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DUNDEE 90 SECOND AD
GLOBAL MARKETING & CREATIVE DIRECTIONLISA RONSON I CHIEF MARKETING OFFICER
UNDERSTAND OUR AUDIENCE
AND CREATE A CUSTOMER EXPERIENCE TO
MEET THEIR NEEDS
FOCUSING ONHIGH VALUE TRAVELLERS
OFFERING THE BEST OPPORTUNITIES FOR
AUSTRALIA
ATTITUDINALSEGMENTATION
IS PROVEN TO BETHREE TIMES MORE
ACCURATETHAN USING TRADITIONAL
DEMOGRAPHICS(WARC, ADMAP 2016)
78%
72%
71%
69%
66%
65%
63%
63%
62%
62%
Australia
Italy
New Zealand
South Africa
UK
Spain
France
Brazil
Argentina
United ArabEmirates
ADVOCACYOn a scale of 0 to 10, where 0 is not at all likely and 10 is extremely likely, how likely are you to recommend
[destination] as a holiday destination to a family member, friend or colleague?
Sources: Tourism Australia’s Consumer Demand Project and Quarterly Brand Tracker, 2016/17 / Tourism Economics YE 2016
(20th)
7%
6%
5%
4%
3%
2%
2%
1%
1%
1%
France
Europe
Australia
UK
Italy
SouthPacific
Ireland
Greece
Fiji
Portugal
19%
14%
12%
8%
8%
6%
6%
5%
5%
5%
UK
Italy
France
Germany
Australia
EasternEurope
Brazil
NewZealand
Hong Kong
Spain
24%
17%
15%
12%
5%
4%
4%
4%
4%
4%
France
UK
Italy
Australia
Germany
Spain
Europe
Japan
Greece
Ireland
35%
33%
30%
27%
23%
18%
17%
17%
16%
14%
Italy
UK
France
Australia
Germany
NewZealand
Greece
Spain
Brazil
Scandinavia
3.6
3.3
3.3
2.6
2.3
2.0
1.4
1.4
1.3
1.2
0.7
France
UK
Italy
Germany
China
Spain
India
Ireland
Netherlands
Japan
Australia
DESIRABLEWhat do you consider to be the most
desirable holiday destination in the world?
CONSIDERATIONWhich of the following are you considering
travelling to in the next 4 years?
INTENTIONWhich of the following are you actively
planning to visit for a holiday in the next 2 years?
VISITATIONVisitation derived from Tourism Economics
data YE 2016 Trips (millions)
FASHIONABLEWhich holiday destinations do you consider
cool or fashionable?(Top 3)
THE PROBLEM WE ARE TRYING TO SOLVE
AMERICANS ARE TRAVELLING MORE THAN EVER THOUGH OUR MARKET SHARE REMAINS FLAT
THE TIME IS NOW TO DRIVE INTENTA NUMBER OF CONDITIONS ARE IN OUR FAVOUR…
THE MESSAGE FOR AMERICA:
DUNDEE CAMPAIGN CASE STUDY
NEXT STEPSROLLING-OUT THE
LATEST PHASE FROM OCTOBER 2018
TO BUILD ON THE MOMENTUM OF
PHASE ONE
DUNDEE: VISIT THE SET
$10MCAMPAIGN
TO ATTRACT WORKING HOLIDAY
MAKERS
25% OF ALL VISITORS ARE
YOUTH BUT THEY CONTRIBUTE
46%OF VISITOR SPEND
YOUTH CAMPAIGN TO ATTRACT THE
$4BNWORKING HOLIDAY
MARKET
YOUTH MARKET
21MYOUTH AUDIENCE REACHED
650KVISITS TO CAMPAIGN SITE
330KLEADS TO PARTNERS
AUSSIE NEWS TODAY CASE STUDY VIDEO
WORKING HOLIDAY MAKER – WHERE TO NEXT?
SHARPEN FOCUS ON UK AND
GERMAN MARKETS FOR NEXT PHASE IN MARCH/APRIL 2019
RESEARCH FINDINGS TO
UNDERPIN NEXT PHASE OF
AUSSIE NEWS TODAY BUT WITH MORE OF A
TACTICAL FOCUS
KEY CHALLENGESIN BOTH THE UK, &
GERMANY THERE IS A LOW UNDERSTANDING OF
WORKING HOLIDAYS, & ECONOMIC UNCERTAINTY
IS A FACTOR
ONGOINGQUALITATIVE AND
QUANTITATIVE RESEARCH IN KEY
MARKETS
A$10MSOUTH & SOUTH
EAST ASIA CAMPAIGN TO CHALLENGE
CONSUMER PERCEPTIONS
UnDiscover Australia
UnDiscover Australia Strategy Video
LAUNCH EVENT - INDONESIA
UnDiscover Australia Strategy Video
THANK YOU