❓ A parliamentary question regarding Tourism WA's sponsorship of a TV program in New Zealand, seeking details on funding, expected outcomes, and cost-benefit analysis. The answer provides financial details and viewership numbers.
AnsweredQoN 6125Legislative Assembly
QuestionView source ↗
I refer to Tourism Western Australia's sponsorship of the My Kind of Place – Australia episode that featured Western Australia and aired in New Zealand on Friday, 27 August 2011 on New Zealand's TV1, and I ask:
(a) will the Minister please itemise the funding Tourism Western Australia provided for this television special;
(b) what were the expected financial outcomes from the campaign;
(c) what was the expected increase of New Zealand tourists to Western Australia; and
(d) what cost analysis has been done to show the economic benefit of this campaign?
(a) will the Minister please itemise the funding Tourism Western Australia provided for this television special;
(b) what were the expected financial outcomes from the campaign;
(c) what was the expected increase of New Zealand tourists to Western Australia; and
(d) what cost analysis has been done to show the economic benefit of this campaign?
AnswerView source ↗
Answered
1 November 2011
Responded by
Minister for Tourism
Response time
54 days
(a) Tourism Western Australia contributed AUD$19,998.85 toward the cost of hosting a New Zealand film crew in Western Australia.
(b) The estimated advertising value for the television program when it aired on Saturday 27 August 2011 at 7.30pm was $281,252, which equates to the cost of placing 44 x 30 second commercials over the duration of the 22 minute program. It resulted in a media impact return on investment (ROI) of $14 for every $1 invested.
(c) The purpose of the television program was to raise consumer awareness about Western Australia as a holiday destination. Awareness is the first step towards future conversion to visitation.
(d) The television program was shown in prime time and rated highly with 429,936 New Zealand viewers. This high viewership was the driver of the high media impact ROI provided in (b).
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(b) The estimated advertising value for the television program when it aired on Saturday 27 August 2011 at 7.30pm was $281,252, which equates to the cost of placing 44 x 30 second commercials over the duration of the 22 minute program. It resulted in a media impact return on investment (ROI) of $14 for every $1 invested.
(c) The purpose of the television program was to raise consumer awareness about Western Australia as a holiday destination. Awareness is the first step towards future conversion to visitation.
(d) The television program was shown in prime time and rated highly with 429,936 New Zealand viewers. This high viewership was the driver of the high media impact ROI provided in (b).
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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