The Client: Tourism Tasmania - Qantas Achievers Campaign

is the governmential institution responsible for the promotion of tourism to Tasmania, Australia's natural state.

The Solution:

• To strengthen the relationship between Qantas Holidays & Tourism Tasmania and ensure that top sellers (QH Achievers) are fully aware of this alignment through partnership activity.  
  Raise awareness of Tasmania as a key Australia destination and generate bookings, supported by an agent incentive.
  To improve the Achievers knowledge of selling Tasmania, through incentives and fact sheets.
  To incorporate Tasmania within the Achievers VIP trip, showcasing the product to 30 of QF’s  top sellers.
• ON page advertising in Trade magazines: TTG and Travel Weekly.
  Digital: Update of trade facing website
  Sales Incentives to front line staff

• The trade marketing activity for April centred on driving traffic to the Qantas Holidays trade website, to raise awareness of the Tasmania incentive. Once on the website agents were directed to a dedicated four-page fact sheet on Tasmania, which they could download to print and keep for future reference and to help them sell the region:
  In addition, the incentive was also launched by banner advert, within both the TTG news alerts and Qantas Holidays trade website running throughout one month with hyperlinks through to the incentive page.

The Result:

A 3-page PDF accessed directly from the Qantas Holidays trade website to highlight the incentive and Tasmania as a destination.

• Between the Incentive Scheme information, the destination fact sheet and Achievers Partner information, the trade website has received in excess of 1800 direct actions.

• Despite the current difficult trading conditions, the general strength of Qantas Holidays’ bookings to Tasmania held firm during the Achievers programme. While there was an overall year on year decrease in the number of passengers to the region, the number of room nights booked increased as passengers stayed for longer with an average increase of an additional night per booking.

• Equally, in terms of revenue generated, Tasmania experienced an increase year on year, which amid the general downturn within the industry, is a positive trend.

• Changes in consumer booking trends have also impacted the results, with booking lead times becoming considerably shorter than the previous year. As such forward bookings for the following year transacted in the same month last year, accounted for 15% of all bookings, compared with only 8% for 2010 transacted during the month of activity this year.