The activities for YVEDT are divided into four campaign quarters: Quarter 1 (Q1) – July to Sept Quarter 2 (Q2) – Oct to Dec Quarter 3 (Q3) – Jan to Mar Quarter 4 (Q4) – Apr - June This guide provides an overview of the partnership opportunities available from YVEDT from July 2017 to June 2018 and beyond. Each opportunity is detailed in terms of what’s involved, approximate timing and the approximate investment required.
TOURISM OBJECTIVES
APPLYING THE BRAND
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Target Audience
True Travellers
Wanders
Compatriots
International Chinese and Indian - significant and emerging markets Visitation by the Chinese and Indian market is strong. Growth predicted from the Indonesian market
Personas
Who are they?
What are they interested in?
• Late 20s to mid-40s • Lives within a three hour drive of the Tablelands • Childless • Professional • Social • Mid to high income earner • Digitally savvy • Likes to travel often or on short trips with her partner or friends • The planner - plants the seed an coordinates the group • Enjoys spending disposable income on quality experiences
• Food and wine - dining tours • Romantic escapes • Festivals and events • Shopping
• 45 Years • Close to retirement - have a lot of free time • Middle to high income earners/affluent • Live interstate • Travel regularly and take the time to explore and discover • Digitally aware • Enjoy luxury and comfort • Spend savings on quality experiences
• Tours and trails • History and heritage • Arts and culture • Food and wine
• Parents with primary school children • Middle income earners • Live in regional NSW • Plan trips around school holidays • Seeking affordable experiences • Want a variety of experiences to suit their own and kids interests • Digitally savvy
• Interest in food and wine but keeping the children entertained is a priority • Nature / Adventure / Outdoors • Festivals and events • Family fun - attractions
• International visitors • Primarily Chinese and middle class Indians • 45-59 years followed by 15-29 years • 15-29 years are the biggest spenders • Seeking interesting offerings and attractions
• Food and wine • Nature
DETAILS
COST
1/12 page
$440
1/6 page
$715
1/3 page
$1,210
1/2 page
$1,650
2/3 page
$2,035
Full page
$2,750
Cover page
$3,135
Outside back*
$3,500
(inside front / back*)
(incl GST)
* at discretion of YVEDT
TIMINGS FOR THE DIARY Buy in required during Q1
INVESTMENT Costs vary depending on size and format of advertisement. From $440 to $3,500.
Partnership Activity
Timings
Investment (Inc. GST)
Digital Marketing - Website tile
Ongoing opportunity
$110 + for tile, plus additional cost if YVEDT is required to develop artwork
Yass Valley Visitor Guide Advertising
Buy in required by Q1
$440 to $3,500 dependent on size of advertisement
Public Relations and Media
Ongoing opportunity
Free to share story ideas
Social Media - YVEDT Industry Facebook group - Post to social media & tag Yass Valley
Ongoing opportunity
Free
Visitor Outreach Program - Murrumbateman Field Days - Canberra Home and Leisure Show - Festival of Flavour
Various times throughout 2017-18 Additional opportunities TBC
Free aside from in-kind donation of special offers. Minimum value of donation for prizes is $100
Consumer E-newsletter
Distribution dates for 2017-18: Q1 (September) Q2 (December) Q3 (March) Q4 (June)
E-newsletter advertising and feature story - $110 per issue
Visiting Friends and Relatives (VFR)
TBC
The cost to participate will be based on the in-kind donation of special rates or value-adds. Details of other opportunities to be confirmed.
Grants and Funding Programs
Applications open to major events organisers and not for profits in June 2018
Varies by program
Regional Marketing Partnerships
TBC
$2,000 to $10,000+
Yass Valley Information Centre
Ongoing
Feature product display at the VIC - $110 per month
Industry Development and Networking
Ongoing opportunity
Varies – including free and/or subsidised