2014 - 2018
1
Table of Contents
Page Number
Executive Summary
3
Tourism Market Trends
6
Current Marketing + Recommendations
9
Target Markets, Recommended Media + Action Plans
11
-
Short-breaks Events Touring Lifestyle Business Tourism Sports Tourism
“Top 10” 2014 – 15 Actions
27
Marketing Summary
28
3 Year Action Plan
29
5 Year Action Plan
30
Monitoring
31
2
Executive Summary This Tourism and Lifestyle Marketing Plan provides direction for tourism and lifestyle marketing for the Western Downs Regional Council (WDRC) to contribute to: 1. Increased visitor awareness 2. Increased length-of-stay, and 3. Increased visitor spend The strategic activity linkages to Council’s Corporate Plan are through Growth & Opportunity (SA2) and Planning for Liveability (SA3). It actions Council’s Western Downs 2050 Community Plan for Dynamic Tourism that aims to increase visitor stay and spend. This plan is a revision of the Draft 2012-2015 Tourism and Lifestyle Marketing plan.The draft plan was an outcome of the 2011-2012 WDRC Operational Plan through the strategic function of Tourism Events, Marketing and Promotion (2.5) and builds on the WD Destination Management Plan.
Goal In line with the Western Downs Destination Management Plan, the goal is to ensure The Western Downs is recognised across Australia as a region offering unmatched opportunity and lifestyle. The plan details market trends, target markets, key messages and provides specific action plans and monitoring outcomes.
Impact of Resource Boom on Regional Image The resources sector boom of the Surat Basin presents challenges for the Western Downs regional image and for traditional visitor markets such as the Grey Nomad. Tourism and Lifestyle Marketing is recommended to reinforce a positive regional image. To remain viable, new markets and existing tourism products need to develop their product offering to capitalise on the economic benefits the resources boom offers.
Target Markets Five target markets have been identified 1. Short Break Events 2. Touring 3. Lifestyle/New Residents, and 4. Business Tourism 5. Sports Tourism
Marketing Strategies
Increase Visitor Awareness with a Consistent Message Increase Regional Spend and Stay by Conversion Improve better return on investment by Greater Regional Marketing & Partnerships Increase Visitor Awareness through Media & PR
Hero Products Unique to Western Downs 90% of drive visitors are passing through the region. To create conversion, itineraries and packages, unique to the Western Downs, need to be developed with a simple message and call-to-action. Itineraries and packages should be developed based on market needs and tested before marketing commences. 3
Whole Of Council Approach
3 – 5 Year Actions
Further development of partnerships between council departments is essential to maximise resources, spend and information distribution. A consistent message and centralised call-to-action on all marketing is required for conversion and monitoring results.
The 3-5 year Action Plans focus on:-
Leveraging and Marketing Partnerships Outcome focused partnerships with Southern Queensland Country Tourism (SQCT), neighbouring councils, highway committees, Advance Western Downs and industry is recommended. External marketing (i.e. outside the WDRC region) should be undertaken in partnership with these bodies to maximise spend.
Lifestyle Marketing Business Tourism Partnerships & Marketing Integrating New Technology, and Monitoring Partnerships and KPIs
Key Performance Indicators (KPIs) Maximising Council’s Return on Investment Consolidating council spend on local and regional publications to develop, distribute and market a Western Downs Touring Map is recommended and develop the map as a ‘sister’ publication of the SQCT regional guides to leverage regional and state tourism marketing investment. Increasing the online distribution of Western Downs tourism and event information through the Australian Tourism Data Warehouse (ATDW) and major partners’ websites is essential.
Top 10 Actions for 2014/15
To monitor the effectiveness of marketing, key performance indicators include:
Enquiry numbers Media Publicity generated Online statistics Visitor numbers Visitor length of stay & spend Number of new residents Partnership investment Council return-on-investment
1. Tourism Partnerships 2. Lifestyle Marketing Partnerships 3. Consistent brand, call-to-action & monitoring 4. Digital Marketing with dedicated URL address 5. Western Downs Touring Map 6. Media PR & Publicity 7. New Resident’s Welcome Kit 8. Tourism Advertising 9. Direct Marketing 10. Caravan & Camping Shows 4
Our Strategic Location The Western Downs Regional Council area is strategically located on major inland highways of the Warrego and Leichhardt Highways, in the heart of the Surat Basin. The region can be accessed by road within one hour of Toowoomba and three hours from Brisbane. It is on the crossroads of touring routes, including:
Warrego Highway -Brisbane to Outback Queensland, Leichhardt Highway – Melbourne to Rockhampton, Australia’s Adventure Way – Brisbane to Adelaide and Rural Getaway – Warialda to Mundubbera.
The region is serviced by coach and train from Brisbane west to Charleville. Air services are located to the east in Toowoomba, with direct flights from Sydney and Qantaslink to the west in Roma with flights from Brisbane.
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Tourism Market Trends Despite a number of natural disasters in the region including the 2010/11 floods along with the Global Financial Crisis (GFC) and Australians taking fewer holidays, the greater region (including Maranoa, Balonne, Goondiwindi) has recorded constant total visitation growth.
Region Outperforms State The greater Western Downs region has recorded constant total visitation growth over the past three years. Strong growth has been experienced across all market segments including holiday visitors, visiting friends and relatives and business travellers. The region has been a popular short break (1-3 nights) destination for intrastate visitors, which supports the national trend of visitors taking fewer holidays but more short-breaks. The region continues to attract the mature ‘grey nomad’ touring market.
The growth of the resources sector has positively affected occupancy levels with average occupancy across the region at over 70%.
40%
35% 30% 25% 20% 15% 10%
5% 0%
Holiday
VFR
Business
Other
6
Resources Boom Impact Despite greater regional visitor growth, some sub-regions have experienced a downturn in visitor numbers. Anecdotal evidence from visitors has been the impact of heavy, commercial vehicles on the highway and accommodation availability, resulting in negative word-ofmouth promotion in the Grey Nomad market.
In light of the resources sector boom in the Surat Basin, it essential attractions develop their product to suit the changing market needs. For example, develop unique meeting and event venues.
For the Western Downs region there has been a trend increase with business travellers, accounting for nearly 36% of all travellers to the greater region (TQ Western Downs Snapshot). Tourism Research Australia has highlighted the positive impact the resources boom is having on tourism-related service providers such as aviation, food services and accommodation. Due to the region’s geographic location in the heart of the Surat Mining Basin and its links with major inland highway routes between Central and South East Queensland, the Western Downs offers an ideal ‘in region’ location for resource related meetings, seminars and workshops.
Changing Economic Base and New Residents The resources sector boom of the Surat Basin presents challenges for the regional image and particularly, the Grey Nomad market. To remain viable, new markets and capitalizing on the economic benefits the resource sector presents, such as business tourism, is vital.
The Western Downs, like other resource regions in Queensland and Western Australia, is experiencing unprecedented economic growth due to the resources boom. Traditionally driven by the agriculture sector, mining is now the most productive sector in the Western Downs compared to agriculture, fishing and forestry (Western Downs Regional LGA Economic and Demographic Profile 2012*Most currently profile). The Western Downs unemployment rate is significantly lower than other averages for Queensland and Australia. With a changing economic base and creation of new jobs, new residents are being attracted to the region.
Opportunity to Capitalise on Business Travel The Business Tourism and Events industry is significant for Australia with business travellers spending on average $248 per night compared with the average of $135 per night.(TRA Business Visitors: 2011*Most current industry figure)
This offers the Western Downs an opportunity to attract new residents and their visiting friends and relatives.
7
Touring Market The Touring Market is important for Queensland representing nearly 1 million visitors annually, with 42% of these visitors from NSW and VIC (Understanding Qld’s Domestic Touring Market, TQ 2012*Most current industry report). Caravan and camping is part of the touring market, and as an industry has remained the fastest growing tourism sector in Australia for over 15 years. (TRA Caravanning and Camping Snapshot*Most current industry report). The Caravan and Camping 2012 Snapshot identified more than 90% of total nights were spent outside capital cities, in regional areas.
Despite popular belief, the market is reasonably high yield, with domestic campers spending more overall per trip ($667) than other domestic visitors ($656). A significant change in this market is the growing participation of Gen X (30-54 years). Young families comprise more than half of those taking caravanning and camping holidays (TRA Caravanning and Camping Snapshot). Only 25 per cent were aged 55 to 70 years. More affluent consumers are taking caravan and camping holidays demanding luxury camping and frequenting four/five-star cabin accommodation.
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Our Current Activity The Western Downs Regional Council (WDRC) currently undertakes tourism marketing, primarily targeting the drive and Grey Nomad markets.
Highway Memberships Advertising e.g. Caravanning Australia and Billboards Brochures at Caravan & Camping Shows. Tourism and Lifestyle website development Marketing Budget Breakdown 2013-14 Financial Year
It has a strong network of Visitor Information Centres within the region and is a member of its Regional Tourism Organisation, Southern Queensland Country Tourism (SQCT) and three highway committees (Leichhardt Hwy, Adventure Way, Rural Geta-way).
Tourism Advertising 11% OWD Marketing 31%
SQCT Membership 31%
Tourism marketing undertaken since 2011 has included
Production of the Our Western Downs visitor guide and subregional guides for local towns Participation in the greater Western Downs campaign with the Regional Tourism Organisation (RTO), including the Western Downs Guide advertorial RTO Membership
Caravan/Camping Shows 5%
Creater SQCT Traveller Guide 15%
Highway Membership 7%
9
Current Spend & Regional Leveraging The success of the current marketing spend can be measured by accommodation occupancy and enquiries through the Visitor Information Centre (VIC) network. Enquiries through the VIC network have remained steady.
then be undertaken with individual campaigns for specific target markets. With better online information, QR codes could be developed, particularly for out-of-hours information on VIC windows.
WD Touring Map Commercial accommodation occupancy has continued to rise annually this is attributed to the resources boom. Memberships to Southern Qld Country Tourism (SQCT) and highway committees offer the best avenue to increase the effectiveness of the marketing spend. They are only effective if adequately resourced with dedicated staff to undertake the opportunities. It is recommended to develop joint partnership agreements with SQCT, neighbouring councils and the highway committees to target Touring markets, and with SQCT for Short Break Events. The agreements should outline annual marketing activities with outcomes.
Current spend on local and WD brochures could be diverted to the development of a Western Downs Touring Map, including themed itineraries (e.g. Great Bunya Drive), attractions, VICs, town maps and accommodation listings (including camping areas) to increase conversion. A digital version of the map and Western Downs Drive Mobile App could be developed. The ‘free’ touring map and URL address would be used as the call-to-action e.g. for your “Free Touring Map” call xxxxxx, order online or download your WD Drive App at xxxx.
Online and Digital Marketing A greater online presence for the WD and more dedicated online visitor information is required. To increase the online presence, WD information on ATDW requires regular updating. It is recommended to develop a dedicated website for tourism and leisure using ATDW as the database to ensure ongoing updating of tourism web sites across Australia. Specific search engine optimisation and search engine marketing could
To further leverage regional marketing and increase the marketing budget, it is recommended to ensure the map includes ‘feeder’ highways and inland tourism icons, such as Bunya Mountains and Carnarvon Gorge. Where possible, development of the map could include the brand theme of SQCT as a ‘sister’ publication of the regional guide, with links to state tourism campaigns. To increase the distribution of WD information in printed material, local guides and Our Western Downs brochure information should be incorporated in the touring map and the SQCT regional guides. The WD sections in regional guide could be increased, offering greater distribution to a wider audience. This WDRC section could be printed separately should a dedicated WDRC guide be required locally. 10
Further Improve Return on Investment
Whole of Region Approach – align brand across all council marketing and department budgets, with links to regional and state tourism brands.
Partnership Development – further develop partnerships with Advance WD and resources sector to create a greater media spend and distribution of information.
Human Resourcing – allocate dedicated staff resourcing to support tourism memberships and develop potential. partnerships. Engage local events/local characters/tourism industry to assist with caravan and camping shows.
Memberships - ensure memberships have partnership agreements, including highway committees, with annual targets
Call-to-Action – ensure there is a clear, central ‘call-to-action’ on marketing for more information. Ensure information provided is up-to-date and includes real, available product.
•
Australian Tourism Data Warehouse (ATDW) – to increase distribution of WD information online, the updating and use of ATDW to feed WD online is highly recommended. ATDW is a national online data base of tourism information and events and feeds over 40 national and international tourism websites.
Target Markets The primary market, as defined by Tourism Queensland’s market segmentation, are known as Connectors (refer to p. 31 Connector Market Insight). Based on current challenges and tourism market trends, target markets recommended for the Western Downs are: 1. 2. 3. 4. 5.
Short Break Events Touring Lifestyle and Business Tourism Sports Tourism
An authentic, country experience with vibrant events are key motivators for most target markets.
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1.
Short Break Events
The Short Breaks Event market is defined as 1-3 nights ‘weekend getaway’ for people residing within a 400km drive radius. To ensure a short-break is realistically achievable and appealing, the plan recommends targeting short-break event connectors within neighbouring regions, and partnering with Southern Qld Country Tourism (SQCT) to market major events in Brisbane/South East Queensland.
Demographics and Product Requirements It’s important to note that short-break travellers do not like to travel far, with a preference for journeys less than three hours. To compete in the short-break market from Brisbane/SEQld we need to offer something highly appealing. On route from Brisbane, there are many camping, outdoor, fishing and event options, within a closer drive distance. Hence, unique Major Events are appealing to this market. Targeting our short-break neighbours, offers potential for regional events and festivals, bush camping, inland fishing, water skiing and equestrian sports. As a time poor market, convenience is an important influencer, with packages important due to their ease and simplicity. A call to action is essential to convert from interest to making a booking.
Western Downs Short-Break Event Packages The promotion of major events and ‘what’s on in the west this weekend’ should be promoted with event passes and accommodation options. It is recommended to develop well-themed “hero/sample" packages with industry to effectively advertise to this market. This could include Country Races Weekend packages, Country Pub Stays, Blokes Bush Camping and Fishing/water sports. Packages will require specific product images, prices, how to book and should be tested before marketing
SHORT BREAK NEIGHBOURS Toowoomba One of Australia’s fastest growing regional cities, Toowoomba’s population is over 90 000. Many people have moved to the area over the last decade. In 2011, it was the only region in Qld that recorded international growth visitation (11%). This market is predominantly visiting friends and relatives (VFR) from UK and NZ (TQ Toowoomba Regional Snapshot). With an average higher income than most of Qld regions and a lower unemployment rate, the population has the propensity to spend on travel. As the largest population within an hour drive of the Western Downs, a large base of new residents and VFR market, the Toowoomba region presents opportunities for the shortbreak market Roma/Maranoa Region Maranoa has a residential population of over 13 000. With a young population and extremely low unemployment rate (Source: OESR), this area represents short-break opportunities particularly for weekend events appealing to a younger audience e.g. music and country races. South Burnett More than 33 000 people reside in the South Burnett region. Opportunities with the South Burnett short-break market lie in the regions proximity and partnering with the Bunya 12 Mountains and the Great Bunya Drive, targeting Toowoomba.
Unique Selling Point + Key Messages The key message needs to portray ‘a genuine country escape, where you can reconnect and experience events you’ll only find in the Western Downs’. The unique selling points are the iconic and regional events, such as;
Chinchilla Melon Festival Opera at Jimbour Jandowae Timbertown Festival Tara Festival of Culture and Camel Races Beef Bells and Bottle Tree Festival\ Dalby Delicious DeLIGHTful Equestrian events e.g. camp drafts, rodeos, stock horse sales, polocrosse, race days. Sporting Events e.g. Rugby Union, Rugby League, Tennis, Golf, Bowls, Cricket, Swimming, Touch Football, Soccer
Secondary selling point to short-break neighbours are “What’s on in the West this Weekend” e.g. bush camping, freshwater fishing.
Recommended Media Due to limited marketing dollars, it is recommended to use the following for Toowoomba and neighbouring markets:
Council acknowledges the importance of Sports Tourism to the Western Downs Region.
It is important to market the icon events as ‘heroes’ and not to confuse the marketing message with all events in the Western Downs.
To ensure regular visitation, it is important to increase awareness of events every season, planning to participate in the SQCT seasonal campaigns and 4 seasonal e-newsletters/social media announcements Updating of icon events on ATDW and council website, with images and supporting tourism information e.g. event tickets, accommodation and transport is required.
Media PR and publicity for promoting short-break events, particularly with media releases to radio and press, Use direct marketing via a seasonal e-newsletter and social media, targeting previous event attendees, and Advertorial with a seasonal feature in Downs Highlife Magazine to tie in with seasonal theme, including a strong call-to-action to a central website.
,
13
As media placements in the source markets of Brisbane and SEQld are expensive, it is recommended to partner with the SQCT for all marketing in this area.
Media Circus, a professional media buyer, has recommended multiple channels be used for the distribution of WD event information. Based on the target market in Brisbane, Outdoor, TV and Radio have been identified as ideal to target the market. However, with limited marketing dollars online/e-mail alerts with RACQ, social media and TV/magazine editorial have been advised to target the market regularly, rather than ad hoc media placements. Promotion of events and packages online is recommended through
→ Seasonal packages through SQCT online seasonal campaign → ‘Shine in Qld’ e-newsletter and digital holiday deals advertising → →
(from $150 per package) RACQ lifestyle e-newsletter (from $1,100 per month) Calender of Events, including ATDW, Courier Mail and Event Finder (free of charge)
Word of Mouth Previous experiences by past attendees through word-of-mouth is a heavy influencer and can create repeat visitors. Direct marketing through the development of an electronic communications list with previous event visitors is highly recommended. Development of this list could be undertaken with the event organises and be a valuable tool for promoting what’s on, special offers and packages, using web, e-mail and social media.
Media Publicity Increasing the partnership with media resources within council and Southern Qld Country Tourism (SQCT) is essential. Pitching event editorial and hosting visiting journalists with Southern Qld Country Tourism to Queensland weekender and tourism media is recommended For niche events, direct marketing, targeting special interest media can be significant e.g. membership-based cycle clubs and cycling media to promote a cycle event.
14
Short Break Events Action Plan Actions
Information
Work with events to update icon event information on ATDW Develop well-themed, icon short break packages. Possibly engage package expert to develop packages. Investigate possible links with Bunya Mountains Pilot test the short break packages before marketing Develop short break event package fact sheets including accommodation and transport Distribute information online, through VICs, media, industry, RTO & social media
Partners
WDRC Event organizes SQCT/TQ Events Qld
Timing
ATDW Apr annually Fact sheets
KPI
Distribution of ICON event information on ATDW through 40+ tourism web sites Development and distribution packages
Partnerships
WDRC Industry Event organizes Advance WD
Ongoing
Advertising
WDRC Event organizes SQCT
Data base 2014/15 Qrterly advertising
-Advertising & VIC enquiries -Responses from data base marketing -Sale of event ticket and packages -Event attendance
Sales
WDRC Event organizes RTO
Ongoing
Enquiries following sales trips/trade shows
Facilitate relationship building between icon events and tourism industry to encourage better visitor information with event information on industry websites and ‘within’ businesses to increase length of stay & spend Develop social media & direct mail data base from event attendees Distribute info of events & short break packages to the events data base Participate /partner with industry to advertise in RTO
Encourage event organizes to join sales visits and attend SQCT and highway travel shows, using themed costumes, displays, prizes
Media + PR
Update event info on 3rd party calendars e.g. Courier Mail, Events Qld, University of Southern Qld & regional media within 400km Host media famils with icon events Target event media with event and tourism info in lead up to each event
WDRC Event organizes SQCT
Uptake of event information on local industry sites
Number of inclusion in 3rd party calenders Number of media famils Media publicity value 15
2. Touring
could be developed, so when commercial accommodation is full, Western Downs themed bush camping could be opened.
The Western Downs is conveniently located on major routes frequented by the touring market, including the Warrego Highway, Leichhardt Highway, Adventure Way and Rural Get-a-way.
Many touring visitors are from NSW and VIC so it’s important to ensure the Western Downs has a strong presence at caravan and camping shows with highway committees and SQCT.
More than 90% of the touring market is passing through the WD. Consequently, a key strategy is converting this market to overnight visitation and extending their length of stay.
All maps should include travel routes to the Western Downs from source markets e.g. Brisbane, Sydney, Melbourne, Adelaide and where camping sites are and if they need to be booked.
Traditionally the market has been targeted through the Grey Nomads, but the market has been widened to reflect the changing trends in line with Tourism Queensland market research and the need for the Western Downs to cater for and attract new markets.
Products/Experiences
Demographics The domestic touring market is predominately from Qld or NSW, with 8% from VIC. 70% are over 40 years of age travelling as a couple, with 28% travelling as a family. Nearly half work full-time and 30% are retired.
Travel Trends Caravan and camping and fly-drive markets are important components to the touring market. The growing Gen X/family camping market, particularly those in the short-break radius of 200km offer the region a potential market, as does fly/drive, now the region has increasing air services. Promoting icon events with car hire in partnership with SQCT could pose an opportunity. There is an opportunity to develop bush camping in the Western Downs if no commercial accommodation is available. ‘Overflow’ bush camping
Unique bush camping locations, such as the Myall Creek Botanic Garden and possible development of bush camps at heritage villages could be developed to attract this market, particularly in light of struggling accommodation capacity in some areas. It is recommended to develop itineraries developed with, and tested by the touring market, particularly highlighting Western Downs themes, such as freshwater fishing/bush camping; life of a bygone era, wildflowers, country drives and towns and energy/mining drive. Images to accompany these themes should be developed and distributed with marketing partners.
Regional Map The development of Western Downs Touring Map including Camping areas, events and icon themed drive itineraries could be included. It is recommended to partner with neighboring councils to increase marketing spend to undertake this. Subject to budget, a digital version of the map should be developed at the same time with a WD Drive App that can be downloaded to mobile phones/tablets/IPADs. 16
Recommended Media The Touring Market are influenced by information based advertising, through auto or caravan/rv, guides, such as Caravanning Australia and the motoring association guides and their e-newsletters e.g. RACQ’s Road Ahead, NRMA’s Open Road, RACV’s Royal Auto and SA Motor Magazine. It is recommended to develop advertising with SQCT and highway committees due to the nature of travelling routes and advertising costs (see example below of partner advertising with SQCT and highways as part of 2012 Drive Inland Qld campaign).
Media editorial stories play an important component to supplying depth of information. Creek to Coast and Queensland Weekender are recommended as an affordable way to gain television coverage for this market.
Sales missions, including distribution of WD Touring Map through Visitor Information Centres, van parks and caravan and camping shows will help develop word-of-mouth promotion. The Internet is an important tool in planning a touring trip. Ensuring Western Downs travel information, itineraries and unique experiences needs to be included, not just on the WDRC web site, but maximised through third party websites, particularly through ATDW, SQCT website www.westerndownsholidays.com.au, TQ site, highway websites and motoring websites. It is important to update this information regularly and include new offers/itineraries pre-Easter annually. Visitor Information Centres are an important source of information, with this market segment being major users of this type of tourism operation.
Unique Selling Point + Key Messages The key message needs to include, “a genuine rural, country Queensland experience with open spaces, where you can experience life as it used to be, located on the crossroads of major inland travel routes.” Three selling points for this market are:1. Freshwater fishing, bush camping and wild flowers 2. Learn about Australia’s heritage and life of a bygone era (e.g. Monty’s Garage Vintage Car Museum, Miles Historic Village) 3. Explore country drives and genuine towns with a relaxed pace of life RACQ Caravanning e-newsletter
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Touring Action Plan
Action
Information
Develop well-themed hero drive itineraries, road tested by visitors. Link drive itineraries with existing drives e.g. Great Bunya Drive and highways e.g. Leichhardt Highway and Australia’s Adventure Way Add itineraries to TQ ‘journeys’ via ATDW and use for Touring Map Distribute itineraries through all marketing, media, local industry, RTO, RACQ Virtual VIC
WD Touring Map
Partners WDRC SCQT/TQ Highway Committees RACQ
Timing Launch at Feb 2014 Shows Updating ATDW journeys 2013
KPI Number of itineraries, road tested and distributed online, through VICs, WD marketing campaigns and third parties e.g. ATDW, RTO, TQ, RACQ
WDRC SQCT
By Jan 2015
Drive Images
WDRC SQCT/TQ
2015 -16
-Drive images featured in WD and RTO marketing. Available online. -Measure adoption of images by industry.
Partnerships, Advertising + Sales
WDRC RTO/TQ Highway Committees
From Jan 2014
Development and implementation of annual marketing plans for each highway
WDRC SQCT
2014-15
Produce regional map, incl. highway/state connections, accom/camping, above itineraries and major events/attractions Distribution plan developed Develop drive images to support itineraries. Potential photo shoot with highway committees/RTO/TQ to offset costs and maximize distribution of images through TQ image library Actively participate in highway/RTO sites caravan and camping shows Participate in RTO and highway drive marketing campaigns with specific call-to-actions for WD Guide, free maps and heritage passes
Media + PR
Develop data base of drive media Develop story pitch and media fact sheets include in brand tool box and supply to RTO/TQ media teams Host themed media famil for drive market based itineraries with SQCT
Completion and distribution of map and Drive APP Use “Free Touring Map” as call-to-action in all marketing
Monitor visitor enquiries from campaigns Number of famils conducted Media publicity generated
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3. Lifestyle - New Residents The resource boom of the Surat Basin is creating unprecedented job opportunities in the Western Downs, creating a potential growth market of new residents. The Western Downs Destination Management Plan has identified the region will experience rapid population and economic growth, bringing both opportunities and challenges. The region needs to balance negative publicity regarding the resource sector which will directly influence this potential market. Destination tourism and lifestyle marketing can play a vital role in creating a positive image of the region.
Lifestyle Trends Australians trend towards coastal destinations to live, work and play, with more than 80 per cent of the population living within 50kms of the coast. Consequently, non-coastal towns and organisations operating in regional areas often struggle to encourage families to relocate. As a consequence, fly in/fly out (FIFO) and drive in/drive out (DIDO) workers are often the only solution for skills shortages in inland regions.
Product Requirements The lifestyle market demands excellent work opportunities, a safe, family orientated environment, good medical, education services and affordable housing. Housing availability and affordability are key issues in attracting this market for the Western Downs.
Downs. Partners could include Advance Western Downs, Chamber of Commerce, Toowoomba and Surat Basin Corporation and major employers (e.g. Ostwald Brothers, Origin Energy, Arrow, QGC). Familarisations for potential residents and short-listed employees could be developed, alongside a ‘buddy system’ whereby new residents could be taken on personal tours of new town to create a welcome to community. New residents Welcome Pass which includes passes to amenities (e.g. swimming pools/sporting outlets, heritage attractions and offers from local businesses) could be developed to encourage new residents to become involved and experience the area. A Welcome Kit for collection from VICs, including samples/gifts of local products, 3-month subscription to local newspaper delivered to their home, Downs Highlife magazine, Western Downs Magazines (e.g. Tara & District Magazine) and new resident’s Welcome Pass is recommended. New residents could register at VICs for buddy system on collection of their Welcome Kit.
Unique Selling Point + Key Messages A genuine, relaxed country lifestyle with open spaces combined with outstanding job opportunities. All within 3-4 hours’ drive of Brisbane/Gold Coast and three hours fly/drive from Sydney. It’s important the message for this market is lifestyle and job opportunities and not to dominate with mining boom imagery.
It is recommended to develop an online new resident’s kit detailing key residential and lifestyle information, not just council services. This information kit could be developed with and used by major employers and resource sector to encourage new residents on their own websites and employment sections when advertising positions in the Western 19
Recommended Media To portray a positive lifestyle image that’s real, editorial in media is essential. Partnering with council’s communications department will be essential to achieve this. It is highly recommended to partner with Advance Western Downs and major employers to develop lifestyle marketing for the region to attract new residential employees and create a joint marketing budget that can afford ongoing, effective marketing. The following media recommendations are expensive and will require joint marketing partnerships to maintain ongoing presence. Media placements could include billboards, in-flight magazines (e.g. OUTthere, ROCKS), Courier Mail BOOM, Mining Advocate and morning show breakfast weather broadcasts.
Undertaking sales missions with industry partners and trade show promotions with lifestyle and job opportunities should be undertaken. Trade shows such as Surat Basin Expo, Aimex, Qld Opportunities Expo and Mining Jobs Expos are recommended.
A central call-to-action to measure the effectiveness of the campaign is essential.
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Lifestyle Action Plan
Action
Develop Lifestyle Partners
Develop local network of major employing organisations within region to partner and develop lifestyle marketing and new residents support Dedicated WDRC liaison person as interface and central contact between council, resource sector and major employers
New Resident’s Needs Survey new residents to quantify their needs, motivations to move and barriers to overcome
New Resident’s Welcome Kit
Based on needs, develop electronic New Residents Welcome Kit e.g. housing affordability/availability, contact lists, schools, medical, events calendar of what's on and where Distribute electronic kit on council and partners/3rd party websites (e.g. employment section of business’ websites). Develop linking tile for partner/3rd party websites. Develop new residents Welcome Kit for collection from VICs, including samples/gifts of local products, 3-month subscription to local newspaper delivered to their home and New Resident’s Welcome Pass. Register at VIC for buddy system.
Welcome Pass
Develop a new residents Welcome Pass to include free/family discounts to council amenities, local attractions and business offers valid for 6 months e.g. swimming pools, cinemas, heritage villages and events
Welcome BBQ
Stage Welcome BBQ’s or morning teas for new residents in each town, ideally at VICs. At each function include speakers from local services, businesses
Partners
Timing
KPIs
WDRC Industry Advance WD Resource sect. WDRC Industry Advance WD/Chambers Resources sector
Oct – Dec 2014
Survey results collated and distributed to lifestyle partners network
Jan – June 2015
Completion and distribution of Welcome Kit through WD VIC network
WDRC Industry Chambers Advance WD
July - Dec 2015
Completion and distribution of Welcome Pass through VICs
WDRC Industry Chambers Advance WD
2014-15
Number of new residents attending.
WDRC Industry Advance WD/Chambers Resource sect.
Oct - Dec 2014
Established network/reference group and central liaison person
Monitor uptake and use by new residents.
Number of businesses and community services participating
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WD Buddy System
WDRC
2014-15
Number of volunteer ‘buddies’ and number of new resident uptake
WD Familiarisations
WDRC Industry Chambers Advance WD
2014-15
Number of people attending familarisations
Lifestyle Marketing
WDRC Industry Chambers Advance WD
2014-15
Monitor enquiries via central call-to-action phone and website
WDRC Industry Advance WD/Chambers Resources sector
2014-15
Establish system where WDRC residents take on role of being a buddy to new residents to ease transition into new town. Act as local guide to town In partnership with major employers, offer WD familarisations for new residents and families/potential short-listed employees interested in moving to region Partnering with Advance WD, resource sector & major employers develop advertising to attract new residents with central call-to-action Magazine and newspapers e.g. in-flight magazines Trade Shows e.g. Surat Basin Expo, Aimex, Qld Opportunities Expo Billboard – maintain highway billboards with call-to-action Develop social media network to encourage visiting friends and relatives of new residents and FIFO/DIDO workers; particularly linking with events
Lifestyle Media + PR
Develop story pitch and media fact sheets for lifestyle market and include in brand tool box and supply to partners and major employers for inclusion in their corporate communications and marketing Ongoing media releases of ‘good news’ and community innovations e.g. WD Buddy System, Welcome Pass and BBQs
Monitor new resident numbers and their length of stay Monitor activity and comments through social media
Distribution of information Uptake by partners and major employers Media publicity generated
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4. Business Tourism
For special occasions, such as team building and client liaison events, the market seeks very unique, memorable or luxurious experiences.
The region’s continued growth in the resources sector creates a prime opportunity to capitalise on the small-medium businesses event and meeting market, partnering with resources boom related companies and suppliers.
The Western Downs has the opportunity to offer unique, country locations and settings for themed team events e.g. cattle sale yards, art gallery cocktail functions, dinner under the stars in historic villages, cotton gins, heritage homesteads. Corporate meeting rooms, facilities and accommodation are available in Dalby and Chinchilla.
The majority of resource companies and suppliers have their head office in capital cities; Brisbane, Sydney or Perth. However, their projects and the majority of their employees are regionally based, giving the region the opportunity to promote ‘in region’ meetings and team training.
Building local business’s capacity to cater for business tourism will be an essential part of developing this market. Mystery shoppers, research and ‘in business’ training will be required.
Recommended Media A partnership with private industry venues, major companies, Advance Western Downs and Chamber of Commerce are recommended.
Travel Trends Despite the GFC, business tourism has experienced exponential growth in regional areas, particularly in Western Australian and Queensland. Domestic overnight business tourism trips were up 16% in 2011, and domestic business nights sored by a massive 23% for the same period (TRA Business Events Visitors).
As further detailed in the Action Plan, once a central call-to-action, dedicated information and images is developed, targeting meeting decision makers should be undertaken with direct mail/e-mail marketing. This should be supported by in region media, business media (e.g. in-flight magazines) and sales missions with industry providers, including trade shows, such as Energy & Mining Expos.
Product Requirements
Unique Selling Point + Key Messages
In general, business tourism attendees expect a higher level of quality than domestic leisure visitors, but are often willing to pay higher prices. Key expectations include fast and convenient access, with business class travel options. Access to technology in meetings is also essential.
Our Western Downs is located in the heart of the Surat Basin, just 3 hours fly/drive from Brisbane and Sydney On the cross roads of inland routes to Central Queensland, it’s the ideal ‘in region’ location to host business meetings and events Reconnect with your work mates in Our Western Downs 23
Business Tourism Action Plan
Action
Resources
Partners
Timing
KPIs
Business Tourism Marketing Partnerships
Dedicated staff member as central contract person
WDRC
2014
Partnerships established
Capacity & Activity
Dedicated staff to undertake audit and recording of growth
WDRC Industry Advance WD
2014-15
Data base of facilities available
Coordinator to engage mystery shopper and develop training
WDRC Industry Advance WD
2014-15
Benchmark model to record and measure annual activity - Results from mystery shopper - Annual industry training program -Industry participation
Dedicated staff to coordinator. Annual updating of information
WDRC Industry Advance WD/ Resource Sector
2014-15
Business Tourism Leadership
Develop possible partnership with Advance WD/Chamber of Commerce’s to facilitate business tourism growth Establish clear protocols e.g. how enquiries for business tourism are handled– council, chambers, VICs, including central call-to-action Further develop relationships with resource sector and major companies in region to encourage ‘in region’ meetings in the heart of the Surat Basin Audit business tourism capacity e.g. meeting venues, venue capacity and facilities. Accommodation room and bed counts
Measure current activity as benchmark for future growth
Undertake annual “mystery shopper” with meeting venues to benchmark service standards and to identify future training needs.
Industry Training
Business Tourism Information
Develop images & Fact Sheets and distribute via social media and for use on 3rd party websites Add Business Events as sub category to WDRC website Data base of people who influence business meetings and host business breakfasts/familarisations,
Business Tourism Marketing
Develop brand linking with Our Western Downs for council and business Raise awareness within region of meetings capacity through regional media e.g. Surat Basin News, Rural Weekly. Raise awareness externally e.g. In flight mags, billboards & trade shows
Develop data base of business tourism and resources media Develop and distribute story pitches and media fact sheets Host business tourism media famil with major leads from data base
Business Tourism Media
Dedicated staff member as central contract person
WDRC Advance WD/Chambers
Dedicated staff to coordinate brand development and marketing plan with major partners
WDRC Industry Advance WD/ Local Media
Engage partners to assist with famil hosting
WDRC Advance WD/Chambers
2014 - 2015
2015 - 17
Identification of who could lead process to attract Business Tourism
-Distribution of fact sheets and images. -No.of businesses linking business tourism information on website -No. of enquiries and number of bookings -Number of people attending business breakfasts/famils of venue facilities Uptake of brand by industry Monitor in region publicity Monitor enquiries from advertising
2015-17
Monitor through number of media stories and media publicity value generated
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5. Sports Tourism The region is well placed to invest in and capitalise on opportunities created through Sports Tourism. The attraction supporting of Regional Sporting events, through local Sport Recreation organisations will be the key to the development of market.
Culture
the and and this Locations
Sports Tourism is based on travel which involves either viewing or participating in a sporting event staying apart from their usual environment •
•
Infrastru cture
It is the fastest growing sector in global travel and the tourism industry. It equates to $600 billion a year or 10%+ of the international tourism market. o Expected to rise from 9.9% to 10.5% by 2018, the next decade will see tourism revenues exceeding $1,000 billion Economies of cities, regions and countries are increasingly reliant on combining sport and tourism to jump start economic and socio-economic change Sport Tourism in Australia represents about 5% of the overall tourism market, equating to tourism expenditure of about $3 billion per annum o
•
Tourists engaged in sports tourism are high yield and stay longer
•
Their direct benefit to a destination is cash through overnight visitation and day trips to the region - their indirect benefit can be years of repeat visitation
Critical Success Factors for Sport Tourism Investment (Refrence; Coffey Sport and Leisure, The potential of sports tourism investiment stratergies, Kyle Johnston)
Product
•
Participation 64% of Australians aged 15 years and over (or 11.1 million people) had participated in sport and physical recreation at least once
•
Spectator Attendance 43% of people aged 15 years and over (or 7.6 million people) had attended a sporting event
•
Involvement in Non-Playing Roles 9% of people aged 15 years and over had participated in organised sport and physical activity in a non-playing role
•
Volunteering 14% of people aged 18 years and over had volunteered for a sport and physical recreation organisation
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Sports Tourism Action Plan
Action
Document the Community Capacity for Sports Tourism
Partnerships
Infrastructure Sporting Organisations
Development of partnerships with existing Sporting organisations across the region Strengthen partnership with Sport and Recreation department.
Marketing
Distribution of OWD Marketing materials & merchandise at all Regional level sporting events
Resources WDRC Facilities Sporting Organisations WDRC Sporting Organisations Sport & Recreation Queensland WDRC Sporting Organisations
Partners
KPIs
2014/15
Completed audit of sporting facilities & organisations with the capacity to host events
2014/2015
Consistent communication between department, Council and Sporting Organisations
2014/2015
Number of events distributed to.
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2014-2015 “Top 10” Action Plan Actions 1. Short Break Events & Touring Marketing -
-
confirm roles & partnerships within WDRC
-
establish leadership & partnerships externally
3. Consistent Brand + Call-to-action
KPIs -
Completed partnership agreement
WDRC/Advance WD/ Resource Sector/ Major employers
Oct- Dec 2014
-
Jan – June 2015
-
Role confirmation within WDRC Partnerships externally
WDRC
Oct – Dec 2014
-
Electronic brand toolbox Central call-to-action w/ URL Monitoring template
WDRC/SQCT
Oct – Dec 2014
-
ATDW & event info updated Tourism website solution No. of downloads/length on site, clicks, map requests
Jan – June 2015
-
Familiarisations conducted No. of media updates/releases Media enquiries Media publicity generated
WDRC/ Advance WD/ Jan – June 2015 Resource Sector/Major employers
-
No. of partners with online tile No. of page views on WDRC site
WDRC/SQCT
-
No of enquiries Website statistics No. of e-newsletters ordered
Including monitoring template
4. Online/Digital Marketing -
ATDW & event calendar updates
-
Tourism & lifestyle website developed
-
SEQ & SEM
5. Media PR + Publicity -
Short Break Events
-
Touring
-
Lifestyle
6. New Resident’s Welcome Kit -
Timing
WDRC/SQCT/Highway Oct - Dec 2014 Committees
Partnership Agreements
2. Lifestyle Marketing
-
Partners
WDRC website, PDF & online tile to partners
7. Advertising (Touring & Short Break Events) - Highlife, Caravan Aust, SQCT campaigns 8. Direct Marketing (Short Break Events)
Jan – June 2015 WDRC/SQCT/TQ
WDRC
Jan – June 2015
27
-
e-newsletter, social media updates
-
Facebook likes No. of brochures distributed Social media & enquiries Map completed with distribution plan Consistent new images available in catalogue
9. Caravan + Camping Shows
WDRC/SQCT
Feb – June 2015
10.
WDRC/SQCT
July - Dec 2015
-
WDRC
Ongoing
-
-
Western Downs Touring Map
Launch and distribution
11.
Update of Image Library
Tourism + Lifestyle Marketing Plan Summary (A campaign overview is available in Excel attachment)
Action Partnership Agreements – Short Break, Touring, Lifestyle
Sep t
Oct
Nov
Dec Jan
Feb
Mar
Apr
May
June
2015-16
2016-17
Brand, Call-to-Action and Monitoring
ATDW/Online Updates incl. 3rd party event calenders
Tourism Website developed & dedicated URL
Search Engine Optimisation & Marketing Western Downs Touring Map & Drive APP Short Break Events - SQCT seasonal campaigns,
Spring
Summ er
Autumn
Winter
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Highlife advertorial, event e-newsletter, social media Media Publicity + PR
Events
Events
Touring
Events
Touring
Events
All markets
All markets
Touring Market - motoring magazines/ e-newsletters, Caravan. Aust. -
Caravan & Camping Shows
New Resident’s Welcome Kit
Lifestyle Marketing with Partners -
Outdoor, in-flight, morning shows
-
Trade shows, media publicity
Business Tourism -
Partnership Agreements
-
Industry Capacity
Business Tourism Marketing with Partners
29
3 Year Action Plan, 2014 - 2016 Partners
Timing
Annual Review of Marketing + Partnerships
WDRC & major partners
Annually June/July
-
Achievement of KPIs Readjust KPIs as required
Lifestyle Action Plan
WDRC/Advance WD/Major Employers/ Resource Sector
Jan- June 2015
-
Media Publicity generated % increase in new resident enquiries
WDRC/Advance WD/Industry/Resource Sector
2015-16
-
2015 - 16
-
Partnership agreements in place Industry training/participation Advertising enquiries & referrals
Ongoing
-
Action
-
Implementation
Business Tourism -
Partnership agreements
-
Build industry capacity & training
-
Marketing Plan
Online/Digital Marketing -
Ongoing ATDW and social media updating
-
Review Web solution
-
Introduction of new technology e.g. QR Codes
WDRC/SQCT
-
Short-Break Events Marketing Action Plan
WDRC/SQCT
Ongoing
Touring Marketing Action Plan
WDRC/SQCT
Ongoing
WDRC/SQCT/TQ
2015-16 2015-16
Image Updating
KPIs
-
Wider distribution of WD information Online statistics Visitor update of new technology No. of Enquiries E-newsletter database growth Packages distributed Online monitoring No. of Enquiries Participation in travel shows Heritage Pass development Electronic distribution of updated images 30
5 Year Action Plan, 2014 - 2018 The 5 Year Action Plan links with the Western Downs Corporate Plan, specifically addressing Strategic Activity (SA2) “Growth & Opportunity” – Regional Tourism & Events Plan and Partnering with peak business groups.
Action
Partners
Marketing Partnerships for Short-Break Events and Touring Marketing
WDRC / SQCT/ Highway Committees
Marketing Partnerships for Lifestyle & Business Tourism Marketing
WDRC/Advance WD/Major Employers/ Resource Sector
Annual Short-Break Events & Touring Marketing Plan
WDRC / SQCT/ Highway Committees
Annual Lifestyle Marketing Plan
Annual Business Tourism Marketing Plan
KPIs -
-
3 Year Partnership Agreements with SQCT and highway committees Annual review of KPIs & partner investment
3 Year Partnership Agreements with major partners Annual review of KPIs & partner investment
-
No. of campaign enquiries Increased visitor numbers to events & region Increased length of visitor stay and spend Media publicity generated
WDRC/Advance WD/Major Employers/ Resource Sector
-
No. of resident enquiries No. of new residents Media publicity generated
WDRC/Advance WD/Major Employers/ Resource Sector
-
No. of Enquiries Increased industry capacity/products No. of business tourism events Media publicity generated
31
Monitoring An evaluation system to monitor the effectiveness of the marketing investment should be developed to include enquiries reports, media monitoring, partnerships and action plan reviews.
Enquiry Reports
Media Buying + Monitoring Through partnerships with SQCT, Advance Western Downs and the resource sector, it is recommended to engage with professional media buyers to ensure the best media buy possible and most up-to-date media opportunities to meet the Western Downs target markets. For the purpose of this plan, Media Circus has offered costed media schedules and future considerations for the target markets.
Phone/E-mail Enquiries – record all phone and e-mail enquiries from the central call-to-actions e.g. phone number and e-mail address. Keep records of date, type of enquiry and postcode. Collate enquiries monthly, comparing the dates to marketing activity e.g. media/advertising placements, promotions, travel shows, sales.
Monitoring of media publicity using media publicity calculations by Tourism Queensland and Tourism Australia is recommended. The monitoring of media publicity should be included in monthly, quarterly and annual reporting for all campaigns.
Website– monthly analysis of unique web site visits, time spent on site and google analytics. Compare with dates of marketing activity.
Partnerships
Visitor Information Centers – monthly analysis of enquiries including postcode analysis. Compare with dates of marketing activity.
Marketing effectiveness can also be measured by partnership support and investment. This can include number of industry participating and investing in campaigns. The return on investment can be calculated by council’s direct spend vs. overall project cost.
Social Media – monitor comments and incorporate feedback into monthly enquiry reports. Compare likes/comments with marketing activity.
Action Plan Reviews It is recommended to review the Action Plans quarterly and annually to adjust any resources and timing required.
32
Abbreviations ABS
Australian Bureau of Statistics
ATDW
Australian Tourism Data Warehouse
FIFO/DIDO Fly In/Fly Out; Drive In/Drive Out employees OESR
Office of Economic and Statistical Research
QGC
Queensland Gas Company
RTO
Regional Tourism Organisation
SEM
Search Engine Marketing
SEO
Search Engine Optimisation
SQCT
Southern Queensland Country Tourism
TA
Tourism Australia
TQ
Tourism Queensland
TRA
Tourism Research Australia
VIC
Visitor Information Centre
VFR
Visiting Friends & Relatives
WD WDRC
Western Downs Western Downs Regional Council 33
The Connector Market Source: Tourism Queensland
34
Consultation & Project Support WESTERN DOWNS REGIONAL COUNCIL (WDRC) WDRC Workshop with Tourism, Community and VIC staff, 6th August, 2012 Cr Tony Brame, Economic Development and Tourism Carollee Murphy, Community Development Manager Donna Ashurst, Community Development Coordinator – West Jane Holdsworth, Major Developments and Economic Strategy Manager Kerri Anderson, Strategy and Communications Manager TOURISM QUEENSLAND (TQ) Sharon Raguse, Director, Brisbane, SEQld/Western Downs Matt Bron, Director, Outback Queensland Emma Freer, Marketing Manager; Julia Pavey, Marketing Manager; Megan Brown, Marketing Coordinator SOUTHERN QUEENSLAND COUNTRY TOURISM (SQCT) Mary-Clare Power, CEO Monica Groenert, Interim Marketing Manager RESOURCES SECTOR Sarah Delahunty, Community Officer, ARROW ENERGY Kim Hilliard, Stakeholder & Community Relations Manager, LEIGHTON CONTRACTORS Scott Bird, Regional Community Relations Manager, ORIGIN ENERGY Zoe Carroll, Lead Community Relations Advisor, Gasfields, QLD GAS COMPANY Stacey Kent, Marketing Manager, TOOWOOMBA & SURAT BASIN CORPORATION BUSINESS TOURISM SECTOR Megan James, BMO Accountants Dalby Janet Kieseker, Toowoomba Conferences MEDIA RECOMMENDATIONS Teena Jameson/Kat Droulers, MEDIA CIRCUS 35
RESEARCH, CONCEPT DEVELOPMENT, Anissa Williams
Bibliography
WDRC Corporate Plan 2009 – 2013 WDRC Operational Plan 2011 – 2012 Western Downs 2050 Community Plan, SGS Economics & Planning Balfour Consulting, (2010) ‘The RV Travellers - Coming Ready or Not’. Campbell Page, (2010), ‘State of our Community Report 2010; The Toowoomba ESA Demographic Profile’. Caravanningnews.com, (2011), ‘Caravanning Defies The Trend: Fastest Growing Tourism Sector’, August 2011. Caravan and Camping Industry Association NSW, (2011), Media releases. Caravan and Camping Industry Association NSW and Tourism NSW, (2010), Caravan and Camping Industry Profile City Of Greater Geelong, (2008), ‘Events Marketing Guide: Developing Opportunities For Events Held in the Geelong Region 2008-2009 Edition’. EC3 Global, (2011), ‘Western Downs Destination Management Plan: A Proud Region United by Opportunity and Lifestyle February 2011’. Hillman W, (2009) ‘Social Needs of Grey Nomads Travelling in Queensland’, Institute of Health and Social Science Research, CQ University. Janeczko, Mules and Ritchie, (2002), ‘Estimating The Economic Impacts of Festivals and Events: A Research Guide’, CRC Tourism Lawrence Consulting, (2012), ‘Western Downs Regional LGA Economic and Demographic Profile 2012’. Murphy, Niininen and Sanders, (2010), ‘Short-Break Holidays: A Competitive Destination Strategy’, CRC Tourism. National Centre for Studies in Travel and Tourism, (2005), Drive Tourism Program – Stage 2: The Great Inland Way Situation Analysis, Prepared for Tourism Queensland. Pricewaterhouse Coopers, (2011), ‘Productivity Scorecard December 2011’. Queensland Treasury and Trade- Office of Economic and Statistical Research, (2012), ‘Regional Profiles Summary Regional Local Government Area, Generated on 12 May 2012’. SGS Economics and Planning, (2011), ‘Western Downs 2050 Community Plan: Get Involved’. Smith, K, (2008 ), ‘The Information Mix For Events: A Comparison of Multiple Channels Used by Event Organisers and Visitors’, Victoria University of Wellington, International Journal of Event Management Research Volume 4, Stafford Group, (2011), ‘Western Downs Region Visitor Information Services Review; April 2011’. Tourism Research Australia, (2012), ‘Caravan and Camping in Australia Snapshots 2012’. Tourism Research Australia, (2011), ‘The Impact of Mining on Tourism Snapshots 2011’. Tourism Research Australia, (2011), ‘Business Events Visitors: 2011’. Tourism Research Australia, (2012), ‘Travel by Australians, December 2011, Quarterly Results of the National Visitor Survey’. Tourism Research Australia and Tourism Western Australia, (2007), ‘Grey Nomads - Fast Facts’. Tourism Queensland, (2012), ‘Toowoomba Regional Snapshot; year ending December 2011’. Tourism Queensland, (2012), ‘Western Downs Regional Snapshot; year ending
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