TOURISM ESTABLISHED Presented by Cr Jason Reid

1
TOURISM ESTABLISHEDPresented byCr Jason Reid
ALPINE SHIRE
2
Background
ALPINE SHIRE

• Year 1999
• Council contributing 100K to regional
  incorporated tourism body with no involvement in
  its day to day activities
• Industry dissatisfied with outcomes from
  organisation
• Council committed to working with organisation to
  assist it in better meeting needs of industry

3
Background
ALPINE SHIRE

• Year 2000
• Incorporated tourism organisation unable to
  satisfy Council or Industry needs and
  expectations
• Agreed to a major review of the structure and
  future direction of tourism in the region
• Falls Creek and Mt Hotham Resorts committed to
  participation
• Council attracted 33,000 from the Introductory
  Regional Development Body Program (Department of
  Innovation, Industry and Regional Development) to
  develop the Alpine Region Tourism Destination and
  Marketing Strategy

4
Alpine Region Tourism Destination Marketing
Strategy
ALPINE SHIRE

• Year 2000
• Consultants Urban Enterprise commissioned to
  assist Council and Industry with the development
  of the strategy
• A series of tourism operator workshops developed
  to identify key issues, industry priorities, a
  review of the final draft strategy and
  in-principal support for key initiatives they
  would be willing to participate in as individual
  operators
• Workshops attended by more than 150 tourism
  business operators

5
Alpine Region Tourism Destination Marketing
Strategy
ALPINE SHIRE

• Key outcomes
• Identified objectives for tourism in our region
• Identified and made recommendations on key issues
  critical to the future of tourism in the Alpine
  Region
• Industry Development
• Role of Alpine Resorts
• Role and structure of the Regional Tourism
  Organisation
• Financial arrangements
• Human Resources to support industry
• Duplication of effort
• Research

6
Industry Structure
ALPINE SHIRE

• Establish Regional Tourism Organisation as a
  skills based Special Committee of Council
• Enabled industry to maintain the power to set its
  own policy and direction
• Ensured the focus on skills based representation
  could be maintained over the long term.
• Provided Council and the Resorts with greater
  confidence in their ability to monitor and
  contribute to the implementation of the strategy
  and outcomes being achieved resulting in
  increased financial support from both parties.

7
Selection of Committee
ALPINE SHIRE

• Selected by panel of 4, made up of Council and
  Industry representatives
• Skills required
• Marketing and Promotion
• Market Research
• On line marketing web development
• Business and tourism management
• Leadership Communication
• Knowledge of industry structure and membership
  and participation in industry associations
• Product knowledge

8
Performance
ALPINE SHIRE

• Alpine Region Tourism has now been established
  for more than 2 years. In that time it has
• Successfully built industry support with more
  than 150 operators participating in a variety of
  marketing campaigns and activities
• Maintained and increased financial support from
  Council and the Alpine Resorts
• Built and maintained strong relationships with
  key industry stakeholders

9
Performance
ALPINE SHIRE

• Implemented a comprehensive research program
• Conducted a wide range of industry development
  programs
• Increased operator participation and commitment
  to key products
• Great Alpine Road
• Murray to the Mountains Rail Trail
• North East Valleys Food Wine
• Improved representation on and contributed to
  achievements of Legends Wine High Country

10
Performance
ALPINE SHIRE

• Raised profile of the regions brand and product
  positioning
• Increased enquiries to the visitor information
  centre by up to 300 during specific campaigns
• Developed and implemented a series of award
  winning marketing campaigns.

11
ALPINE PASS CAMPAIGN
12

• The Alpine Pass Strategy is a full marketing and
  communication campaign. It aims to achieve the
  greatest impact for the Alpine High Country by
  utilising one initiative to drive Marketing,
  Public Relations a Visiting Journalist Program
  and Operator involvement.
• It is a comprehensive strategy that comprises a
  card based referral system, a itinerary based
  touring brochure, television, radio, print media,
  and internet marketing.
• It readily identifies operators as part of the
  Alpine High Country and offers a number of
  tracking mechanisms for participants.
• These tracking mechanisms include recording of
  responses from specific calls to action together
  with the internet based Customer Loyalty program

• Alpine Pass

13

• The Campaign consists of
• Full colour business cards which double as swap
  cardsand invite customers to register online for
  a range of deals/rewards.
• A 12 page (minimum) touring itinerary. DL size
  presented in landscape.
• Television advertising in regional Victoria and
  Southern NSW
• Radio Advertising in Melbourne on 3AK. (operators
  can also buy advertising at a reduced rate)
• Print media advertising in Royal Auto, The Herald
  Sun and other identified touring magazines.
• An internet based customer loyalty program
• Themed display panels

• Alpine Pass

14
FRONT

• Alpine Pass

15
BACK

• Alpine Pass

16
Partnerships
ALPINE SHIRE

• Our success to date is a result of
• Commitment to a long term partnership with our
  Tourism Industry
• Recognising the value and importance of
  relationships with key industry and stakeholder
  groups
• Always Communicating with our industry
• Providing adequate financial and human resources
  to achieve realistic goals and objectives
• All parties involved having ownership of the
  organisation and recognising the importance of
  our co-operation

17
QUESTIONS
ALPINE SHIRE