Tourism New South Wales Regional Tourism Organisations Chairs and Executive Officers Conference Dece

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Tourism New South WalesRegional Tourism
OrganisationsChairs and Executive Officers
Conference - December 2002

• John Alwyn-Jones
• Director Industry Strategy and Development

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Tourism New South Wales

• Housekeeping!
• Time is tight!
• Please be back in the time allocated
• Morning tea and lunch will be served in this room
  and next door, but they will be working sessions
• Water available at any time on the side table
• Notes of the meeting will be supplied to all
  delegates immediately afterwards and
• All Powerpoint presentations will also be
  supplied to all delegates and may be e mailed
  depending upon size.

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Tourism New South Wales

• Feel free to ask questions at the end of any
  session!
• Make it easier for Alison the note taker by
  giving your name, position and RTO before
  speaking!
• The objective is to communicate!
• To do that there has to be dialogue not
  monologue!
• We have a great deal to get through, time is
  tight, but we all need to gain significantly from
  this session.

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Tourism New South Wales

• Welcome and Setting the Contemporary Industry and
  Tourism New South Wales Scene
• Tony Thirlwell
• Chief Executive and General Manager

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Tourism New South Wales

• Questions
• Tony Thirlwell
• Chief Executive and General Manager

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Tourism New South Wales

• John Alwyn-Jones
• Director Industry Strategy and Development

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Tourism New South WalesSo what do they do in
Industry Strategy and Development?

• John Alwyn-Jones
• Director Industry Strategy and Development

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What?

• Tourism New South Wales is a State Government
  agency.
• We operate in a competitive environment
  contending for tourist visitation with other
  Australian and international destinations.
• Through being energetic and focused in our
  marketing of New South Wales, we
  seek to bring sustainable economic, social and
  environmental benefits to the State through
  tourism.
• We operate under the Tourism New South Wales Act,
  1984 and conduct our business in a way that
  recognises our Government responsibilities and
  the commercial nature of the tourism industry.
• We work in partnership with industry and
  Government to grow and manage the destination -
  New South Wales.

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What?

• Our vision
• A tourism industry that has reached its potential
  to deliver sustainable economic, social and
  environmental benefits for the people of New
  South Wales.
• Our mission
• Partner with industry and government to grow and
  manage destination New South Wales.
• Our values
• The Tourism New South Wales team is committed to
  achieving its goals in line with the core values
  of quality and improvement, mutual respect and
  trust, integrity, creativity and innovation,
  leadership and success and responsiveness.

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TNSW Strategic Plan 2002 - 2005

• What does it mean for ISD and what does it do
  for us?
• Three strategic themes
• One of which is Industry Development
• Objective of the theme - to partner with industry
  to help improve its viability and service
  delivery
• Facilitate sustainable development
• Help improve structural efficiency.

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TNSW Strategic Plan 2002 - 2005

• What does it mean for us and what does it do for
  us?
• The work is evolutionary most of the time, but
  revolutionary some of the time

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TNSW Strategic Plan 2002 - 2005

• What does it mean for us and what does it do for
  us?
• Another key strategic theme - Marketing
• Industry Development and Marketing are
  inseparable
• We are charged through the corporate initiative
  with identifying product experience and gaps and
  work with the key industry associations and
  regional networks to provide high quality, unique
  experiences that fill those gaps - this is a key
  point at which we intersect with Marketing.

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TNSW Strategic Plan 2002 - 2005

• What does it mean for us and what does it do for
  us?
• A key challenge for us in Industry Strategy and
  Development is to liaise with Commercial
  Marketing and Operations to to ensure there is a
  seamless process for product development and
  promotion and
• We also have to have a longer term focus on
  ensuring that product continues to be developed
  to provide a fresh experience for visitors to New
  South Wales.

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TNSW Strategic Plan 2002 - 2005

• What does it mean for us and what does it do for
  us?
• The Strategic Plan emphasises in particular that
  we are to
• Take a consumer needs driven approach to closing
  gaps
• Encourage investment and
• Develop aviation strategies and in particular
  develop a tourism based aviation strategy for New
  South Wales.

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ISD Team Structure
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The Team

• David Tarr - Manager Development
• Integrated planning - a team approach
• Drive NSW - where development fits in
• Nature in Tourism, Eco Tourism and Geo Tourism -
  the mystery unravelled
• The Tourism New South Wales Nature in Tourism
  presentation - brand values that really count!
• Wine and Food - the nice part
• Aboriginal, Culture and Heritage
• Aviation.

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The Team

• Alan McGuigan, with Mandy Bellingham, Fernando
  Lonergan
• Signposting and TASAC
• Aviation
• Transportation.

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The Team

• Keith Baker
• Regional Planning and where we are now.

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The Team

• Elisbeth Allen
• Backpackers - Lonely Planet
• Accreditation
• VICs.

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The Team

• Area Development Managers
• New roles
• Facilitate and implement the development issues
  identified in the regional plans
• Identify and facilitate new tourism product and
  infrastructure development opportunities
• Look into the future
• Liaise with other government organisations
• Liaise with the private sector and developers
• Secure support
• Generate cooperation

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The Team

• Create clarity
• Secure funds
• Whole of government
• Work with the RTOs and development committees
• Not day to day contact with RTOs
• A strategic not tactical focus
• Leading edge
• Reinforce TNSW position as the lead government
  agency for tourism in the regions - all
  departments - knowledge!

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The Team

• Peter Davies
• Area Manager South
• Also responsible for the Cruise Strategy and
  industry.

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The Team

• Peter Handcock
• Area Manager West
• Also responsible for the Australian Safari 2003
  and developing agri tourism.

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The Team

• Bill Mabey
• Area Manager North
• Also responsible for developing regional
  investment and resolving regional tourism
  pressure issues.

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The Team

• Ruth Johnstone
• The Regional Flagship Events Programme.

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The Team

• Lidia Marcelino
• Strategic Events.
• The delineation between Tourism Sydney and TNSW
  on Strategic events
• Working with Ian Cameron on RWC 2003
• Working with Ruth Johnstone on information
  provision regarding the RFEP.

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The Team

• Junne Kamis - Alison Hedge
• Assistant to Director
• Kristie Gilbert
• Administrative Assistant.

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Tourism New South Wales

• The Team New South Wales Agreement
• Wendy Hills
• Manager, Regional Sales and Operations

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The Team NSW AgreementGet to know it!
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Objectives and Purpose

• 1.To define the business relationship between
  Tourism New South Wales and the Regional Tourism
  Organisation.
• 2.To detail the Terms and Conditions that are
  required by Tourism New South Wales to the
  Regional Tourism Organisation to access bi-annual
  State Government grant funding.

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Core Obligations

• Regional Tourism Organisation
• Management Structure (skills based Board)
• Quarterly meetings
• Half-Yearly Performance Review
• Half-Yearly Profit and Loss Statement
• Audited Statement of Income and Expenditure
• Co-operation/Support of Tourism New South Wales

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Core Obligations

• Tourism New South Wales
• Support the RTO as our peak tourism body
• Communicate/visit regularly
• Provide marketing, promotion and advertising
  opportunities
• Provide professional expertise and advice
• Contribute to the financial operations of the RTO

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Terms and Conditions

• RTO must demonstrate that it is not solely
  dependent on the annual Investment Program
  provided by Tourism New South Wales
• Submission within the agreed timeframes of the
  Half-Yearly Performance Reviews and Profit and
  Loss Statements
• Submission within the agreed timeframe of the
  annual Audit Statement
• Satisfactory implementation of the RTO Annual
  Business Plan, including Marketing and/or
  Development Plans

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Some food for thought.

• 1. Value of the Agreement
• 2. An agreed percentage of Tourism New South
  Wales investment to be spent on marketing/
  promotions/ advertising
• 3. A 1800 or 1300 telephone number to support
  (our) campaigns
• 4. All RTO database (mailing list) of their
  regional tourism industry for Tourism New South
  Wales use
• 5. Support/ co-operation of Tourism New South
  Wales programs/ campaigns
• 6. Use of Feel Free brand in all RTO activities

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Tourism New South Wales

• Questions
• Wendy Hills
• Manager, Regional Sales and Operations

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Tourism New South Wales

• Lawrence Franklin
• Manager Information and Research
• Peter Valerio, Consultant

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Tourism New South Wales

• Questions
• Lawrence Franklin
• Manager Information and Research
• Peter Valerio, Consultant

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Tourism New South Wales

• Quick Break!!!
• Back in 5 mins!!

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Tourism New South Wales

• Neil James
• Special Projects

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Tourism New South Wales

• Questions
• Neil James
• Special Projects

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Tourism New South Wales

• David Tarr
• Manager Development

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Drive NSW 3 Year Strategy

• Are we all going on the same trip?

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• Aim
• To position New South Wales as the premier drive
  destination.
• Objectives
• To maximise the development opportunities of
  the drive market through a strategic framework
  which is based on best practice development
  principles
• To stimulate, and where appropriate,
  facilitate development eg. infrastructure,
  service standards, visitor information,
  investment product development.
• To maximise visitor use of themed routes,
  tourist drives and related infrastructure to
  increase length of stay, and increase dispersal
  of tourism benefit to regional and rural NSW.

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Rationale Research data states that a drive
route information system appeals to the market as
it offers (quality planning information) pre-pla
nning before trip / builds expectation / provides
security / yet offers the adventure and
exploration many travellers are looking for /
implies quality standards / adds enjoyment to the
trip.
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• The success of Touring by Car and Drive NSW has
  clearly demonstrated the significance of the
  drive market to NSW.
• A 'plan first' approach has been adopted to
• Achieve integration across government, (e.g
  RTA roaduser signposting guidance programs)
• Forge strong partnerships between industry and
  community.
• To achieve sustainable growth and destination
  development of drive routes, destinations,
  attractions and experiences through a
  coordinated marketing and development process
  which addresses the key issues for
  consolidating and growing the drive market.

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Drive, and its role in destination development
has the potential to act as a management and
marketing tool, and divert visitor traffic to
secondary routes and tourist drives, reducing
highway congestion. Stategic alliances with key
partners will ensure responsiblities and actions
are recognised and implemented in a coordinated
manner, and that partner needs and objectives
become an integral part of the Drive Strategy
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Drive NSW has a symbiotic relationship to a
number of current TNSW projects - TASAC,
(Including signposting reviewed and data-base
development planning tool STDW) Gateway signage
program, Gateway Visitor Information Centes, VIC
Accreditation program, regional development
plans, and segment plans, such as backpackers and
nature in tourism.
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• Drive NSW - Classic Country / Phase One
• Brief Overview Development Process
• Undertake product audit
• Identify key experiences within destinations
• Identify product zones potential themes
• Undertake product matching exercise to identify
  drive segmentations
• Identify discovery trails secret destinations
• Identify product strengths opportunities of
  product destination zones
• Identify aboriginal heritage of area
• The Drive NSW/ Nature Video

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Tourism New South Wales

• Questions
• David Tarr
• Manager Development

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Tourism New South Wales

• Julie Webster
• Director Marketing Services and Brand Management

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Marketing Services Brand Management

• Update
• 11th December 02

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Brand New South Wales
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Background

• Feel free launched in May 2001.
• Build Brand New South Wales
• Develop an overall New South Wales umbrella idea
  platform to link individual campaigns.
• Discover the essence of New South Wales and the
  difference.
• Feel free is welcoming, encapsulating freedom,
  affiliation and shows the state as being
  liberated.

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Phased brand development process

• Stage One -
• Building an effect for New South Wales
• Stage Two -
• Integration of regional brochures
• Stage Three -
• Adoption of the New South Wales Feel free logo by
  the industry.

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Cato Purnell Partners - Appointed to assist in
delivering these objectives

• Stakeholder interviews conducted in August 2002
• There was overall agreement that Feel free the
  words as a brand expression / platform should be
  retained.
• There was an overwhelming request from
  stakeholders to explain further Feel free There
  is a need to connect the regions and experiences
  to the concept of Feel free in a more precise
  manner.
• The inclusion of the corporate identifier on the
  logo says Sydney more strongly than NSW.
• Generally regions identified with the concept of
  colours and layers but found the colours chosen
  expression of layers difficult to identify with.

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Design Brief

• Maintain Feel free as an integral component of
  the brand identity.
• Ensure New South Wales is clearly communicated
  and integrated into the overall message.
• Ensure Feel free is linked to New South Wales.
• Maintain the colour ways as a way to
  incorporate the diversity.

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Tourism New South WalesConsumer Communications
Strategy - Domestic
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Feel free to use our templates
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Feel free to use our templates
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Advertising Campaigns

• Brand TVC
• Drive New South Wales Publication
• Touring - Snowy Mountains Drive
• Short Breaks

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Website Developments and Update
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Website Developments

• New Home Page with ability to go direct to a town
  or operator
• Map New Search function
• Simplify previous search Quick Search and
  Advanced Search
• More prominent booking button
• New Region Map
• New Drive section

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New Home Page
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New Search
2 Searches
Enter Town, Area or Region
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Initial results displayed randomly
Quick Search Results
Ability to re-sort
Ability to refine
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Advanced Search
Location and Experiences on one page
Operators with Photos
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Search Criteria
Advanced Search Results
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Booking Enquiry Button
Booking/Enquiry Button
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New Regional Map
Link to Regions
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STDW Update

• All VICs now trained by CTCs
• Generally good feedback
• New Conventions section
• Operators can include detailed info eg venue
  descriptions
• Restaurant and Shopping/Retail section to come

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Web Publishing Update

• Taken much longer to get right due to complexity
  of the project.
• Have built and launched
• Hunter River Country
• Events.nsw.gov.au
• Sydney Harbour
• In development
• Capital Country, NENW and Areas, Cowra, Hunter,
  Singleton, Blue Mountains

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New Regional Map
Brief Summary of Region and Major Towns
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Maitland/Hunter River Country
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events.nsw.gov.au
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Sydney Harbour Group
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Tourism New South Wales

• Questions
• Julie Webster
• Director Marketing Services and Brand Management

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Tourism New South Wales

• Working Lunch
• Ian Cameron
• Project Manager Tourism Rugby World Cup 2003
• Kicking the RWC 2003 ball to the regions of NSW
• How we can all benefit!

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Tourism New South Wales

• Stephen Sykes
• Chairman Explorer Country RTO

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Tourism New South Wales

• Questions
• Stephen Sykes
• Chairman Explorer Country RTO

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Tourism New South Wales

• Melissa Green and Frank Ryan
• New South Wales Visitor and Convention Bureau

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Tourism New South Wales

• Questions
• Melissa Green and Frank Ryan
• New South Wales Visitor and Convention Bureau

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Tourism New South Wales

• Workshop Sessions
• Chairpersons Board Issues Workshop
• Facilitator - Michael Donovan
• Executive Officers Marketing Issues Workshop
• Facilitator - Wendy Hills

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Tourism New South Wales

• Reminder
• Appoint a scribe to report the session and
• a reporter to report back to the main session
  with the facilitator - 10 mins report back
• One hour sessions.

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Tourism New South Wales

• Report back
• Chairpersons Board Issues Workshop
• Facilitator - Michael Donovan and Reporter
• Executive Officers Marketing Issues Workshop
• Facilitator - Wendy Hills and Reporter

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QuestionsConclusion and Wrap Up!Time to join
us and celebrate!
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Tourism New South WalesRegional Tourism
OrganisationsChairs and Executive Officers
Conference - December 2002