ATDW Workshop Yarra Ranges Tourism
AGENDA What is the ATDW? Benefits and features visitvictoria.com Optimising your listing Tips and resources Questions and help
What is the ATDW?
Introduction to the ATDW – video https://youtu.be/paAM2gL3pQw
What is the ATDW? • Australian Tourism Data Warehouse • Created and funded by all STOs and Tourism Australia • Central content database and distribution service for the Australian tourism industry • Stores product listings for tourism businesses, events and destinations • Over 40,000 self-authored listings nationally, 5,500 in Victoria • 11 product categories • Used by Victorian official tourism organisations as a trusted, up to date content source for their consumer websites • Only way to list your tourism business or event on visitvictoria.com
How does the ATDW work?
Key benefits for users • Comprehensive product listing on visitvictoria.com / visitmelbourne.com • Further exposure via ATDW’s network of travel websites including australia.com • Manage one listing, with synchronised updates across all sites • Encourage direct traffic to and increase SEO of your own website • Content is quality assured by Visit Victoria to meet National Content Standards • Low cost marketing tool with listing fees invested in marketing your region • Prerequisite for participation in VV’s advertising, e-marketing and website activity • Free support from Visit Victoria’s dedicated ATDW team
ATDW-Online platform
90+ Victorian ATDW Distributors
Listing fees – reinvested in marketing your region 12-month listing subscription Listing type Cost Standard business $25 per month ( $295 billed annually) Accredited business $10 per month ( $120 billed annually) (ATAP, Ecotourism, Star Ratings, CIAA) NFP organisations Free Event listings Free Discuss bundling your ATDW listing into a partnership with Yarra Ranges Tourism to receive a discount and further marketing benefits
List your events on the ATDW for FREE List your event on the ATDW for free and it will be published to: • visitvictoria.com / visitmelbourne.com • Visit Yarra Valley or Visit Dandenong Ranges consumer websites • Yarra Ranges What’s On weekly newsletter • No cost • No limit on number of listings • Distribution to ATDW websites
Tips for listing events • List your events early! • Clone listings to save time filling in fields • Re-use past listings • Renew annual event listings with tentative dates to ensure year-round exposure • Seasonal, limited, unique
visitvictoria.com • Official consumer website for Melbourne and Victoria 2 nd most visited official destination website in • Australia • 8.5 million annual visitors • 19 million page views • 68% traffic on mobile/tablet • 64% organic traffic • Reliant on ATDW content Data 12 months to July 2019
ATDW listings used on visitvictoria.com
ATDW listings used on Visit Victoria’s consumer channels
The ATDW is just one component of your marketing efforts
Tips to optimise your ATDW listing
Writing a description – 1: Ingredients • Focus on your USPs – your unique selling propositions. Why is your product, service or event worth it? What’s different about it? What are the benefits? Why should they pick you, over a similar option? What’s in it for your customer? • What is it? Clearly say what is on offer. What’s the deal? What’s the simplest way to explain what the product, service or event is? Try to explain this in just one or two sentences. • Key words help with search engine optimisation. Be sure to include your business name and other key words like the region you operate in.
Writing a description – 2: Method • Work with a program that spellchecks as you go • Think carefully about making the most of your 200 word limit • Write in short sentences. One idea = one sentence. People find this easier to read • Use simple, direct language. Get straight to the point. • Write as if you are having a conversation. Avoid very formal, indirect language. • Put the customer at the centre of what you write. The customer is your target audience for writing. E.g. We offer the best, most professional service… You’ll enjoy the best service... • Consider using a web tool like www.grammarly.com to shorten and simplify your writing
Writing a description – 3: Assembly • Re-shuffle your sentences into an order which makes the most sense when read from top to bottom. • Structure your description using the ‘pyramid structure’ • A short summary of the most important information sits at the top of your written piece. It should be the first thing your reader sees in the description. • Expand and elaborate on your short summary underneath. • Conclude with lists of basic features and ‘how to get there’ information. This pyramid structure ensures your top messages are seen first, as busy, distracted people may not always read to the bottom of your description.
Example description - Accommodation Luxury Lodge offers cottage and lodge style accommodation set amidst 20 acres < Mentions product name and USP in and only metres from the sheltered waters of Eastern Cove. first sentence The cottages accommodate two to five guests and each has a patio that overlooks < Briefly describes rooms, services and the ocean. Queen size beds are featured throughout, and you’ll find modern noteworthy facilities cooking facilities, smart televisions and en suites. The lodge accommodates two to four guests with two double beds in each room. All rooms have decks with outdoor settings and barbecues to help you enjoy the peaceful setting. < Provides ideas on what to do in the It’s just a two minute walk to the wharf and boat ramp, ideal for fishing. There’s area also free fishing advice from local professional fisherman and fishing charters available. < General ‘how to get there’ details. Use Luxury Lodge is a six hour drive or 45 minute flight from Adelaide. (126 words) time to travel instead of distance
Example description - Attraction Unique Museum located in Brisbane and boasts the largest collection of Aboriginal < Provides a hook to encourage to read art in Australia. Located on the banks of the Brisbane River overlooking the further. Gives an idea of where product beautiful city skyline, Unique Museum is a must-see on a visit to Brisbane. is located The gallery has only recently opened after an intensive year-long refurbishment. < Highlights major features of the Internationally recognised exhibitions are showcased in impressive spaces attraction thoughtfully created to complement the collections. There is an emphasis on Indigenous, Pacific and Asian collections, with Unique Museum boasting an eclectic collection of Aboriginal art from local and Outback artists. < Further detail about services provided School and after-school groups are also catered for with special packages available that include lunch and hands-on participation. There are also many function rooms that can be hired for various corporate needs. < ‘How to get there’ info Unique Museum is easily accessible by train, bus and City Cat from the city centre of Brisbane. There is also parking available nearby. (143 words)
Images on your ATDW listing
ATDW image requirements • High quality - Upload images in their largest size and resolution. The minimum required size is 2048 x 1536 pixels . • Most smartphones and digital cameras will take images large enough for the ATDW. • Landscape orientation – Portrait images will be cropped and important content may be cut off. • No text or logos over images – These may be cropped or displayed inappropriately on some websites. • No banners, posters, flyers, collages or images with white backgrounds. • If you need help with your images, contact us for advice – 1300 306 366
What makes a great image? • Great lighting - brightness gives depth and variance to the scene. Pick a day that is bright to capture the scene. • Shoot from the corner - Add space and dimension to interior images. This is especially applicable to accommodation providers shooting rooms.
What makes a great image? • Take exterior photos - this helps visitors to imagine what your business looks and feels like. • Highlight your points of difference. Show off what makes your product unique. • People - Allow visitors to visualise themselves in your image by including people.
Visit Victoria’s Content Hub • Images, video and stock footage of Melbourne and Victoria • Available to travel/lifestyle media and the tourism industry • Register an account to access content for free • www.contenthub.visitvictoria.com
• Hero image doesn’t give much away. Dim, on an angle • Only two images uploaded – no variety • No website, booking or social links • Very brief description • ‘Does not include linen’ could be worded differently
• Bright hero image showing depth • Awards in first sentence • Mentions unique features – Lovebirds spa, French linen, massage chair • Made use of 200 word limit • Variety of images and video included
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