❓ A WA parliamentary question regarding a $2 million Tourism WA initiative to fill empty hotel rooms in Perth. The Minister's response details how the funds were spent across various marketing campaigns and activities, deeming the overall effort successful in driving visitation.
AnsweredQoN 4287Legislative Assembly
Asked
30 October 2018
Member
Portfolio
Tourism; Racing and Gaming; Small Business; Defence Issues; Citizenship and Multicultural Interests
QuestionView source ↗
I refer to the Minister’s announcement on 21 August 2017 that $2 million of Tourism WA's current budget would be reprioritised to help fill empty hotel rooms in Perth, and I ask: (a) what is the current status of this marketing campaign; (b) of the $2 million budgeted, how much has been spent to date; (c) what activities have been undertaken as part of this campaign; (d) what incentives have been offered to potential visitors as part of this campaign; (e) what are the Key Performance Indicators of this campaign; (f) has Tourism WA completed a report on the outcomes of the campaign, or will a report be completed, and will the Minister table this report; and (g) if complete, was this campaign deemed successful?
AnswerView source ↗
Answered
12 February 2019
Responded by
Minister for Tourism; Racing and Gaming; Small Business; Defence Issues; Citizenship and Multicultural Interests
Response time
12 days
(a) The $2 million was not for a single campaign but used to supplement existing campaigns and for additional marketing activities, all of which have concluded.
(b) All of the $2 million budget has been spent.
(c) Activities undertaken as part of this campaign were:
i. Six South East Asian airline and travel agent cooperative campaigns;
ii. Extension of the Chinese online travel agency Ctrip cooperative campaign;
iii. Cooperative campaign with Expedia in six markets;
iv. Phase two of the Visiting Friends and Relatives campaign in five markets with five partners;
v. Promotion of the Perth Racing Carnival;
vi. South East Asian travel agent training roadshow in Singapore, Malaysia and Indonesia;
vii. Cooperative campaign with Fly Buys;
viii. Singapore Airlines cooperative campaign targeting China and Germany with additional partners in each market; and
ix. Hotel Perth campaign.
(d) The cooperative campaigns offered deals to encourage consumers to book.
(e) Each activity listed in (c) had their own Key Performance Indicators based on:
· Increase in bookings to Western Australia
· Increase in awareness of Western Australia.
(f) Yes, a report is completed by Tourism WA for internal use. See tabled paper #. Note information considered commercially sensitive by stakeholders has been redacted.
(g) Yes. The aim of the campaigns was to drive visitation to Western Australia.
(b) All of the $2 million budget has been spent.
(c) Activities undertaken as part of this campaign were:
i. Six South East Asian airline and travel agent cooperative campaigns;
ii. Extension of the Chinese online travel agency Ctrip cooperative campaign;
iii. Cooperative campaign with Expedia in six markets;
iv. Phase two of the Visiting Friends and Relatives campaign in five markets with five partners;
v. Promotion of the Perth Racing Carnival;
vi. South East Asian travel agent training roadshow in Singapore, Malaysia and Indonesia;
vii. Cooperative campaign with Fly Buys;
viii. Singapore Airlines cooperative campaign targeting China and Germany with additional partners in each market; and
ix. Hotel Perth campaign.
(d) The cooperative campaigns offered deals to encourage consumers to book.
(e) Each activity listed in (c) had their own Key Performance Indicators based on:
· Increase in bookings to Western Australia
· Increase in awareness of Western Australia.
(f) Yes, a report is completed by Tourism WA for internal use. See tabled paper #. Note information considered commercially sensitive by stakeholders has been redacted.
(g) Yes. The aim of the campaigns was to drive visitation to Western Australia.
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