MARGARET RIVER BUSSELTON TOURISM ASSOCIATION'S (MRBTA)
2016–17
Tourism is the largest industry in WA (larger than mining) Employs
94,000
people in WA Employs
7,000
people in SW WA
>100
Tourism in WA generates $
8.5 billion p.a. (2016)
people directly employed by MRBTA Contributes almost
$
1 billion
to our local economy
$
12 billion p.a. (2020 target)
Overall visitation increased by
23%
for Your Margaret River Region from 2014–2015*
* National Visitor Survey, December 2015
The importance of tourism in Your Margaret River Region Your Margaret River Region is the most visited regional destination in Western Australia. Geographically defined by the boundaries of the City of Busselton and the Shire of Augusta Margaret River, we welcomed more than two million visitors in 2015 and this number continues to grow every year. ARE YOU PART OF THE VISITOR ECONOMY?
HOW TOURISM BENEFITS OUR REGION
The visitor economy not only refers to the core tourism services of accommodation, hospitality, transport and activities but the full suite of other businesses and services which add to the overall visitor experience in the region. If any part of your income derives from visitors, or people who make their income from visitors, you are part of the visitor economy! Spending by visitors spreads through our communities providing a wide range of jobs, facilities and opportunities.
Tourism is one of the top five future growth sectors for the Australian economy, forecast to double in size over the next two decades. Tourism generates growth in local spend and employment opportunities. It also encourages investment into the development of infrastructure and the protection of natural areas and cultural icons for the shared benefit of visitors and the local community.
This means: Domestic International Overall visitation growth for WA
+21% +38% +8.5%
Target: Increase visitation by
40%
for Your Margaret River Region from 2013–2020
This means:
Overnight Visitor Spend (direct and indirect)
Overnight Visitors
(2013)
(2020)
(2013)
(2020)
Our Purpose
The purpose of the Margaret River Busselton Tourism Association is to attract visitors to the region and preserve our natural assets for the benefit of our 780+ members who seek increased visitation and spend.
Our Focus
We focus on the areas of destination marketing, providing 6 world class visitor attractions, operating 4 visitor centres and ground handling at the Busselton-Margaret River Regional Airport.
Our Funding MRBTA managed Attractions
Marketing & Membership
Souvenirs
Local Government Funding
Booking Commissions
Other
Airport
98% Self-funded
Our activities Destination marketing Visitor travel tools & services Member services & support Tourism advocacy & representation Conservation of natural & heritage assets
Margaret River Busselton Tourism Association (MRBTA) – positioned to deliver destination Your Margaret River Region We might be young (incorporated 1 July 2015), but we were born of historic and proud foundations. A unique local tourism organisation model, the MRBTA combines the assets, resources and talents of its heritage to create a region with one voice and a solid platform to deliver Your Margaret River Region to the world.
IT’S TIME TO EMBRACE THE BRAND As one strong organisation, the MRBTA is in an unprecedented position to invest in campaigns that deliver our message to local, national and international audiences – but you can help us take it even further. Your Margaret River Region brand is an ‘open-source’ brand; that is, a brand that you can develop just by taking it on board and using in your own way. Whether it’s the print of your winemaker on every bottle you ship, or your chef’s print on the corner of your restaurant’s menu, or the owners’ prints at the top of your website, we ask you to express your pride in your product and region on everything you do. Learn all you need to know about implementing the brand within your own business activity at corporate.margaretriver.com
“We are no longer only dependent on the peak season Perth visitors of old. Thanks to innovative campaigns of MRBTA and their tourism partners, the historical trends of exclusive high and low seasons have shifted with new shoulder season activity. We now welcome all year round visitors from a diverse range of nationalities ready to explore.” Peter Gordon, Equinox Restaurant Busselton
TRAVEL DECISION MAKING PROCESS
1
DREAMING STAGE
EMAIL MARKETING
SOCIAL
VIDEO
BLOGS
BROADCAST MEDIA
Tempt me. Travelers love to
dream about their next holiday. 40% of travelers visit social networking sites to influence destination selection
OTA’S
DESTINATION WEBSITES
HOTEL/PRODUCT WEBSITES
SOCIAL
TRAVEL AGENTS
STAGE
Give it to me straight. Travelers need information during the planning stage.
In fact, they will have visited over 20 different travel websites in over 9 separate research sessions on the internet
BOOKING
3
OTA’S
STAGE
DESTINATION WEBSITES
SUPPLIER WEBSITES
TRAVEL AGENTS
VISITOR CENTRES
Make it quick and easy. Increasingly booking online, with greater transparency & options.
Research shows that 82% of online bookings in Australia in 2013 were made directly via supplier websites.
APPS
VISITOR CENTRES
SOCIAL
DESTINATION Knock me off my feet. 42% of guests want a personalised experience
SHARING STAGE
I want to tell the world.
Travellers love to boast about their holiday. 50% of Facebook users stated that seeing friend’s holiday pictures inspired them to book a trip to that particular place.
4
STAGE
This is the heart of the journey cycle.
5
2
PLANNING
VISITOR CENTRES
SOCIAL
34,000+ Facebook followers 8,000+ Twitter followers 18,300+ Instagram followers 700,000+ unique website visitors 30,000+ e-newsletter subscribers
Destination marketing – attracting visitors to the region In this era of digital disruption and a fiercely competitive tourism environment, MRBTA has developed an in-house marketing resource with the necessary skills, experience and technical expertise to ensure that visitors are drawn to visiting the region when making their travel decisions.
“The social media channels of margaretriver.com are very user-friendly. In my view these digital platforms are the value of being a MRBTA member. It aligns your brand with the aspirational and emotive stories that shape itineraries whilst offering immediate call to action. The expertise of the MRBTA is one of the region’s greatest assets.” Sean Blocksidge, The Margaret River Discovery Co.
2016/17 MARKETING INITIATIVES
EVENTS
• Campaigns and activity around Wine & Food, Nature & Adventure (including Trails) and Arts & Wellbeing (including Aboriginal Cultural experiences)
Events play a critical role in increasing visitation to the region during off-peak periods. MRBTA provides marketing support to a range of cultural, sporting, gastronomic and community based events. Members can promote events via the event calendar at margaretriver.com, home to some of the website’s most popular content receiving over 300,000 page views per year.
• Implementation of the Domestic and International Marketing and Sales Plan • Implementation of a strategic public relations plan, including journalist familiarisations, to increase media coverage of the region • Production of 120,000 copies of Your Margaret River Region quarterly magazines per year, showcasing the region’s key experiences • Curation of a suite of consumer, media and trade e-newsletters reaching an audience of +30,000 • An ongoing content marketing program carried out via owned (website blog, social media, email), earned (public relations) and paid platforms • Working with wholesalers, retailers and inbound tour operators to increase product distribution • Promoting the success of tourism within the region via the local ‘Value of Tourism’ campaign
DESTINATION WEBSITE At the heart of our activity is margaretriver.com. Designed specifically to meet our region’s needs and in response to consumer search habits, the website features rich content, stunning imagery, booking capability and the flexibility to be user friendly no matter the user's device. • Over 3 million page views annually • Continuously ranked on the first page of search engines – 76% of website traffic coming from organic search results • Home to popular website blogs and sample trip itineraries. Members of the MRBTA have opportunity to leverage or participate in many of the Association’s marketing activities.
DID YOU KNOW? Our visitor centres service
534,000
walk-in visitors p.a.
Who purchase
15,500+
nights accommodation
22,700+
tours & activities
And inject an additional $
9.8 million*
into Your Margaret River Region as a result of their visit * The Influence of WA Visitor Centres on Tourist Behaviour, Tourism Research Australia, September 2015
Providing world class information services to help visitors do more and see more across the region (and beyond) MRBTA manages four accredited, award-winning Visitor Centres in Busselton, Dunsborough, Margaret River and Augusta. Our staff in these centres combined with our caves and lighthouses come into contact with over 1.1 million visitors annually. A TEAM OF 30+ VISITOR EXPERTS Our knowledgeable and passionate consultants use their expertise to: • Create personalised itineraries for customers, to showcase the region’s tourism opportunities and wide range of events
HAVING THE TOOLS THAT WORK FOR VISITORS AND MEMBERS MRBTA has developed a range of tools to assist visitors, whether they are part of the 1.1 million per year who visit our visitor centres or attractions, or those who we service off-site. These include:
• Inspire visitors to go to more places and experience more, resulting in greater visitor dispersal, spend and length of stay
• Over 300,000 regional maps distributed annually
• Ensure that visitors have all the travel advice and information required to have a safe, fun and memorable holiday so that they too can become ambassadors for the region
• Regional app (relaunched in 2016/17)
• Provide a dedicated service for groups wishing to arrange events or itineraries such as weddings, conferences, or corporate and special events • Provide up to date support and feedback to members of our Association.
• Mobile friendly website and 24hour digital information screens • Brochures, magazines and event guides • Specialised information and guides • Telephone information, advice and bookings • Email and web enquiry responses • Visitor centre in-store product advertising and information • Retail sales of members’ local produce and souvenirs
365,000
annual visitors
Improvements to infrastructure and enhanced visitor experiences Investment in conservation work and activities Funding destination marketing and visitor services in Your Margaret River Region
Six amazing natural and cultural attractions to share, discover and conserve As part of its unique operating model, the MRBTA is entrusted with the management of six of the region’s most iconic natural and cultural heritage sites. MRBTA's professional guides provide visitors to our caves and lighthouses with a quality experience in stunning locations. The revenue generated from operating these attractions is used to support the association’s activities as well as to improve on-site facilities and conserve these precious natural assets. VISITOR EXPERIENCE Synonymous with the capes themselves, the two sentinels of Cape Naturaliste and Cape Leeuwin Lighthouses stand guard, protecting modern seafarers much as they did when first engineered, over a century ago. With stories brought to life by guides, the lighthouses come to represent the hardships faced by the region’s first European settlers and symbolise the wild and remote nature of our coast. Beneath the scenic landscapes and majestic forests of the Leeuwin-Naturaliste Ridge, caves have been formed over a million years by the movement of water through the limestone rock. Four of the most stunning caves, Ngilgi, Mammoth, Lake and Jewel Caves, are managed by MRBTA enabling visitors to experience and appreciate their outstanding natural beauty. Each cave has its own special features and history. Visitors can choose from self-guided, semi, or fully guided experiences or even get a taste for adventure caving.
RESEARCH, EDUCATION, CONSERVATION AND HERITAGE The MRBTA runs a number of educational programs designed to support the school curriculum for students of different ages. These are very popular and help to invoke wonder, learning and respect for our natural and built environment. MRBTA’s specialist resource and conservation team work hard to conserve, protect and maintain the valuable assets in our care, both above and below ground. The MRBTA also supports Aboriginal tourism development and have partnered with Koomal Dreaming at Ngilgi Cave and Cape Cultural Tours at Cape Naturaliste Lighthouse to provide knowledge of local Aboriginal culture relevant to these sites and the region.
Providing a voice for the region through partnerships, industry representation & advocacy We achieve more together and MRBTA regularly works with a range of partners including Chambers of Commerce, the Margaret River Wine Association, City of Busselton, Shire of Augusta Margaret River, South West Development Commission, Australia’s South West, Tourism WA and Tourism Australia to promote the region. The MRBTA provides a voice for the industry and representation on issues affecting tourism at the local, state and national level. We give priority to supporting the businesses of our 780+ association members through: • A dedicated membership team, providing a direct link between your business and our activities • Opportunity to utilise Your Margaret River Region branding assets into your marketing activity • A commitment to lobby for sustainable destination development in conjunction with industry stakeholders • Opportunity to network with the tourism community through monthly member hosted networking events; exclusive invitations to launches and special offers
• Regular member e-news and reporting to keep you up to date on the latest research, trends, industry news and opportunities • Access to professional development training opportunities, ranging from customer service, social media, business marketing and tourism specific workshops • Exclusive access to a member resource site at corporate.margaretriver.com – your one stop shop for all your tourism needs including destination videos and image gallery • Assistance with designing tourism export ready product and developing travel trade relationships
“One of my passions is leadership and the power of a positive culture and I admire the leadership of the Margaret River Busselton Tourism Association and its strategy to ‘collaborate’ with both tourism and non-industry partners. This is influencing a refreshed culture which is benefitting the region.” Anthony Janssen, Margaret River Hospitality Group
Become a valued member The MRBTA values a 780+ membership base that represents the true DNA of our brand – creative, adventurous, social, laid back, yet authentic, connected and diverse businesses and organisations. By becoming a member, not only do you support our activities to grow the region as one of the world’s top tourism destinations, you also get the opportunity to make your own mark with the following benefits and services: UNIVERSAL BENEFITS: APPLYING TO ALL MRBTA MEMBERS
CORE TOURISM OPERATOR PACKAGE
HOLIDAY RETAILERS & NON-REGIONAL AFFILIATED HOME SHORT- ESSENTIAL TOURISM BUSINESS & TERM RENTAL SERVICE OPERATOR ORGANISATIONS PACKAGE PACKAGE PACKAGE PACKAGE
Increased visitation to the region through working cooperatively and supporting the work of MRBTA in destination marketing
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Increasing visitor satisfaction by supporting MRBTA in providing information, advice and direction to visitors within the region
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Exclusive member rates for advertising in the Your Margaret River Region quarterly magazine
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Ability to purchase advertising at the 4 Visitor Centres (Augusta, Margaret River, Busselton and Dunsborough)
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Invitation to monthly Member Mingles and other networking events
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Opportunity to host or co-host Member Mingle networking events to showcase your business
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Referral services by MRBTA staff to visitors, industry and the wider member community
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Invitations to participate in workshops and professional development opportunities at discounted member rates
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No cost access to the online gallery of images & videos of the region
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Two free entry passes to each of Ngilgi, Mammoth, Lake & Jewel Caves plus Cape Naturaliste & Cape Leeuwin Lighthouses
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Induction program for new members to help you leverage from member opportunities and support services
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Representation for our region and business sectors on issues affecting tourism
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Voting rights as a member of Margaret River Busselton Tourism Association
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Regular MRBTA member e-news and updates
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Select and build a membership package that offers you access to the benefits and services to suit your business
$470 INC GST
HOLIDAY HOME SHORT-TERM RENTAL PACKAGE
$370 INC GST
RETAILERS & ESSENTIAL SERVICE PACKAGE
The principal package for businesses looking to benefit from a broad range of destination marketing and visitor servicing activities
Designed for registered short-term accommodation properties without on-site reception
Designed for tourism related businesses such as retailers and service providers who see visitors as a valuable component of their market mix
NON-REGIONAL TOURISM OPERATOR PACKAGE
AFFILIATED BUSINESS & ORGANISATIONS PACKAGE
MEMBERSHIP ADD-ON
$170 INC GST
+$170 INC GST
Designed for tourism businesses located outside of Your Margaret River Region but wishing to gain exposure and referrals
Designed for organisations who understand the value of tourism and wish to do business or link with tourism operators and the MRBTA member community
Designed for businesses that have two or more product/services to promote at the same venue, e.g. winery with restaurant. Includes additional web page, App presence and enhanced map listing
NEW OPPORTUNITY FOR 2016/17
• Web feature banner on a specified page(s) of the margaretriver.com website for a fixed term
CORE TOURISM OPERATOR PACKAGE
$270 INC GST
PRICE ON APPLICATION Create a bespoke member service agreement tailored to your business needs and marketing budget. Potential extras may include (see right)
$270 INC GST
• A direct link to your own website from your business page on margaretriver.com (applicable to accommodation & tour operators) • A range of fixed & digital advertising through in-store promotions in selected Visitor Centres • Quarterly web advertising package • Pre-booked magazine advertising and editorials feature inclusion • Feature in a consumer e-newsletter distributed to the MRBTA visitor database • Feature in an MRBTA sponsored blog • Assistance in relationship and network building with key decision makers in local & national tourism industry
MEMBERSHIP PACKAGES: DESIGNED TO MEET THE NEEDS OF DIFFERENT SECTORS OF THE TOURISM INDUSTRY AND AFFILIATED BUSINESSES
CORE TOURISM OPERATOR PACKAGE
HOLIDAY RETAILERS & NON-REGIONAL AFFILIATED HOME SHORT- ESSENTIAL TOURISM BUSINESS & TERM RENTAL SERVICE OPERATOR ORGANISATIONS PACKAGE PACKAGE PACKAGE PACKAGE
Promoting your business to prospective visitors Ability to use Your Margaret River Region brand
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Your own business page on margaretriver.com
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Opportunities to engage in Your Margaret River Region social media and marketing content
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Opportunities for your products and updates to be included in newsletters to visitors, industry and media
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Opportunities to participate in promotions and destination campaigns
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Opportunities to be included in published itineraries and tailored packages
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Opportunities to be included in media and tourism trade familiarisations
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Access to Your Margaret River Region events calendar to list and promote special events
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Informing visitors and directing them to your business Your own Business Page on Your Margaret River Region official App (re-release July 16)
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Inclusion of your business on the Your Margaret River Region printed and digital map
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Visitors informed about your business at all 4 Visitor Centres
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Accommodation businesses: One DL brochure displayed in the two Visitor Centres closest to the location of your business
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Non-accommodation businesses: One DL brochure displayed in all 4 Visitor Centres
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Opportunities to take part in MRBTA staff familiarisation & product training programs
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Opportunities to gain feedback from visitors and advice on product
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Use of the online booking and secure payment system with discounted member commission rates
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Visitor Centre consultants able to book your products with visitors at all 4 Visitor Centres (accommodation, tours, transport and activities)
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Visitor Centre consultants able to book your products remotely (phone/web)
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Booking of visiting groups via MRBTA dedicated group bookings staff
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Initial 90 min training session on how to use the online booking system
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Opportunity to include information about your business in the e-newsletter to members
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Bookings and sales of your products
Apply online at corporate.margaretriver.com/ become-a-member For further information or to arrange an appointment contact:
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PETA FUSSELL
MEMBER SUPPORT
M EM BERS HIP & SALE S CO O RDINATO R
E. membership@margaretriver.com P. 08 9780 5966
E. peta.fussell@margaretriver.com M. 0407 340 472
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100 Bussell Hwy, Margaret River WA 6285 P. 08 9780 5911 ABN: 62 934 317 700