❓ A parliamentary question seeks clarification on the methodology used to calculate a $12 million economic boost attributed to the 'Holiday at Home' campaign in Western Australia. The Minister provides details on the data and calculations used by the Tourism Council WA.
AnsweredQoN 613Legislative Council
QuestionView source ↗
HOLIDAY AT HOME CAMPAIGN — BOOST TO ECONOMY
I refer to the minister’s speech at the Tourism Council Western Australia breakfast on 1 September 2010 in which she stated that as a result of the Holiday at Home campaign, the WA economy received an estimated $12 million boost. (1) How was this figure arrived at and by whom? (2) Will the minister table the economic modelling used to substantiate this claim; and, if not, why not? Hon DONNA FARAGHER
I refer to the minister’s speech at the Tourism Council Western Australia breakfast on 1 September 2010 in which she stated that as a result of the Holiday at Home campaign, the WA economy received an estimated $12 million boost. (1) How was this figure arrived at and by whom? (2) Will the minister table the economic modelling used to substantiate this claim; and, if not, why not? Hon DONNA FARAGHER
AnswerView source ↗
I thank the honourable member for some notice of the question. (1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
(1) How was this figure arrived at and by whom? (2) Will the minister table the economic modelling used to substantiate this claim; and, if not, why not? Hon DONNA FARAGHER replied: I thank the honourable member for some notice of the question. (1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
(2) Will the minister table the economic modelling used to substantiate this claim; and, if not, why not? Hon DONNA FARAGHER replied: I thank the honourable member for some notice of the question. (1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
Hon DONNA FARAGHER replied: I thank the honourable member for some notice of the question. (1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
I thank the honourable member for some notice of the question. (1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
(1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
(2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
(1) How was this figure arrived at and by whom? (2) Will the minister table the economic modelling used to substantiate this claim; and, if not, why not? Hon DONNA FARAGHER replied: I thank the honourable member for some notice of the question. (1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
(2) Will the minister table the economic modelling used to substantiate this claim; and, if not, why not? Hon DONNA FARAGHER replied: I thank the honourable member for some notice of the question. (1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
Hon DONNA FARAGHER replied: I thank the honourable member for some notice of the question. (1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
I thank the honourable member for some notice of the question. (1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
(1) The figure was calculated by the Tourism Council Western Australia using data from the agency’s brand tracker research. Interviews for the brand tracker research are conducted weekly with consumers in Perth, Sydney and Melbourne aged over 25 years who are open to travelling. The research has been running since November 2008 using the reputable market research agency Synovate. The Holiday at Home campaign was measured with Perth respondents in the four weeks after the campaign. (2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
(2) The estimated expenditure or boost to the economy was determined by considering the responses of respondents who had made a booking to travel within the state and determining the proportion of respondents who had seen the advertising against those who had not. Based on these figures and using the average spend data available from the national visitor survey, the incremental boost to the economy attributable to the Holiday at Home campaign was calculated.
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