In May 2005 Tourism NSW launched a 12 month program of marketing, PR, research and educational activities to celebrate 100 years of government tourism promotion.
The project was a unique and creative platform from which Tourism NSW was able to engage and communicate to different audiences a compelling story about the industry, about the organisation and about its future. It was a celebration of achievement, a chance to take stock and look forward.
More than 50,000 people attended promotional events over the 12 months, while media and publicity activity achieved an audience reach of 10 million.
In May 1905 the State of New South Wales took a farsighted step by establishing one of the world’s first government tourism bureaus. Since that time, theNSW Government has continued to invest in the tourism which today contributes more than $23 billion a year to the State economy and employsmore than 250,000 people.
In May 2005, Tourism NSW saw that the centenary presented an opportunity to reconnect with its key stakeholders after a period of extensive internal re-engineering and revitalisation of many of its major programs – including its high profile destination brand marketing campaigns.
The 100 Year celebrations enabled the organisation to customise complex government, corporate, media, industry and community stakeholder messages and deliver them through a variety of communication channels. The aim was for the organisation to reach its key stakeholders and communicate the importance and value of the tourism industry, its relevance to the broader community and Tourism NSW's leadership role.
The research challenge was unique – it needed to support a definitive account of the history of tourism in the state (which did not exist) including data from times when tourism records were not formalised.
Another research challenge was locating historical images, footage, artwork and documents. As the campaign also looked to the future, research was needed to deliver a comprehensive analysis of trends which would affect the industry’s development still to come.
The research project in itself brought the organisation into contact with three generations of industry and promoted enormous amounts of goodwill.
The research phase was focussed on three major elements:
1. Historical research:
• Reviewing state and national records and archives, private collections and through interviewing past and present employees of Tourism NSW and regional and industry bodies from across the decades
Reviewing state and national records and archives, private collections and through interviewing past and present employees of Tourism NSW and regional and industry bodies from across the decades
• Locating an original written copy of the creation of the tourism bureau as an entity by Premier Sir Joseph Carruthers
Locating an original written copy of the creation of the tourism bureau as an entity by Premier Sir Joseph Carruthers
• Uncovering archives of an original balance sheet for the 1905/06 financial year
Uncovering archives of an original balance sheet for the 1905/06 financial year
• Locating and tracking overseas visitation figures from 1905 to the current day
Locating and tracking overseas visitation figures from 1905 to the current day
2. Film/photography and supporting imagery sourced from:
• Public archives including Mitchell Library, Powerhouse Museum, State Archives and the National Gallery of Australia, tourism industry partners and operators
Public archives including Mitchell Library, Powerhouse Museum, State Archives and the National Gallery of Australia, tourism industry partners and operators
3. Statistical data which plotted
• Past, present and future tourism and lifestyle trends
• Cyclical events and impacts
• Key dates marking changes in travel
• Demographic profiles of the tourist over the decades
• Changes in travel patterns/destinations/holiday types
• The value of tourism to economy, jobs and staffing
• Sociological trends
• Forward projections for next 10-20 years
The campaign strategy was to target different groups through customised communication programs to achieve widespread recognition of the celebration.
|Target Publics||Relevance in the success of the campaign|
|Government||Local, regional and state||It was important these organisations be acknowledged in 100 Year celebrations and, share with them Tourism NSW’s new strategic directions.|
|Corporate||Major sponsors and non traditional partners||A new priority for Tourism NSW is engagement of commercial partners not traditionally involved in the tourism industry.|
|Media||News, business, industry, travel and lifestyle||News, business and industry media was targeted for coverage of some of the “harder” messages related to the economic impact of tourism plus trend and forecast information.The 100 year celebrations also gave Tourism NSW a platform to re-engage with travel media with a view to improving volume and quality of destination coverage.|
|Tourism industry||Operators, associations, and organisations||Following a period of organisational change the 100 Years of Tourism celebrations presented opportunities for the new management team to connect with the industry.|
|Tourism NSW staff||Head office staff, regional and overseas staff, trainees and volunteers||The 100 years program offered:An opportunity to recognise long standing staff and their contribution to the organisation whilst welcoming new staff to the department Foster organisational and industry prideRaise morale and improve cross departmental project implementation processes|
|Community||Including the NSWgeneral publicPast visitors to the StateThose interested invisiting the StateRegional communities Educational institutions and representatives||As stakeholders in the State economy it was important that the NSW general public see the contribution tourism makes to their local community.The history of tourism in the State has personal resonance with those who have holidayed there. Tapping this personal history fostered emotional connections with the celebrations.Potential visitors to the State were encouraged to visit Tourism NSW websites through 100 Years of Tourism consumer competitions.It was important to raise the awareness of the value and importance of tourism to local jobs and the filtering down effect into regional economiesThe legacy project associated with the 100 Years celebrations was aimed at transferring knowledge to the industry’s next generation. The project also provided authoritative information and analysis which would improve content for academics, analysts and researchers.|
The communication strategy was focussed on achieving high levels of reach within each of the six target groups.
Messages were focussed around three key themes:
• The history of tourism and its value to the people of NSW
• Celebration of the State’s achievement in building a major industry
Celebration of the State’s achievement in building a major industry
• Tourism NSW’s role within the industry and its new strategic direction
Tourism NSW’s role within the industry and its new strategic direction
Communications were tailored to different audiences and involved purpose created events as well the integration of 100 Year messages into all major corporate programs. The 100 Years logo was used across the organisation to cohesively brand various programs.
Key Programs included:
• The Minister for Tourism, Sport and Recreation, the Hon Sandra Nori wrote to each member of the NSW Parliament and distributed copies of the book, State of Play
The Minister for Tourism, Sport and Recreation, the Hon Sandra Nori wrote to each member of the NSW Parliament and distributed copies of the book, State of Play
• A 100 Years of Tourism display was mounted in Parliament House
A 100 Years of Tourism display was mounted in Parliament House
• Tourism NSW sponsored the Local Government and Shires Association conference and used it as a platform for promoting 100 year messages
Tourism NSW sponsored the Local Government and Shires Association conference and used it as a platform for promoting 100 year messages
• 100 Year kits were distributed to 16 Regional Tourism Organisations and135 Local Government Associations
100 Year kits were distributed to 16 Regional Tourism Organisations and135 Local Government Associations
• The Sydney Visitors and Convention Bureau featured the 100 Year logo on its communications throughout the year and themed its annual networking event around 100 Year celebrations
The Sydney Visitors and Convention Bureau featured the 100 Year logo on its communications throughout the year and themed its annual networking event around 100 Year celebrations
• Under the auspices of 100 Year celebrations Tourism NSW set upinformation sharing meetings with the senior management teams ofother government organisations• The Tourism NSW Board scheduled regional outreach meetings to connect with local communities.
• A corporate partnership program linked to the high profile NSW Tourism Awards was themed around the 100 Year celebrations• 100 Year messages were presented to business leaders through a series of boardroom luncheons.
• A publicity campaign aimed at engaging media in the program was created • The Australian Society of Travel Writers AGM was hosted in Sydney as part of 100 Year celebrations. Touring itineraries were developed and offered to 200 media integrating 100 Year messages.
• Launch Event – the program was launched to 200 industry leaders atan event hosted by the Minister for Tourism, Sport and Recreation, theHon Sandra Nori MP. • The NSW Tourism Awards – which attracted 1000 industry and media was themed around the 100 Year celebrations. • Industry Forums – 100 Year messages were integrated into presentations at more than 15 major state tourism forums during the year.
• Museum of Sydney – hosted an exhibition on the history of tourism in the State
• Short Film – a short film was created using historical footage.
• A Community Service Announcement – was created highlighting the value of tourism to the economy.
• State of Play – a commemorative 80-page book, written by historian Peter Spearritt, charting the history of tourism in the State was published.
• Website – a comprehensive website featuring detailed historic information, multi media and research data was developed.
• A monthly consumer competition in conjunction with Tourism NSW marketing campaigns, encouraged visitation to the website and exhibition.
• A display competition through the network of 170 visitor information centres around NSW, invited local community participation.
• Historic accounts of regional tourism areas were compiled and distributed through regional visitor information centres.
Tourism NSW Staff
• The 100 Year Celebration Staff Event – The Minister made a presentation and thanked each member of staff for their personal contribution.
• Staff Award – A 100 Years monthly staff award was established
• Volunteers Acknowledgement – 24 volunteers were personally acknowledged for their contribution to tourism at a function hosted by the Minister.
• Student Achievers – Special acknowledgement was given by the Minister to the winners of the annual Student Achiever Awards.
• 100 Years Theme – was introduced throughout the Tourism NSW offices, including photographic displays, screen savers, commemorative cups and email sign offs.
• This program leaves legacy items of a fine body of statistical analysis, research and future trends, along with a detailed and documented historical account of the 100 Years of Tourism in New South Wales.
• This material was distributed to all major educational institutions and libraries throughout NSW.
• An educational program is currently in development which will see the 100 Year material featured as part of a lesson plan and distributed to schools.
Phase 1: Project Scoping
Phase 2: Research
Phase 3: Collateral and Production
Phase 4: Launch
Phase 5: Calendar of Events
Phase 6: Review and Measurement
Phase 7: Legacy and project closure
Refer to Appendix A for a detailed explanation of the seven phases of the project
• Media value: $1.4 million in value
• Circulation figures: Audience reach of more than 10 million
• The event attracted $394,000 in partner sponsorships100 Years project website
• More than 11,000 individual visits
• Over 41,000 page impressions
• On average each person viewed four pages and stayed on the sitefor five minutes
• Positive unsolicited feedback received from visitors
Online consumer competition
• Over 1700 entrants to the monthly online competition
• Value of prizes is over $5,000
Parliament House display
• Display cabinets at Parliament House showcasing 100 Years messages
• Visitation to Parliament House of more than 80,000 people per month
Museum of Sydney showcase
• Five month duration (February to June 2006) • Paid attendance figures of more than 25,000 people with the first three weeks of the exhibit attracting 6, 000 visitors.
Community Service Announcement
• 421 spots and media value of $64,978• An audience of 138,000 saw the spots at least twice
State of Play Commemorative Book
• More than 2,500 books already distributed with another 1,500 scheduled as part of the educational legacy program • Achieved finalist status in the Galley Club of Sydney design awards• Request by retail outlets to retail the book due to interest and demand by general public
NSW Tourism Awards
• More than 1000 members of industry and media attended this annual celebration of the State’s tourism industry – themed for the 100 Years project. The theme achieved a 98.4 per cent positive response from participants.
|Evidence of achievements|
|1 Re-connect the organisation with key stakeholder groups.||The campaign made the organisation far more visible and connected it with each of its stakeholder groups. This outcome is evaluated by levels of reach and attributable flow on effects from this re-engagement specifically:
• 135 members of Parliament and 152 regional government leaders were presented with tourism messages by Tourism NSW
• 8 new commercial partners began working with Tourism NSW
• The program attracted sponsorship valued by $394,000
• 3000 members of the industry received 100 Year communications
• 1000 industry representatives joined us in celebrating the state’s tourism achievements 98 per cent rated the event as outstanding
• 10 million people saw 100 Year messages at least once
• 1000 people went on-line to share personal memories of holidaying within the state
• 12,000 people researched our tourism history on-line
• 30 major libraries and research institutions received copies of the State of Play historical account
• 168 Visitor Information Centres received 100 Year display kits
• 400 schools are targeted to receive educational kits
• 250 media representatives were engaged directly in the program through media events or communications
• An outcome of this has been far stronger media support for Tourism NSW’s destination promotion program. This saw annual publicity targets achieved with six months and nine month figures exceeding targets by 108 per cent
• 24 volunteers, 16 trainees were acknowledged
• 120 staff was personally thanked for their contribution
• 12 outstanding staff achievers were recognised.
|2 Enhance corporate awareness by celebrating the past, present and future of Tourism NSW.||• Internal Communications Program including staff briefings, induction process, screen savers, monthly staff award
• Volunteer Function
• Student Achievers
|3 Engage stakeholders in the celebration and acknowledgment of their achievements in building a major industry for the state.||• 2005 New South Wales Tourism Awards
• Regional Accredited Visitor Information Centres Display Competition
• Museum of Sydney Display
|4 Create an impressive legacy of research and historical accounts which could be drawn upon by media, historians, academics and students||• “State of Play” Book
• Trends and Research Statistics
• Community Service Announcement