DRIVING VISITATION & ECONOMIC RETURN …...Case studies and imagery of other events integrating with...

@milestonecreatv #milestonecreative

Presented by Alana Hay

Milestone Creative Australia

Tourism Futures Forum

29 May 2019

DRIVING

VISITATION

& ECONOMIC

RETURN

THROUGH

EVENTS


MILESTONE CREATIVE

AUSTRALIA

Specialist marketing agency for business and major events, destinations, hospitality, venues, tourism,

creative industries, and the arts. We are a team of marketers, a creative studio, designers, social and

digital media, comms and copywriting.

video

TODAY• EVENT OWNER

NEEDS

• LEVERAGING EVENTS

• EVENT MARKETING

EVENT OWNERNEEDS



WHY DO DESTINATIONS NEED

EVENTS?

Attract visitors &Economic

impact

Stimulate the local economy through visitor spend – retail, restaurants,

hotels Community building – sense of community,

creating or reinforcing

community spirit

Add to the cultural fabric of the destination

Fill hotel rooms -“heads on beds”

Employment –Suppliers, event and operations

staff, locals

Marketing coverage

Improve destination reputation

Local, interstate and global media

attention

EVENT TRENDS

UNIQUE

DESTINATIONS

UNIQUE

PRODUCTS

DEEPER

ENGAGEMENT

UNCONVENTIONAL

SPACES

ENGAGING THE

SENSES

LOCAL

FLAVOUR

DIGITAL

CONTENT

IT’S COOL TO BE

KIND


SPECIFIC NEEDS OF AUDIENCES

LEVERAGE


THE

3 YEAR

MODEL


Bidding Opportunity

Help identify potential events – do you have experts

in a particular field on your payroll who can help

bid?

Selling the experience

Media experiences

Supporting the Bid

Destination Marketing

Your brand, at the event

Tell the story

SAILGP

VIVID SYDNEY


Bidding Opportunity



bid?


Media experiences

Supporting the Bid



Tell the story

SAILGP


Bidding Opportunity



bid?


Media experiences

Supporting the Bid



Tell the story

SAILGP

OCEAN PLASTICS

CONGRESS


EUROVISION –AUSTRALIA

DECIDES


• Luring an event – Sell the destination. Do you have an event

owners’ manual to the city? Case studies and imagery of other

events integrating with the city. List of city-wide marketing

opportunities.

• Access to tourism providers – Is there a local committee that can

meet with event owners to help them activate?

• Resourcing – Make it easy to employ locals, maybe partner with a

local HR company for local event talent.

• Suppliers – Is there a directory of local suppliers for event owners?

• Event Website – A kit for event owners to include - hotel listings,

links to see and do, FB blurbs and destination images.

• Inspiring Visitors – Send tourism information via event eDMs,

website and socials.

• App – create a whole of city or town app for tourists to use

TOURISM APP


AUGMENTED REALITY

FIND LOCATIONS, AMENITIES,

RETAIL, VENUES WITH A

TOURISM / EVENT APP. THINK

WHOLE OF DESTINATION

APPROACH.

Blippar

EVENT MARKETING


MARKETING TRENDS


1. SMM IS STILL #1 FOR TICKET SALES

2. LIFECYCLE EVOLUTION. (ACC)

3. HUMAN-CENTRED, LONG-FORM

CONTENT (STORYTELLING, MEET THE

MAKER)

4. VIDEO FOR CONSIDERATION

5. AUDIENCE LANDING PAGES, PIXELS

AND RETARGETING

6. NATIVE VS ADS

7. GO LIVE

8. VOICE ACTIVATED SEARCH AND LONG-

TAIL SEARCH FOR SEO

9. YOUTUBE

10.APPS - ANDROID OUTSTRIPS APPLE

11.PRINT IS NOT DEAD. YET.

12.EDMS ARE NOT DEAD. BUT…

13.SMART SELLING (FUNNELS,

INTEGRATING SALES AND MARKETING

THROUGH

CRM/ANALYTICS/MARKETING)

14.SEM AND AI (PREDICTIVE SEARCH)

15.AI IN FACEBOOK (PREDICTIVE

IMAGES)

16.CHATBOTS AND MACHINE LEARNING

17.CUSTOMISED APPS (EG: EXHIBITOR

APPS)

18.TOUGHER PRIVACY LAWS

19.COOKIE POLICY

20.ADBLOCKING


Awareness Consideration Conversion Advocacy Loyalty

Continue the conversation: “Always-On” marketing

approach

Copyright Milestone Creative Australia

THE NEW MARKETING

LIFECYCLEENGAGE, ENGAGE, ENGAGE.

20 WEEKS

•Strategy

•Develop lead creative and

assets

•Negotiate travel packages

18 WEEKS

• Book marketing

16 WEEKS

•TVC / Radio (BRAND)

•Digital brand + acquisition

* Build subscribers * Activate channels

12 WEEKS

•Launch website

•Paid Marketing:

Digital, print

11 WEEKS

8 WEEKS

•TVC (TIX)

•Radio tix offers

•Billboards/Taxi /Decaux

•DM

4 WEEKS

•Print and digital

(localised)

•Street Banners

1 WEEKOperational

NoticesNoise, road

closures 20 weeksSet Pricing

18 weeksEngage Ticketing

Agency

16 weeksBuild ticketing

12 weeksVIP pre-sale

11 weeksEarly BirdAlliances

8 weeksFull Price

Alliances Round 2

4 weeksDynamic Pricing

1 weekTicket Reminders

Seat Fill

ConsiderationSoft

Conversion

Hard Conversion Awareness

@milestonecreativ #milestonecreativ

INTEGRATION

Long-Lead destination announcement

Destination Competition

Website content & listings, packages

Plan ahead, extend stay

Tactical local “to do”


Pull/Engagement

Push/Marketing

WEEK 16 WEEK 12 WEEK 8 WEEK 0 ALL

Continue the conversation: “Always-On” marketing

approach

Copyright Milestone Creative Australia

CAMPAIGN WALK THROUGH

Post & engage

Radio/TV (Brand)

Programmatic (brand) & acquisition

Digital – Brand & Acquisition

Social – Introductions/Talent

Launch event website

Blogs + Boost

Social – Post reviews/ testimonials

Videos – destination, experience, people(Youtube, FB, stories)

Set up & boost event pages

Digital – Carousels of experiences

Outbrain, SEMInsta & FB filters

Encourage social sharing

eDM offers

Invitations

Merch

Cross-sell via tktplatform and eDM

Radio comp to bring a friend, VIP area, free tix

Advertorial

Radio Promotions

TVC (tix)

eDMs

Digi – single ads

Social Channel takeovers

Retargeting

SEM – In-market/Geo

Bots & Messenger AdsPop-Ups

Meet & Greet

Insta Meets/Influencer

Comps for next year

Social Channel takeovers

eDMs

FB Galleries

Awareness Consideration Conversion Loyalty Advocacy

Retargeting


CONTENT IDEAS

ACTIVATIONS


INTERACTIVE

CAMPAIGNS

INTERACTIVE CONTENT THAT

POPS OUT BY SCANNING A

LOCATION, INFRASTRUCTURE,

EXHIBITOR BADGE, BOOTH,

PRODUCT


VIRTUAL REALITY

PLACE YOURSELF IN THE

EVENT BEFORE YOU

ARRIVE, GET A FEEL FOR

THE ENVIRONEMNT, THE

PEOPLE, THE CONTENT.

EXHIBITORS CAN SELL

EXPERIENCES FROM TRADE

SHOW FLOOR

VR THE EXPERIENCE

INTERACTIVE ADS


AI ADS

BRING 2D ADS OR COLLATERAL

TO LIFE

THANK YOU

www.milestonecreative.com.au

@milestonecreatv

#milestonecreative

http://www.milestonecreative.com.au/

DRIVING VISITATION & ECONOMIC RETURN …...Case studies and imagery of other events integrating with...

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Transcript of DRIVING VISITATION & ECONOMIC RETURN …...Case studies and imagery of other events integrating with...