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Promotion and Advertising

Tourism is a highly competitive sector, in which businesses must be proactive and innovative in promoting their business and reaching their target market. Promotion and advertising is designed to provide consumers with the necessary information to differentiate between products and influence choices. Read more

Tourism is a highly competitive sector, in which businesses must be proactive and innovative in promoting their business and reaching their target market. Promotion and advertising is designed to provide consumers with the necessary information to differentiate between products and influence choices. Research into the development of promotional and advertising techniques for a tourism business has shown that:

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Measuring the success of campaigns is important in determining future marketing efforts. Research has suggested that consumers need to be presented with the same marketing message through three different media before they recognise the brand or message.

  • Every business is different and the promotional techniques that work for some businesses won’t necessarily work for others. The media that a business chooses to tell their story will be different depending on the marketing message - tactical marketing or brand awareness;
  • The choice of promotional and advertising techniques should be based on sound Market Research’ and be targeted to a specific visitor market. Targeted marketing allows a business to reach the highest yielding clientele, ensuring that the marketing effort is not wasted;
  • Selecting a promotional technique should consider the audience, distribution figures and reach, reputation of the publication / source, pricing and alignment with the business’ positioning;
  • Identifying the tourism business’ unique selling point and brand positioning is important in developing a clear marketing or advertising campaign. Without a unique point of difference a business can not differentiate itself from the competition;
  • The increasing use of the internet has significantly changed the tourism industry’s approach to promotion and advertising through the use of online technology such as websites, e-marketing, social networking sites, user-generated content and new forms of direct marketing;
  • Tourism businesses today are increasingly required to demonstrate their environmental credentials and commitment through their advertising and avoid the marketing 'greenwash' that has become prevalent within industry;
  • There is no standard figure on how much a tourism business should spend on promotion and advertising. A business’ marketing budget will be dependant on the level of competition and the market awareness of the product;
  • While tourism advertising is often focused on pricing, visitors are increasingly seeking value for money rather than simply a low price.

Finding cost-effective promotional and marketing opportunities that achieve market ‘cut through’ is essential for tourism businesses in achieving a greater profit margin. For further information please see the section on Leverage Marketing’. Tourism Australia's Experience the Opportunities Directory is an online tool designed to demonstrate the marketing opportunities available for tourism businesses in Australia.

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