Sapphire Coast Tourism Update Jan 21, 2015 This first hello in 2015 marks the completion of the first full year of our increased commitment to digita
Sapphire Coast Tourism Update Jan 21, 2015
This first hello in 2015 marks the completion of the first full year of our increased commitment to digital marketing with indicators showing good reward for our efforts.
A massive number like the 11m Facebook reach is accompanied by the super effective 57,379 stories that were created about us by our community and shared.
With over 80% of our 6500 strong community coming from key 'out of area' markets we have now built a significant platform to work from in coming years.
2015 holds great promise as we build on the momentum created over the last few years.
Activity plan overview for 2015
In 2015 SCT will be focusing on key areas.
Further mobile optimisation of destination websites (Sapphire, Merimbula, Eden and Bermagui) - Smartphones continue to play an important role in both decision making and in-destination planning. A recent study, supported by our own analytics, showed smartphones were the device of choice over 50% of the time when in destination and used 30% of the time when reviewing and planning pre-trip.
SEO optimisation review
To stay abreast of the latest search optimisation trends we will be reviewing and implementing required changes to optimise organic search success across all destination sites.
Content Development - with a focus on video
Over 1000 unique pieces of content including blogs were created for digital assets in 2014. In 2015 potential visitors will be inspired by an increase in video content showcasing our best experiences.
Publicity
On the back of some great successes in '14 we will continue to invest in hosted media famils.
Marketing Campaigns
To accompany the Regional Tourism Organisation's ''South Coast'' campaign we will be using paid social and digital channels to promote 'Sapphire Coast' experiences.
Social local
Motivating locals to get out and experience our best visitor experiences and become active and expert 'experience advocates' remains a critical part of our dispersal strategy. In '15 we will be increasing the number of locals engaged with our social media assets.
VFR 'Visiting Friends and Relatives'
In the off peak we will be leveraging the expected growth from our 'social local' campaigns to develop a significant VFR campaign.
Heritage & Journeys
Our commitment to the heritage strategy will continue with further crafting of the region's hero heritage stories into interpretive experiences across Sapphire Coast.
Cruise Business
With cruise visits to Eden scheduled to rise sharply in 2016 and beyond, when the Eden Wharf extension is complete, SCT has taken the lead on the cruise business with early planning and resources already in place to leverage every opportunity this brings.
ACW partnership
The ACW collaborators of East Gippsland, Bombala, Eurobodalla and Sapphire will focus on leveraging a recent Sydney Melbourne Coastal Drive partnership.
Product development - workshops and operator support
Year ending September 2014 visitation figures
Total visitorsIncludes domestic day, overnight and international
An estimate of just below 880,000 visitors was the 13th consecutive above average visitor total and the highest year end September estimate of the Monitor period. It extends what is becoming increasingly clear as a fundamental upwards shift in visitor volume commencing year end Sept '11.
Total nights
The total of 2.47m nights is the 7th consecutive above average nights' total. It is below the year end Sept '13 total, however the record breaking nature of that 12 month period should be noted. Whilst total nights have fallen in the periods' following this high point, it remains well above the 2m platform.
Domestic overnight visitors
Almost 500,000 is the 7th consecutive above average estimate and is the 5th highest estimate of all year end periods in the Monitor. The small % change compared to the year ending Sept '13 is not considered statistically significant due to allowances for sample error.
Domestic nights
An estimate of 2.2m domestic nights is the 7th consecutive above average result.
Domestic day visitors
An estimate of 360,000 extends a long run of above average estimates.
NOTE - Visitation estimates and insights are provided by Peter Valerio of Tourism Solutions and is based on data custom extracted from Tourism Research Australia's National and International Visitor Surveys.
NOTE - International data is not considered accurate and therefore not reported individually
Cruise business gets boost
Cruise Eden has thrown the ropes and is sailing into a new era following the appointment of local businesswoman Natalie Godward as part-time Cruise Manager.
Natalie sees cruise as the stimulus to great things in tourism.
''We know as a tourism community we need more visitor experiences around our key selling points of nature and coast, heritage and our stunning oyster industry. Since the recent Tourism Summit and cruise workshops we have already seen new experiences including an oyster tour, guided kayak and meet the farmer experiences. Exciting times ahead," she said.
Enquiries about cruise can be directed to cruise@sapphirecoast.com.au
South Coast 'Unspoilt' Campaign
Partnering our South Coast neighbours will continue to be a feature of our 2015 marketing activity. Building on the momentum of the 2014 Unspoilt campaigns, we will be investing in activity to support autumn and spring shoulder campaigns. As an example our June to September 'Unspoilt' digital campaign saw 342,000 plus visits to the Sapphire Coast pages on visitnsw and 7000 plus leads to operator listings.
Your listings on Get Connected are important
In preparation for the '15 Unspoilt campaign it will be important to re-visit your listing on the visitnsw.com.au website. Overall campaign investment by the South Coast RTO will be in excess of $700,000 with visitnsw site pages the key landing pages.
To update your listing or create a new one visit Get Connected
2014 by the numbers
Digital saw significant growth across all assets in '2014.
Highlights on facebook were...
11m Impressions
2.7m Total reach
447,127 Organic Reach
57,379 Stories created about us
46,429 Talked about us
3314 New likes in '14
6295 Total likes
On the Web
Total unique visitors to destination sites were 266,860
Total page visits were 846,857
Publicity in 2014
Our publicity strategy saw a great return on investment in 2014. Key articles appeared in Australian Geographic, Expedia, Daily Telegraph, Canberra Times, Canberra Weekly and East Gippsland Newspapers. Total reach was 8.4 million Including 1.9 online via blogs.
Funding discussion paper deadline looms
The 'Growing Tourism in the Bega Valley' paper has generated some great responses from business and individuals. Carefully managed and well funded tourism is good for the economy, jobs, infrastructure and the community’s social and economic wellbeing.
Deadline for comment is Feb 6.
The paper can be downloaded here
or requested by email from sapphirecoasttourism@sapphirecoast.com.au
Australia's Coastal Wilderness - Update Journeys
The Australia's Coastal Wilderness (ACW) collaboration will release a new range of collateral for visitors focusing on Journeys in Australia's Coastal Wilderness. The material will cover National Parks, Walks, Earth History and History and Heritage. Digital formats will be released shortly.
Sydney Melbourne Coastal Drive (SMCD)
ACW has partnered with SMCD to develop the area as nature's heart of the coastal drive from Sydney to Melbourne. The initiative will support product development and international marketing strategies. The partnership will open up opportunities for involvement in ATE in Melbourne in June '15
Ecotourism Australia to manage National Landscapes program
The evolution of Australia's key nature based product development initiative, 'National Landscapes', will continue with Ecotourism Australia stepping into drive the program into its next stage, stimulating development of nature based tourism experiences.
February Lifeguard Patrols on Tathra Beach
Lifeguard patrols will continue at Tathra Beach until the end of February thanks to the Tathra and District Chamber of Commerce and a Southern Phones Mayoral Grant funded from its annual dividend.
The extension of lifeguard services next month means Tathra Beach will be the only beach in the area to be patrolled seven days a week through February.
More
Eat Merimbula 2015 - Call for stallholders
The EAT organising fellowship has announced EAT Merimbula 2015 is confirmed for Sunday March 8.
The event is again scheduled to coincide with the Melbourne and Canberra long weekends, optimising visitor numbers and supporting the committee’s long-term goal of building a flagship food event for the Sapphire Coast.
The application form with more information can be downloaded HERE
Don't forget to share your food story with the world
Do you offer a unique food or wine experience? The key pillars of Tourism Australia's recent Best Restaurant campaign are wine, people, seafood, produce, restaurants, experiences and festivals.
Many of you are already getting involved with the Restaurant Australia campaign sharing great pics of food and location. Getting involved in the campaign can be as simple as tagging your social media pics with #restaurantaustralia and #sapphirecoast or making around 10 minutes to upload your business direct to the site
