September - the California Tourism Industry Website
September - the California Tourism Industry Website
September - the California Tourism Industry Website
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<strong>September</strong><br />
2012<br />
Visit <strong>California</strong> Monthly<br />
Activity Report - AUSTRALIA<br />
Gate 7 - AUSTRALIA
TABLE OF CONTENTS<br />
Table of Contents<br />
AUSTRALIAN MARKET OVERVIEW ............................................................................................... 2<br />
Economy .................................................................................................................................... 2<br />
Airline Updates .......................................................................................................................... 3<br />
Wholesale Updates .................................................................................................................. 4<br />
Consumer Updates .................................................................................................................. 5<br />
OTA Update ............................................................................................................................... 7<br />
Visitcalifornia.com.au Updates ............................................................................................. 8<br />
Social Media ............................................................................................................................ 10<br />
CONSUMER MARKETING CAMPAIGNS ................................................................................... 12<br />
Marketing Plan 2012/2013 .................................................................................................... 12<br />
PR HIGHLIGHTS......................................................................................................................... 13
AUSTRALIAN MARKET OVERVIEW<br />
Australia Economy<br />
Economy<br />
Unemployment Rate 5.1 % in August 2012<br />
Consumer Price Index +0.5% Apr 12 - June 12<br />
CURRENT STATS PREVIOUS MONTH & LY<br />
(5.2% July 12, 5.3% August 11)<br />
(1.6% April 11 – June 11)<br />
GDP Growth +0.4% Q2 2012 (1.4% Q1 12 – +0.8% Q4 11)<br />
New Zealand Economy<br />
Unemployment Rate 6.8 % in Q2 2012<br />
Consumer Price Index +0.3% Apr 12 - June12<br />
CURRENT STATS PREVIOUS MONTH & LY<br />
(6.7% Q1 12, 6.6% Q3 11)<br />
(1.0% April 11 – June 11)<br />
GDP Growth +0.3% Q2 2012 (+0.3% Q1 12 – +0.1% Q3 11)<br />
Exchange Rates<br />
AUSTRALIA $1 NEW ZEALAND $1<br />
USD$1.03 (<strong>September</strong> 30 2011: $0.97)<br />
USD$0.82 (<strong>September</strong> 30 2011: $0.76)
Airline Updates<br />
NZ North America Boost<br />
AIR New Zealand has today announced a capacity increase for services from<br />
Auckland to San Francisco, Los Angeles & Vancouver. Effective Apr, Air NZ will boost<br />
SFO services from <strong>the</strong> current five weekly to a daily operation, and LAX flights from 12<br />
weekly to double daily - an extra third daily LA service will also operate one day a<br />
week in peak periods. Off-peak flight frequencies to Vancouver will jump from two<br />
to three weekly, & five times weekly from mid-Dec to <strong>the</strong> end of Feb. The NZ carrier<br />
said <strong>the</strong> capacity will replace more than 75% of <strong>the</strong> seats lost from <strong>the</strong> <strong>California</strong>n<br />
market after Qantas’s withdrawal from <strong>the</strong> AKL-LAX route.<br />
Loads still high on flights to US<br />
Flights to <strong>the</strong> US are operating at near full capacity as <strong>the</strong> strong dollar continues to<br />
sway consumer choice. Qantas operated with 96% loads in June with Delta and<br />
Virgin Australia close behind with 95.6% and 95.1% respectively. United’s services to<br />
<strong>the</strong> US were 87% full. On inbound flights Qantas reported a load factor of 91%, Delta<br />
75.3%, Virgin Australia 80.7% and United 76%. The data, collated by <strong>the</strong> department<br />
of infrastructure and transport, revealed mixed loads to New Zealand with Qantas<br />
lagging behind <strong>the</strong> three o<strong>the</strong>r major carriers on <strong>the</strong> route. Air NZ reported in-bound<br />
loads of 82% and outbound of almost 81% with Jetstar’s ex-Australia flights 80% full<br />
and inbound 74.5%. Virgin Australia operated both inbound and outbound flights at<br />
74% capacity. Qantas, meanwhile, reported inbound loads of 70% while selling<br />
63.4% of outbound seats.<br />
Air NZ invests in 777-200ER upgrade<br />
Air New Zealand has committed more than $100 million to upgrade its fleet of<br />
Boeing 777-200ER, as <strong>the</strong> airline aligns product across its three long-haul fleet types.<br />
The upgrade will bring <strong>the</strong> eight 777-200ERs, which first entered service in 2005, in line<br />
with Air NZ’s recently arrived 777-300ERs and its order of 787-9s, due for delivery in<br />
mid-2014. It will also see <strong>the</strong> aircraft installed with <strong>the</strong> Panasonic eXlite inflight<br />
entertainment system, making <strong>the</strong> airline <strong>the</strong> launch customer for <strong>the</strong> new<br />
technology. Work will start in <strong>the</strong> second quarter of 2014 and is expected to take 12<br />
months.
1 LONDON<br />
2 PHUKET<br />
3 LOS ANGELES<br />
4 AUCKLAND<br />
5 DENPASAR<br />
6 BANGKOK<br />
7 NEW YORK<br />
8 MANILA<br />
9 HONG KONG<br />
10 HONOLULU<br />
Wholesale Updates<br />
Top 20 flight centre group international retail airfares sold in<br />
August 2012 (rank & destination)<br />
11 NADI<br />
12 PARIS<br />
13 SINGAPORE<br />
14 KOH SAMUI<br />
15 VANCOUVER<br />
16 DELHI<br />
17 DUBLIN<br />
18 CHRISTCHURCH<br />
19 MANCHESTER<br />
20 ROME<br />
GraysEscape goes live<br />
Accommodation haggling website GraysEscape.com (formerly known as<br />
Ubid4rooms.com) has gone live with its new site today. The portal offers discounts of<br />
up to 20% at hotels, resorts, motels, B&Bs, holiday parks and hostels by bartering<br />
directly with <strong>the</strong> provider, while also featuring ‘buy now’ and ‘hush hush’ deals.<br />
“No o<strong>the</strong>r website allows <strong>the</strong> customer to make an offer direct to <strong>the</strong> hotel for less<br />
than <strong>the</strong> advertised, already discounted price,” GraysOnline ceo Cameron<br />
Poolman said. Hotel groups listing properties on GraysEscape.com include Rydges,<br />
Toga, Oaks, 8 Hotels, Best Western and numerous o<strong>the</strong>rs.<br />
Agents get <strong>the</strong> LA Loew down<br />
Universal Studios Hollywood and Air New Zealand hosted this Jetset Travelworld<br />
Group of agents on a ‘Beachside chills and Hollywood thrills’ famil recently.<br />
Highlights included a baseball game at Dodgers Stadium, Cirque du Soleil’s Iris show<br />
at <strong>the</strong> Dobly Theatre, Outlet shopping & a bike ride along Santa Monica beach.<br />
The trip also gave agents a chance to experience <strong>the</strong> Loews Hotel in Santa Monica<br />
and <strong>the</strong> Loews Hollywood Hotel.<br />
Pictured are: Narelle Hyeronimus, Dynamic Travel Grp; Lisa Gair, JTG; Sarah Howard, Platinum Travel Corp; Patrick<br />
Carey, Travelworld on King; Lisa Dunn, Air NZ; Rosalie Kim, BCD Travel; Lynette Wooleet, SPD Travel; Natalie<br />
Heuston, Jetset Warners Bay; Mat<strong>the</strong>w Barros, Trans Am Travel; Bina Williamson, Travel Plans International; Teresa<br />
Christopher, iTravel; Belinda DiGuglielmo, St George Travel & Danielle Tuffield, Universal Studios Hollywood.
Consumer Updates<br />
Mammoth snow deals<br />
<strong>California</strong>’s Mammoth Mountain is putting its money where its snow will be, releasing<br />
a snow-guarantee early bird deal for <strong>the</strong> upcoming 2012-13 season. Book before<br />
opening day of 08 Nov and if snow depths are not at pre-determined five-year<br />
average levels by certain dates, travellers who have kept <strong>the</strong>ir booking will be given<br />
a US$100 gift card or <strong>the</strong> option to reschedule without fees.
TRADE ACTIVITY<br />
Trade Training<br />
- Visit USA Regional: Gold Coast – 100 agents trained on Visit <strong>California</strong><br />
Trade Shows/<strong>Industry</strong> Events<br />
- Sponsored United Airlines Trivia night in Auckland<br />
- Supported <strong>Industry</strong> Cirque du Soleil night (Opening in Sydney)<br />
Coops<br />
- SkiMax Coop in market<br />
- ZUJI Coop planning<br />
Familiarization Visits<br />
- Planning underway for Harvey’s Choice Holidays fam in 2013<br />
Distribution of (not including training and shows/events):<br />
• <strong>California</strong> IVG (Gate 7): 6<br />
• <strong>California</strong> IVG (TIFS – i.e. Insider Signup): 25<br />
• <strong>California</strong> Maps: 0<br />
• Collateral: 0<br />
Distribution of (training and shows/events):<br />
• <strong>California</strong> IVG: 100<br />
• Australian <strong>California</strong> Guide:<br />
• Collateral:<br />
Running Tally 937
Meetings<br />
COMPANY MEETING HIGHLIGHTS<br />
• ZUJI/Travelocity<br />
Met with Danielle Pagano to discuss online<br />
marketing coop campaign<br />
• Cox and Kings<br />
Met with Ash Jurberg to discuss possibility of Cox<br />
and Kings introducing US product<br />
Met with Tony Gothard and Kim Skilton to discuss<br />
• My Holiday Centre<br />
<strong>the</strong>m entering <strong>the</strong> US market, as well as res<br />
centre training and coop ideas<br />
• JTG<br />
Lunch with Mel Watts to discuss Select<br />
Partnership conference<br />
• Flight Centre<br />
Met with Sally McFadyen to discuss partnership<br />
opportunities with Flight Centre group<br />
• Groupon<br />
Met with Lisa Maroun to discuss promotion<br />
opportunity<br />
• Harvey’s Choice Holidays<br />
Met with Justin Smy<strong>the</strong> to discuss famil<br />
opportunity to Tahoe and Mammoth<br />
• Disney Met with Karen Prideaux for general catch up<br />
• JTG Met with Maria Ferro to discuss new JTG role<br />
• Travelzoo<br />
Met with Sarah Corcoran to discuss online<br />
opportunities with TravelZoo<br />
• Hilton Sydney Met with Josh Roberts for general catch up<br />
• Delta Airlines Met with Sarah Finn to discuss plans for 12/13<br />
• Virgin Australia Met with Gary Manuel to discuss plans for 12/13<br />
• Agent sign-ups for <strong>September</strong>: 2<br />
OTA Update<br />
• Agent completions for <strong>September</strong>: 5<br />
Running Tally 472/1089
DIGITAL UPDATES<br />
HEADLINE/COMMENTS : Visitor Overview<br />
August 2012 Statistics<br />
Visitcalifornia.com.au Updates
Facebook Insights<br />
Reach<br />
Social Media<br />
The reach graph shows how manny<br />
y people saw any content about <strong>the</strong> Visit <strong>California</strong> –<br />
Australia page from 1 <strong>September</strong> – 30 <strong>September</strong> 2012, , and where applicable, whe<strong>the</strong>r<br />
<strong>the</strong>se people were reached though organic, paid, or viral channel.
Frequency
CONSUMER MARKETING CAMPAIGNS<br />
Overview/Description<br />
Marketing Plan 2012/2013<br />
July/August/<strong>September</strong> has seen a break in our brand advertising activations – and has<br />
been a period of planning for <strong>the</strong> impending 2012/2013 Marketing Plan.<br />
Toge<strong>the</strong>r with VCA HQ, a decision was made to move to a single burst activity plan – with a<br />
tentative start date of February 2013.<br />
Gate 7 toge<strong>the</strong>r with Mering Carson are drafting a creative brief in anticipation of <strong>the</strong> media<br />
plan.
PR HIGHLIGHTS<br />
• Deputy editor of Feast magazine, Selma Nadarajah, confirmed as <strong>the</strong> Australia<br />
participant for October Global Culinary fam trip.<br />
• REMIX magazine issue containing 27 pages of San Francisco fashion shoots and<br />
editorial goes on sale in New Zealand.<br />
• Ben Groundwater’s San Francisco story is published in Sun Herald’s weekend<br />
travel section and online on <strong>the</strong> Sydney Morning Herald website,<br />
www.smh.com.au<br />
Media Trips<br />
Journalist Name Outlet Regions Visited<br />
Ben McKelvey Freelance Sou<strong>the</strong>rn <strong>California</strong>
PUBLICATION/<br />
NETWORK<br />
Australian<br />
Photography<br />
OUTLET TYPE NAME OF<br />
ARTICLE<br />
Online Yosemite<br />
National Park<br />
Photography<br />
Education<br />
SUMMARY OF AUSTRALIAN & NEW ZEALAND MEDIA COVERAGE<br />
JOURNALIS<br />
T NAME<br />
Robert<br />
Keeley<br />
Sep-12<br />
SUBJECT PAGE<br />
LENGT<br />
H<br />
CIRC/<br />
RATINGS<br />
GATE 7<br />
INVOLVEMENT<br />
Yosemite 0.5 8,077 Media Pitch<br />
and image<br />
Delicious Magazine On The Road David Prior Sonoma 2 120,704 Assisted with<br />
itinerary<br />
options<br />
Disney Magazine Road Report NA Disneyland 1 23,514 Assisted with<br />
contacts<br />
Dubbo<br />
Weekender<br />
E-Travel<br />
Blackboard<br />
Newspaper Phone-Free<br />
Diners Get A<br />
Better Deal<br />
Online Universal<br />
Studios<br />
Hollywood<br />
Presents<br />
"Halloween<br />
Horror Nights"<br />
E-Travel Global Online Universal<br />
Studios<br />
Hollywood<br />
Presents<br />
"Halloween<br />
Horror Nights"<br />
E-Travel Global Online Renaissance<br />
Year Two<br />
PROACTIVE<br />
OR<br />
REACTIVE<br />
ADCOST<br />
EQUIVALEN<br />
T AUD$<br />
PR VALUE<br />
AUD$<br />
Proactive $1,500 $4,500<br />
Proactive $15,960 $47,880<br />
Proactive $4,830 $14,490<br />
NA Beverly Hills 0.25 5,000 Media Pitch Proactive $500 $1,500<br />
Nahrain<br />
John<br />
Nahrain<br />
John<br />
Nahrain<br />
John<br />
Get Lost Magazine Holiday Ideas Bronwen<br />
Gora<br />
Golf Vacations Online Newsletter <strong>California</strong><br />
Dreaming<br />
Jon<br />
Underwoo<br />
d<br />
Universal 0.5 31,000 Media Pitch Proactive $100 $300<br />
Universal 0.5 49,100 Media Pitch Proactive $1,500 $4,500<br />
North Lake<br />
Tahoe<br />
North Lake<br />
Tahoe, South<br />
Lake Tahoe,<br />
Mammoth<br />
Mountain<br />
6.0 49,100 Press Release Proactive $18,000 $54,000<br />
2 20,000 Assisted with<br />
information<br />
Palm Springs 0.5 20,000 Assisted with broll<br />
Proactive $8,890 $26,670<br />
Proactive $2,450 $7,350
Kia Ora Magazine Bay of Plenty Jeremy<br />
Hansen<br />
Let's Travel Magazine Pirate Cove<br />
Resort and<br />
Marina<br />
Let's Travel Magazine Jamaica Bay<br />
Inn<br />
Shane<br />
Boocock<br />
Shane<br />
Boocock<br />
Let's Travel Magazine Beer Tours Glen<br />
Armstrong<br />
Let's Travel Magazine The Tombstone<br />
Trail to Boothill<br />
and Back<br />
MiceNET Magazine The Au<strong>the</strong>ntic<br />
Wow Factor<br />
Mindfood Podcast San Francisco<br />
and America's<br />
Cup 2013<br />
Shane<br />
Boocock<br />
Bev<br />
Malzard<br />
Carolyn<br />
Enting<br />
San Francisco 3.0 45,000 Assisted with<br />
itinerary<br />
options<br />
Pirate Cove,<br />
Needles<br />
Marina Del Ray,<br />
Venice Beach,<br />
Santa Monica<br />
San Francisco,<br />
Sonoma<br />
Temecula,<br />
Borrego Springs,<br />
Pirate Cove<br />
Resort, Needles<br />
Los Angeles,<br />
Universal Studios,<br />
Pow Wow<br />
San Francisco,<br />
Sonoma<br />
mX Sydney Newspaper La La Land NA Los Angeles,<br />
West Hollywood<br />
My Sailing Online America's Cup<br />
& Fleet Week<br />
to Attract<br />
Crowds<br />
New Zealand<br />
Herald<br />
Out and About<br />
with Kids<br />
Newspaper A Scenic<br />
American<br />
Roadtrip<br />
Magazine Sacramento<br />
Shines Through<br />
October<br />
3.0 12,000 Assisted with<br />
itinerary<br />
options<br />
5.0 12,000 Assisted with<br />
itinerary<br />
options<br />
2.00 12,000 Assisted with<br />
itinerary<br />
options<br />
3.00 12,000 Assisted with<br />
itinerary<br />
options<br />
Proactive $34,500 $103,500<br />
Proactive $18,000 $54,000<br />
Proactive $30,000 $90,000<br />
Proactive $12,000 $36,000<br />
Proactive $18,000 $54,000<br />
2 14,498 Pow-Wow Proactive $5,350 $16,050<br />
4.27<br />
minute<br />
s<br />
79,000 Media Trip Proactive $67,500 $202,500<br />
0.25 98,811 Media Pitch Proactive $2,351 $7,053<br />
NA San Francisco 1.0 20,000 Press Release Proactive $2,800 $8,400<br />
NA Yosemite, San<br />
Francisco, San<br />
Jose, Highway<br />
One, Los<br />
Angeles,<br />
Carmel, Big Sur<br />
Aleney De<br />
Winter<br />
0.5 346,960 Assisted with<br />
information<br />
Proactive $2,200 $6,600<br />
Sacramento 0.50 30,000 Media Pitch Proactive $2,450 $7,350
Out and About<br />
with Kids<br />
Magazine States Of Play Aleney De<br />
Winter<br />
Remix Magazine Postcards From<br />
San Francisco<br />
Remix Magazine San Francisco:<br />
Fog City<br />
Restaurant and<br />
Catering News<br />
Magazine Kiwi Tops in San<br />
Francisco<br />
Secret Foodies E-Newsletter Ms<br />
Darlinghurst's<br />
Newsletter<br />
Tina<br />
Moore/Tim<br />
Phin<br />
Tina<br />
Moore/Tim<br />
Phin<br />
Disneyland, Los<br />
Angeles,<br />
Anaheim<br />
1 30,000 Assisted with<br />
information<br />
Proactive $4,900 $14,700<br />
San Francisco 22 25,000 Media Trip Proactive $110,000 $330,000<br />
San Francisco 5 25,000 Media Trip Proactive $25,000 $75,000<br />
NA San Francisco 0.25 6,800 Media Pitch Proactive $625 $1,875<br />
Alex<br />
Adams<br />
Selector Magazine Golden Times Mark<br />
Hughes<br />
Sun Herald Newspaper Affordable<br />
Luxury for Less<br />
in <strong>the</strong> US<br />
West Hollywood 0.5 3,494 Assisted with<br />
itinerary<br />
options<br />
San Francisco,<br />
Sonoma<br />
NA Los Angeles,<br />
Hollywood,<br />
Beverly Hills,<br />
Santa Monica<br />
Pier, Universal,<br />
San Francisco<br />
0.50 84,00 Press Release<br />
and image<br />
Proactive $500 $1,500<br />
Proactive $3,250 $9,750<br />
1.25 346,960 Media Pitch Proactive $49,013 $147,039<br />
Sun Herald Newspaper Deals NA San Diego 1.0 346,960 Media Pitch Proactive $39,211 $117,633<br />
Sun Herald Newspaper Meet The<br />
Trendy<br />
Neighbours<br />
Ben<br />
Groundwat<br />
er<br />
Sunday Star Times Newspaper Ask The Expert NA Los Angeles,<br />
Santa Monica,<br />
Fresno,<br />
Yosemite,<br />
Sacramento,<br />
Napa Valley,<br />
San Francisco<br />
Sydney Morning<br />
Herald<br />
Online Meet The<br />
Trendy<br />
Neighbours<br />
Ben<br />
Groundwat<br />
er<br />
San Francisco 4.00 346,960 Individual<br />
Media Trip<br />
0.50 140,608 Assisted with<br />
information<br />
San Francisco 6.00 6,700,000 Individual<br />
Media Trip<br />
Proactive $156,844 $470,532<br />
Proactive $1,750 $5,250<br />
Proactive $36,000 $108,000
Sydney Morning<br />
Herald<br />
Sydney Morning<br />
Herald<br />
Newspaper Smart Traveller Robert Upe Disneyland,<br />
Universal, San<br />
Diego<br />
Newspaper Big America Max<br />
Anderson<br />
Taste Magazine On A Mission Sharon<br />
Stephenso<br />
n<br />
The Press Newspaper Old Favourites<br />
With Additions<br />
The Press Newspaper Disney<br />
Resurgence<br />
Trade Trade New<br />
Zealand<br />
James<br />
Croot<br />
James<br />
Croot<br />
Online LAX Layover Hayley<br />
Barnett<br />
Travel Daily Online Agents Get The<br />
LA Loew Down<br />
Travel Daily Online Mammoth<br />
Snow Deals<br />
Travel Daily Online Brochures of<br />
<strong>the</strong> Week<br />
Travel Memo Online Hawaiian<br />
Airlines NZ-USA<br />
Fare Deals<br />
Voyeur Magazine West<br />
Hollywood<br />
Guy<br />
Dundas<br />
Guy<br />
Dundas<br />
Guy<br />
Dundas<br />
Los Angeles,<br />
Anaheim,<br />
Disneyland,<br />
Morro Bay, Big<br />
Sur, San<br />
Francisco,<br />
Monterey,<br />
Yosemite,<br />
Mojave Desert<br />
2.00 170,666 Provided<br />
information<br />
7.00 170,666 Assisted with<br />
itinerary<br />
options<br />
San Francisco 8.00 26,042 Assisted with<br />
itinerary<br />
options<br />
Disneyland 3.00 76,673 Assisted with<br />
contacts<br />
Disneyland 2 76,673 Assisted with<br />
contacts<br />
LA, Venice<br />
Beach, Santa<br />
Monica,<br />
Hollywood,<br />
Disneyland<br />
Universal, Santa<br />
Monica<br />
Mammoth<br />
Mountain<br />
1.0 1,400 Assisted with<br />
LA contact for<br />
interview<br />
0.25 35,000 Media Pitch<br />
and image<br />
Proactive $119,722 $359,166<br />
Proactive $419,027 $1,257,081<br />
Proactive $51,200 $153,600<br />
Proactive $11,640 $34,920<br />
Proactive $7,760 $23,280<br />
Proactive $200 $600<br />
Proactive $150 $450<br />
0.125 35,000 Media Pitch Proactive $75 $225<br />
Lake Tahoe 0.125 35,000 Media Pitch Proactive $75 $225<br />
NA LA, San<br />
Francisco,<br />
Sacramento,<br />
San Diego,<br />
Oakland, San<br />
Jose<br />
0.5 2,550 Media Pitch Proactive $100 $300<br />
NA West Hollywood 2 76,882 Assisted with<br />
itinerary<br />
options<br />
Proactive $22,050 $66,150
Weekend Gold<br />
Coast Bulletin<br />
Newspaper US and Them Shannon<br />
Willoughby<br />
LA, Santa<br />
Monica, Beverly<br />
Hills, Hollywood,<br />
Highway One,<br />
Santa Barbara,<br />
Paso Robles,<br />
Carmel<br />
5.5 36,378 Assisted with<br />
itinerary<br />
options<br />
Proactive $49,010 $147,030<br />
Total<br />
circulation<br />
Total PR<br />
Value<br />
Total US$<br />
PR Value<br />
(AUD<br />
$1.02)<br />
9,723,476<br />
$4,070,949<br />
$4,152,368
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