❓ A parliamentary question regarding the cost, benefits, and impact of the 'Extraordinary Taxi Ride' tourism campaign, including its social media presence, website traffic, media value, and tourism bookings. The response provides some figures but defers full analysis until the campaign's conclusion.
AnsweredQoN 2441Legislative Council
QuestionView source ↗
I refer to the Minister’s media statement of 18 May regarding the Extraordinary Taxi Ride, and I ask -
(1) Which social networking sites have featured the taxi ride, and how has the success of the taxi ride been rated on these sites?
(2) How many independent hits have been recorded to the Tourism WA website during period of taxi ride?
(3) What is the total estimated value of the media generated?
(4) How many direct tourism bookings can be attributed to taxi ride?
(5) What is the total cost of the campaign?
(6) What is the estimated ratio return of the public dollars invested?
(7) How has the private sponsorship money been spent?
(1) Which social networking sites have featured the taxi ride, and how has the success of the taxi ride been rated on these sites?
(2) How many independent hits have been recorded to the Tourism WA website during period of taxi ride?
(3) What is the total estimated value of the media generated?
(4) How many direct tourism bookings can be attributed to taxi ride?
(5) What is the total cost of the campaign?
(6) What is the estimated ratio return of the public dollars invested?
(7) How has the private sponsorship money been spent?
AnswerView source ↗
Answered
29 June 2010
Responded by
Minister for Environment representing the Minister for Tourism
Response time
40 days
(1) The Extraordinary Taxi Ride campaign has been covered on Twitter; Facebook; Youtube; social bookmarking sites including Digg, Stumbleupon, Delicious, Mixx and Wordpress Blogs; and a large number of community forums in the categories of Travel, Competitions and Motor Enthusiast. Throughout each stage of the campaign social networking sites have featured highly as referrers of traffic, with the site particularly well received and seeded on Stumbleupon and Facebook during the driver and passenger selection phases.
(2) As at Wednesday, 2 June 2010 the campaign site has received 152 663 visits.
(3) As at Wednesday, 2 June 2010 the campaign has achieved $2.4 million dollars worth of publicity globally.
(4) Key partners will provide Tourism Western Australia with results once the campaign has ended, however, initial feedback is very positive.
(5) $6.2 million - Tourism Western Australia's cost is $4.7 million and $1.5 million has been invested by partners and sponsors.
(6) This will be calculated when the campaign has concluded, partners have provided their results and market research is complete.
(7) Sponsorship support has been in the form of in kind support, for example, RAC support services, GPS devices, vehicles, communication equipment and event support.
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(2) As at Wednesday, 2 June 2010 the campaign site has received 152 663 visits.
(3) As at Wednesday, 2 June 2010 the campaign has achieved $2.4 million dollars worth of publicity globally.
(4) Key partners will provide Tourism Western Australia with results once the campaign has ended, however, initial feedback is very positive.
(5) $6.2 million - Tourism Western Australia's cost is $4.7 million and $1.5 million has been invested by partners and sponsors.
(6) This will be calculated when the campaign has concluded, partners have provided their results and market research is complete.
(7) Sponsorship support has been in the form of in kind support, for example, RAC support services, GPS devices, vehicles, communication equipment and event support.
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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