Presentation Transcript
Tourism New South WalesIndustry Market Briefing 15 November 2006 : Tourism New South Wales Industry Market Briefing 15 November 2006 North Asia and Hong Kong
Oton Wu
Regional Director – North Asia
Market Summary – Figures ( July 05 – June 06 ) : Market Summary – Figures ( July 05 – June 06 ) Source: TRA, International Visitor Survey (Quarter 2006)
Market Summary: Key Trends in Hong Kong : Market Summary: Key Trends in Hong Kong
Market Trends : Market Trends FIT
Value-added
In-depth / Hi-yield theme tours
Sydney & Surrounds
Events
Self-driving
Market Trends : Market Trends
Slide6 : Current Market Activities Case 1: Sydney Royal Easter Show Promotion with Virgin Atlantic
FIRST international promotion throughout its 183 year history
Product training in the form of an interactive trade & media event Sponsorships = A$192,000
(including 27 first-class tickets)
Slide7 : Current Market Activities Case 1: Sydney Royal Easter Show Promotion with Virgin Atlantic
New Sydney packages launched by VS Sub-agents
Tactical ad campaign initiated by Tourism NSW and all advertising costs borne by the exclusive airline partner and her subagents 600 pax to Sydney Royal Easter Show from 7-20 April 2006
Slide8 : Current Market Activities Case 1: Sydney Royal Easter Show Promotion with Virgin Atlantic
Extensive media coverage generated from the media event, press releases and famils across Hong Kong, China and Korea Media value = A$1.16 million
Slide9 : Current Market Activities Case 2: Self-driving Promotion with Qantas & Hertz
First “Printed Version of GPS” with detailed road signs and driving directions
Covered: Blue Mountains, Central Coast, Hunter Valley, Newcastle, Port Stephens, and Wollongong with their great supports
Great market penetration through public redemption scheme and bookstore sales
Heavy bursts of advertising in newspapers, magazines and website (with consumer games to win Qantas Holiday Self-driving Package) under the publication group of Hong Kong Economic Times (HKET)
Slide11 : Current Market Activities Case 3: Promoting New Products / Events
New attractions: Sydney Wildlife World
Slide12 : Current Market Activities Case 3: Promoting New Products / Events
Events: Chinese New Year in Sydney / Sculpture by the Sea / Chalk the Walk / Parkes Elvis Festival …
Aviation Updates – Fare Competition : Aviation Updates – Fare Competition Fierce fare competition among traditional airlines from time to time
Aviation Updates – Long Haul Budget Airlines : Aviation Updates – Long Haul Budget Airlines Oasis – New long-haul budget airline from Oct 06
One way economy ticket HKG London at HK$1,000!!
Viva Macau is expected to start services Dec 06 with plans to launch charter flight services to Sydney x 4 times a week in second half of 2007
Big challenge to other traditional airlines - more hungry for “Value-added” offers
Aviation Updates – HKG as a Hub for China : Aviation Updates – HKG as a Hub for China Cathay Pacific has taken over Dragonair in Sep 06 expanding its access to China cities
CX will resume daily service between Hong Kong & Shanghai in Dec 06
More traffic from China feeding to Hong Kong, in particular from Southern China and secondary cities
Spinning effects: Promotion in Hong Kong influences Southern China Traditional Chinese version for HK Market Simplified Chinese Version for China Market
Future Market Opportunities : Future Market Opportunities Sydney Royal Easter Show Promotion
Value-added offers / benefits for inclusion in the product packages
Hong Kong Mission with TA
March 2007
ASP Famil 2007
April: South China (Guangdong / Hong Kong)
Self-drive agents / media famils
April 2007
Catch the
buzz on authorSTREAM
Copyright © 2002-2008 authorSTREAM. All rights reserved.