❓ WA Parliament QoN details Tourism WA's 27 marketing campaigns across 8 markets, costing $2.27M. ROI is key effectiveness measure, but individual campaign costs are withheld due to commercial sensitivity.
AnsweredQoN 3048Legislative Assembly
QuestionView source ↗
Regarding all current Tourism Western Australia brand and marketing campaigns, can the Minister please detail the following: (a) the name of each campaign; (b) the cost of each campaign; (c) which external agency was used for each campaign; (d) how these campaigns are measured for effectiveness; (e) the audience targeted for each campaign and why; and (f) feedback received from overseas markets for each campaign?
AnswerView source ↗
Answered
12 June 2018
Responded by
Minister for Tourism
Response time
9 days
(a) On 8 May 2018 Tourism Western Australia was running twenty seven campaigns across eight markets. These campaigns, the markets and the campaign partners are listed below:
Market
Campaign Name
Campaign Partner/s
Domestic
Truffle Kerfuffle
N/A
Domestic
Expedia Campaign
Expedia
China
Tactical Campaign with Key Destination Partners and China Southern Airlines
China Southern Airlines
GZL
Shenzhen CITS
Beijing CAISSA
Shanghai Utour
Guangzhou Comfort
Shenzhen CEPT
Shanghai Tong Sheng
Zhejiang Vtour
Sichuan CYTS
Chongqing Glorious
Enjoy Going
China
Ctrip Co-op Marketing Campaign Phase II
Ctrip
China
Lushu Customized Travel Trade Education Campaign
Lushu
China
Premium Travel Tactical Campaign – Yetravel
Yetravel
China
Singapore Airlines Co-op Campaign
Singapore Airlines
Hong Kong
Hong Kong Wing On Campaign
Hong Kong Wing On
Hong Kong
Travel Circle International Campaign
Travel Circle International
United States
Virtuoso Campaign
Virtuoso
United States
Signature Travel Network Campaign
Signature Travel Network
United States
Helloworld Campaign
Helloworld
Singapore
Expedia Singapore
Expedia
Singapore
Expedia Broome
Expedia
Singapore
Qantas Singapore
Qantas
Singapore
Cheap Tickets
Cheap Tickets
Singapore
KDP Perth and Broome Campaign
Dynasty Chan Brothers Holidays Tours and Travel
Indonesia
Garuda & Tourism Australia Tactical
Garuda Indonesia Tourism Australia
Indonesia
Yuk Travel
Yuk Travel
Indonesia
Air Asia
Air Asia
United Kingdom
Qatar Airways A380 Campaign
Qatar Airways
United Kingdom
STA Travel Global Campaign
STA Travel
United Kingdom
Skyscanner Content and Tactical Campaign
Skyscanner
Germany
Boomerang Reisen Co-op
Boomerang Reisen
Germany
STA Travel Global Campaign
STA Travel
Germany
Dertour
Dertour
Germany
Dreamtime Nullarbor Campaign
Dreamtime
(b) The total cost to Tourism Western Australia of all campaigns running on 8 May 2018 was $2,265,284.
Information pertaining to the amount invested by Tourism Western Australia in individual campaigns has a commercial value and its disclosure could cause commercial harm to the State and the agency’s campaign partners. Disclosing the amount of Tourism Western Australia’s investment could provide a competitive advantage to other states and potential campaign partners. Accordingly, I will notify the Auditor General’s office and both houses of Parliament that part (b) of this question will not be answered as per section 82 of the Financial Management Act 2006 .
(c) Tourism Western Australia’s creative agency, Cummins&Partners, and its media buying agency, Carat, were used for the Truffle Kerfuffle Campaign only. Campaign partners’ agencies were used for all other campaigns where it was more appropriate for the campaign partner to take the creative lead.
(d) One of the key measures used by Tourism Western Australia to evaluate marketing campaigns is the Return on Investment (ROI) methodology. ROI can be calculated for both brand and cooperative marketing campaigns. ROI is calculated as the number of visitors who booked as a result of seeing the campaign multiplied by the average trip expenditure (as calculated by Tourism Research Australia) and divided by the Tourism Western Australia investment in the campaign. ROI is calculated at the conclusion of a campaign once all the data becomes available.
Other campaign evaluation measures may be used subject to the nature of each campaign. These measures include PREAV (Public Relations Equivalent Advertising Value), digital advertising click throughs, visits to webpages and subscriptions to eDMs (electronic direct mail).
(e) Tourism Australia runs an annual survey (Consumer Demand Project), in partnership with the State Tourism Organisations including Tourism Western Australia, across 11 core international markets and the domestic market. Insights gained from this research help to identify the traveller types in each market most likely to visit Western Australia. This is supplemented by knowledge from Tourism WA’s in-market teams. The marketing campaigns are developed to influence these target audiences.
Prior to commencing a campaign, Tourism Western Australia will agree with the campaign partner the target audience that will maximise the benefits to both parties.
Tourism Western Australia’s target audiences for its core markets are detailed below:
Market
Target Audience
China
High Value Travellers (HVTs) and Fully Independent Travellers (FITs) from Tier 1 (Beijing, Shanghai and Guangzhou) and Tier 2 cities (Hangzhou, Chengdu, Shenzhen)
35-64 years
Domestic
Dedicated Discovers aged between 35-64 years in the core markets of Sydney and Melbourne.
Germany / Switzerland
Experience Seekers - 30-59
Youth - 18-30 / Working Holiday Makers
Hong Kong
FITs/ Families - 35-64 years
Visiting Friends & Relatives (VFR)
Indonesia
FITs/ Families - 35-64 years
VFR
Japan
Cultural Explorers - 35-64 years
Personal Explorer & Self-Challenger - 35-64 years
Malaysia
FITs/ Families - 35-64 years
VFR
New Zealand
HVTs - 35-64 years
VFR
Singapore
FITs/ Families - 35-64 years
VFR
United Kingdom
VFR
50+ Experience Seekers
20 – 35 years old – Youth market
United States
HVTs - 35-64 years
Explorers and Enthusiasts segments - 35-64 years
(f) At the conclusion of each campaign the campaign partner will provide a report which contains campaign results. These can include the key measures such as number of bookings, PREAV and audience reach, click throughs and other digital analytics. The report may also include recommendations for future campaigns.
The in-market teams will debrief with the campaign partner to discuss how the campaign performed, where improvements could be made, make comparisons with previous campaigns and discuss future campaigns if required.
Market
Campaign Name
Campaign Partner/s
Domestic
Truffle Kerfuffle
N/A
Domestic
Expedia Campaign
Expedia
China
Tactical Campaign with Key Destination Partners and China Southern Airlines
China Southern Airlines
GZL
Shenzhen CITS
Beijing CAISSA
Shanghai Utour
Guangzhou Comfort
Shenzhen CEPT
Shanghai Tong Sheng
Zhejiang Vtour
Sichuan CYTS
Chongqing Glorious
Enjoy Going
China
Ctrip Co-op Marketing Campaign Phase II
Ctrip
China
Lushu Customized Travel Trade Education Campaign
Lushu
China
Premium Travel Tactical Campaign – Yetravel
Yetravel
China
Singapore Airlines Co-op Campaign
Singapore Airlines
Hong Kong
Hong Kong Wing On Campaign
Hong Kong Wing On
Hong Kong
Travel Circle International Campaign
Travel Circle International
United States
Virtuoso Campaign
Virtuoso
United States
Signature Travel Network Campaign
Signature Travel Network
United States
Helloworld Campaign
Helloworld
Singapore
Expedia Singapore
Expedia
Singapore
Expedia Broome
Expedia
Singapore
Qantas Singapore
Qantas
Singapore
Cheap Tickets
Cheap Tickets
Singapore
KDP Perth and Broome Campaign
Dynasty Chan Brothers Holidays Tours and Travel
Indonesia
Garuda & Tourism Australia Tactical
Garuda Indonesia Tourism Australia
Indonesia
Yuk Travel
Yuk Travel
Indonesia
Air Asia
Air Asia
United Kingdom
Qatar Airways A380 Campaign
Qatar Airways
United Kingdom
STA Travel Global Campaign
STA Travel
United Kingdom
Skyscanner Content and Tactical Campaign
Skyscanner
Germany
Boomerang Reisen Co-op
Boomerang Reisen
Germany
STA Travel Global Campaign
STA Travel
Germany
Dertour
Dertour
Germany
Dreamtime Nullarbor Campaign
Dreamtime
(b) The total cost to Tourism Western Australia of all campaigns running on 8 May 2018 was $2,265,284.
Information pertaining to the amount invested by Tourism Western Australia in individual campaigns has a commercial value and its disclosure could cause commercial harm to the State and the agency’s campaign partners. Disclosing the amount of Tourism Western Australia’s investment could provide a competitive advantage to other states and potential campaign partners. Accordingly, I will notify the Auditor General’s office and both houses of Parliament that part (b) of this question will not be answered as per section 82 of the Financial Management Act 2006 .
(c) Tourism Western Australia’s creative agency, Cummins&Partners, and its media buying agency, Carat, were used for the Truffle Kerfuffle Campaign only. Campaign partners’ agencies were used for all other campaigns where it was more appropriate for the campaign partner to take the creative lead.
(d) One of the key measures used by Tourism Western Australia to evaluate marketing campaigns is the Return on Investment (ROI) methodology. ROI can be calculated for both brand and cooperative marketing campaigns. ROI is calculated as the number of visitors who booked as a result of seeing the campaign multiplied by the average trip expenditure (as calculated by Tourism Research Australia) and divided by the Tourism Western Australia investment in the campaign. ROI is calculated at the conclusion of a campaign once all the data becomes available.
Other campaign evaluation measures may be used subject to the nature of each campaign. These measures include PREAV (Public Relations Equivalent Advertising Value), digital advertising click throughs, visits to webpages and subscriptions to eDMs (electronic direct mail).
(e) Tourism Australia runs an annual survey (Consumer Demand Project), in partnership with the State Tourism Organisations including Tourism Western Australia, across 11 core international markets and the domestic market. Insights gained from this research help to identify the traveller types in each market most likely to visit Western Australia. This is supplemented by knowledge from Tourism WA’s in-market teams. The marketing campaigns are developed to influence these target audiences.
Prior to commencing a campaign, Tourism Western Australia will agree with the campaign partner the target audience that will maximise the benefits to both parties.
Tourism Western Australia’s target audiences for its core markets are detailed below:
Market
Target Audience
China
High Value Travellers (HVTs) and Fully Independent Travellers (FITs) from Tier 1 (Beijing, Shanghai and Guangzhou) and Tier 2 cities (Hangzhou, Chengdu, Shenzhen)
35-64 years
Domestic
Dedicated Discovers aged between 35-64 years in the core markets of Sydney and Melbourne.
Germany / Switzerland
Experience Seekers - 30-59
Youth - 18-30 / Working Holiday Makers
Hong Kong
FITs/ Families - 35-64 years
Visiting Friends & Relatives (VFR)
Indonesia
FITs/ Families - 35-64 years
VFR
Japan
Cultural Explorers - 35-64 years
Personal Explorer & Self-Challenger - 35-64 years
Malaysia
FITs/ Families - 35-64 years
VFR
New Zealand
HVTs - 35-64 years
VFR
Singapore
FITs/ Families - 35-64 years
VFR
United Kingdom
VFR
50+ Experience Seekers
20 – 35 years old – Youth market
United States
HVTs - 35-64 years
Explorers and Enthusiasts segments - 35-64 years
(f) At the conclusion of each campaign the campaign partner will provide a report which contains campaign results. These can include the key measures such as number of bookings, PREAV and audience reach, click throughs and other digital analytics. The report may also include recommendations for future campaigns.
The in-market teams will debrief with the campaign partner to discuss how the campaign performed, where improvements could be made, make comparisons with previous campaigns and discuss future campaigns if required.
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