❓ A parliamentary question regarding the costs and comparative analysis of Tourism WA's 'Experience Extraordinary' campaign, specifically questioning its value compared to investing in sporting events.
AnsweredQoN 1988Legislative Council
QuestionView source ↗
I refer to the Government’s new tourism campaign ‘the Experience Extraordinary’, and ‘the Great Taxi Ride’, and I ask -
(1) Can the Minister provide a breakdown of costs for $5.6 million campaign?
(2) What comparative analysis was done by Tourism WA to demonstrate that the return to the Western Australian tourism industry would be greater from Experience Extraordinary than from World class sporting events, such as the Danny Green fight which took place in Sydney and would only have cost $100 000 but delivered international exposure and returned millions of dollars to the state?
(3) If no comparative analysis was done, how can the Minister be confident that the investment of $5.6 million will deliver an economic return to the State?
(1) Can the Minister provide a breakdown of costs for $5.6 million campaign?
(2) What comparative analysis was done by Tourism WA to demonstrate that the return to the Western Australian tourism industry would be greater from Experience Extraordinary than from World class sporting events, such as the Danny Green fight which took place in Sydney and would only have cost $100 000 but delivered international exposure and returned millions of dollars to the state?
(3) If no comparative analysis was done, how can the Minister be confident that the investment of $5.6 million will deliver an economic return to the State?
AnswerView source ↗
Answered
20 April 2010
Responded by
Minister for Environment representing the Minister for Tourism
Response time
47 days
(1) The breakdown of costs is:
$2 758 000 - Advertising production and media placement
$460 000 - Digital marketing
$200 000 - Public relations
$314 000 - Extraordinary taxi ride journey costs
$765 000 - Footage/stills of the Extraordinary taxi ride journey
$1 100 000 - Co-operative advertising support from industry partners and in-kind support from sponsors.
(2) & (3) It is not possible to directly compare the value of a future marketing campaign with a one-off sporting event held in another state. Tourism Western Australia's previous marketing campaigns have delivered strong returns on investment (ROI). For example the agency's Holiday at Home campaign delivered an ROI of 13.6:1. The Extraordinary Taxi Ride is expected to generate a strong return on investment.
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$2 758 000 - Advertising production and media placement
$460 000 - Digital marketing
$200 000 - Public relations
$314 000 - Extraordinary taxi ride journey costs
$765 000 - Footage/stills of the Extraordinary taxi ride journey
$1 100 000 - Co-operative advertising support from industry partners and in-kind support from sponsors.
(2) & (3) It is not possible to directly compare the value of a future marketing campaign with a one-off sporting event held in another state. Tourism Western Australia's previous marketing campaigns have delivered strong returns on investment (ROI). For example the agency's Holiday at Home campaign delivered an ROI of 13.6:1. The Extraordinary Taxi Ride is expected to generate a strong return on investment.
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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