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Answered Same DayAug 22, 2020MKT00128Southern Cross University

Answer To: I have uploaded the requirements plz do it according to the requirements

Karan answered on Aug 24 2020
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Promotional Campaign Report
EXECUTIVE SUMMARY
As a destination marketing company in Australia, ‘Tourism Australia’ aims at expanding international tourism in the state of Queensland specifically targeting the younger generation. The organization was established 50 years ago by the government of Australia and is devoted constantly towards enhancing the tourism in Australia. With the dynamically changing environment, they provide regular training and development to its employees and keep themselves updated with the latest advancements in technology.
Queensland is a massive attraction for youngsters as it provides a wide range of sporting and other activities. But
the state of Victoria stands in equal competition with it providing activities like sky-diving and many others.
Tourism Australia aims at promoting Queensland through advertising and building public relations. Broadcasting and electronic media are highly recommended so as to create awareness about its campaign across the globe. Towards the end, a budget is also designed which will provide assistance in taking further decisions.
Table of Contents
EXECUTIVE SUMMARY    2
INTRODUCTION    4
MAIN BODY    4
Overview of Tourism Australia    4
Promotional Campaign Strategy    8
Establishing target market    9
Determination of communication objectives of the promotion campaign    10
Competition to Queensland Tourism    11
Types of communication channels    11
Measuring the results of the campaign    12
Budget for the promotional campaign    13
CONCLUSION    14
REFERENCES    15
INTRODUCTION
A Destination Marketing Company (DMO) helps in enhancing the public image of any travel destination. It helps in creating awareness among masses regarding what is the specialty of that specific place so that they can plan their trip or visit accordingly. In simple terms, a DMO adds value to the overall traveling experience of a person (Pike, 2015). This in turn strengthens up the economic position and fuels the development across the entire economic spectrum by arousing familiarity and amplifying the overall traveling experience.
Surrounded by the gigantic Indian and Pacific Oceans, lies the awe-inspiring country and continent of Australia. It is the second largest in terms of area and the third most populous state. For the purpose of this report, ‘Australia Tourism’, a prominent Destination Marketing Organization of Australia has been selected addressing Queensland as an astonishing tourist destination.
The promotional campaign, perfect hideout locations and highlights of the place are highlighted in the report. The target customers for this study are youngsters who are crazy for adventure sports, picturesque natural beauty and many other happening events. The selected company decides upon certain strategies so as to intensify tourism in Queensland. The study also throws light on various other aspects of the organization.
MAIN BODY
a) Overview of Tourism Australia
Figure 1: Logo of the company
Source: Tourism Australia, 2018
‘Tourism Australia’ is an agency established by the Government of Australia. The main purpose behind its set up was to expand the tourism in Australia by international visitors for both leisure as well as business events (Tourism Australia, 2018). Tourism Organization actively operates in fifteen key markets. It is indulged into many activities such as advertising, PR and media programs, consumer research and promotions, trade shows and many others.
Figure 2 : Organizational Structure of Tourism Australia
Source: (Tourism Australia, 2015-2016)
They focus entirely on the intensification and expansion of tourism in Australia. The Board of Directors of Tourism Australia reports directly to the Federal Minister for tourism. The Board majorly aims at determination of tourism policy of Australia as well as ensuring an efficient performance by the organization (Tourism Australia, 2018).
Figure 3: International Visitors to Australia
Source: (Tourism Australia, 2015-2016)
Figure 4: Total spend by international visitors
Source: (Tourism Australia, 2015-2016)
The organization has been serving now for 50 years and 2018 is its 51st year in progress. Earlier it was known as Australian Tourism Commission. Since its inception, Tourism Australia has witnessed a wide variety in its visitor mix. Initially, Australia as hosting visitors only from Europe, USA, UK and New Zealand which gradually extended to Japan, China, Malaysia and Singapore and gradually from Indonesia and India as well. A remarkable growth in the aviation sector has aided into this.

Figure 5: Occupancy
Source: (Tourism Australia, 2015-2016)
Tourism Australia continuously strives for adopting the latest and improved technologies and processes. They have successfully implemented digital transformation program and still working on regular updates thereby have saved costs significantly and thereby have increased their functionality and capabilities as well (Backer and Morrison, 2015). Significant improvements can be observed in it corporate systems, consumer and trade platforms as well as cybersecurity. With continuous training and development, Tourism Australia has always delivered excellent workforce planning.
The net financial result as recorded on 30th June 2016 was $143.9 million. It was observed that this figure was within 0.1 percent of budget for the year. In addition, the overall gross revenue exceeded the budget by $1.1 million. A similar increment in the expenditure was also seen.
Figure 6 : Economic Importance of Tourism to Australia
Source: (Tourism Australia, 2015-2016)
b) Promotional Campaign Strategy
The promotional campaign has been developed for enhancing tourism in Queensland, one of the most beautiful states of Australia with astounding natural beauty, exploration of aquatic life, adventure sports, delectable dishes, luscious drinks and loads more.
The promotional mix refers to the blend of multiple promotional tools which are utilized by organizations for creating and enhancing its market image (Pike and Page, 2014). The promotional mix is an integration of advertising, PR, direct marketing, personal selling and sales promotion.

Figure 7 : Promotion Mix
Since the main objective of promotion is to attract international tourism to Queensland, hence it is advisable to utilize advertising tools and building public relations as well. This helps in connecting more with the general public as well as building an image of the organization in their minds.
Advertising includes any paid form of non-personal presentation with an intention of building a pull strategy so as to instigate the prospective customers (Jiang, Ramkissoon and Mavondo, 2016). Attractive images and graphics...
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