Australia’s Coral Coast undertakes an annual program of strategic marketing activities.
These activities are designed to attract visitors to our Australia’s Coral Coast (ACC) region and to increase our region's international and domestic profile.
Our hands on approach and diverse marketing programs strengthen industry bound business relationships, forms key partnerships with trade and develops strong influential messages targeted direct to consumers. Our marketing strategies include a schedule of brand and tactical advertising campaigns, integrated across various media platforms with a strong digital focus to target consumers who seek inspiration for travel online. Our social media activity creates destination awareness and engagement and is an important channel in our marketing strategy. Other activities include:
Coordination of an annual communications program to a database of consumers, trade, media and industry stakeholders
Marketing, social media & PR advice
Corporate Marketing website for our members which includes information on brochure display and distribution, digital marketing, social media tips, useful marketing resources, advice on international marketing, trade shows, consumer shows and key contacts (federal, state and local)
Annual production and global distribution of destination marketing collateral including a holiday planning and travel trade guide which receives 10,000 digital downloads annually
Discounts on advertising in the annual holiday planner, dependent on level of membership
Image Library for our members which includes hundreds of appealing, high-resolution photographs available for promotional TOURISM marketing purposes. Any of these images can be downloaded instantly
- Access to targeted cooperative marketing opportunities to drive visitation to the region, promoting your product in key domestic and international markets
Exhibiting at consumer holiday expos, travel fairs and travel trade events
Hosting and coordination of educational familiarisations for visiting domestic and international travel trade
Supporting visiting journalists and media through hosting and coordinating familiarisations
Ongoing support and product development for inbound tour operators, travel wholesalers and retail agents
Access to targeted cooperative marketing opportunities to drive visitation to the region, promoting your product in key domestic and international markets
Subscription to our monthly member e-newsletter and exclusive member updates
Assistance with media releases and distribution
Promotion of the region to our Consumer database, Trade/Media database and Media Kit
Our Current Marketing Campaign
The Coral Coast Highway - a bookable fly/drive holiday aligning all our amazing locations.
Your support will help us within the region to gain an edge on our competitor holiday destinations. By working together to promote this fly/drive booking as an easy to manage holiday; the economic benefits are shared by all within the region, and make for an all-encompassing visitor experience.
The below summarises just some of the activities undertaken. Learn more about each of the activities below, read our member newsletter for campaign updates and marketing opportunities or request our marketing activity schedule. There is also a range of co-operative campaign campaigns available to members that complement this activity.
Member listings on www.australiascoralcoast.com
As part of your membership, you are allocated a page on our website. Our website sees an average of 35,000 unique visitors per month.
You can use this listing to:
- Describe your product and what visitors can expect
- Feature your logo and images
- Showcase what makes you stand out from your competitors.
Head to the Member Login and manage your own listing online.
Promotions via travel trade and consumer shows
Each year we attend multiple travel trade events and consumer holiday expos both within Australia and in key international markets representing our region and as one of WA’s five regional tourism organisations. Opportunities will arise throughout the year where members can add their product profile to our information kits distributed to product managers and travel agents at trade events such as Australian Tourism Exchange and have their brochures distributed at consumer holiday expos such as Perth Caravan & Camping Show.
Trade training and familiarisations
Throughout the year, there are a number of trade and agent familiarisations scheduled, hosting trade from both domestic and international markets. Familiarisations are coordinated with the experiences relevant to the particular market in mind, and often prove valuable in educating trade, showcasing new products and precinct developments.
A gold membership will give you top priority for consideration towards an involvement in trade and agent familiarisations.
Public relations and media exposure
There will be opportunities to be featured in member newsletters sent to the trade and media databases, media releases plus trade (Chinese translated) and media kits updated by ACC regularly. Annually we partake in twice-yearly domestic media pitch trips, in addition to regular contact by phone or email as well as annual media pitch trips in the USA and UK.
A schedule of digital communications has been established to ensure our consumer database is provided with all the information they require to plan their visit to Perth and beyond to the Coral Coast. The consumer database consists of visitors from within Western Australia, the east coast of Australia and across the globe.
Media relations and familiarisations
Along with trade and agent familiarisations, there are a number of media and journalist familiarisations scheduled via the same means - coordinated by Tourism Australia, Tourism WA and Australia's Coral Coast, hosted and assisted by ACC.