Strategic Plan 2008 to 2013 - Tourism Western Australia

Initiatives to be undertaken:
Initiative Description To be undertaken when?
Y1 Y2 Y3 Y4 Y5
By Whom?
Strategy: Consumer Research to Better Understand How to Maximise Yield
3.1 Consumer research to
understand the high yield
consumer.
Undertake comprehensive analysis of segments
according to potential yield and product match
– prioritise market segments accordingly.
P P P
Marketing
3.2 Consumer research to
understand within identified
segments, the conditions
required to maximise yield.
Conduct consumer research to better
understand critical consumer touch points for
yield maximisation.
P
P
Marketing
Strategy: Brand Positioning – refer to initiatives under strategies related to Market Deliverable Experiences
Strategy: Targeted and Partnered Marketing
3.3 Target identified high yield
market segments in
conjunction with industry
and other key partners to
maximise marketing return
on investment.
3.4 Target key consumer touch
points to influence yield.
3.5 Expand air services and
overall air capacity into
and throughout Western
Australia from identified
market segments.
3.6 Undertake targeted trade
initiatives to increase
awareness and desire to sell
WA and its tourism product.
Work with partners to maximise the pool
of marketing funds and WA’s share of
voice. Implement agreed Conversion Model
to increase yield by focussing and aligning
marketing activities according to the
segment’s needs.
Work with industry to develop and evolve yield
maximisation strategies, including using best
practice examples to evolve marketing and
product development activities.
Develop and implement a multi-faceted
approach to increase frequency and capacity
on existing routes, attract new airlines to and
throughout WA and introduce new non-stop
air linkages to service core and emerging
markets.
Identify opportunities to showcase WA and
its tourism product to influential travel trade
across all targeted markets and to facilitate
ease of use/representation of WA. Improve the
share of voice of WA product with key trade
partners compared to competitors.
P P P P P Marketing
P P P P Marketing
P P P P P Marketing
P P P P P Marketing
3.7 Improve major event
marketing activities to
increase event visitation
and length of stay.
Work with event holders to improve marketing
and promotional activities which build visitor
numbers and encourage visitors to stay longer.
Innovative tourism product development,
destinational marketing and communication
strategies will be key initiatives.
P P P P P EventsCorp
16 TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future