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A Year in Review2019-20 #Experienceechucamoama 1 Key Marketing Pillars: Partnerships

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A Year in Review2019-20 #Experienceechucamoama 1 Key Marketing Pillars: Partnerships ECHUCA MOAMA A year in review2019-20 #experienceechucamoama 1 Key Marketing Pillars: Partnerships: • Actively communicate and ECHUCA Primary pillars: strengthen collaborative working 1. River Cruising (including relationships with key partners MOAMA houseboats and water sports) Campaspe Shire and Murray River 2. Nature based activities (bush Council and continue to develop walking, cycling, fishing) overall event marketing strategies that strengthen destination appeal; 3. History & Heritage • To gain support and leverage the 4. Food Wine & Produce marketing plan for the destination 5. Arts & Culture with tourism members including Echuca Moama Accommodation 6. Festivals & Events Association, Attractions, Retail, A year in geographic Focus: Service and Hospitality segments; • EMDTA continues to strengthen Targeting consumers that have the collaborative working relationships 2019-20 highest propensity to stay overnight in with Murray Regional Tourism review Echuca Moama (and region) – aligned Board to gain support and leverage with the Murray Region Destination off broader marketing campaigns Marketing Plan. from Visit Victoria, Destination target markets: NSW and Tourism Australia; Strategic • Link to high yield segments – Adult • To continue to work closely Direction: Couples/DINKs and DIWKs on solo with MRTB in the delivery of visits, Families; VFR/Repeat visitors major projects which grow our echuca Moama tourism & District with Children and Grey Nomads; destination appeal and service tourism association (eMDTA) • Metro Melbourne, Regional Victoria delivery e.g. Visitor Transformation will play a key role in building (Bendigo, Ballarat, Geelong, and Murray River Road; Murray an inclusive, capable and high Gippsland, Southern NSW) Adventure Trail; performing tourism industry. • Sydney Melbourne Touring – an • To leverage from our major international drive route between partners for PR, Media and other Sydney and Melbourne that has marketing opportunities; objective: been adapted for the domestic • To grow support from key Business market. Currently funded by Groups including C4EM, Business to grow visitation and yield for Visit Victoria, Visit Canberra and and Trade Associations; echuca Moama and District through tourism associations, and individual As destination managers, EMDTA an integrated marketing strategy operators. works cohesively with the industry through strong branding, tactical to engage and embrace visitors and campaigns to niche markets. niche Markets: locals with the unique stories to the integrated marketing • The Family Market showcase our region’s assets. strategy is a detailed tactical plan • Retirees incorporating traditional marketing Funding Partnerships (print and advertising) and non- • VFR/Repeat visitors traditional marketing (social • DINKS/DIWKS • EMDTA acknowledges the financial and digital channels) to apply a contributions from both Shires • Wedding Market consistent brand message. for the delivery of Marketing and • Car Enthusiasts Visitor Services. • International Markets - NZ • The Campaspe Shire contributes $240,244 for the delivery of Visitor Services & $91,048 for Marketing Services in 2020-21. The Campaspe Shire Council also approved a Visitation data: source Tourism rollover of $22,315 marketing funds Research Australia, March 2020. from 2019-20 to 2020-21 due to 2 echucamoama.com EMDTA’s inability to market over 6. Crisis Response – developed a • NSW contribute 12.5% of visitors the lockdown periods due to the Marketing Transformation strategy in & 9.3% of nights in the region. pandemic. consultation with Campaspe Shire, Compared with YE March 2019 NSW visitors were up by 10.6% • Murray River Council contributes Murray River Council, EMAA, Moama $79,552 to EMDTA for Visitor Bowling Club and Rich River Golf • South Australia contributed 3.0% of visitors & 9.6% of nights in the Services and Marketing for 2020- Club, to address key issues facing the region. 21. industry & market the destibation. • Length of Stay – Visitors stayed on • EMDTA acknowledges the support 7. Pro-active with media to deliver key average 3 nights in the region up of Echuca Moama Accommodation messages on behalf of the industry. by 0.3% on YE March 2019. Association of $48,000 over two Local media (Riverine Herald); • Age – 65 years and over (21.9%) years for marketing campaigns. Regional Media – WIN TV; ABC • 45 - 54 years (19.2%) Bendigo; ABC Goulburn Murray; • 15 -24 years (18.7%) building a resilient industry State Media – Channel 9; ABC; 7 Echuca Moama Tourism’s role has News; ABC State Wide Drive. What do they like doing never been as important as it has over 8. Supported industry with ongoing while in the region? the 2019-20 year. As a membership- training opportunities. based organisation supporting our • Eat out, dine at a restaurant or industry through the most challenging visitation 2019 – 20 café (48.7%) was the most popular tourism climate in our lifetime. Echuca activity undertaken by visitors to the region. Moama Tourism has continued to (period april 2019 – March 2020) provide leadership, strong advocacy • Visiting Friends & Relatives – (34.6%) and operator support throughout this • 797,000 domestic overnight • Pubs Clubs Discos – (30.3%) period. This year has been defined visitors – up 4.2 % on YE March • Sight Seeing – 24.6% by two halves. The first, extremely 2019 • Bushwalking – 12.5% positive with record visitation, • Visitors spent over 2.4 million expenditure and yield and the second nights in the region – up by accommodation: of tragic consequences of the global 15.2% on YE March 2019 coronavirus pandemic (COVID-19) • Friends & Relatives Property was combined with the impacts of the • Growth was in the holiday market the most popular accommodation most active bushfire season Australia with 55.2% nominating holiday as type – 37.1% has ever witnessed. the largest reason for their visit • Caravan Park / Commercial Camping Ground second most In this most challenging environment c/f 53% in 2018-19 popular type – 21.9% with the impacts of COVID-19, the two • Visiting Friends & Relatives visitors successive Victorian lockdown periods, tallied 33.1% - growing 3.8% c/f • Caravan & Camping – non-commercial – 16.7% the closure of the NSW Victorian YE March 2019 border closure and the closure of the • Business declined by 7.3% Domestic Daytrip Murray River, EMDTA has delivered: compared with YE 2019 advocacy – the voice of the • Holiday (60.2%) was the largest • 770,000 domestic daytrip visitors – purpose in terms of nights in the down by 15.8% on YE March 2019 industry region, followed by VFR ( 28.6%) and Business (9.3%). Compared 1. Regional Tourism Review response to Government – August 2019 to YE March 2019 holiday grew by 2. The Future of Visitor Servicing – CEO 7.9% while business nights declined econoMic YielD: member of the State Committee by 4.5% total SPenD - 3. Murray Visitor Transformation $482 Million Program involvement Where did our visitors come 4. Voice of the industry to Government from? Domestic overnight visitors to the in support of industry issues in region spent $388 million in the relation to Border closures, River • 77.7% of visitors & 71.6% of nights region while Domestic Day trip closures & industry specific issues were Victorian based. Compared visitors spent $94 million in the 5. Worked closely with EMAA to with YE March 2019, Victorian region totalling $482 million or support and resolve specific industry visitors stayed longer with nights 1.3 million dollars per day into our & operator issues. up by 5.1% economy. #experienceechucamoama 3 bringing viSitorS Publicity Seasonal campaigns to our region • Echuca Moama & Surrounding television campaigns: region featured regularly on WIN EMDTA conducted three seasonal News; campaigns: Destination Marketing: • Echuca Moama featured in Glenn • Winter, Spring & Summer Marshall’s blog via Campermate; Echuca Moama Tourism created Campaigns Glenn’s story Murray River seasonal marketing campaigns • The Campaigns featured Andrew Destinations for Summer Touring inspiring visitors to the region and Walker as Brand Ambassador also featured in Caravan World; encouraging visitors to return. • The Campaigns featured TV • Echuca Moama features throughout Marketing Campaigns were carried into Bendigo /Ballarat regional Destination NSW Spring Campaign; out for Winter, Spring and Summer. windows which covers the broad Marketing Campaigns included a • Destination NSW engaged “We are areas of Swan Hill, Sea Lake, mix of traditional, such as print, the Explorers” to explore the Murray Castlemaine, Maryborough, radio and television, PR, digital Region and PS Emmylou was Charlton, Warracknabeal featured in a blog by Connor Moore; (website) and social media • These Campaigns were augmented (Facebook and Instagram) • Peter Quilty, a judge at Top Aussie with Print, Digital and Social Media. Vans competition, published an building brand - article online, Muster on the Murray; Sydney Melbourne touring – inland Drive (international) Print Publications • Echuca Moama SUP featured in Visit Melbourne’s Your Dogs Happy • Sydney Melbourne Touring will Space Campaign – video was re-position the Journey between national viewed over 47,000 times; Sydney and Melbourne as one of • Qantas Link Magazine • Echuca Moama featured in Blog the great Australian road trips for • Jetstar Magazine via Passport Collective featuring both domestic and international kayaking; when international tourism returns. victorian/nSW SMT’s overarching strategic • PS Emmylou featured in
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