Every week we will show you how to improve your profile on the internet.
Created for beginners we demonstrate simple, effective online marketing techniques.
This program aims to educate and inspire Australian tourism industry members about online content and how it can be used to promote their business, their location and Australia.
To facilitate effective learning, the program offers support with theAustralian Tourism Marketing Group, hosted on LinkedIn.com. The Australian Tourism Marketing Group encourages tourism industry members to ask questions, share ideas, collaborate with others and learn together to produce better tourism outcomes.
Online Content Made Easy has been produced by www.planbooktravel.com.au in consultation with The Australian Tourism Data Warehouse (ATDW), Australia’s State and Territory Tourism Organisations (STO’s) and Tourism Operators.
Our objective is to engage Australian tourism industry members in a program that provides real, positive, measurable outcomes.
We seek to significantly increase the amount of online user content about Australia, create connections between the content and the tourism industry and show a positive link between online content and online sales and bookings.
By completing each weekly tutorial, tourism operators will be armed with the knowledge and the tools to provide unlimited marketing opportunities for their business online.
The Australian Tourism Industry recognises consumer-generated web-based tourism marketing offers unprecedented opportunities to present tourism experiences, destinations and brands to the World.
Commonwealth, State, Territory, regional and local tourism organisations are educating members about the internet, encouraging the adoption of online technologies and directly appealing to consumers to share their Australian travel experiences in their marketing campaigns.
User-generated content, online marketing and industry education programs represent a strategic long-term focus for all Australian tourism organisations.
We have created a group on LinkedIn.com that encourages tourism industry members to ask questions, share ideas, collaborate with others and learn together.
TheAustralian Tourism Marketing Group is available to all Australia tourism industry members and is facilitated by PBT Digital free of charge.
Unlike a traditional school room, we love noise, chatter, interaction and free thinking. We ask tourism members to join the group as early as possible to achieve greatest benefit from the program.
Over the course of the coming months, we will introduce guest speakers, subgroups, practical activities and more to help you put your business in front of more customers and generate more bookings.
Here are some links to get you started:
LinkedIn is the Worlds largest professional network, it is free to join and has 70 million members in over 200 countries.
PBT has chosen LinkedIn to run the Australian Tourism Marketing Group as it is a functional and professional social networking website.
To learn about the benefits of using groups: please visit this page
We feel Australian tourism industry members will benefit from joining LinkedIn in the following ways:
Source: LinkedIn – About Us
‘South Australia’s authentic experiences will be so compelling, it will be our visitors who spread the word about the amazing and memorable time they spent here.’  South Australia Tourism.
‘With more than 8.2 million Australians using the Internet to research, plan and book their travel arrangements, it is crucial that Tasmania has a strong presence online. Social networking websites like Facebook and Twitter are experiencing incredible growth, with 6.5 million Australians part of an online social network in July 2009 (Nielsen Online).’  Tourism Tasmania.
“People often say we’ve got some of the ‘best kept secrets’ in Tasmania, so whether it’s your favourite beach, mountain, walk, heritage location, or other tourism experience, now is the time to shout about it and show not just other Australians, but the world what we have to offer.”  Felicia Mariani, Chief Executive Officer for Tourism Tasmania.
‘Tourism Australia’s digital activities extend well beyond Australia.com. Digital solutions on major social networking sites such as Facebook, Bebo, MySpace and You Tube have enabled powerful word of mouth dialogue on Australia to be generated among hundreds and thousands of consumers.’  Tourism Australia.
“Australians have demonstrated how passionate they are about promoting their country to the world by submitting thousands of images and stories of the many experiences travellers can have in Australia. It is terrific to see this level of support from communities across the country.”  Andrew McEvoy, Managing Director, Tourism Australia.
“The strategy and core positioning of the destination is encapsulated in the Northern Territory’s tagline – Share our Story.”  Tourism NT.
“Utilising social media and user generated content is an easy way for Victorian tourism operators to sell their attributes, ensuring the state’s diverse tourism offerings are well-represented.”  Tourism Victoria Chief Executive, Gregory Hywood.
“Social networking websites like YouTube, Flickr and Facebook are opening up huge opportunities for local tourism operators to market themselves to the on line community in a variety of different ways.”  Queensland Local Industry, Tourism Minister, Peter Lawlor.
“The use of the internet in today’s world is enormous. Social media networks have changed the way the world does business and the impact on the tourism industry is no different.”  Tourism Queensland Acting CEO, Steve McRoberts.
‘Digital marketing is often perceived to be merely about marketing through a website. And it’s true that this is a crucial aspect of marketing on the Internet, but there are many other forms to it. If you just rely on setting up a website and hoping for the best, then you may be waiting a long time to attract business.’  Tourism Australia.
“To succeed and provide the NT with a substantial competitive edge, all operators must as an absolute minimum have web capacity that enables consumers to readily find them and to transact in real-time online, either direct or through a distribution partner.”  Tourism NT.
“No one would argue that the ways in which consumers learn about holiday destinations, make their choices and buy their holidays hasn’t changed immensely and often in the last 15 years. This means that the opportunities for tourism operators to market and distribute their products have also changed a great deal and if a tourism operator wasn’t an early adopter of technology to sell their product, then they have a lot of catching up to do to make the journey to being fully Internet enabled.”  Liz Ward, Chief Executive Officer of the ATDW.
1. South Australian Tourism Plan 2009–2014 | ‘The Online Phenomenon’ | pg 10
2. Tourism Tasmania Media Release | ‘New Tasmanian Experiences Website’
3. Tourism Tasmania Media Release | ‘There’s Nothing Like Australia – Tourism Australia’s New Marketing Campaign – and Tasmania’
4. Tourism Australia Website | Excerpt from page re Online Marketing Activity
5. Tourism Australia Media Release | 06.05.2010 | ‘Australian’s Share 15,000 Experiences’ Article about There’s Nothing Like Australia campaign’
6. Tourism NT | Excerpt from website in reference to Tourism NT ‘Brand Strategy’
7. Tourism Victoria Newsletter | Edition 52 | ‘There’s Nothing Like Sharing Your Victorian Tourism Experiences’
8. Tourism Queensland Media Release | ‘Moreton Bay Tourism Operators Improve Online Skills’
9. Tourism Australia | Australian Experiences Industry Toolkit | VOLUME 2 | Page 46 Section 4 | ‘Promoting Your Product as an Experience’
10. Tourism NT | ‘Five Year Tourism Strategic Plan: 2008 to 2012′
11. Australian Regional Tourism Network (ARTN News) Tourism Operators Meets Internet – ‘A How to Story with a Happy Ending’
The strategies and recommendations described in the Online Content Made Easy program are designed to show industry members new and innovative methods to market their destinations and their businesses.
If used effectively, these online marketing methods will increase the amount of useful and inspiring content available to consumers and improve access to your products, services and fulfillment channels.
The services described in the program have no physical purchase costs associated with them. However, like all useful marketing and branding techniques, industry members must recognise that a commitment of time is required to learn about online content and to incorporate the technique into your marketing plan.
We therefore encourage industry members to consider the following points as you review the weekly tutorials:
Online content vs current marketing activities:
What value do I place on activities which I undertake:
Your costs and commitment:
By completing the Online Content Made Easy program and building the techniques into your marketing plan you will be able to identify current marketing and advertising activities that can be replaced or made more efficient and determine the time commitment you require to practice the new activities.
Complete the form below and we will contact you to discuss your online needs