northern territory tourist commission marketing plan 2003 - 2005

[...]... a two-year period, including the 2003/ 04 financial year addressed by this Marketing Plan Market 2003/ 04 growth targets Holiday visitors (000s) Actual 2001/02 Intra -territory Interstate International Total Actual 2002/03 Forecast 2003/ 04 Target 2003/ 04 232 327 443 1,002 256 360 416 1,032 254 379 435 1,069 254 390 448 1,092 0% 8% 8% 6% Targets set for the interstate and international markets in 2003/ 04... Masters Games, Henley-on-Todd Regatta, the Garma Festival, Darwin Cup and the Aboriginal and Torres Strait Islander Art Awards Together with other high-profile sporting fixtures, including V8 Super Car Championship series, test match and one-day international cricket, AFL pre-season and home-and-away matches and NBL basketball contests, events will be used in direct and relationship marketing activity... cooperative marketing support in the identification and development of aviation services, particularly from Japan and South-East Asia The NTTC marketing group will also encourage operator participation in the NT Accreditation Program, through the provision of preferentially discounted rates of participation in a range of cooperative activities and support programs (refer 200 3- 04 Partnership Marketing. .. 2,038 2000 1,407 1,000 1,254 0 NSW Tourism Commission Canberra Tourism & Events Tourism Victoria Tourism QLD SA Tourism Commission WA Tourism Commission NTTC Tourism Tasmania Source: ADEX, July 2003 11 The table does not include NTTC online (interactive) expenditure, cooperative and sales promotion, including the Arafura Games recovery campaign and / or direct mail marketing communications activity Please... also planned It is anticipated that this “five-star experiences” concept will appeal to the Affluent Adventure domestic target market segment (see page 13) Many of the strategies to target these market sectors will be of a direct marketing nature and/or involve forms of non-traditional distribution The NTTC is therefore placing a high importance on the development of its customer relationship marketing. .. consumer and tailor products and experiences to match their needs 3 Maintain a focus on seasonal and regional diversity, length of stay, regional dispersal, and year-round visitation NTTC marketing activity will consistently focus on whole-of -territory communication This draws attention to the NT’s cultural, regional, climatic and seasonal diversity, thereby presenting the broadest range of holiday options... Australia’s Outback Northern Territory will be strongly defended 5 Proactively seek to establish, maintain and strengthen partnerships with agencies and organisations that impact on NT tourism We will develop cooperative partnerships with interstate motoring associations and commercial and not-for-profit organisations involved in activities allied with and/or complementary to NT tourism marketing objectives... for product-based fulfilment and early season sales conversion The Northern Territory Guide features a collection of unique NT holiday experiences The guide includes a calendar of events and activities, planning tips, a full and detailed map of the NT with key destination callouts, along with details on how to access more information and where to book The insert will be supported through pre-publicity... functional areas, Marketing Communications and Market Development Marketing Communications is responsible for destination marketing, domestic market advertising, media and public relations, brand management (including publications and the film and photographic library), customer relationship marketing, familiarisations and online services Market Development is responsible for international marketing, domestic... ENVIRONMENT There is an ever-present convergence of marketing strategies between State and Territory Tourism Organisations (STOs) in Australia, with competing destinations All adopt similar strategies and target the same market segments A summation of the current tourism communications environment is as follows: STATE /TERRITORY/ ORGN Top of Mind Images ADVERTISING PROMISE Australian Capital Territory Parliament . alt="" Northern Territory Tourist Commission MARKETING PLAN 2003 - 2005 2 3 NT TOURIST COMMISSION MARKETING PLAN CONTENTS The Plan 5 Market Overview 6 Challenges and Opportunities 8 Destination Marketing. based on the Northern Territory Tourism Strategic Plan 200 3- 2007. The Strategic Plan was launched in November 2003, following extensive consultation with industry. The Strategic Plan provides. underpin the long- term sustainability and profitability of the tourist industry in the NT. As indicated in the Northern Territory Tourism Strategic Plan 200 3- 2007, as the chief NT tourism marketing