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COVID-19 - Immediate Response Report
Covid-19
IMMEDIATE RESPONSE TO CORONAVIRUS INFECTIOUS DISEASE
The following report outlines the efforts of Capricorn Enterprise as the region’s peak tourism and economic development Organisation, during the Covid crisis from February to June 2020. Our efforts are ongoing into 2020/21.
STAKEHOLDER COMMUNICATIONS WITH GOVERNMENT & INDUSTRY
Collation of information and providing Industry updates in response to quick escalation of government announcements, restrictions and industry support.
Assist DITID & Department of Health secure Rockhampton
accommodation from mid February for use if required. Provided five additional accom on Capricorn Coast from mid March if required. Dedicated Covid-19 Emails to Members: 2nd March (#1), 13th March (#2), 16th March (#3), 17th March (#4), 18th March (#5), 20th March (#6), 23rd March (#7), 30th March (#8), 31st March (#9), 3rd April (#10), 8th May (#11), 14th May (#12), 19th May (#13), 22nd May (#14), 26th May (#15), 28th May (#16), 1st June (#17), 5th June (#18), 16 June (#19). Weekly “Inside Capricorn” enews – 25th March, 31st March, 8th April, 16th April, 21st April, 29th April, 6th May, 13th May, 20th May, 27th May, 3rd June, 10 June, 17 June, 24 June (including Covid-19 information but also positive stories) Closed the Capricorn Coast VIC in Yeppoon – 23rd March 2020, two part-time VIC Supervisors reduced to 5 hrs each per week to respond to emails, answer diverted phone calls and telephone Volunteers each week to check on them. The VIC was reopened on Monday 8th June 2020 with a COVID safe plan in place. Business Survey – Department of Small Business as well as our own CE survey – collated responses for TEQ to 31st March – results have obviously worsened since then... Creation of lists hosted on www.capricornenterprise.com.au website: https://capricornenterprise.com.au/2020/04/informationfor-businesses-covid-19/ • List of Cancelled Events • List of Restaurants/Cafes offering takeaway (80 plus) • List of Food Delivery options • List of Business Temporarily Closed (200 plus) • Collation of all hyperlinks to government sources for Covid-19 information Regular local media interviews – TV (SEVEN, Win, 9, ABC), newspaper, radio Phoning each Member for support and collating responses on spreadsheet Responding to phone & email queries daily (including evenings, early mornings and weekends) CE Board Teleconference - Monday 30th March – to discuss immediate Covid-19 and impacts TEQ teleconferences (other topics) – Thurs 2nd April, Wed 8th April, Wed 22nd April (North America & NZ office updates (am) and Europe and UK updates (pm), Mon 11th May (Consumer Sentiment), Friday 22nd May (new Queensland. com)
LSC Regional Economic & Community Taskforce
teleconferences – 20th March (#1), 26th March (#2), 3rd April, Thurs 30th April (#4), Fri 15th May (#5), Fri 29th May (#6), Mon 15th June (#7). Tourism Australia Webinars – Fri 3rd April (Prime Minister), Fri 17th April (Fed Tourism Minister), Fri 24th April (UK market), Fri 15th May, Fri 22nd May Preparation of Blogs and promotion of 360 degree virtual tours for the tourism ‘dreaming’ phase – for example: https://www.visitcapricorn.com.au/experience-the-capricorncoast-from-the-comfort-of-home
Small Business Forum (Zoom Meeting) Monday 8th June -
Minister Shannon Fentiman and Member for Keppel Brittany Lauga. Meeting with The Premier- Wednesday 10 June, Member for Rockhampton Barry O’Rourke, Member for Keppel Brittany Lauga
ADVOCACY
Crisis/Recovery Update Teleconferences with TEQ/QTIC/
DITID/RTO Network/Minister Jones – Note: commenced with Bushfire teleconferences which changed into Covid-19 teleconferences: 9th March (#5), 16th March (#6), 20th March (#7), 23rd March (#8), 25th March (#9), 27th March (#10), 31st March (#11), 6th April (#12), 14th April (#13), Tues 21st April (#14), Tues 28th April (#15), Tues 5th May (#16), Tues 12th May (#17), Tues 19th May (#18), Tues 26th May (#19), Mon 1st June (#20), Tues 16th June (#21), Tues 3rd June (#22). Commonwealth Support Packages teleconferences – TEQ/ QTIC/RTO Network – 16th March, 19th March Meeting with Premier (via Zoom) Wednesday 27 May - to advocate Central Queensland and Northern Queensland be provided the same rules as Outback, if Queensland could not be opened for all of Queensland. DSDTI (regarding Tourism Infrastructure Fund) Fri 29 May
Successful lobbying on issues to State Government inc;
- Payroll Tax Relief - Land Tax Relief - Tourism Infrastructure Fund input - Zoo and Animal Park Funding (Cooberrie Park Wildlife Sanctuary, Koorana Crocodile Farm)
PUBLIC RELATIONS & BUSINESS SUPPORT
DEDICATED COVID-19 WEB PAGE
Update daily on www.capricornenterpise.com.au. Capricorn Enterprise receives up to 20 updates daily from various government and industry sources on Covid-19.
MEDIA/PR
Local media outlets are picking up stories from our Facebook page as well as regular media releases during this time. They are also relying upon us for ‘leads’ and contacts for their stories. Examples: Koorana Crocodile Farm, Saleyards Distillery, Cooberrie Park (local and state media), Tanby Roses, McHughs Pies, Yeppoon Central Meats (WintV), Airlines ‘keeping the air fair” etc…
ANIMAL PARKS (COOBERRIE, KOORANA)
Koorana Crocodile Farm has introduced ‘Adopt a Croc’ – for $1,000, Capricorn Enterprise has adopted the first pair (Fitzroy and Fiona) and we will receive a plaque on the fence identifying our business, regular pics of ‘our’ crocs, annual updates on nesting and hatchings, stories on the crocs origin and history, and a certificate stating that we helped Koorana beat Corona. Purchased $500 worth of gift vouchers from Cooberrie Park Wildlife Sanctuary to use in Recovery Campaign when the time comes (will gain additional radio promotion for prizes). Funds from our domestic marketing budget.
SUPPORT LOCAL BUY LOCAL FACEBOOK GROUP
On the 19th March, Capricorn Enterprise launched the “Support Local Buy Local” Facebook page which has over 5,717 Members as at 24th April 2020. Our local community has responded to the call to support our local business community with over 2,350 comments to just under 1,000 posts, over 105 business pages linked and 18,205 reactions. Some of the most popular posts have been the FB live feeds from Koorana Crocodile Farm, reaching 3,500 people and 209 shares. The Qld Yoghurt posts has been shared over 340 times and Keppel Bay Sailing Club has reached 3,200 people and been shared 85 times.
FACEBOOK ‘HOW TO’ TIPS FOR COVID-19 MARKETING
As the world quickly turned to online during the early stages of COVID-19, the Capricorn Enterprise Marketing team developed two practical fact sheets to assist local business to maximise their potential on Facebook. These included:
- Top 5 Facebook Marketing Tips During COVID-19 - 5 Practical Tips for using Facebook LIVE
FREE WIN TV ADVERTISING FOR CAFES/RESTAURANTS
Capricorn Enterprise has been working with our local WIN Television Sales Team to create a free of charge advertising opportunity for our Café and Restaurant businesses, who are currently trading/offering a take-a-way service. The advertising utilises any unsold airtime that the WIN Network Rockhampton has over the coming months to promote local business free of charge. So far, this opportunity has been taken advantage of by the following businesses: Vue Wine Bar and Restaurant, Footlights Theatre Restaurant, Beaches Restaurant, Kortes Resort, Keppel Bay Sailing Club, Club Emu Park, Whisk Yeppoon, Jolt Yeppoon, Lure Living, Flour, The Rocks, Kinka Kippa, Baked on 44. The ads are 15 seconds and include 5 businesses each and are will air free of charge for six weeks.
Covid-19
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FREE NATIONAL TOURISM DATA-BASE FOR 24 MONTHS
Tourism and Events Queensland (TEQ) and Capricorn Enterprise as part of the Regional Tourism Organisation (RTO) Network have worked closely together to provide support to our tourism industry by offering a 24 month Fee Waiver for accommodation, café/restaurant, tour/transport/attraction listings on the Australian Tourism Data Warehouse (ATDW). Businesses must organise their listing no later than 15th May 2020 and to obtain this offer please contact heather@ capricornenterprise.com.au who will provide you with more information and assistance to organise your ATDW listing for FREE.
The Australian Tourism Data Warehouse (ATDW) https:// atdw.com.au/ is Australia’s largest tourism network. It allows tourism businesses (accommodation, attractions, major events and festivals, food and drink, hire, general service, tour and transport operators) to easily promote their products or event across many different digital platforms including websites and mobile applications.
RECREATIONAL TRAVEL RADIUS MAPS (Created for Capricorn Coast, Rockhampton and Emerald)
On 27th May 2020, Capricorn Enterprise created and published maps outlining the 150km and 250km radius travel restrictions (+ 500km Outback) which included the Central Highlands and Banana Shire, to assist our Members in better understanding the State government’s Roadmap to easing Queensland restrictions.
PLAN AHEAD CAMPAIGN - PEPARATION OF INSPIRATIONAL VIDEO
In an attempt to assist our struggling tourism industry with much needed cash flow, Capricorn Enterprise (with support from LSC) launched a new campaign asking the regional community to support the local tourism industry. Comprised of 10 faces from local businesses, the commercial tells the current story of these businesses, their challenges, and what it would mean for them to receive sales of some kind. Each participant was asked the same series of questions (on film) as a way of generating some casual conversation that we could weave into the video. The aim was to get the local community thinking about tourism, dreaming about travel and looking forward to the future. The videos are positive, heart-warming and showcase some pure emotion around how special our destination is and what our local community means to our industry. The businesses involved included: Capricorn Caves; Cooberrie Park; Koorana Crocodile Farm; Ferns Hideaway; Empire Apartments; Rosslyn Bay Resort; Freedom Fast Cats; Great Keppel Island Hideaway; and Pumpkin Island. The content created was: 2 x 30 second TV Commercials 2 x 60 second Social Media Videos (VIEW: Stage 1 Video | Stage 2 Video) Paid Advertising: 4 weeks of prime advertising on WIN, SEVEN & SCA 4-6 weeks of Ads and Boosts via Visit Capricorn Facebook Page and Instagram Chanel
HOLIDAY DEALS
In anticipation of the ‘recovery phase’, a holiday deals page was created on VisitCapricorn.com.au to assist in forward bookings for businesses.
DESTINATION EDM (Electronic Direct Mail)
Distributed to over 5,500 receipients and key local partners. This promotial email showcased the newly created inspirational video along with 6 holiday packages for the region.
‘ROADTRIP’ ITINERARIES (via ATDW Journeys)
The VisitCapicorn.com.au website is currently undergoing updates to showcase the diversity of our area as a ‘drive’ destination. A series of ‘Road Trips’ have been created and loaded onto the ATDW Journeys platform. This will enable them to be displayed our our website, and Queensland.com.
FACEBOOK 360 DEGREE IMAGES
It is important to continue our communication to the 12,420 followers of our leisure “Visit Capricorn” Facebook page, so people will be inspired to visit our destination post the pandemic. We have posted some wonderful 360 degree images of the Capricorn Coast including an aerial of Keppel Bay Marina and Keppel Bay, Pumpkin Island, Keppel Kraken, ANZAC Memorial Cenotaph. We have focussed on educational topics for families, inspiring them to “Learn Now, Visit Later”. We have focussed on inspirational imagery to encourage people to “Keep Dreaming”.
HOLIDAY AT HOME FACEBOOK COMPETITION
On 10 April, Capricorn Enterprise launched our “Holiday at Home” facebook competition. In just the first week, the competition reached over 9,000 locals on Facebook and received nearly 50 entries to date. The competition ran for 3 weeks with a prize being won each week (each worth over $250). Every prize was a little different but was supporting
local businesses with our purchases. The competition reached 15,260 people, with 71 comments and 26 shares.
‘DESTINATION DREAMING’ FACEBOOK COMPETITION
Capricorn Enterprise has launched a competition to engage the community through social media, encouraging visitors and locals to keep their dreams and plans alive with an exciting chance to win and experience the very best of our stunning destination. The first of three ‘Destination Dreaming’ competition, which was launched on Friday 8 May, reached a whopping 268 entries from locals and intrastate travellers keen to acknowledge the important people in their life. Capricorn Enterprise purchased three sensational getaways to give away, valued at up to $1000 ea. Prizes were sought from over 20 local operators (12 being LSC businesses) including accommodation, dining and attractions, the ‘Destination Dreaming’ competition is designed to give back to both our local operators by putting cash in their tils as well as members of our community who deserve a break.
DESTINATION MARKETING - Recovery
TEQ’S $3M RESTART MARKETING FUND – ‘QLD RECOVERY CAMPAIGN’
Capricorn Enterprise has been responding quickly (24/48 hr turnaround time) to requests from TEQ to submit print, radio and tv pitches as part of their $3 Million Recovery Campaign for Queensland. We have also provided extensive feedback on the recently launched Queensland.com website. A lot of work is going on behind the scenes to ensure our destination is included in as much TEQ activity as possible with strong competition from the larger and more established destinations!
There was an advertorial piece in Friday 25th June edition of Courier Mail on our destination, from the Keppel Islands to the Central Highlands with a strip advertisement. Saturday 26th edition of Courier Mail we re-directed $10,000 of our Capricorn SGBR budget for 19/20 from trade activity to fund the attached Full page advertisement which includes 6 holiday deals – and the ‘call to action’ (CTA) is our visitcapricorn.com.au website, this will generate more traffic as well as interested people contacting our tourism operators directly.
CAPRICORN ENTERPRISE TWO PHASE RECOVERY CAMPAIGN
Capricorn Enterprise has invested nearly $30,000 in a two phase recovery campaign since 10th May and we know from our google analytic results that it is driving traffic to member businesses. Dreaming campaign – phase one – dates: 10 May – 7 June 2020 (CQ Footprint) Booking campaign – phase two – dates: 7 June – 12 July 2020 (CQ Footprint, Wide Bay and Sunshine Coast) Multi-media Campaign = $28,000 promotional spend: • TV commercials x 2 (Channel 7, Seven, Win) • Instagram and Facebook video posts • Facebook advertising – 3 ads – destination and deals focus) • Triple M CQ Radio advertising – Southern Cross Austereo • 5,000 brochure mailbox drop of Capricorn Coast Visitor Guide to targeted postcodes of higher income in Gladstone, Tannum Sands and Emerald • Competition prize giveaways for 'Holiday at Home' competition • Two Electronic Direct Mail (EDM) to a data-base of over 6,000 people promoting our Drive itineraries and Holiday Deals • Re-purposing of those EDMS via our Corporate Partner data-bases (i.e CQUniversity, Ergon, Stanwell)
Phase one reached more than 82,000 people on social media platforms (Facebook and Instagram) and was delivered to television viewers across multiple stations 1048 times via a 30-second commercial.
Phase two secured a further 982 spots of television and radio advertising, along with a mailbox drop of 5000 Capricorn Coast Visitor Guides to key localities including Gladstone, Tannum Sands and Emerald, aligning with and supporting Tourism and Events Queensland’s (TEQ) freshly launched, multi-million dollar ‘Good to Go’ campaign, focussed on domestic marketing.
Key call to action for the whole campaign was the Holiday Deals page on www.VisitCapricorn.com.au/holiday-deals
Key campaign results to date in a six week period (10 May – 22 June 2020) : • 18,915 users (visitors) to Visit Capricorn website. (note that that average monthly users to Visit Capricorn website prior to the campaign period = 3,900 per month) • 15,980 views of the Deals Page on the Visit Capricorn website. • Over 4,000 page views directly to our operator ATDW listings on the Visit Capricorn Website with an average time on each listing for nearly two minutes. • 222,555 reach and 848,053 impressions on the Facebook Advertising.
