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Background
Broken Hill is an isolated mining town situated in Far Western New South Wales, 1,160km west of Sydney, 511km north west of Adelaide. Its harsh and rugged, semi-desert climate has, since its settlement in 1883, made it a location utilised primarily for economic and transport logistics activity, capitalising on Broken Hills vast mineral resources and the railway infrastructure developed to support it. It has not been until the reduction in Broken Hills mining activity that tourism has been developed as a subsidiary industry in the area, focusing on the strength of Broken Hills contribution to Australian history, the outback/adventure aspects the natural environment offers, the galleries of the artistic community of Broken Hills Outback Artists. Broken Hill is located 130km from the Mutawintji National Park, a regional meeting place for Aboriginal people from language groups from all over New South Wales for thousands of years, which contains Aboriginal rock paintings up to 8,000 years old. Broken Hill was first surveyed by the Surveyor General of NSW in 1841. The area was visited by Charles Sturt in 1844 on his search for Australias inland sea, pastoralists commenced settling around the region from the 1850s, using the Darling River as a trade route, and Burke and Wills came through Broken Hill during their expedition of 1860/61. Charles Rasp discovered silver, lead and ore in 1883, and the BHP Company (currently BHP Billiton) was founded in 1885 to exploit this mineral wealth. Mining activity peaked in Broken Hill during the 1970s, and collapsing minerals prices during the 1990s made mining in Broken Hill economically untenable and significantly reduced the ongoing mining activity taking place. In addition to road access via the Barrier Highway, Broken Hill is linked to Adelaide, Sydney and New South Wales western corridor via train, and its airport has flights direct to Adelaide and Sydney, with a charter service to Mildura linking it by air to Melbourne. Broken Hill is poised to leverage interest in extreme environments and activities, gaining in popularity in younger travellers defined by Roy Morgan as the Groupies/Peer Group Travellers category of tourist. Broken Hill is to be included in the Australian leg of the US show The Amazing Races next series, popular in Australia, and anticipates the heightened profile will translate into an increase in tourism interest that the Broken Hill City Council wants to be prepared to effectively respond to and translate into increased visitor numbers seeking out the extreme environments and opportunities of Broken Hill.
Marketing Objectives
Increase overall number of visitors from target audience by 20%. Increase average number of days per visit by target audience by 30%.
Advertising Objectives
Increase perception of Broken Hill as energetic extreme travel destination by target audience by 35%.
JADDAN BRUHN
Page 1
Tourism Visit Broken Hill BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Increase perception of Broken Hill as a destination I would likely consider visiting in the next 6 months by target audience by 15%.
Target Audience
Identified as Groupies / Peer Group Travellers; sensation seeking males 18 25, single, student, recently graduated & employed, urban residents of metropolitan Sydney.
Broken Hill has previously positioned itself as a naturalistic destination with strong historical credentials and a developing artistic community, seen as a budget family travel destination and popular with nostalgic older travellers, perceiving Broken Hill as the real Australia, with pensioners able to travel to Broken Hill from Sydney on Country Link rail at no cost as part of an annual entitlement.
Competitors
Broken Hill competes for tourism with regional rivals: Parkes: 818km from Broken Hill, home of the CountryLink Parkes Elvis Festival and The Dish (Australia Telescope, CSIRO Observatory), 380km west of Sydney, on the CountryLink rail route between Sydney and Broken Hill. Dubbo: 753km from Broken Hill, home of the Taronga Western Plains Zoo, 416km west of Sydney, on the CountryLink rail route between Sydney and Bourke, accessible by air from Sydney on Rex and QANTAS Link. Mildura: 297km from Broken Hill, 550km from Melbourne, 400km from Adelaide, home of the Mildura International Balloon Fiesta, Mildura Country Music Festival and the Australian Inland Botanic Gardens.
Competitors Advertising
Parkes: CountryLink and Rex Airlines sponsored outdoor and print advertising to promote annual Parkes Elvis Festival. Dubbo: Print advertising in the Daily Telegraph and full page Escape feature in the Sunday Telegraph Online advertising on ninemsn and ninemsn Windows Live Messenger Electronic direct mail Google search engine marketing Mildura: TV advertising campaign promoting Mildura The eight-week campaign started in July -- the first of two bursts to promote Mildura in major Victorian, NSW and South Australian markets over the next four months. The campaign will be seen extensively throughout regional Victoria, including key centres such as Ballarat, Horsham, Warrnambool, Bendigo, Shepparton, Swan Hill, Echuca, Gippsland, Wangaratta and Albury/Wodonga. In South Australia the campaign will extend throughout
JADDAN BRUHN
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Tourism Visit Broken Hill BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
the Riverland and the Adelaide metropolitan region, which includes the important surrounding areas of Barossa Valley, Adelaide Hills and the Fleurieu Peninsula, while in regional NSW the campaign extends to Broken Hill. The TV commercial will air during a range of top rating programs including Sunrise, the Morning Show, Midday Movies, All Saints, Deal or no Deal, evening news bulletins, Coxy's Big Break as well as weekend sports and V8 Supercars broadcasts.
JADDAN BRUHN
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Tourism Visit Broken Hill BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Conquer the real Australia Bold, direct and colourful in tone, enticing, adventurous and aspirational in manner.
Broken Hill Visitor Information Centre logo, website and social media details. $500,000 September - December 2011
JADDAN BRUHN
Page 4
Tourism Visit Broken Hill BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
WEAKNESSES
Tourism activity not currently very structured Weather at times of the year may be harsh Not all inhabitants of the town tourist friendly
OPPORTUNITIES
Increase in interest in authentic tourism experiences Improved aviation technological makes remote areas more accessible Changes in attitudes towards metro holidays destination
THREATS
Fluctuations in currency exchange valuations may make overseas travel destinations more attractive than domestic locations Environmentally unsustainable location Comparative increase in value of Australian dollar may make Australia & its interior regions relatively expensive destinations for foreign travellers
JADDAN BRUHN
Page 5
Tourism Visit Broken Hill BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Media Objectives The Media Plan is designed to reach the majority of the target audience with a frequency of at least four times during the campaign period. Utilising the selected media the campaign flight pattern is continuous with bursts of activity at key points during the campaign; familiarising the target with the campaign message and inspiring a call to action as key events during the campaign promotion approach. Varying the media utilised and shaping the communication around the targets media and lifestyle habits, acting on the targets creative instincts and interest in finding out more, reducing wastage and acting to ensure the target is exposed to the campaign message many times over the campaign period is best achieved through the media selected, avoiding heavily pushing the campaign message in traditional media only, which may negatively impact the targets perception of the advertisements focus. Geographic areas to be covered The draw area is metropolitan Sydney. Target audience lives and conducts their life in the greater suburban area of Sydney, with a specific focus on the inner urban & CBD centres where study, work and leisure time is spent. When do we talk to them The campaign is geared to action travel for the summer period. Domestic travel is usually booked and planned no more than three months in advance, with this demographic favouring last minute action. The media plan is designed to start communicating to the target audience in September before they have considered plans for their summer, familiarising them with the advertising objective, increasing that dialogue during spring when they are more likely to have money (tax return), school holidays / annual leave that they want to utilise without too much hassle. Creative requirements The focus of the campaign is highlighting the ruggedness and action attributes of Broken Hill, and demonstrating that vigour in movement and colour is key to communicating that message.
JADDAN BRUHN
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Tourism Visit Broken Hill BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Media Plan Budget September - December 2011 BROKEN HILL TOURISM SEPT 4-10 Radio NOVA breakfast x 4 mon-fri Magazine TIMEOUT Front cover belly band Full Page (215x285) Run of Mag Newspaper MX Wrap Horizontal Half Page mon-fri Online timeout.com/syd ney Leaderboard (728x90pixels) eDM sponsor 5,00 0 SEPT 1117 5,00 0 SEP T 1824 5,00 0 SEPT 25-1 5,00 0 OCT 2-8 5,00 0 OCT 9-15 5,00 0 OCT 1622 5,00 0 OCT 2329 5,00 0 NOV 30-5 5,00 0 NOV 6-12 5,00 0 NOV 1319 5,00 0 NOV 2026 5,00 0 NOV 27-3 5,00 0 DEC 4-10 5,00 0 DEC 1117 DEC 1824 DEC 2531 TOTAL
$70,00 0
$11,90 0 $37,50 0
17,0 46 24,7 05
24,7 05
24,7 05
24,7 05
24,7 05
24,7 05
24,7 05
24,7 05
24,7 05
24,7 05
$17,04 6 $247,0 50
6,25 0 3,00 0
6,25 0
6,25 0
6,25 0
6,25 0 3,00 0
6,25 0
6,25 0
6,25 0
6,25 0 3,00 0
6,25 0
6,25 0
6,25 0
6,25 0
6,25 0 3,00 0
6,25 0
6,25 0
6,25 0
TOTAL
JADDAN BRUHN
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Tourism Visit Broken Hill BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
JADDAN BRUHN
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Tourism Visit Broken Hill BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
JADDAN BRUHN
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