spa for her visit to Port Douglas, covered in her Sunday Telegraph article.
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Australian House & Garden’s listing of Australia’s Top 10 Escapes included Port Douglas and Daintree.
TTNQ now brings you our monthly Industry Info e-newsletter full of news from our members and industry. Click here to see the previous edition and watch for the next one coming to your inbox soon.
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If you have a good news story or have achieved a recent success please send your information to Helen Laird.
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