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thewordaustralia.com.au | sydneybrochuredistribution.com
THE
AUSTRALIA
ABOUT THE WORD
MIXED MEDIA PROFILE THE WORD Australia media products comprise the Sydney Map, Pocket Guide and Desktop Maps for Sydney, Chinese (Sydney) and Melbourne. Brochure distribution services compliment these products onsite. Our mission is to produce relevant, interesting and easy to use maps and guides that tourists will enjoy and use regularly during their stay. Publishing is quarterly or half-yearly, circulation varies by product and distribution is direct to market at their accommodation, place of study or key information points. PROOF OF SUCCESS Research confirms over 78% of Sydney tourists are still using hardcopy media and material to help make buying decisions. THE WORD’s ability to provide valuable mediums and return for clients is evident level of repeat business and great testimonials we receive from clients. DISTRIBUTION* • Accommodation: hostels and hotels 44% • Car and camper-van companies 5% • Information centres/sites 5% • International student colleges 46% * brochure racks READERSHIP THE WORD is Australia’s publisher and distributor of promotional information to new arrival youth and adventure travellers and international students. Any business wishing to reach one or more of these markets ought consider these excellent and reputable products and services.
SYDNEY GUIDE & MAP
YOURS
Winter
FREE
2014
P.10
What’s on P.18 Six to tick Museums & markets
P.45
ADVENTURE
14
TOP END, NT
29
GOLD COAST
34
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Audit Period: / / – / /
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CONTENTS
Desktop Maps – Travellers & International Students – Melbourne Map for Travellers & Tourists – Chinese Tourists in Sydney Sydney Map Pocket Guide Brochure Distribution – A4 Brochures Combined Services – Independent Travellers – International Students Artwork Specs
Travel Maps Australia Have been producing tourist maps and guides of Sydney since 1993. This Guide is distributed FREE in over 500 hotels, best value accommodations, transport hubs and international colleges in Sydney.
Published by Travel Maps Australia PO Box 7023, Warringah Mall, NSW 2100 Tel: 02 8338 0842 Fax: 02 8338 0843 contact@thewordaustralia.com.au
4 4 5 6 7 8 9 9 10 11
DESKTOP MAPS
FREE EEAP FRM MAP thewordaustralia.com.au
thewordaustralia.com.au
TRAVELLERS & INTERNATIONAL STUDENTS THE WORD Australia has published the Sydney Map for 20 years and now publishes THE WORD Desktop Maps. USER FRIENDLY THE WORD Desktop Maps are A6 in size and unfold to A3 with a colour map. Advertising is limited. Adverts appear in full colour on both sides of the maps. DISTRIBUTION 120,000 copies of THE WORD Desktop Maps will reach travellers and students over 6 months via tourist hotels, backpacker hostels, international student colleges, information outlets and more. There are two versions of the Sydney Desktop Map 1. 180+ locations including front desk Sydney hostels, coach terminals, budget accommodation and budget travel agents. 2. 150+ international student colleges and their agents in Sydney.
MELBOURNE MAP FOR TRAVELLERS & TOURISTS DISTRIBUTION Published biannually 60,000 copies of The Melbourne Map will reach travellers and tourists over 12 months via tourist hotels, backpacker hostels, international student colleges, information outlets and more. The Melbourne Desktop Map 100+ locations including front desk Melbourne hotels, hostels, coach terminals, budget accommodation and international student colleges.
CHINESE TOURISTS IN SYDNEY THE WORD currently publishes a number of maps for Sydney. The Sydney Chinese Map is A6 in size and unfolds to an A3 desktop map. 60 000 copies will be distributed annually through the following network: • International students and the VFR market. • Sydney tourist hotels, catering to Chinese tourists. • Tourist information outlets and local Chinese busines. STATISTICS • Approx 98,000 Chinese students in Sydney per annum. • Sydney receives 98% of all Chinese visitors to NSW. • Chinese students represent 42% of all Sydney international students*. • 50% of these students receive visits from friends and relatives. • NSW receives 60% of all Chinese visitors to Australia, increasing at 11% per annum. • Currently 420,000 Chinese visit Sydney, soon to be the largest sector of tourists. • Chinese tourists like to shop (84%), go to the beach (82%), dine out (82%)** * English Australia 2013 ** Destination NSW Mainland China profile, year ended March 2014
SYDNEY MAP Regarded as the best map of Sydney, THE WORD Sydney Map covers Sydney CBD, Kings Cross, Surry Hills, Paddington, Pyrmont, Glebe & Broadway, highlighting the main places of interest. USER FRIENDLY THE WORD Sydney Map is indexed for ease of use, maximising advertiser’s exposure. THE WORD Sydney Map folds into a convenient pocket size format and is limited to 20 advertisers – making it highly exclusive. DISTRIBUTION 45,000 copies of THE WORD Sydney Map reach highyielding FREE and independent tourists every three months. • Sydney International Airport arrivals – Travel Concierge Desk preferred map. • Sydney Domestic Airport (Baggage Pickup). • Sydney Visitors Centres, The Rocks and Darling Harbour.
POCKET GUIDE THE WORD Pocket Guide is designed to fit easily into pockets, day packs and hand bags. It contains tourist information, maps and great discount offers, encouraging tourists to pick up and use.
SYDNEY GUIDE & MAP
YOURS
Winter
FREE
2014
Do you want direct distribution? THE WORD can assistwith a unique Pocket Guide – specifically designed for independent travellers, tourists and international students. 65,000 copies of THE WORD Pocket Guide are printed every quarter.
P.10
What’s on P.18 Six to tick Museums & markets
P.45
ADVENTURE
TOP END, NT
GOLD COAST
34
29
14
thewordaustralia.com.au
DISTRIBUTION 27,000 in dedicated point of sale display stands, including both Sydney Visitor Centres (The Rocks/Darling Harbour). 18,000 in THE WORD Sydney brochure racks – 80 best value accommodation, transport locations and 70 Sydney International Student Colleges. 10,000 in Sydney tourist hotels. 5,000 Interstate: Byron Bay / Gold Coast / Brisbane.
SYDNEY
5,000 Handed out in Sydney CBD by THE WORD “on the street” promotions staff.
WHERE TO BEGIN
GUIDE & MAP
NEW A digital version is also available.
Getting Around
18 28
Where to begin Finding your way Transport Maps Buses, Ferries & Trains What’s On Six to Tick Kings Cross Bondi Beach Coogee Beach Manly Dee Why Western Sydney Blue Mountains Byron Bay Queensland Sydney’s Attractions Markets & Museums
5 6 8 9 10 18 20 21 22 23 24 25 26 27 34 44 45
Features
29 Travel Maps Australia Have been producing tourist maps and guides of Sydney since 1993. This Pocket Guide is distributed FREE in over 500 hotels, best value accommodations, transport hubs and international colleges in Sydney, and up the East Coast to Cairns. Other titles include: THE WORD Sydney Map THE WORD Desktop Maps Travel Maps also provides Sydney’s leading A4 and DL brochure distribution service to key inbound youth markets sydneybrochuredistribution.com
Adventure Whale Watching Top End, NT Gold Coast Sydney’s Attractions
14 28 29 34 44
Published by Travel Maps Australia PO Box 7023, Warringah Mall, NSW 2100 Tel: 02 8338 0842 Fax: 02 8338 0843 contact@thewordaustralia.com.au Editor: Mike Barrow Features Editor: Chris Harrison Design/Production: KYSO.com.au Digital/Social: Frankie Fabbri Administration: Narelle van Leeuwen Customer Service: Martin Sisolak Advertising Enquiries sales@thewordaustralia.com.au Tel: 02 8338 0842 Views expressed in this guide are not necessarily those of the publisher.
Audited circulation of 260,000 per annum
Images: Special thanks to Destination NSW and Tourism NT for their use of images.
Most must-do attractions are located in the city centre – or around our world-class harbour. Australia’s two most identified icons are at Circular Quay – Sydney Opera House and Sydney Harbour Bridge. From the Quay you can also catch a ferry to Manly, Taronga Zoo or Luna Park. Between the Quay and the Bridge is the Rocks Precinct, Sydney’s oldest European settlement. The Rocks Discovery Museum is a good place to learn more about the area. Nearby Sydney Visitor Centre is great to drop in and pick up a brochure or map, or make a tour enquiry or booking. Darling Harbour, much younger than the Rocks, was redeveloped in the late 1980’s
WE SELL TICKETS FOR: • Travel Passes • Metro Travel Tickets/Passes • Free Internet • Coach Travel Tickets • Tourist Information • Maps & Brochures • Express Coach Bookings & Tickets • Public Phone • Daily Baggage Storage • Attraction Tickets • Passenger Facilities Sydney Coach Terminal Bay 13, Eddy Avenue, Central
OPEN 7 DAYS|6.00AM TO 6.00PM
4 THE WORD Australia Pocket Guide
Katherine Gorge (Nitmiluk) is one of the highlights of the region. Only 300 kilometres south of Darwin, the Katherine River flows through 13 gorges that carve their way through Arnhem Plateau. Canoeing down the river, there are sheer cliffs on either side. This is the best way to see the gorges. Pull up on sandy freshwater beaches and view the ancient rock art on the cliff faces. If you feel like splurging, hop in a helicopter and get a birds’ eye view. Arnhem Land lies east of Darwin. It is one of the last pristine areas in the world; an unspoiled wilderness of 30 THE WORD Australia Pocket Guide
Call 9281-9366
www.sydneycoachterminal.com.au thewordaustralia.com.au 5
LITCHFIELD & KATHERINE
Only 1.5 hours south of Darwin, Litchfield is a popular day tour. Plenty of tour groups go out or you can selfdrive. Check out the termite mounds and swim in beautiful waterholes. There are no park entry fees to Litchfield.
into an entertainment and retail quarter. Here you will find Cockle Bay Wharf, Sydney Aquarium, WILDlife Sydney and the Australian National Maritime Museum. Plus an excellent range of cafes, bars, restaurants and retail shops. Many leisure boats also leave from here. South of Darling Harbour is Chinatown, but just before that is the excellent ‘Ming Dynasty styled’ Chinese Garden of Friendship. Chinatown has excellent dining and shopping options including Paddy’s Markets – open Wednesday to Sunday. For more information regarding attractions in Sydney, you can also go to p44 of this guide.
deserted coastlines, rainforests, escarpments, gulf savannah woodlands and giant rivers. Aboriginal traditional culture remains largely intact in Arnhem Land and access is restricted. It is best advised to take a tour from Darwin to experience some marvellous indigenous tourism.
KAKADU NATIONAL PARK
BY MIKE BARROW As she splashes happily in the cool dark waters of the billabong, something lurches from below and grabs her hard by the leg. She screams loudly. The others turn in horror fearing the worst. I pop my head up from the water and laugh, heartily. “Only me,” I say. “Very funny” replies Francine, a look of relief in her false smile. I am swimming with a bunch of Europeans in the idyllic natural waterhole of Motor Car Falls in Kakadu National Park. We are in the heart of Australia’s Top End, about three hours from Darwin. This is home of one of the world’s scariest and oldest reptiles, the Estuarine Crocodile (Crocodylus porosus). Also known as the “Saltie”. Our travel guide, Hamish, explains “Two types of croc live in the Top End, the freshwater croc
or “Freshie” and the “Saltie”. Don’t worry about the freshie, it’s pretty shy, but look out for the saltie”. He should know. Hamish has been a tour guide for 17 years in Kakadu and remembers back in 2002 when a young German backpacker was taken by a croc.” The saltie is an opportunist. We don’t mess with him, he kills people!” Hamish recounts his days as a croc handler and yard sweeper in a croc farm with affection. “They’ll have a go, no matter what the size”. Kakadu has plenty of crocs. All the literature and signs give plenty of warning to the local and tourist alike. The 3 day/2 night tour operates all year around and takes in highlights of Kakadu, depending on the season. We are travelling just after the wet season in early May. This is also the start of the dry > thewordaustralia.com.au 31
BROCHURE DISTRIBUTION A4 BROCHURES COMBINED SERVICE Sydney Brochure Distribution is cost effective direct marketing for businesses targets independent travellers, tourists and international students. We distribute A4 brochures to 70+ locations specifically chosen for their suitability and high traffic, including Sydney Coach Terminal. Sydney Brochure Distribution Service (A4) racks contain 30 pockets, therefore space is always limited.
July 2013
SERVICE All stands are serviced regularly by our full-time distribution staff, ensuring your brochure is constantly exposed to your target market.
Brochure Influence Research
In 2010, Professor Ian Cross conducted a brochure distribution research study for the International Association of Professional Brochure Distributors. In 2013, Alexa Kelly, student of marketing and international business at Arizona State University, USA, reproduced this study. Below is a summary of the results of 219 visitors surveyed in Sydney.
# ! &# "
86% 77% 72%
said that they would ! " " ! as a result of picking up a brochure for an attraction or business.
61%
said that they planned to #! ! # " # offered in a brochure.
said that they " $ ! " "" " #! !! as a result of picking up a brochure from a brochure rack. said that they % " $ ! $ "" " because of a brochure.
&# # ! 1. Web/Internet 2. Friend/Relative 3. Travel Guide 4. Map 5. Brochure 6. Visitor Centre 7. TV 8. Newpaper 9. Radio 10. Billboard
78% 75% 59% 49% 37% 36% 23% 17% 11% 9%
&# # !
1. Brochure 2. Map 2. Visitor Centre 4. Web/Internet 5. Friend/Relative 6. Travel Guide 7. TV 8. Newpaper 9. Billboard 10. Radio
88% 85% 85% 77% 69% 64% 21% 19% 18% 13%
SydneyBrochureDistribution.com
Brochures are still the #1 source of travel information for visitors in-market
INDEPENDENT TRAVELLERS Sydney Brochure Distribution is cost effective direct marketing for businesses targeting the fast growing international students market and the friends and family that visit them. We distribute DL brochures or flyers to 70+ locations specifically chosen for their suitability and high traffic, including unis, TAFE, VET/business colleges and English language schools, plus major accommodation providers. Wall-mounted or rotary stands contain 72 or 120 DL (100mm X 210mm standard envelope size) pockets for individual brochures. SERVICE All stands are serviced regularly by our full-time distribution staff, ensuring your brochure is constantly exposed to your target market.
INTERNATIONAL STUDENTS Sydney Brochure Distribution is cost effective direct marketing for businesses targets independent travellers and tourists. We distribute DL brochures or flyers to 70+ locations specifically chosen for their suitability and high traffic, including Sydney Coach Terminal, backpacker hostels and car/camper hire. Wall-mounted or rotary stands contain 72 or 120 DL (100mm X 210mm standard envelope size) pockets for individual brochures. SERVICE All stands are serviced regularly by our full-time distribution staff, ensuring your brochure is constantly exposed to your target market.
ADVERTISING SIZES
Double Page Spread POCKET GUIDE Trim 198mm w x 210mm h Bleed 204mm w x 216mm h
Full Page POCKET GUIDE Trim 99mm w x 210mm h Bleed 105mm w x 216mm h DESKTOP MAP Trim 95mm w x 138mm h DESKTOP MAP COVER Trim 105mm w x 148.5mm h Bleed 111mm w x 154.5mm h SYDNEY MAP Trim 132mm w x 192mm h
Quarter Page POCKET GUIDE Horizontal 88mm w x 47mm h Vertical 42mm w x 98mm h DESKTOP MAP Trim 95mm w x 33mm h SYDNEY MAP Horizontal 132mm w x 46mm h Vertical 64mm w x 95mm h
Strip Advertisement DESKTOP MAP Trim 45mm w x 118mm h Bleed 51mm w x 124mm h
Half Page POCKET GUIDE Trim 88mm w x 98mm h DESKTOP MAP Trim 95mm w x 68mm h SYDNEY MAP Trim 132mm w x 95mm h
COVER WRAPS
SYDNEY GUIDE & MAP
Four Page Outer Wrap POCKET GUIDE Trim mm w x mm h Bleed mm w x mm h Allow space for The Word masthead mm w x mm h
Two Page Front Wrap POCKET GUIDE Outside front cover plus inside front cover wrap same as full page x 2
1/4 Page DPS POCKET GUIDE Trim mm w x mm h Bleed mm w x mm h
THE
ARTWORK SPECS
AUSTRALIA
Artwork Files All ads should be supplied as High Resolution PDFs. Images must be CMYK with a resolution of 300ppi at finished size. DPS and FP ads require 3mm bleed (on all sides) plus trim marks. All other ads have NO bleed.
Sending Artwork For artwork under 9mb email to: design@kyso.com.au and include a “Cc” to appointed sales representative. If sending files larger than 9 MB, please use Dropbox, Hightail, WeTransfer, etc.
Publication Specs SYDNEY MAP
POCKET GUIDE Finished page size: Finishing: Colour:
99mm wide x 210mm high Saddle stitched (self cover) CMYK process
1/4 Page Horizontal: 88mm w x 47mm h 1/4 Page Vertical:
42mm w x 98mm h
1/2 Page:
88mm w x 98mm h
Full Page:
99mm w x 210mm h bleed 105mm w x 216mm h
Double Page:
198mm w x 210mm h bleed 204mm w x 216mm h
Flat size: 570 x 410mm / Trim size: 142mm wide x 205mm high 1/4 Page Horizontal: 132mm w x 46mm h 1/4 Page Vertical:
64mm w x 95mm h
1/2 Page:
132mm w x 95mm h
Full Page:
132mm w x 192mm h
Internal Strip:
275mm w x 46mm h
Cover Strip Front:
142mm w x 43mm h bleed 148mm w x 49mm h
Covers Back:
142mm w x 205mm h bleed 148mm w x 211mm h
DESKTOP MAP Quarter Page:
95mm w x 33mm h
Half Page:
95mm w x 68mm h
Full Page:
95mm w x 138mm h
Full Page with bleed: 105mm w x 148.5mm h bleed 111mm w x154.5mm h Side Strip:
45mm w x 118mm h bleed 51mm w x 124mm h
For questions please call
02 8338 0842
Send artwork to design@kyso.com.au
THE
AUSTRALIA
Bookings and artwork Contact Mike, Chris or Tom at THE WORD on mike@thewordaustralia.com.au 0419 223 976 or chris@thewordaustralia.com.au 0420 943 805 or tom@thewordaustralia.com.au 0427 179 184
Call: 02) 8338 0842 thewordaustralia.com.au sydneybrochuredistribution.com