ARTN - News archive 6 (August 2009)

 

Welcome to the ARTN archived news pages. Here you will find news from the ARTN covering the past twelve months. If you are looking for the latest news please click here.

 

 

• Case Study - Tourism Southern Highlands’ Ambassador Program

• Funding Opportunity - National Cultural Heritage Account
• Marketing Opportunity - Tourism Australia’s No Leave, No Life Campaign
• Professional Development Opportunity
• Movers & Shakers - Bindi Gove

 

 

 

Case Study - Tourism Southern Highlands’ Ambassador Program

 

Each year, around 1.4 million tourists visit the Wingecarribee Shire, in the Southern Highlands of NSW.  Of these 1.4million visitors the mix of business is 97% domestic and 3% International. The primary purpose of this visitation for Domestic visitors is: 48% Holiday & Leisure, 38% Visiting Friends and Relatives (VFR), 10% Business and 4% Other.

Tourism is the key economic driver for the Wingecarribee generating some $170 million in tourism expenditure & is the largest employer with approx 2000 fulltime jobs in tourism & hospitality. Wingecarribee Shire Council’s Tourism Business Unit - Tourism Southern Highlands (TSH) has spent the past 3 years Rebranding, Rebuilding & Repositioning its tourism sector and getting the local community to support its efforts.  The local community of the Wingecarribee Shire, which totals approx 45,000 had a divided view on the benefit of tourism to its region with pressures to retain its status quo on development and taking a green approach to new activities.

The majority of the Wingecarribee population were not knowledgeable of the tourism assets of their region outside of the region’s icons of the Bradman Museum of Cricket, Fitzroy Falls and the Historic Berrima village. 

 

Tourism Southern Highlands operates on a very limited marketing budget and regular advertising in its key markets of Sydney (67%) , Canberra (19%) and South Coast (6%) presents an ongoing challenge. Following the commissioning of report into the ‘Value of Southern Highlands Tourism’ by statistician Peter Valerio and the release of Tourism Research Australia LGA Reports in 2007 it was evident that the Southern Highlands had a higher percentage of VFR tourism than most other regions and that it would be beneficial to target this sector, which represented approximately half a million visitors annually. Marketing to this sector was seen as more cost effective and could deliver a greater return on investment.  The promotion of this sector and the links to the local community was a platform for elevating the Value of Tourism to the local community. 

 

There was an opportunity to reward Wingecarribee residents for introducing VFR business to local tourism operators – so a program was developed to reward locals and stimulate new business.  There was also an opportunity to piggyback on a ‘Shop Local Buy Local’ program that the Southern Highlands Business Chamber was spearheading. Research into a tourism community rewards program indicated that Werribee Council in VIC was the only tourism area with an active local ‘Ambassador’ community tourism rewards program

Initiative
TSH developed and launched a new local community rewards program called ‘Southern Highlands Ambassador Rewards Passport’ in April 2008 with the assistance of (then) NSW Tourism Minister  – Hon Matt Brown & Wingecarribee Shire Mayor – Gordon Lewis.

 

TSH secured a ccommitment to the program and offers from its members, who provided special deals and discounts. This program was a benefit of TSH Membership with no additional cost to TSH members other than the offer they presented. Almost 70 offers were showcased, grouped into Food & Wine, Accommodation, Attractions & Activities, Arts/Antiques and Shopping. Offers were valid 1 April 2008 – 31 March 2009. The special offers were packaged and presented to the local community using both print and online mechanisms.

The program communication consisted of:

 

• Coloured A5 size 10 page Ambassador Passport brochure distributed to 17,5000 households (direct mail pack with accompanying letter from Mayor)
• Website page developed on TSH site to showcase offers
• Point of Sale material developed i.e. Retail Posters & Pull-up Display Banners for use in high traffic areas
• PR/Media stories generated
  

Following 12 months of the program a review was conducted and enhancements introduced to create greater penetration, conversion and awareness for local residents.

A number of issues were highlighted in this review, including:

 

• Passport booklet had limitations in carrying new offers or changed offers
• Passport had limited longevity after initial distribution as booklet found its way into hidden kitchen draws, where lost, binned etc
• Industry offers needed to be sharper and attractive
• More and various offers required
• More & regular media exposure required to keep program top of mind with community

 

Enhancements introduced for 2009/10 Program:

 

• Introduction of a new brand for program = My Southern Highlands
• Introduction of a Loyalty Card mechanism – improve awareness/redemption/identification
• More offers/More Businesses/Sharper Value Ad Deals introduced – 110 offers from some 80 businesses
• Offers valid 1 May 2009 – 30 April 2010
• Direct Mail campaign to 25,000 households, PO boxes & businesses
• New micro site developed  mysouthernhighlands.net.au offering Dynamic Offers where new offers can be added, deleted or changed at any time during promotion
• Program showcased on home page of TSH website, WSC Website & Industry Partners
• New & improved Point of Sale Material introduced = ‘Ask Me’ Badges, Redemption Posters, Banner Blinds
• Media Partners as program sponsors in Radio 2ST & Southern Highland News were secured in an effort to obtain continuous exposure
• Wingecarribee Council Quarterly Newsletter Program Promotion secured
• Introduction of a monthly VIP promotion day for locals at Mittagong VIC – ‘RED CARPET DAY’ to further promote the program & highlight the importance the local community plays in the referral of VFR traffic to local businesses
• Promotional merchandise introduced for use with VIPS, selected high profile locals and for sale at VIC, including branded T’Shirts and Caps
• A contractor employed to service operators participating in program

 

The new and enhanced program was launched by NSW Minister Regional Development Hon David Costa on 22 April 2009. 

 

For further information about this program, please contact:

Steve Rosa
Executive Manager Tourism
Tourism Southern Highlands
Tel 02 4871288
Mob. 0429045207
Email steve.rosa@wsc.nsw.gov.au
Website www.southern-highlands.com.au

 

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Funding Opportunity - National Cultural Heritage Account

 

 

Purpose   The purpose of the National Cultural Heritage Account is to facilitate the acquisition of Australian protected objects for display or safe-keeping, in accordance with the objectives of the Protection of Movable Cultural Heritage Act 1986.   General eligibility   Australian cultural organisations are eligible to apply for funding assistance from the National Cultural Heritage Account.  Eligible organisations include: Museums Art Galleries Libraries Archives Historic Buildings Other organisations which have permanent and appropriately maintained/conserved collections which are accessible to the public.

 

In determining whether an amount will be expended from the Account, preference or priority will be given to the following Australian protected objects:

• Class A objects in Australia and overseas.
• Class B objects which have been denied an export permit.
• Class B objects which have been granted an export permit on condition that they be available at fair market value for purchase by an eligible cultural organisation.
• Class B objects which are overseas.

 

Closing date

 

Applications are accepted anytime. Applications for funding assistance from the Account should be made in writing. Funding assistance will be provided on a case by case basis at the discretion of and as determined by the Minister generally after considering the advice of the National Cultural Heritage Committee.

 

Assistance provided

 

Funding assistance will normally cover only a proportion of the ''fair market value'' of the object. In advising the Minister on the issue of the fair market value, the Committee may consider the sale price of the object at a recent public auction and or the purchase price being paid by the applicant.

 

Where the committee considers it necessary and appropriate, the applicant may be requested (at the applicants cost) to provide at least two independent valuations from valuers approved under the Commonwealth''s Cultural Gifts Program. The fair market value, for the purposes of establishing the level of funding assistance to be provided from the Account, will be the value accepted by the Minister, generally after considering the advice of the Committee.

 

Further information

 

In considering applications for funding assistance, preference will be given to cultural organisation with the intention and capacity to care for and provide public access to Australian Protected Objects in perpetuity. Assistance may also be given to other persons, particularly where they intend to gift the object to an eligible cultural organisation with a permanent public collection.

 

Permanent public collections may include special collections which can only be accessed by a particular group of people, such as an Aboriginal or Torres Strait Islander keeping place for sacred/secret material. Given the special significance of Class A objects of Australian Aboriginal and Torres Strait Islander heritage to indigenous communities, grants in respect of those objects may be made to groups which do not have a permanent public collection.

 

Administering agency

 

Maritime and Movable Heritage Section
Department of the Environment, Water, Heritage and the Arts

 

Contacts

 

Maritime and Movable Heritage Section
Department of the Environment, Water, Heritage and the Arts
GPO Box 787
Canberra ACT 2601
Phone: 02 6274 1810
Fax: 02 6274 2731
Email: movable.heritage@environment.gov.au
Website: http://www.arts.gov.au/movable_heritage 

 

Further information on funding opportunities is available via Tourism Queensland’s Tourism Assistance Database available online at www.tq.com.au/tad.

 

 

 

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Marketing Opportunity - Tourism Australia’s No Leave, No Life Campaign

 

Tourism Australia’s latest marketing campaign provides fantastic opportunity for regional tourism.  The campaign entitled ‘No Leave, No Life’ is working to encourage Australian workers to unlock some of the 123 million days of stockpiled annual leave and use it to holiday in Australia.

 

Tourism Australia Managing Director Geoff Buckley said if holidays go unused due to the pressures of the workplace and personal constraints, this will ultimately have a flow on effect to our domestic tourism industry.

 

“Australian employees have accumulated a massive 123 million days of annual leave which is equal to $33 billion in wages.  If we can unlock some of this leave and get people to use it to holiday in Australia it would be of great benefit to our $65 billion domestic tourism industry".

 

How can the regional tourism industry get involved

 

1. Co-operative Marketing opportunities

 

A number of co-operative opportunities are available for industry to get involved and are designed to accommodate a range of budgets, industry and operator needs.  These range from co-operative advertising partnerships, advertising within Tourism Australia’s editorial content initiatives and the creation of tool-kits for industry to use free of charge.  Further information on current industry marketing opportunities can be found at www.tourism.australia.com

 

2. Editorial & Prize contributions

 

Tourism Australia works closely with each State or Territory Tourism Organisation and will seek editorial contributions for content initiatives.  We encourage you to keep your State or Territory Tourism Organisation’s public relations teams updated with new product information.  National operators can communicate new information to Tourism Australia’s domestic team directly.  We will also source prize contributions from industry partners from time to time for a range of initiatives.

 

To read the No Leave No Life Industry Prospectus with further information, please click here.

 

 

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Professional Development Opportunity - The Latest from the School of Tourism & Hospitality Management at Southern Cross University

 

Looking for the right qualification to equip you for the next step in your career?  Commencing in 2010 (subject to Academic Board Approval), Southern Cross University will be offering a Bachelor of Business in International Tourism Management.

 

The degree will be the first of its kind in Australia and will feature specialised units such as International Tourism Destinations, Global Politics of Tourism, International Transport and Tourism, International exchange opportunity and International Internship.

 

Southern Cross University’s School of Tourism and Hospitality Management has established itself as an industry leader with its graduates securing integral leadership positions in all facets of the tourism industry both in Australia and overseas.  The Bachelor of Business in International Tourism Management compliments a wide variety of other under-graduate and post-graduate courses available via distance learning or on-campus at Lismore, Coffs Harbour, Tweed Heads and the Gold Coast

.

To find out more about the Bachelor of Business in International Tourism Management, other courses on offer through the School of Tourism and Hospitality Management or about Southern Cross University in general, phone 02 6620 3920, email tourline@scu.edu.au or go online to www.scu.edu.au/schools/tourism.

 

 

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Movers & Shakers - Bindi Gove

 

‘Take five’ and be inspired by Bindi Gove, Tourism Adviser to the Hon Martin Ferguson MP, Federal Minister for Tourism ....   1. The most rewarding aspect of my job is ... Being the Tourism Adviser to Minister Martin Ferguson who is a cabinet Minister.  That's a fantastic opportunity - not just for me but for tourism.   2. The #1 lesson I've learnt in my career to date is ... Work hard, look for solutions and a straight bat will beat a curve ball!

 

3. I believe the biggest challenge currently facing regional tourism is ...

Quality, quality, quality!  Some of Australia's unique world class tourism attractions are in regional Australia.  Providing quality products and services to visitors in regional Australia is a challenge.  That's where accreditation, training opportunities, Tqual Grants and the National Landscapes Program come in.

 

4. The most inspirational moment of my career to date was ...

When Kelly Hendry (Tourism Manager, Parkes NSW) won the NSW Young Achiever of the Year Award.  She started her tourism career working for me as a work experience student from Western Sydney University in about 1999.  She was always a shining star!  But the aim of this game is not only to make a positive difference yourself but to help others to make a positive difference.

 

5. I contribute to regional tourism by ...

Working for a Minister who understands the value of tourism to regional and rural Australia.  I just got back from a trip with him where he met with the industry to open Home Valley Station on the Gibb River Rd in East Kimberly, WA.  Home Valley is an Indigenous pastoral based tourism development which was bought by the Indigenous Land Council on behalf of the Balanggarra people.  It offers both luxury accommodation and camping and combines horse riding, and Indigenous bush tucker and fishing tours.  It has an onsite training facility for young Indigenous trainees.  The property's landscapes were featured in 'Australia' the movie.  It's a great example of how tourism can be harnessed to benefit regional (and in this case remote and Indigenous) communities.

 

 

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