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354x Filetype PDF File size 2.66 MB Source: teq.queensland.com
June 2018
TEQ Marketing
Strategy 2025
Executive Summary
Vision and The
Opportunity
Tourism and Events Queensland’s (TEQ) Marketing Strategy 2025
provides a platform to realise the TEQ vision of inspiring consumers
to visit through showcasing Queensland’s hero experiences.
Tourism and Events Queensland Vision
INSPIRING through brand, integrated marketing and events
THE WORLD in priority domestic and international source markets
TO EXPERIENCE Queensland’s signature experiences and events
THE BEST through quality and innovation
ADDRESS ON EARTH showcasing the best of Queensland
The Opportunity international source markets, supporting
Tourism has been identified as a key growth Queensland jobs;
industry critical to the overall success and Maintain and grow Queensland’s share
resilience of the Queensland economy. of Australian OVE; and
Tourism contributes 7.5% of Gross State Grow equity in the Queensland brand.
Product (GSP) and employs 220,000 TEQ has undertaken consumer research
Queenslanders, generating $25 billion for in Australia, and is liaising with Tourism
the state. Queensland’s tourism industry Australia (TA) to ensure an aligned approach
has the potential to generate $33.1 billion to segmentation in all TEQ source markets.
by 20251
, and contribute to the generation
of 85,000 jobs2. TEQ plays a key role in Research shows that Queensland’s
supporting industry growth and jobs experiences are the primary driver of
through: holiday planning and travel. In the eyes of
consumers, Queensland owns a range of
Marketing and promoting tourism in unique and aspirational experiences, and
Queensland; remains one of the strongest brands in the
Tourism experience and destination travel category.
development; and TEQ marketing is consumer-led, experience-
Working to identify, attract and promote focused and destination-delivered:
major events. Consumer research has formed the
To reach its full potential, Queensland’s basis for the marketing strategy;
tourism industry must overcome a number Marketing will be based on the
of challenges, including intense competition Queensland Experience Framework
from domestic and international which focuses on those Hero
destinations. TEQ has developed the Experiences that are the heart and soul
Marketing Strategy 2025 (the strategy) to of the Queensland story, and;
guide tourism marketing and experience
development. This long-term strategy aims Hero Experiences will be brought to life
to realise three objectives for Queensland’s by the Best of Queensland Experiences
tourism industry: - those tourism operators, events and
iconic locations that showcase the best
Increase overnight visitor expenditure of what Queensland destinations have
(OVE) from priority domestic and to offer.
What does success
look like?
In pursuit of the vision, inspiring
the world to experience the best
address on earth,
TEQ has defined three corporate objectives
with corresponding targets for Queensland’s
3
tourism industry to reach its 2025 potential .
These objectives will be realised through
the execution of five strategic marketing
priorities.
Corporate Measures Strategic Marketing
Objectives and 2025 Targets Priorities
1. Increase OVE from Total Queensland OVE: Relentlessly pursue
1 targets markets with
key domestic and $33.1 bn (contributing
international source to the generation the greatest potential
markets, supporting of 85,000 to grow Queensland’s
2 share of OVE
Queensland jobs additional jobs)
2. Maintain and grow Queensland share of Showcase Queensland’s
Queensland’s share total Australian OVE: hero experiences
of Australian OVE 23.4% – 26.0% and events to create
competitive advantage
3. Grow equity in the Queensland Brand
Queensland brand Equity Index: Inspire a global
3.3 (Nielsen, all audience focusing on
respondents) the conversion of High
Value Travellers from
priority markets
1
Tourism Research Australia (TRA). Note: TRA reviews and revises
the Forecasts on an annual basis. Accordingly, TEQ will review the
target annually. All targets are based on existing data sources at
Ensure a focus on the the time of publication. Measurement of these is subject to the
best of Queensland availability and consistency of these data sources.
2
tourism operators, Estimate based on expenditure forecasts in Tourism Forecasts
2017 published by Tourism Research Australia and job creation
events and locations data in TRA’s Tourism State Satellite Accounts 2016-17.
that deliver exceptional, 3The corporate objectives are aligned to the functions of TEQ
quality experiences detailed in the Tourism and Events Queensland Act 2012. These
include TEQ’s function to attract international and domestic
travellers to Queensland, contribute to the Queensland economy
and enhance the profile of Queensland. Note that measures and
Maximise visitation 2025 targets reflect industry performance and are affected by a
and expenditure multitude of factors in addition to destination marketing.
Queensland OVE and market share is monitored on a quarterly
across Queensland basis. Reporting and review of Queensland’s Brand Equity Index
will occur annually. All actions are reviewed annually under TEQ’s
business planning process.
Consumer Research
- understanding the
opportunity presented
by High Value Travellers
Considering the opportunities and Domestic and International
challenges facing Queensland’s Segmentation
tourism industry, TEQ has In order to achieve our goals of
undertaken a series of consumer gaining market share and increasing
research projects. The objective OVE in Queensland, TEQ targets
is to inform a consumer-led domestic travellers who will generate
and evidence-based marketing a disproportionate share of OVE for
Queensland. Those identified as High Value
approach. Travellers (HVT) engage in domestic leisure
Research Findings (holiday or visiting friends and relatives)
travel, spend more than the average
Experiences within Queensland are traveller on leisure trips (>$2,000 per trip,
the primary driver of holiday planning or $300 per night for shorter trips), and
and travel; are aligned to Queensland’s competitive
Queensland owns a range of unique offering, indicating they are interested in
and aspirational experiences; having the types of leisure experiences
Queensland remains one of the strongest Queensland has to offer.
brands in the travel category; and Three domestic HVT segments with
Queensland is considered by holiday different holiday preferences and
travellers to be the primary destination behaviours have been identified,
with regions considered more an representing approximately 4 million
experience location than a destination Australians living interstate of Queensland,
brand. and 1.1 million Queenslanders:
Consumer research findings have Travelling with children
informed the development of Queensland’s
Experience Framework, and the refreshed 18-49 travelling without children
Queensland brand. 50+ travelling without children
Tourism Australia has embarked on a
journey to transition from predominantly
demographically defined and based target
audiences across markets, to a global based
behavioural and attitudinal target audience.
This transformation is underpinned by the
development of the HVT segment. As such,
TEQ is liaising with TA to ensure an aligned
approach to adopting an HVT approach to
segmentation in all TEQ source markets.
Source: High Value Traveller research commissioned with BDA Marketing Planning, 2017
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