Sapphire Coast Destination Marketing 2019/2020 Activity Plan

Image Sarah Chenhall

Tourism Services on the Sapphire Coast

In 2018 Bega Valley Shire Council appointed Sapphire Coast Destination Marketing to provide a range of tourism marketing services on its behalf.

The tourism services contract ensures delivery of tourism destination marketing, experience development and regional leadership activities to contribute to the growth of the local visitor economy.

Tourism services under this contract cover two distinct areas. The provision of tourism office responsibilities to interface with local, state and federal industry stakeholders and also the planning and implementation of destination promotional activities driving visitation to the region.

Image Sarah Chenhall

Focus for success

Building a Brand

Aspirational approach to shift the brand to appeal to new marketsEnsure unique positioning to ensure competitiveness and not just line up with other like destinationsBuild a compelling proposition to attract new markets and maintain existing markets

Increasing Competitiveness

Align with Destination Southern NSW themes to leverage opportunitiesPrioritise Sapphire Coast brand relevant experiences Focus on higher yield experiencesPrioritise marketing investment in capcity buuilding programs

Transitioning to Year Round Destination

Maintain our strong connection with traditional domestic markets. Build international from high value traveller.

Bring cruise ship visitors back to region for overnight staysGrow short-stay shoulder season domestic visitation

DESTINATION POSITIONING

FOCUSED EXPERIENCE

DEVELOPMENT

MARKET DEVELOPMENT

Sapphire Coast VisionSapphire Coast is a compellng year-round tourism destination, offering internationally competitive, unique and immersive world-class, nature based experiences . The towns and villages complement the stunning landscape with passionate chefs and artisans providing unique connections with the pristine oysters, seafood and produce of the region. The warm and welcoming locals create year round festivals to celebrate this unique place with visitors and community alike

The economyThe visitor economy is the foundation of the Bega Valley economy.In the year ending June 2018 the Sapphire Coast region recorded over 1 million visitors spending $499 million and contributing to around 3,500 local jobs.

Total visitors Visitor spend Domestic Jobs 1,033,000 $499m 502,000 3,500

$

Develop, manage and implement a yearly Sapphire Coast Destination Marketing activity plan including specific actions, projects, tasks andcampaigns aligned to broader regional destination management objectives.n Deliver activity that directs and inspires local tourism and visitor economy stakeholders across the areas of:Destination Marketing Product/Experience DevelopmentIndustry Representation and Leadership

n Leverage additional opportunities, partnerships and mechanisms that grow the visitor economy in the Shire.n Advocate to local, state and federal stakeholders for the Shire’s visitor economy and provide general support and advice to Council and the local tourism and visitor economy industry.n Work to ensure skills, networks, experience and governance arrangements support the local visitor economy, local industry and assist Council achieve its goals.

Key Contract Deliverables

Destination Marketing Focus

Publicity

450k 1m 517k

36.9k 4.6k Online Traditional Direct Bla blah blah Bla blah blah Bla blah blah blah blah blah blah blah blah

Digital

Industry Development Sapphire Coast Destination Marketing work closely with Industry to maximise opportunites to improve on existing and develop new tourism experiences.

n SKILLS WORKSHOPS n NETWORKING EVENTS n ONE ON ONE MENTORING

Page Views on sapphirecoast.com.au to June 2019

Users reached to June 2019 Engagement to June 2019

33 10K Subscribers on database. media articles since July 2018

PartnershipsOur collaboration with these strategic partners is critical to supporting the region in industry development and destination promotion.

Partner with South Coast LGA’s to collaborate on joint advertising campaign (Unspoilt), touring route

marketing and other strategic collaborations.

Leverage Tourism Australia’s Coastal and Aquatic campaigns to increase

promotion of Sapphire Coast international ready experiences.

Leverage DNSW channels to promote the region in domestic and international markets. Promote and

access DNSW programs to assist local operators in improving products and developing new markets.

Promote Sapphire Coast as nature’s heart of the Sydney Melbourne coastal journey to international

markets Europe, UK and USA.

Align with and access the resources of Destination Southern NSW to

assist local operators in experience development, market development

and grant programs

Provide support to Canberra to position ‘Coast’ touring as a must do experience for Canberra international visitors.

Exploit growing cruise visitation to develop new experiences for the self - drive market and implement strategies to bring cruise

visitors back the region on overnight visits

South Coast Local Government Areas

sapphirecoast.com.auWebsite Management

n Ensure web content aligns with the Sapphire Coast brand values and contributes to building visitor growth and audience engagement

n Develop and publish new website content eg blogs, events, news and other best practice content

n Publish and maintain industry/operator information and content

n Source and publish flagship event contentn Ensure Search Engine Optimisation (SEO) is best practisen Apply latest security updates to protect the website n Monitor and advise on technology opportunities to improve

website performance

Digital Marketing n Use Sapphire Coast social media and website marketing channels to increase awareness of the Sapphire Coast destination and hero experiences

n Focus on encouraging visitation in shoulder and low seasons.

n Ensure content aligns with destination brand values

n Develop briefs and commission Facebook & Instagram posts and implement best practice audience engagement activity

n Develop briefs and commission regular blogs or relevant best practice content

n Feature and maintain accuracy of Sapphire Coast flagship events

n Identify opportunities to develop and implement collaborative (jointly funded) campaigns with industry

Media & Publicity n Attract media visits that align closely with the Sapphire Coast brand and experience development themes

n Manage an accurate and up to date media databasen Plan and distribute quarterly media invitations to visit and

publish storiesn Work pro-actively with DNSW to create media

opportunities n Respond to requests to assist partners in media visits eg

developing itineraries, hosting visits n Seek support from industry to host and provide experiences

to visiting journalists

SCDM ACTIVITY PLAN 2019/20 Destination Promotion ACTIVITY STRATEGIC OPERATIONAL

Direct Consumer Marketing (email)

n Grow and curate consumer membership of an active database of visitors interested in Sapphire Coast experiences

n Implement strategies that bring cruise visitors back to the region on overnight visits.

n Encourage and manage database subscriptions via Sapphire Coast website and other digital channels

n Collect Cruise Eden visitor data to include on consumer database.

n Send seasonal and special offer emails n Monitor data to improve uptake/engagement of offers

Destination NSW - Unspoilt South Coast Advertising Campaign

n Increase short stay domestic visitation n Invest in $4$ DNSW managed campaigns with South Coast NSW local government area partners

n Manage day to day planning and implementation of publicity campaigns with DNSW media team

Visitor Information n Work with VICs and local tourism organisations to align local visitor engagement with destination marketing

n Create interest and awareness of Sapphire Coast for the touring market visiting neighbouring regions

n Meet quarterly with VIC's/Local Tourism Organisations for activity briefings and to build alignment and collaboration.

n Distribute the Sapphire Coast Visitor Guide to key centres in Eastern Australian states.

n Project manage the re-printing of brochures and guides when necessary

n Identify collaborative funding opportunities to produce marketing publications

International Marketing

n Position Sapphire Coast as nature’s heart of the Sydney Melbourne Coastal Drive

n Position Sapphire Coast as the preferred coastal experience for international visitors via Canberra

n Raise awareness of Sapphire Coast with international trade - Wholesalers, Retailers, Inbound Tour Operators

n Invest as a member of Sydney Melbourne Touring Inc to promote Sapphire Coast as part of the Sydney Melbourne Coastal Drive in international markets

n Represent Shoalhaven and Eurobodalla Tourism (South Coast) on Sydney Melbourne Touring Committee of management

n Encourage industry to join and distribute product in international touring/marketing opportunities

n Support Visit Canberra’s Capital Coast & Country Touring Route for digital and printed marketing

ACTIVITY STRATEGIC OPERATIONAL

International Marketing continued

n Proactively engage DNSW and Tourism Australia to maximise inclusion of Sapphire Coast on international media visits

n Identify opportunities to represent Sapphire Coast region and operators at international trade events

Cruise Eden n Encourage cruise visitors to Eden to return to Sapphire Coast as self-drive overnight visitors

n Grow awareness of Sapphire Coast in key cruise origin market – Sydney & Melbourne

n Work with Cruise Eden to develop collateral to be distributed to passengers

n Collect passenger data and upload on database n Send post trip emails to recent Cruise Visitors

Destination Promotion – General

n Maintain accurate Sapphire Coast attraction listings on Australian Tourism Data Warehouse for visitnsw.com

n Encourage and liaise with operators & VICs to maximise operator listings

Sapphire Coast Industry Leadership and Engagement

n Improve and grow industry experiences and operator skills to improve competitiveness

n Raise awareness and understanding of the value of tourism

n Provide marketing and development advice and guidance to Sapphire Coast operators

n Promote industry wide adoption of Sapphire Coast Brand Toolkit

n Develop and host networking events to encourage interaction and collaboration within industry.

n Work with DSNSW and other partners to identify industry development opportunities including funding opportunities

n Communicate value of tourism and success stories in industry newsletters

n Maintain an up to date industry database and share important information via industry newsletters

ACTIVITY STRATEGIC OPERATIONAL

Tourism Office/Industry Development and Partnerships

Destination Southern NSW (DSNSW)

n Capitalise on activity, investment and strategies to increase industry support and Sapphire Coast promotion.

n Provide support, on-demand, to capitalise and maximise industry involvement in DSNSW Key Projects

n Update DSNSW on product/industry changesn Update DSNSW on destination planning

Destination NSW(DNSW)

n Capitalise on activity, investment and strategies to increase industry support and Sapphire Coast promotion.

n Provide data, insights and content, on demand, to assist promotion of the region in domestic and international markets.

n Promote DNSW industry development programs and opportunities to industry

Cruise Eden n Exploit growing cruise visitation to develop new experiences for the self - drive market and implement strategies to bring cruise visitors back the region on overnight visits

n Identify opportunities, and work closely with Cruise Eden, maximise success of industry in other visitor markets

n Collaborate with Cruise Eden to develop initiatives – events, information sessions and workshops to jointly support industry improvement and development

n Align development of shore experiences for Cruise with other visitor markets

Visit Canberra n Position Sapphire Coast as a coastal experience for Canberra domestic and international visitors

n Partner in Capital Coast & Country Touring Route digital and printed marketing material

n Provide and maintain content for Visit Canberra digital and other channels.

n Support & encourage Sapphire Coast participation in Visit Canberra international & domestic media famils

n Support VC at Internationally marketed events eg: Australian Tourism Expo & international sales missions

Tourism Australia n Maximise opportunities to have Sapphire Coast experiences included in international marketing campaign

n Update Tourism Australia channels with accurate regional information on experiences and attractions

ACTIVITY STRATEGIC OPERATIONAL

NSW National Parks (NSW NP)

n Ensure region and industry exploit key initiatives

n Amplify Sapphire Coast nature tourism experiences through NSWNP marketing channels

n Engage industry, in collaboration with NSW National Parks Visitor Experience Team, to encourage development of experiences to support ‘Light to Light Walk’ initiative

n Source NSW NP information and opportunities and share with industry

n Share Sapphire Coast nature based content with NSW NP marketing teams

South Coast, Desti-nation Gippsland & East Gippsland Shire Council, Snowy Monaro Region

n Partner neighbouring destinations to create marketing efficiencies and ensure touring itineraries take a broader regional approach

n Develop touring itineraries to suit Visit Canberra marketing programs in collaboration with Eurobodalla tourism

n Maintain partnerships with Destination Gippsland promoting the Sydney Melbourne Coast Drive in international markets

ACTIVITY STRATEGIC OPERATIONAL

Sapphire Coast Destination MarketingPO Box 463 , Pambula 2549, NSW

Phone +61 2 8091 4124Email: scdm@sapphirecoast.com.au Image Davey Rogers @davey_rogers