❓ A WA parliamentary question regarding a Tourism Western Australia campaign with Thai Airways on German radio, inquiring about funding, duration, expected outcomes, and future plans. The answer provides details on funding, campaign duration, estimated advertising value, and clarifies the campaign's purpose and lack of future plans.
AnsweredQoN 6130Legislative Assembly
QuestionView source ↗
I refer to Tourism Western Australia’s campaign in conjunction with Thai Airways to promote Western Australia on HR3 radio in Frankfurt, Germany, and I ask:
(a) will the Minister please itemise the funding Tourism Western Australia and Thai Airways provided for this campaign;
(b) for how long did these ads run;
(c) what were the expected financial outcomes from the campaign;
(d) what was the expected increase of German tourists to Western Australia;
(e) what cost analysis has been done to show the economic benefit of this campaign; and
(f) does the State Government have any plans to run further Western Australian promotional ads in Frankfurt?
(a) will the Minister please itemise the funding Tourism Western Australia and Thai Airways provided for this campaign;
(b) for how long did these ads run;
(c) what were the expected financial outcomes from the campaign;
(d) what was the expected increase of German tourists to Western Australia;
(e) what cost analysis has been done to show the economic benefit of this campaign; and
(f) does the State Government have any plans to run further Western Australian promotional ads in Frankfurt?
AnswerView source ↗
Answered
1 November 2011
Responded by
Minister for Tourism
Response time
42 days
(a) Tourism Western Australia contributed AUD$14,200 toward the cost of hosting a German radio station media visit in Western Australia and a prize component to the radio campaign that included a trip to Western Australia for ten couples. Thai Airways International supported the radio campaign by providing international airline tickets for the radio reporter and the ten couples, valued at AUD$26,785.
(b) The first phase ran from 15 August to 9 September 2011 and the second phase ran from 29 September to 8 October 2011.
(c) The estimated advertising value of the radio program when broadcast was AUD$67,000, resulting in a media impact return on investment (ROI) of $4.70 for every $1 invested.
(d) The main purpose of the radio advertisement was to raise consumer awareness about Western Australia as a holiday destination. Awareness is the first step towards future conversion into visitation.
(e) The hr3 radio program rated highly with an average of 1.3 million listeners. This high audience was the driver of the ROI provided in (c).
(f) No.
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(b) The first phase ran from 15 August to 9 September 2011 and the second phase ran from 29 September to 8 October 2011.
(c) The estimated advertising value of the radio program when broadcast was AUD$67,000, resulting in a media impact return on investment (ROI) of $4.70 for every $1 invested.
(d) The main purpose of the radio advertisement was to raise consumer awareness about Western Australia as a holiday destination. Awareness is the first step towards future conversion into visitation.
(e) The hr3 radio program rated highly with an average of 1.3 million listeners. This high audience was the driver of the ROI provided in (c).
(f) No.
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
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