Mr. K.Arya : Regional Director India Tourism Australia New Zealand Fiji & the Pacific Singapore...
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Mr. K.Arya : Regional Director India Tourism
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• Australia• New Zealand• Fiji & the Pacific• Singapore• Malaysia • Thailand • Indonesia
• Brunei• Vietnam• Cambodia• Lao PDR• Philippines• Myanmar
Australasia Region covers
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Primary Market Share Travellers to India
Australia 29%
New Zealand 6%
Malaysia 24%
Singapore 20%
Thailand 12%
Indonesia 4%
Others 6%
Total : 506,308
Source: Department of Tourism India
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Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Share of Australasia Region out of total arrivals in India
Source: Department of Tourism India
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Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Growth from Australia / NZ
155000
160000
165000
170000
175000
180000
2007 2008
Australia & New Zealand
Tourist arrivals from Aus / NZ have doubled in last 3 years
Source: Department of Tourism India
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Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Comparative Visa Figures from Australia
02000400060008000
10000120001400016000
JanuaryFebruaryMarch April May June July
AugustSeptember
OctoberNovemberDecember
2008 2009
Source: VFS
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• Love to travel
• Over 6 million Australians travel overseas each year
• Average holiday stay of 4 weeks
• Above average disposable incomes
• Sports and adventure lovers
• Over 300,000 Australians and 75,000 New Zealanders plan to holiday in India over the next two years*
Outbound Travel:Australian Marketplace dynamics
*Source: Ray Morgan Research
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Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Socio-economic Composition of Key Travellers from Australia to India
41%
17%
17%
16%
10%
AB QuintileC QuintileD QuintileE QuintileFG Quintile
Source: Morgan Readership Survey, 12 months ending March 2009
Australians planning to go to India for at least 1 night (next trip)
Total: 132,000
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Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Socio-economic Composition of Key Travellers from Australia to India
Source: Morgan Readership Survey, 12 months ending March 2009
Australians who would like to holiday in India in next two years (3+ nights)
40%
21%
18%
14%7%
AB QuintileC QuintileD QuintileE QuintileFG Quintile
Total: 303,000
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Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Socio-economic Composition of Key Travellers from Australia to India
Source: Morgan Readership Survey, 12 months ending March 2009
Australians that have been on a long trip in the last 12 months
26%
22%19%
18%
15%
AB QuintileC QuintileD QuintileE QuintileFG Quintile
Total: 10,162,000
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Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Socio-economic Composition of Key Travellers from Australia to India
Source: Morgan Readership Survey, 12 months ending March 2009
Australians planning a long trip in the next 12 months or less
27%
23%19%
18%
13%
AB QuintileC QuintileD QuintileE QuintileFG Quintile
Total: 8,741,000
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•Large Continent – 7.7 million sq. kms
•Population 22 million (160,000 India born)
•Per Capita income USD 38,100
•Literacy rate 99 %
•Ethnic Groups
•Europeans 95.0 %
•Asian 3.5 %
•Aborigine 1.5 %
•Christians form 83 % of the population
•Urban population 85 %
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•Population: 4.4 million
Ethnic Groups
•European Origin 65.0%
•Maori 14.0%
•Samoan & others 1.0%
Economic Profile
•GDP $112.4 billion
•Per Capita income US$ 27,900
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• 43.6 % Indian ethnic origin
• Common Culture & Language• Improvement in Political & Economic environment
• Long standing ties with India
• Congenial diplomatic environment
• Potential for general and pilgrimage tourism
• Literacy 91.6%
Fiji
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• Knowledgeable travelling market
• Experiential journey seekers
• Sports tourism market
• Australian market high annual
leave stock pile (123 million days)
equates to $31 billion
Demand Supply
• Targeted television advertising
• Outdoor premium advertising
• Mass circulation - press, PR and
advertising campaign
• Consumer magazine - press, PR and
advertising campaign
• Trade publications - press, PR and
advertising campaign
• Promotions and events
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• Adventure
• Cuisine
• Family
• Culture
• Eco-tourism
• Health
• Sports
• Lifestyle
Niche Categories
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Analysis of Niche
Value of Spend
Volume of Tourists
Culture
Adventure
Family
Food
Fashion
Lifestyle
Eco-tourism
Cuisine
Sport
Health
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Strategy
Value of spend
Volume of spend
Thrust- Expansion of Sales/Marketing network-Tour Packages- Visit India 2009- Expanded Famil programs including TV crews- Mice Agents
Push- Trade Fairs- Promotions- Direct Marketing- Development of new travel operators
Pull- TV & Press advertising- Editorial Support- Co-ordination with Indian Embassies and consulates
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Sophisticated
“Thread” emotional link
Comprehensive view of “Total India”
Tailored for media platforms
Creative Strategies
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Complimenting the journey theme, Monorail advertising provides unique exposure through the streets of Sydney and across Darling Harbour (a precinct attracting more than 28 million annual visitors alone).
Monorail Creative
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Connecting through the common sporting interest, with the Ashes Cricket Series.
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Sports NicheTarget using 2009 Ashes
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The finale of MasterChef Australia made Australian TV ratings history, pulling in a record-breaking average of 3.74 million viewers. Viewing peaked at 4.11 million viewers, making it the highest-rating program since OzTAM ratings began in 2001.
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Food & CuisineTarget using MasterChef, #1 TV program in Australia for 2009 - 4 million viewers
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Creative ExecutionEditorial Support
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Through a mix of editorial, advertising and cover executions.
Press Creative
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Targeted approach through specific titles, such as American Express Platinum and Centurion, to reach high-end market (earning $500,000 - $1,000,000 pa).
Consumer Magazine Creative
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Tailored to lifestyle/well-being market, titles such as Donna Hay, present ideal targeted opportunities.
Specialised Consumer Magazine
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Powerful marketing channels to the Australian travel industry, these publications determine how travel packages are sold..
Trade Publications Creative
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Newspaper advertisements
• Indus Age
• Indian Link
• Indian Downunder
• Indian Voice
Targeting NRI’s and PIO’s
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Promotional Activities
• Joint promotion with Indian Dance Centre
• Joint promotion with Charinda – Sonu Nigam Function
• Joint promotion with Fine Arts & Cultural Themes – S.P. Balasbrahmanyam Function
Targeting NRI’s and PIO’s
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Promotional Activities
• Diwali Mela in Auckland and Wellington
• Diwali Celebration in Sydney
• Deepavali Festival in Parliament House, Sydney
• Joint promotion with AIBC
• Celebration of Rebulic Day with United India Association, Sydney
• Support for International Ayrveda & Yoga Conference, Sydney
Targeting NRI’s and PIO’s
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• Trade Publications
• Travel Shows
• Trade Marts
• Seminars / Talks / Film Shows
• AFTA Training Program
• Joint promotions TO / TA / Airlines
• India festivals
• Website
Trade
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Current News
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