| Tourism Australia / Qantas Agent Campaign |
Promotional
Campaign |
Tourism Australia / Qantas Airways - 2007 Agent Campaign |
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| Brand |
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Product Knowledge
Presentation |
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| Objectives |
Develop, design and manage the implement of the key cooperative campaign between Tourism Australia, Qantas & Key Retail Travel. |
| Client / Partners |
Tourism Australia, Qantas Airways and 11 Major Australia Tourism Operators and leading China Travel companies such as CITS, CTI, CTS, CYTS, China Comfort, Shanghai Spring Travel , Shanghai Airlines Travel, Beijing Travel Group, China Peace Travel and HuaYuan Travel and China Womens Travel. |
| Market Place |
Shanghai, Beijing & Hangzhou |
| Strategies |
Concept development, campaign design, collateral production, invitation and coordination of decision participants, point of sales distribution, incentive scheme implementation, training program development, coordination of travel & media delegates, monthly direct mail updates, all venue & event management and final reports to key stakeholders. |
Coverage Gained /
Number of Delegates |
12 Major National Travel Brands (collectively involving over 800 retail stores with over 4,000 retail staff) |
| Tactics - Details of the Campaign / Event and Returns |
ATR was engaged by Tourism Australia and Qantas Airways to coordinate a cooperative marketing campaign offering for the first time a unique marketing and cooperative sales alliance opportunity to a select group of major Australian tourism operators and major China travel companies. The scope of the project included initial concept development, campaign design, collateral production, invitation and coordination of participants, point of sale distribution, incentive scheme implementation, training program development, coordination media, monthly direct mail updates, all venue & event management and final reports to key stakeholders. The critical part of the process was the close engagement of the travel industry in ensuring that after a local tour operator was appointed that all respected the jointly agreed terms and conditions, objectives, procedures and time lines.
The aim of this campaign was not only to achieve an increase in the volume of Chinese tourists traveling to Australia but to create a marketing alliance of retailers loyal to Australia and Qantas by there own brand and financial investment in the campaign. Introduce an up-market, aspirational itinerary with a minimum of four nights in Australia, that is marketed on content and not price. Assisting the Chinese travel industry to market and sell weekly departures to Australia, rather than focus on the highly seasonal patterns that currently exists. Demonstrate to the trade partners that marketing Australia with aspirational tours can increase their profit.
Return. - Successful weekly departures which continue today, were achieved along with an increase in the variety of tour programs including a great deal more content than previous. This campaign was successful and subsequently became the benchmark for many other airlines and tourism authorities in developing the China market. The campaign essentially paved the way for different consumer choices to considering travelling to Australia |
| Brochure (Cover) |
Travel Agent Delegates in
Training |
Banner |
Brochure (Inner Pages) |
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