❓ A WA parliamentary question seeks details on the 'Experience Extraordinary' tourism campaign's marketing expenditure and performance indicators. The answer clarifies it's a brand positioning message, providing expenditure details for the 'Extraordinary Taxi Ride Campaign' and its KPIs.
AnsweredQoN 2161Legislative Council
QuestionView source ↗
I refer to the development of the ‘Experience Extraordinary’ campaign launched in February 2010 and I ask -
(1) How much has been spent on marketing the new campaign within Western Australia, and what is the breakdown for each region?
(2) How much has been spent on marketing the new campaign to other states and what is the breakdown for each state?
(3) How much has been spent on marketing the new campaign internationally and what is the breakdown for each international market?
(4) Are there any key performance indicators being applied to the marketing spend to assess the success or failure of the campaign?
(5) If yes to (4), what are they?
(1) How much has been spent on marketing the new campaign within Western Australia, and what is the breakdown for each region?
(2) How much has been spent on marketing the new campaign to other states and what is the breakdown for each state?
(3) How much has been spent on marketing the new campaign internationally and what is the breakdown for each international market?
(4) Are there any key performance indicators being applied to the marketing spend to assess the success or failure of the campaign?
(5) If yes to (4), what are they?
AnswerView source ↗
Answered
4 May 2010
Responded by
Minister for Environment representing the Minister for Tourism
Response time
42 days
Experience Extraordinary is not a marketing campaign, it is a brand positioning message. The answer provided relates to the Extraordinary Taxi Ride Campaign which is the first major campaign to communicate the new brand positioning.
(1) $783 000. The media was purchased on a State-wide basis.
(2) New South Wales $273 000; Victoria $245 000.
(3) New Zealand NZD$51 950; Singapore SGD$193 764; Malaysia MYR$191 403; United Kingdom GBP£36 837 and Germany EUR$14 050.
(4) Yes.
(5) Consumer awareness, intention to travel, value of public relations generated, bookings with industry partners and visitor spend.
Notice: This document is created or edited using unregistered or evaluation copy of rtLib valid for testing or development purposes only. To use it for productive or any other purposes please register it. You may purchase the license on
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(1) $783 000. The media was purchased on a State-wide basis.
(2) New South Wales $273 000; Victoria $245 000.
(3) New Zealand NZD$51 950; Singapore SGD$193 764; Malaysia MYR$191 403; United Kingdom GBP£36 837 and Germany EUR$14 050.
(4) Yes.
(5) Consumer awareness, intention to travel, value of public relations generated, bookings with industry partners and visitor spend.
Notice: This document is created or edited using unregistered or evaluation copy of rtLib valid for testing or development purposes only. To use it for productive or any other purposes please register it. You may purchase the license on
http://www.rtlib.com
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