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Executive Summary Pr Activity AU/NZ REPORT PREPARED FOR COLORADO TOURISM OFFICE DECEMBER 2020 retaining a presence in the market, even EXECUTIVE SUMMARY during volatile periods. As a reminder, our office will be closed And so 2020 draws to a close. A year that between December 24, 2020 and January effectively shut down the global travel 11, 2021 to celebrate the Christmas and industry as a result of the COVID-19 New Year’s period. Until then, we thank pandemic. Whilst countries around you again for your continued support, the world continue to ride ongoing and we look forward to a much more outbreak waves and intermittent periods optimistic and rewarding 2021! of lockdown, as a whole, Australia and New Zealand have become the global success story in suppressing the virus. PR ACTIVITY Through swift action and strict, aggressive lockdowns early on in the outbreak phase, both nations close out the year with most Strategic initiatives/activity industries including retail, hospitality, local sports and entertainment operating December continued the challenge for at relative normal operations, all of which proactively pitching U.S. destinations as has helped the economy rebound from continued news of high and worsening a short recession early in the year and U.S. levels of COVID-19 is still widely delivered an anticipated record Christmas reported in the news in Australia. retail spend for the final quarter of 2020. The adapted pitch-focused media strategy Whilst international borders remain that the team has had in place since closed, and domestic borders continue April continued in November, including to open and close intermittently with coverage gained from the accessibility each small outbreak, the recent vaccine pitch prior to International Day for People roll-out in the USA and UK, along with with a Disability distributing the ‘hardcore ongoing discussions of travel bubbles with adventures’ pitch. COVID-19 safe destinations such as New Zealand and the South Pacific, continue Caroline Davidson, PR Director, continued to bring hope that selected international to maintain contact with travel media travel will resume within the first quarter especially media that are continuing to of 2021. And if the recent rebound of run international destination coverage the retail and hospitality industries is and attend webinars to keep abreast of anything to go by, then it is clear that the quickly evolving media and consumer tourism is set to undergo a similar landscape. resurgence in 2021 and beyond. Summer and Winter proposed, and To celebrate the end of the year, the Linkd current campaigns were reworked and Tourism office hosted a function in Sydney re-presented to include relevance to on December 17 with approximately 30 CTO’s strategic pillars and audiences as trade partners, journalists, tourism board requested by LB. These were both further representatives and airline partners to updated at LBs request prior to presenting thank them for their continued support first winter, and then separately summer, throughout 2020. From discussions campaigns to Cathy Ritter and partners. held at the event, it was clear that all Summer campaign presentation to CR partners were incredibly grateful for the went well- 3 market meeting/LB to discuss support of all international DMO’s who on 12 Jan. have demonstrated their commitment to the market throughout 2020, and that The PR team progressed campaigns from these partners will be afforded priority FY20 with activity still ongoing, which opportunities and support once travel includes: resumes, showing the importance of 1 LINKD TOURISM MONTHLY REPORT: DECEMBER 2020 AU/NZ REPORT PREPARED FOR COLORADO TOURISM OFFICE DECEMBER 2020 Dan Avila: Nat Geo/Behind the Scenes – Current Media Campaigns Travel videography shoot with content to air across 2x 1-hour episodes on Qantas There are two current media campaigns flights, as well as provision of assets to running in Australia: CTO and participating partners. Get Lost campaign December update: CD spoke to DA regarding the desired content for the 2nd The planned Get Lost campaign which story to be out in signature for Jan issue initially incorporated a fam in late May / and requested coverage for Telluride, early June for coverage in the next issue Ouray and Zapata Ranch parts of their was delayed due to the current pandemic fam. Dan and Zora are now able to and has now re-started with a participant continue finishing the Travel Shooter eps in the multimarket fam from 27 September for the second series in Australia, now – 3 October. state borders have relaxed. No further to add to October update as per below on distribution etc as yet. MD of Get Lost, Justin Jamieson, confirmed that amplification of the Colorado highlights which were published October update: online in April were delayed due to the pandemic and will be amplified over the We are still looking at completing season next few months ahead of the coverage 1 with 6 episodes, which means creating from Roberto’s fam. Inclusion in the 2 more before it goes to the networks, publication’s eDM will also be alongside platforms and distributor. We are in the fam coverage appearing. advanced planning with key stakeholders for these two remaining episodes to be Caroline approached Justin with regards filmed in Q2 next year. We would expect to whether we can delay publication season 1 to go to air in Q3-Q4 2021. of Roberto’s article until the March 21 issue. Justin has agreed, with this now We have retained the flexibility to confirmed. modify the number of episodes and will adjust this in accordance with the global Travel Play Live campaign - Campaign situation, demand from our broadcasters Completed and successful and the interest of our stakeholders – maximising the benefit to stakeholders. To inspire travel to Colorado for next year, a campaign to promote adventure The advice from our distributor is that and road trips to the sophisticated the attractiveness of the series is not female explorer took place in July and substantially affected if we reduce August with Travel Play Live, to promote series 1 episodes to 6. We are unable content that was published in late July. to advise the details around the number As a gesture of goodwill, the publication of viewers relating to the number of published an additional article on 1 episodes, however, our distributor and September following a pitch sent to them broadcast platforms are not concerned by the PR team around ‘off grid escapes’. about the audience differential that An initial campaign report was received, modifying the number of series 1 episodes with reach numbers requested as a follow may generate. Ideally, any number up as these weren’t included. that generates a “binge-watch effect” is attractive. The initial report included that Colorado ‘off the grid’ pins on the title’s pinterest 2 LINKD TOURISM MONTHLY REPORT: DECEMBER 2020 AU/NZ REPORT PREPARED FOR COLORADO TOURISM OFFICE DECEMBER 2020 were continuing to see a high number of to include these options that have been impressions. presented. Further coverage was received with Further updates were made in November support for Ghost Towns pitch published prior to Liz presenting the winter in November. campaign options t partners. The CTO spend with SnowsBest in Feb for $US5,000 Planned Media Campaigns has been confirmed and pre- billed by ROA. Supplemenatry funds from resorts are TBC (and could possibly form the Winter Campaign FY20: proposed Aussie spend in May, if enough are received. Aussie Aussie. #ColoradolovesAussies Ski Week Other elements to be considered are a snow media event (potentially around Caroline and Polly further developed the Valentine’s Day also) and activity with Ski three tier strategy for a winter campaign & Snowboard with Kids magazine 2021, to entice Australians back to Colorado a winter focused e-book to be produced with bookings for the 21/22 season, by Signature Media with buy in from however has become more likely for participating partners and a SnowsBest Australians to encourage bookings for the online game option, offered for buy- 21/22 season, with a potential SnowsBest in by 10-20 resorts as a CTO exclusive partnership discussed to take place in campaign. line with ski pass sales for 21/22 season in May. Caroline developed a tagline ‘Colorado loves’ which can be directed The last game option was offered to CTO at Aussies, Brits or Mexicans – the resorts by LB but declined. The proposal three markets being considered for this is being re-worked to potentially run campaign as a wider global activity. The in northern summer months of 2021 to notion of encouraging skiers to ‘remember incentivise winter travel bookings for your first time’ was also introduced, to 21/22 winter season. strike an emotional connection with skiing in Colorado. LB presented winter campaign to partners with KK and CD attending on Liz Birdsall advised of discussions with 10 November. Direction was to proceed partners regarding contributions and with $US5000 spend from CTO only for collaborations. The team discussed this SnowsBest campaign in Feb around campaign further after feedback from Liz Valentine’s Day and if partners buy in, and partners who are leaning towards this will be amplified or kept to a further small spend ($5Ktbc) with Snowsbest campaign next May. in Jan/Feb with Colorado Loves Aussies to focus/launch around Feb 14 for CD spoke to ROA and re 30 day invoice/ Valentine’s Day and a further spend in payment for partners if they buy in by May tbc. Caroline spoke with Rachael deadline of 12 Jan (NB this is one day later Oakes Ash who advised timing is available in AU and may mean delay for video if and flexible, and provided options for payment not processed in time by 13 Feb).
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