Tourism New South Wales Industry Market Briefing 15 November 2006

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Tourism New South WalesIndustry Market Briefing
15 November 2006

• North Asia and Hong Kong
• Oton Wu
• Regional Director North Asia

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Market Summary Figures ( July 05 June 06 )
Source TRA, International Visitor Survey
(Quarter 2006)
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Market Summary Key Trends in Hong Kong
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Market Trends

• ? ? FIT
• Value-added
• ? ? In-depth / Hi-yield theme tours
• Sydney Surrounds
• Events
• Self-driving

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Market Trends
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Current Market Activities

• Case 1 Sydney Royal Easter Show Promotion with
  Virgin Atlantic
• FIRST international promotion throughout its 183
  year history
• Product training in the form of an interactive
  trade media event

Sponsorships A192,000 (including 27
first-class tickets)
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Current Market Activities

• Case 1 Sydney Royal Easter Show Promotion with
  Virgin Atlantic
• New Sydney packages launched by VS Sub-agents
• Tactical ad campaign initiated by Tourism NSW and
  all advertising costs borne by the exclusive
  airline partner and her subagents

600 pax to Sydney Royal Easter Show from 7-20
April 2006
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Current Market Activities

• Case 1 Sydney Royal Easter Show Promotion with
  Virgin Atlantic
• Extensive media coverage generated from the media
  event, press releases and famils across Hong
  Kong, China and Korea

Media value A1.16 million
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Current Market Activities

• Case 2 Self-driving Promotion with Qantas
  Hertz
• First Printed Version of GPS with detailed road
  signs and driving directions
• Covered Blue Mountains, Central Coast, Hunter
  Valley, Newcastle, Port Stephens, and Wollongong
  with their great supports
• Great market penetration through public
  redemption scheme and bookstore sales
• Heavy bursts of advertising in newspapers,
  magazines and website (with consumer games to win
  Qantas Holiday Self-driving Package) under the
  publication group of Hong Kong Economic Times
  (HKET)

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Current Market Activities

• Case 3 Promoting New Products / Events
• New attractions Sydney Wildlife World

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Current Market Activities

• Case 3 Promoting New Products / Events
• Events Chinese New Year in Sydney / Sculpture by
  the Sea / Chalk the Walk / Parkes Elvis Festival

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Aviation Updates Fare Competition

• Fierce fare competition among traditional
  airlines from time to time

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Aviation Updates Long Haul Budget Airlines

• Oasis New long-haul budget airline from Oct 06
• One way economy ticket HKG ? London at HK1,000!!
• Viva Macau is expected to start services Dec 06
  with plans to launch charter flight services to
  Sydney x 4 times a week in second half of 2007
• Big challenge to other traditional airlines -
  more hungry for Value-added offers

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Aviation Updates HKG as a Hub for China

• Cathay Pacific has taken over Dragonair in Sep 06
  expanding its access to China cities
• CX will resume daily service between Hong Kong
  Shanghai in Dec 06
• More traffic from China feeding to Hong Kong, in
  particular from Southern China and secondary
  cities
• Spinning effects Promotion in Hong Kong
  influences Southern China

Traditional Chinese version for HK Market
Simplified Chinese Version for China Market
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Future Market Opportunities

• Sydney Royal Easter Show Promotion
• Value-added offers / benefits for inclusion in
  the product packages
• Hong Kong Mission with TA
• March 2007
• ASP Famil 2007
• April South China (Guangdong / Hong Kong)
• Self-drive agents / media famils
• April 2007

All about Innovative Ideas!