| Australian Indigenous Cultural Tourism Seminars |
Promotional
Campaign |
Australian Indigenous Cultural Tourism Seminars |
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| Photo Opportunity |
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| Aboriginal Dance |
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| Objectives |
Promote Indigenous Culture in Queensland, Australia whilst creating a New Promotion Angle for the Travel Trade of Shanghai |
| Client / Partners |
Tourism Queensland, Tourism Tropical North Queensland and Rainforestation Nature Park |
| Market Place |
Shanghai (included travel trade from Hangzhou, Zhejiang Province) |
| Strategies |
Concept development, design, production, training program development, coordination of travel & media delegates, venue & event management and final reports to key stakeholders. |
| Number of Delegates |
180 travel agents & trade media |
| Tactics - Details of the Campaign / Event and Returns |
Tourism Queensland, Tourism Tropical North Queensland and Rainforestation were the clients of the first ever Australian Indigenous Cultural Tourism Seminar conducted in Shanghai, China in September 2008. This series of seminars was attended by over 180 travel industry and media participants and was successful in communicating its key message that 'Indigenous Culture' is an important inclusion to any Australian travel itinerary for Chinese visitors. Queensland, in particular Tropical North Queensland boasts a rich array of Indigenous Cultural tourism experiences for visitors to participate, enjoy and leave enriched having had an insight into the ancient and traditional culture of Indigenous Australians.
Most participants had never met an Indigenous Australian and equally had no idea what was Australian Aboriginal culture. The key participants were the three fine men of the Pamagirri Dance troupe being Damian ¡®Bilma¡¯ Schriieber, Bernie 'Wunta' Singleton and Henry 'Garrunum' Brim from Rainforestation, Cairns. Their passionate presentation, committed involvement and wonderful sense of humor made the seminar a thrilling and exceptionally educational experience for all who attended. Wendy Levy, Regional Director of Tourism Queensland gave a presentation of Tourism Queensland's commitment to Indigenous Tourism. Further detailed presentations by Charley Shen, Marketing Manager of Tourism Queensland and Vera Zhou, Business Development Manager for Rainforestation Nature Park, following the revolving workshop activities.
Return - Unprecedented coverage of Aboriginal Indigenous Culture in the Shanghai travel industry. The key aspect to the seminar was to educate and encourage the key decision makers and sellers of the outbound travel industry of Shanghai that when preparing, marketing and selling Australia, Indigenous Culture should be an essential inclusion in any program. This has since been exampled by many agent now including Indigenous Culture in their tour programs. Media coverage gained had a media value of in excess of USD75,000. |
Electronic
Invitation
Letter |
Dreamtime
Story Telling |
Travel Agent Delegates |
Art |
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