9 May 2008

FROM THE CEO'S DESK

The brand of Tropical North Queensland is all about selling our customers a life enhancing tropical moment.  The destination brand architecture is centered on the key theme “tropical” and provides and overarching theme for the brand’s use in both International and the Domestic markets. 

It is absolutely fantastic that people maintain the passion about our brand and how we best communicate our tourism proposition to the global market. Specifically, we have 12 key international markets, four primary domestic targeted audiences and a whole range of different industry associates and groups that we work directly with in our bid to communicate our destination’s unique selling propositions.

For this reason, I want to remind everyone that the brand is more than the tagline or call to action, which may change for different targeted markets to best deliver our communications messages.  

The brand proposition is that a holiday in Tropical North Queensland will shift your emotional space more than any other destination.

Our locator signature for the Domestic market is “Tropical North Queensland”, and for the International market it is “Cairns & the Great Barrier Reef”. We have invested in a range of images that help portray this message and continue to reinvest in new images to continually evolve the campaign to best position us in each of the different markets.  

Also, the Board has had active engagement with Tourism Queensland, our key partners in this exercise, to ensure we continue to evolve our advertising campaign to maximize our desired communication. New techniques see the key names of prominent locations within Tropical North Queensland, such as Cairns, Mission Beach and Port Douglas are now featured in the TVC and will become more prominent on posters, billboards and print communication strategies.  

We are currently working through a new segmentation study that is quite extensive in the sense of being able to deliver our destination’s unique and distinctive qualities, as well as the holiday aspirations to our targeted market. The current tools we have at our disposal allow us to develop and evolve our communication strategies so as to ensure we are competitive in the market place. I do recommend  for everyone, especially those who are not fully aware of the brand architecture and/or the work that has gone into this particular development, to consult our corporate website:  http://www.tropicalaustralia.com.au/corporate/ttnq_brand_toolbox to re-familiarize yourself with a detailed background of the brand development. We have made a great start but are also fully aware that more needs to be done to continually improve our communications strategy. 

As you will read in this newsletter, the team at TTNQ has been very active and will continue to be over the next month, with regular familiarizations from all parts of the world being attracted to our destination. 

I would like to thank all of our industry partners for your cooperation and support with this very heavy load of activity but as the times get tough… the tough get going… and we need to be even more aggressive in the market place then ever before.  

Record numbers of Australians are leaving our shore for cheaper holiday destinations. We have a lot of price competitive activity in all market places, coupled with the problems of the Japanese market, higher Australian dollar and soaring fuel prices, therefore we do have some softening in some other key international markets as well. The shining star at the present time is the Convention Industry with the Cairns Convention Centre reporting extremely good business right through to November of this year.  

Please also ensure that you take time to refresh your knowledge of the research information that we have available on our corporate website, as well as the calendar of activities, so you are aware of what your organization is doing on behalf of it’s members.

Regards and best wishes until our next chat,

Rob Giason Chief Executive Officer

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THE LATEST NEWS

JETSTAR JAPAN WITH MEGA FAMIL IN TNQ

Jetstar’s Japan team, with the support of Tourism Queensland and Tourism Tropical North Queensland, hosted 71 travel agents, mostly retail frontline staff, from both Osaka and Nagoya.  The “mega-famil” was the first of its kind since Jetstar took over the KIX-CNS and NGO-CNS routes in August and September of last year.  Perfect Cairns weather ensured the famil participants thoroughly enjoyed their Kuranda and GBR experiences. On the final night at a party held at the Hilton Cairns and supported by over 40 local businesses, Jetstar Japan’s Regional Manager Mr Masaru Kataoka thanked Cairns for its warm welcome and half-jokingly suggested to the agents that they all had to sell 10 visitors per person (i.e. an additional 700 pax) for Cairns by the end of June.

TTNQ “WOWING” MEDIA
TTNQ is working closely with TQ on the WOW 'Experiences' campaign in partnership with Fairfax Media. The WOW campaign is designed to surprise, intrigue and delight Fairfax Media’s discerning readers via an integrated, content driven strategy that will reveal Queensland’s secrets and inspire readers to think of Queensland in a new way. The campaign investment has a total value of over $2.9 million dollars and will commence in mid April and run until mid September 2008 with supplements inserted in the Sydney Morning Herald and Melbourne Age.

As part of this campaign Fairfax journalists will take part in a range of 'Experiences' famils that highlight the variety of activities, places to see and things to do in Tropical North Queensland. The first such journalist arrives at the end of May.

DERTOUR FAMIL – VUN-DA-BA!

One-hundred-and-fifty travel agents from Germany’s Der Tour group explored Tropical North Queensland this past week as part of one of the largest "mega famils" ever to take place in the region. The mega-famil was organised jointly by TTNQ, Tourism Queensland, Tourism Australia and Qantas. This famil showcased various properties and locations around Cairns, Palm Cove, Port Douglas, Kuranda and the Great Barrier Reef. DerTour is a leading German-based tour company with over 1,000 offices and 10,000 affiliated stores around Germany.

MTSRF CONFERENCE IN CAIRNS

More than 50 scientists from around the country gathered in Cairns last week to attend the annual conference of the Australian Government's Marine and Tropical Scientists Research Facility (MTSRF).
 
The event, which was chaired on 29 April by TTNQ's director of strategy and new markets David Rose, was an opportunity for experts to hear about the latest research on the Great Barrier Reef, the Wet Tropics rainforest, Torres Strait, water quality and climate change. Also on the agenda was an up-to-date analysis of local and visitor perceptions of the rainforest, provided by JCU's Dr Karen McNamara, and a review of the effect of Cyclone Larry on the Wet Tropics region from Prof. Stephen Turton.
 
TTNQ's business manager Annie Riddet provided an outline of the research being supported and managed by TTNQ, particularly those aspects of MTSRF's work which connect directly with the region's appeal to domestic and international visitors.

Top 100 World Destinations
Top 25 South Pacific Destinations

Also included were Port Douglas and Cape Tribulation. These awards honor select places that have earned their distinction from those who know them best - millions of real travelers. Winners were determined by a combination of travelers' favorite places and overall popularity.  Click www.tripadvisor.com/pdfs/tca/TravelersChoiceAwards2008.pdf to see the complete list of winners.

SUPERYACHTS HELP VISITORS WITH SMOOTH SAILING VISAS TO CAIRNS
Tropical North Queensland’s superyacht industry received a boost with the announcement of positive changes to the visas affecting the industry. New visa arrangements

come into effect this October and allow superyacht crew members multiple-entries into Australia and to work here for up to 12 months on commercial or private superyachts.
For more information on this and other superyacht information, go to: www.superyachtsgroup.com.au 

OPPORTUNITIES FOR INPUT - TROPICAL NORTH QUEENSLAND REGIONAL TOURISM DEVELOPMENT ACTION PLAN

As part of the Queensland Tourism Strategy and the implementation of the Tourism Tropical North Queensland 2008-2009 Business Plan, TTNQ is developing a long-term tourism development planning and implementation process. The aim of this activity is to, for the first time, have a whole of industry and a whole of government mechanism through which we can:

1. Sustain and build on our outstanding track record as a world leader in the tourism industry, and as importantly,
2. Grow sustainable tourism products and associated industries in regional areas.

This process commenced in late 2007 and is expected to be largely completed by June 2008 – however, it should be noted that this is an ongoing process and it will be continually updated. For more information, click on the attached information sheet, questionare and findings.

 
 
JTB KYUSHU / JAL CHARTER TRADE FAMIL

To support nine flights of JTB Kyushu/JAL Charters coming to the TNQ region in November, JTB Kyushu sent 10 of their Group Sales staff to Cairns for a famil region on 25-28 April. The goal for the sales staff was to meet with operators and familiarize and update themselves with the experiences available in TNQ.  A majority of the seats for these charters have been secured for Japanese High School students, however we are currently promoting Cairns with JTB Kyushu to sell the unsold seats through group and package tours. TTNQ supported this famil with 26 TTNQ members attending the workshop and welcome dinner.

EXCITING KOREAN MARKETING ACTIVITIES IN TNQ

As part of the marketing activity for the upcoming Korean Air charters, TQ/TTNQ has been successful in securing a partnership with Samsung Credit Card, which allows us to target new credit card applications and current account holders by providing information on for the Cairns & Great Barrier Reef region. There is a range of mediums being used such as:  Online promotion/e-newsletters; SMS blasts will target the internet savvy traveller; and direct mail/credit card newsletters. 

Mid-May, TTNQ are hosting 25  “bloggers” to the region who have been specially picked to come and write/blog about their experiences as it happens. They range from 22 – 49 years of age, production designer, movie director, writers, journalists and very well known in the Korean on-line environment.

The group is split into teams who will compete to produce the visual advertisement of their Cairns & GBR trip and this will be broadcast via cable TV and moving billboards.

Other marketing activities targeting the Korean traveller include BusBack ads, newspapers and high gloss magazine features and advertising, tactical campaigns, travel agent displays, online promotions, brochures and direct mail campaigns.

NEW PRODUCT PARTNERSHIPS IN USA AND UK

Destination Australia Partnership’s New Product Workshops were held in Los Angeles on the 27th and 28th March. Three of the four Queensland tour operators were from TNQ and met 20 buyers from North American Wholesalers.  Following this the team travelled to similar workships in London (31 Mar – 2 April).  Over 60 wholesale buyers form the UK/Europe attended these workshops, further promoting TNQ as a desired destination.
 
Queensland was represented by:
Jonathan Day -- TQ
Warwick James – Food Trail Tours
Cheryl Kelly – Tropical Horizons
Amanda Embrey – Fantasea

TTNQ WELCOMES NEW MEMBERS:
 
Aurukun Wetland & Fishing Charters
www.aurukunwetlandcharters.com
Aurukun Wetland Charters and Aurukun Fishing Charters provide a unique opportunity to fish and experience the pristine beauty of the remote rivers, lagoons, beaches, wetlands and reefs of western Cape York. For an enchanting experience in one of the last truly remote areas of Australia, cruise aboard the MV Pikkuw and interact with the traditional owners of the Aurukun community. Their intimate relationship with the land and water will make this the experience of a lifetime. A spacious, air conditioned mother ship, custom built for the rivers of Aurukun, the MV Pikkuw can accommodate 8 passengers for fully catered fishing and wetland charters with customised itineraries. From the keenest, most discerning fly fishermen, the avid lure caster, to those who just want to soak up the experience and beauty of this unique environment a customised charter aboard the MV Pikkuw is for you.

“AMBASSADOR OF THE MONTH” - Janet Leonard  
     
Janet is one of the “Original Team” of Ambassadors joining at the onset of the program in August 2007.  Without a doubt, Janet has one of the brightest and loveliest smiles in the team and continually receives compliments from passengers for her helpful attitude.

In her spare time, Janet is well-known for her practical skills and love of D.I.Y. In fact, if not found in the Airport Arrivals Terminal, chances are she will be looking for hardware at Bunnings!

Thanks Janet, you are a gem!

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IMPORTANT UPCOMING EVENTS

TNQ and STATE TOURISM AWARDS 2008 SUBMISSION SEMINAR

This seminar is designed to inform potential entrants of the benefit of entering the awards and also provide important information and tips on how to enter. Please mark your calendar for Tuesday 13 May at 10am. Changes to the awards process will also be addressed.  Please click here for registration details.

RESEARCH & INSIGHTS FORUM

TTNQ and James Cook University will be hosting a Research & Insights Forum on the morning of Thursday 15 May 2008, to be held at the Sofitel Reef Casino in the Michaelmas Cay Ballroom with presentations from TTNQ on the latest IVS and NVS releases (YEDec07), JCU will be presenting on results from the last 12 months of surveys they have undertaken in the region, along with a presentation on Food & Wine Tourism.  Click here for registration information.

AUSSIE HOST PROGRAM SETS DATE

Are you serious about delivering outstanding customer service?  Then sign up today for the Aussie Host program being presented on Thursday, 19 June at TAFE.  Open to all ATEC and TTNQ members, this nationally recognised service training program is proudly supported by TTNQ and ATEC, who are committed to promoting this tourism and hospitality region as a best practice customer service delivery destination. The course is being offered to those members at $195. Click here for more information.

 
MACDONNELLS LAW - CLIMATE CHANGE & CARBON CREDITS SEMINAR

21 May 8am-9.15am, MacDonnells Law Cnr Shields & Grafton Sts
RSVP: tpearson@macdonnells.com.au
Click here for your invitation.

HARALD’S HOUSE SECOND SUPPER SCHEDULED

Securing the land and launching the building appeal is just the beginning and not the end of the enormous challenge that lies ahead to build Harald’s House.

Everyone is being asked to help – members of the Harald’s House Committee and supporters who have helped to bring the project this far – at this critical stage of the project to ensure of the ultimate success of an actual house is achieved.

Those interested are asked to be at Brothers Leagues Club, Saturday 7 June at 7:00pm for a fund-raising dinner. For those not able to attend the event, they are now actively seeking pledges of labour, material, donations and any support that will help us achieve our goal of building Harald’s House. Click here for more information.

BEHIND THE SCENES

• Johanne Flynn (CRCB) will be attending the MEA (Meeting Events Australia) Conference in Alice Springs 9-11 May.
• CRCB have organised 3 days of appointments for the journalist from Mice.net Magazine 09-11 May 2008. The journalist will be meeting with all members who have advertised in the Mice.net Magazine TNQ Destination Supplement.
• David Rose, Elizabeth Webb and seven TNQ operators will be visiting Seoul and meeting with key wholesalers for the TTNQ Korea Sales Mission (Module B 13-16 May) and attending the Hana Tour Trade Expo (17 & 18 May)
• As the Blue Holidays call centre is relocating back to Brisbane (from Singapore) TTNQ will be conducting regional training to the call centre staff prior the office opening (Wednesday, 21 May).
• Harry will be visiting Japan on 8-15 May to have Team Cairns Strategic Meeting with key Japanese Wholesalers Managers, QF and TQ, also discuss the promotional activities for the new financial year with airlines and agents in Tokyo, Nagoya and Osaka.
• Karen Doane and Dion Eades will assist visiting film crews for Bill Granger: Holiday and The Great Outdoors next week.
• Qantas Magazine’s The Australian Way was in TNQ from May 1 – 4 for a heli-fishing trip. This famil will result in a 3 – 4 page travel story in The Australian Way.
• Freelance journalist Kara Murphy was in the region from Apr 27 - May 3 for a Cairns bike riding, cruise and adventure stories in The Sunday Mail and Dockwalk Magazine.
  

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SEEN IN THE MEDIA

• A story by Liz Johnstone which appeared in the Brisbane News on 16 April 2008. 

GBR HELICOPTER’S STARRING ROLE

GBR Helicopter Group continues to be recognised as specialists in film and television filming. Their pilots have the highest hours in the Australian Film Industry with Wescam, Spacecam and Cineflex V14 camera mount stabalised systems. GBR Helicopters is also the preferred aerial recognisance operator for Pacific Film and Television for TNQ and the 1st choice for many international studios and production houses. In fact, just last week the GBR Helicopter team was on Undine Cay helping shoot for Korea’s Marie Clare, as well as owners Chris and Deborah being featured on “Seachange” and “The Great Outdoors”.

As GBR Helicopters resume grows on a weekly basis, some notable filming credits include: 

• Discovery Channel
• National Geo Channel
• The Great Race
• Fools Gold 2007
• Sea Patrol 2006,2007
• Pacific 2007
• Nims Island 2007
• Bazmark “Australia” 2007
• The Earth from the Air 2008
• CBS America “Survivor II – Australian Outback”
• Century Fox Television
• Granada UK I’m a Celebrity get me out of here 2002, 2003, 2004, 2007,2008
• Strix Television Sweden – “Swedish Challenge” series
• BBC
• BBC History
• BBC Travel
• Disney Channel

GBR Helicopter’s Managing Director Chris Rose has logged close to 10,000 hours of flying time and his credits are extensive. Chris’ abilities are highly valued by film makers from all over the world. To find out more about “Flying Films” check out:    www.chrisrose.com.au

NEW ZEALAND ON-LINE TRAVEL BLOG

Last year’s journalist’s famil has brought much attention and praise from journalist Graham Reid.  Click below to read all about it!http://www.elsewhere.co.nz/travelstories/dsp_travelstory.cfm?travelstoryid=51

MARATHON EFFORT REPS BIG REWARDS

Along with others, TTNQ helps sponsor Austravel’s longhaul Marketing Executive James Wilson in this year’s London Marathon.  James ran this marathon to raise money for FHA, an organization that grants in-need families much needed holidays.  Below is a portion of James’ letter post-marathon:

“I would like to extend a very, very big thank you to you for supporting me in my effort to run the London Marathon 2008 and raise over £2000 for the Family Holiday Association (FHA). And, I am pleased to say that I was successful on both fronts.”

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.

If you have a good news story or have achieved a recent success please send your information to Karen Doane.

Brought to you by TTNQ's Corporate Sponsors.

In Touch with TTNQ e-newsletter is produced by Tourism Tropical North Queensland. If you would like to unsubscribe to future mailings of In Touch with TTNQ, please email membership@tnq.org.au.  

While every effort is made to ensure the information in this newsletter is accurate, Tourism Tropical North Queensland disclaims all responsibility and liability (including without limitation, liability in negligence) for all expenses, losses, damages and costs incurred as a result of the information being inaccurate or incomplete in anyway, and for any reason.