❓ Hon Lynn MacLaren's question concerns Tourism WA's marketing spend, particularly regarding printed materials and a rejected proposal for an interactive tourist CD. The response details limited print marketing spend and justification for focusing on digital strategies.
AnsweredQoN 5218Legislative Council
QuestionView source ↗
(2) Negligible. (3) No. (4) The worldwide trend is to use electronic marketing. Tourism Western Australia produces a wide range of electronic/digital marketing materials which are available to download from www.westernaustralia.com and www.tourism.wa.gov.au . Very few marketing materials are printed in hard copy because the main means of distribution and communications are the agency's abovementioned consumer and corporate websites. Tourism Western Australia has not carried out an analysis of the cost of destroyed marketing materials because the agency mostly uses its websites to distribute information to consumers and the tourism industry, and the quantity and type of marketing materials printed such as brochures, posters, maps, etc is negligible and does not warrant a cost benefit analysis. (5) Not applicable. (6) Pendulum Promotions Proprietor, Mr Owen Meeks, wrote to the Minister for Regional Development; Lands, regarding his interactive tourist CD and this was referred to the Minister for Tourism. The Minister for Tourism provided Tourism Western Australia with a copy of the mini CD and Tourism Western Australia assessed the CD against its digital marketing strategy. The Minister for Tourism asked his Chief of Staff to respond on his behalf. [See tabled paper no] for a copy of this 9 May 2011 response. (7) Tourism Western Australia's Digital Marketing Team assessed the CD against the four pillars that constitute its digital marketing strategy and recommended that "Cities on a CD" was not a viable and relevant form of marketing because: - It is not accessible to travellers (who expect content to be online) when they are considering Perth or Western Australia as a holiday destination; - It is not engaging in today's digital landscape, which is dominated by social media and the mobile web; and - It is not innovative as it is a medium that is in decline as witnessed by diminishing music CD sales and growing online downloads of applications. [See tabled paper no] for a copy of Tourism Western Australia's complete evaluation of "Cities on a CD". 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
AnswerView source ↗
Answered
1 May 2012
Responded by
Minister for Child Protection representing the Minister for Tourism
Response time
56 days
(1)
Printed Marketing Material
Number
Cost
Events Western Australia Calendar
500
$1,850.00
Experience Extraordinary Posters
500
$3,376.00
Experience Extraordinary Consumer Brochure
1,000
$1,850.00
Experience Extraordinary General Passport to Perth
3,000
$7,500.00
Western Australia Tourism Regions Map/Website Flyer
1,000
$290
Experience Extraordinary Poster Signage Stand 1680mm*1200mm Caravan and Camping Show
2
$530
2012 Wildflower Holiday Guide
15,000
$13,560.00
Total
21,002
$28,956.00
The above does not include printed marketing materials associated with the Western Australian government's involvement in CHOGM 2011 and the associated royal visit as this was tabled by the Premier on 29 November 2011.
(2) Negligible.
(3) No.
(4) The worldwide trend is to use electronic marketing. Tourism Western Australia produces a wide range of electronic/digital marketing materials which are available to download from
www.westernaustralia.com
and
www.tourism.wa.gov.au
. Very few marketing materials are printed in hard copy because the main means of distribution and communications are the agency's abovementioned consumer and corporate websites.
Tourism Western Australia has not carried out an analysis of the cost of destroyed marketing materials because the agency mostly uses its websites to distribute information to consumers and the tourism industry, and the quantity and type of marketing materials printed such as brochures, posters, maps, etc is negligible and does not warrant a cost benefit analysis.
(5) Not applicable.
(6) Pendulum Promotions Proprietor, Mr Owen Meeks, wrote to the Minister for Regional Development; Lands, regarding his interactive tourist CD and this was referred to the Minister for Tourism. The Minister for Tourism provided Tourism Western Australia with a copy of the mini CD and Tourism Western Australia assessed the CD against its digital marketing strategy. The Minister for Tourism asked his Chief of Staff to respond on his behalf. [See tabled paper no] for a copy of this 9 May 2011 response.
(7) Tourism Western Australia's Digital Marketing Team assessed the CD against the four pillars that constitute its digital marketing strategy and recommended that "Cities on a CD" was not a viable and relevant form of marketing because:
- It is not accessible to travellers (who expect content to be online) when they are considering Perth or Western Australia as a holiday destination;
- It is not engaging in today's digital landscape, which is dominated by social media and the mobile web; and
- It is not innovative as it is a medium that is in decline as witnessed by diminishing music CD sales and growing online downloads of applications.
[See tabled paper no] for a copy of Tourism Western Australia's complete evaluation of "Cities on a CD".
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
Printed Marketing Material
Number
Cost
Events Western Australia Calendar
500
$1,850.00
Experience Extraordinary Posters
500
$3,376.00
Experience Extraordinary Consumer Brochure
1,000
$1,850.00
Experience Extraordinary General Passport to Perth
3,000
$7,500.00
Western Australia Tourism Regions Map/Website Flyer
1,000
$290
Experience Extraordinary Poster Signage Stand 1680mm*1200mm Caravan and Camping Show
2
$530
2012 Wildflower Holiday Guide
15,000
$13,560.00
Total
21,002
$28,956.00
The above does not include printed marketing materials associated with the Western Australian government's involvement in CHOGM 2011 and the associated royal visit as this was tabled by the Premier on 29 November 2011.
(2) Negligible.
(3) No.
(4) The worldwide trend is to use electronic marketing. Tourism Western Australia produces a wide range of electronic/digital marketing materials which are available to download from
www.westernaustralia.com
and
www.tourism.wa.gov.au
. Very few marketing materials are printed in hard copy because the main means of distribution and communications are the agency's abovementioned consumer and corporate websites.
Tourism Western Australia has not carried out an analysis of the cost of destroyed marketing materials because the agency mostly uses its websites to distribute information to consumers and the tourism industry, and the quantity and type of marketing materials printed such as brochures, posters, maps, etc is negligible and does not warrant a cost benefit analysis.
(5) Not applicable.
(6) Pendulum Promotions Proprietor, Mr Owen Meeks, wrote to the Minister for Regional Development; Lands, regarding his interactive tourist CD and this was referred to the Minister for Tourism. The Minister for Tourism provided Tourism Western Australia with a copy of the mini CD and Tourism Western Australia assessed the CD against its digital marketing strategy. The Minister for Tourism asked his Chief of Staff to respond on his behalf. [See tabled paper no] for a copy of this 9 May 2011 response.
(7) Tourism Western Australia's Digital Marketing Team assessed the CD against the four pillars that constitute its digital marketing strategy and recommended that "Cities on a CD" was not a viable and relevant form of marketing because:
- It is not accessible to travellers (who expect content to be online) when they are considering Perth or Western Australia as a holiday destination;
- It is not engaging in today's digital landscape, which is dominated by social media and the mobile web; and
- It is not innovative as it is a medium that is in decline as witnessed by diminishing music CD sales and growing online downloads of applications.
[See tabled paper no] for a copy of Tourism Western Australia's complete evaluation of "Cities on a CD".
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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