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Leverage Marketing

The majority of tourism businesses operate on a small profit margin and a limited marketing budget. It is therefore important that business managers can identify cost-effective marketing and sales that can successfully reach and convert the target audience. Two cost-effective leverage marketing opportunities are: media and PR; and cooperative marketing partnerships. Read more

The majority of tourism businesses operate on a small profit margin and a limited marketing budget. It is therefore important that business managers can identify cost-effective marketing and sales that can successfully reach and convert the target audience. Two cost-effective leverage marketing opportunities are: media and PR; and cooperative marketing partnerships.

Business Operation Tip

Including a tourism business on social networking websites such as Trip Advisor can provide a low cost PR generation techniques.


Media and PR

  • Leveraging media and PR opportunities that are linked to existing advertising campaigns can provide a low cost way to promote a business;
  • Generating media and publicity for a business can be achieved through media releases, media kits, newsletters, website linkages, press conferences and media famils;
  • Websites with user-generated content such as blogs, reviews and can provide potential visitors with information that can influence their decision-making process and product choice, while also promoting a business.

Tourism Australia’s Making a Splash: Generating Publicity for Australia provides a practical guide for tourism business on working with the media and generating publicity for a tourism business.


Cooperative Marketing

  • Involvement in Regional, State and National Tourism Organisation marketing campaigns can provide cost-efficiencies for a tourism business in reaching a larger audience;
  • Cooperative marketing partnerships at a local industry level can also assist in raising the profile of a region and influencing visitor choice;
  • Marketing partnerships and cooperative campaigns should be based on shared values and goals and promote a consistent brand or proposition;
  • Clear roles and responsibilities should be developed for all stakeholders involved in a cooperative marketing;
  • Evaluating the success of collaborative marketing efforts is important in identifying future opportunities and strategies.
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