Singapore and Malaysia Marketing Update Thursday, 12 February 2015 Presenters: Ee Lian LEE & Suzanne LIM 1
Agenda • Market Overview • Key Consumer Insights • Market Trends and Environmental scan • TWA Marketing Strategies and Campaign Highlights • Market Opportunities • Q and A 2
Market Overview Singapore visitor arrival growth into Western Australia: • 29.8% growth to 78,800 visitors for YE Sep 2014 • WA market share of total Singapore visitors to Australian 24.5% YE Sep2014 • Singapore is WA’s 2 nd largest International market by visitor spend and arrivals • Repeat visitation: Year ending September14’: 80% Malaysia visitor arrival growth into Western Australia: • 12.2% growth to 67,000 visitors for YE Sep 2014 • WA market share of total Malaysian visitors to Australia 23.4% YE Sep 2014 • Malaysia is WA’s 4 th largest International market by visitor spend and arrivals • Repeat visitation: Year ending September 14 ’: 70 % • Source: Tourism Research Australia, International Visitor Survey, YE Sep 2014 3
Singapore Visitation by State/Territory WA is 3 rd most visited state, after NSW and Victoria 120 109 101 98 100 87 87 79 Western Australia 76 74 79 80 Visitors ('000) New South Wales 78 64 Victoria 68 59 62 60 Queensland 63 62 61 South Australia 52 Tasmania 40 47 45 Northern Territory ACT 20 11 11 11 10 9 0 YE Sep. 2010 YE Sep. 2011 YE Sep. 2012 YE Sep. 2013 YE Sep. 2014 100% ACT 4% 4% 5% 4% 4% 90% 20% 21% 23% 19% 20% Northern Territory 80% 70% Tasmania 30% 30% 30% 32% 31% 60% South Australia 50% Queensland 40% 32% 34% 33% 35% 36% Victoria 30% 20% New South Wales 27% 10% 25% 25% 23% 21% Western Australia 0% YE Sep. 2010 YE Sep. 2011 YE Sep. 2012 YE Sep. 2013 YE Sep. 2014 Source: Tourism Research Australia’s International Visitor Survey, Year Ending September 2014 4
Singapore Visitor to WA – Spend, Dispersal and Reason for Visit 5
Malaysia Visitation by State/Territory WA is 3 rd most visited state, after Victoria and NSW 120 109 100 90 Western Australia 86 83 79 77 New South Wales Visitors ('000) 80 66 Victoria 67 56 56 54 Queensland 60 44 42 60 South Australia 56 40 48 Tasmania 44 43 41 41 20 Northern Territory 14 20 11 10 9 ACT 0 YE Sep. 2010 YE Sep. 2011 YE Sep. 2012 YE Sep. 2013 YE Sep. 2014 ACT 100% 5% 6% 5% 7% State/Territory Share of Visitation 5% Northern Territory 90% 17% 20% 17% 23% Tasmania 21% 80% South Australia 70% Queensland 60% 38% 38% 41% 41% 40% Victoria 50% New South Wales 40% Western Australia 28% 27% 22% 27% 21% 30% 20% 28% 27% 10% 26% 26% 23% 0% YE Sep. 2010 YE Sep. 2011 YE Sep. 2012 YE Sep. 2013 YE Sep. 2014 Source: Tourism Research Australia’s International Visitor Survey, Year Ending September 2014 6
Malaysia Visitor to WA – Spend, Dispersal and Reason for Visit 7
TA’s Consumer Demand Project Key Findings (Phase 2_2013) : • Singaporeans want… • Malaysians want… – safe destination √ – Safe destination√√√ – Interesting attractions √ – Interesting attractions√ – – Good value X Good value X – – Food & wine X Good Food and Wine (key passion for travel)√ – Friendly citizens X – World class natural beauty √ • Want to travel to… • Want to travel to… – Taiwan, Japan, Australia & Hong Kong – Australia - most aspired & intended – Aus 2 nd most aspired destination, 4 th destination for intention – Thailand, Hong Kong & Japan – closest competition • The Australian experience… – Very low expectation and below • The Australian experience… average satisfaction for Australia – • Malaysians have low expectations of Lack of perceived value may be a factor Australia but a relatively good level of trip satisfaction (45%) • Awareness of experiences… – Relatively good vs other destinations: • Awareness of experiences… Australia ranks 4 th out of 10 (49%) – Relatively good vs other destinations at 55%, ranks 4 th out of 10 8
Market Trends - Consumer Need Strong PR/Consumer engagement • Extremely competitive environment – consumers/media have many destinations choices • Continuously looking for new experiences for return visits • Seeking safe destinations and interesting experiences • Unique food & wine experience • Mature market with well-travelled consumers, good awareness/familiarity with WA but still providing good growth • In the last 12-18months, PR/Advertorial focus on Perth`s small bars and restaurants revitalisation scene helping to change consumer’s perception of Perth. • Digitally savvy - research & book online • Heavily reliant on connectivity – internet/wifi must be readily available to stay in touch 9
Market Trends - Aviation Airline Partnerships to leverage campaign messages/ activities • Good direct accessibility/flight capacity. • Qantas exit – minimal impact, Tiger’s exit – TBD • Scoot’s planned flight frequency. • SQ – partner for SIN/MAL/INDO • For Malaysia, MH remain key partner • Short-medium length of stay (5-8 days) in WA – dependent on school holidays/public holidays & long weekends. 2015-many long weekends to capitalise on, so need to align campaigns/airfare offers 10
TWA’s Key Objectives and Key Segments 1. Gain market share in visitor arrivals 2. Increase visitor spend 3. Increase regional dispersal Key Segments (2014/15) : • Priority one - FIT market, singles, DINKS, well- travelled/experiential consumers • Priority two - Self-drive segment (families, silvers, DINKS) • Additional/Niche (Opportunity Driven): * Muslim group segment * Niche segments – luxury, school groups during school holidays. * VFR and education segment * Secondary cities beyond KL/Klang Valley (Malaysia) * MICE Segment (Malaysia) 11
Activities FY14/15 – The last 6 months Consumer/PR/Media • Leveraged key events in WA to: - increase dimensions to travel - create urgency to travel on specific dates - provide PR opportunities • Singapore – executed a $400,000 gourmet campaign – media ads/PR activities & partnerships with non-traditional partners • Malaysia - a scaled down version • Leverage partners’ marketing platforms/databases • Continued to build on the Perth & Experience Extraordinary Branding Trade/Airline Partners • Continued to support the trade to offer new experiences to consumers - New Product Mission, trade training • Supported trade partner with marketing assets, i.e. website, Facebook, eDMs, travel brochures, etc. • Maintained trade-servicing/partnership through co-op campaigns/in-house travel fairs/consumer shows 12
Gourmet Campaign 14/15 WA integrated gourmet campaign (trade & consumer marketing) – August to November 2014 There are 3 key elements : 1. Focus on MRGE from 24 Aug – 30 Sep 2014 in conjunction with NATAS Holidays 13
Gourmet Campaign 14/15 2. Chan Brothers Self-drive Gourmet Theme Convoy with celebrity blogger (Perth, AGO & ASW) 2.1 Year round Chan Bros Self Drive regional packages 14
Gourmet Campaign 14/15 3. EAT, DRINK, BUY WA a. Singapore - Partner with 9 travel partners to promote 2 gourmet packages: 15
Gourmet Campaign 14/15 3. EAT, DRINK, BUY WA b. Partnered with 8 retailers, 2 importers and ANZ Bank and SFFC and City of Swan on an aggressive WA food theme consumer campaign 16
Gourmet Campaign 14/15 Malaysia - WA integrated gourmet campaign (trade & consumer marketing) • Chef Wan Gourmet Tour • Engaged with City of Swan • Media visit leveraging Tourism Australia IMHP 17
Gourmet Campaign 14/15 EAT, DRINK, BUY WA Campaign Highlights • Successful Launch Event • Strong PR Exposure over AUD$500k • Over 500 Packages Sold • Dedicated WA campaign brochure • Forged excellent relationships with Non traditional partners • Leveraged ambassadors to influence followers 18
What do we have in store for the next 6 months? Consumer/PR • Continue to leverage key events • Build on the Perth & Experience Extraordinary branding • Focus on consumer engagement campaign/PR • Execute a photography themed self-drive consumer direct • Leverage OTAs/Orbitz targeting short breaks • Engage non traditional partners to target niche segments – photography clubs, campers Corner/adventure goods retailers Airline Partnerships Singapore • Singapore Airlines - Joint TA/STOs/SQ campaign • Scoot – Focus on events, PR and online, First Quarter of 2015 • Jetstar - Promote long weekend getaways, First Quarter of 2015 Malaysia • Malaysia Airlines – Joint MH campaign with TA/STOs 19
What do we have in store for the next 6 months? TA Partnership - Restaurant Australia - PR (IMHP) and ITWD for both Singapore and Malaysia, with broadcast opportunities Trade Marketing - Work with Key Distribution partners – tactical packages - Support trade partners with destination info/products and marketing assets and collaterals - Maintain trade-servicing/partnership- training, sales visits, workshops, roadshows, famils • WATEX – 19-25 April 2015 • ATE – June 2015 • TA ASP/KDP Famil - Introduce new and exciting product to the market 20
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