Membership meeting 27 th october 2008 this meeting is proudly supported by hightrade
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Membership Meeting 27 th October, 2008 This meeting is proudly supported by Hightrade PowerPoint PPT Presentation

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Membership Meeting 27 th October, 2008 This meeting is proudly supported by Hightrade. Welcome. John Drayton President - HVWCT. Andrew Montague Chief Executive Officer - HVWCT. Our Role Provide Members with opportunities to market their products Gatekeepers of the Wine Country Website

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Membership Meeting

27th October, 2008

This meeting is proudly supported by Hightrade


John Drayton

President - HVWCT

Andrew Montague

Chief Executive Officer - HVWCT

Our Role

  • Provide Members with opportunities to market their products

  • Gatekeepers of the Wine Country Website

  • Motivate Consumers to travel to HVWC

  • Look after Visitors and provide them with service

Membership & Visitors Services

Peta Jackson

Membership & Business

Services Manager - HVWCT

Visitors Centre

Do you wish to touch consumers?

  • Month on month, high visitation to the Visitors Centre

  • 170,000 visitors into the centre in 2007

  • Please keep our staff up to date with your news – TELL US EVERYTHING….

  • Brochures – please ensure we have a stock of your brochures, especially cellar doors, restaurants and tours.

  • We offer free Book Easy training

  • Specials Board / Over the counter & phone bookings are still very high.

  • 24 Hour Book Easy operators – encourage you to keep your rates and availability up to date. Staff and Customers use the Book Easy system on a daily basis.

  • Gold Book Easy operators are receiving more online bookings as consumers wish to book immediately.

Marketing Report

Hiedi Duckworth

Marketing Manager - HVWCT

2008/09 Strategic Plan

  • Research

  • Online Strategy

  • Regional Dispersal

  • Co-operative Campaigns

  • Trade & Consumer Events

  • Visitors Guide, Wedding Guide & Map

  • Conference Department

Setting the Tourism Scene

Domestic & HVWC Situation Analysis

DOMESTIC – According to Tourism Research Australia

* Performing poorly over the past few years - in decline.

* Australians are travelling less often and for shorter periods of time.

* The appeal of domestic travel is declining in relation to outbound (overseas) travel although the

global financial meltdown is expected to change this trend.

* The most popular activities for domestic visitors were wine tasting (75%), purchasing wine

(65%) and sampling food and other produce (29.5%).

HVWC – According to BA Market Surveys

HVWC has displayed positive visitation growth since 2004




2007 2,711,199+7.8%

Total Tourism Dollar Spend 2007:

Cellar Door:$71,936,462+ 1.2%

Accommodation:$74,166,143+ 22.7%

Restaurants & Cafes:$49,275,208+ 5.4%

Total Spend:$195,377,800 + 9.0%

Major Outcomes for 2007

  • Substantial growth in Accommodation and Restaurant inventory

  • The June Queens Birthday weekend storms impacted negatively on visitor and revenue numbers

  • The Flood Relief campaign started on the 19th August, 2007, with successes displayed in the following charts.

  • Cellar Door sales suffered two of the worst growth months since 2003 with June and July during the flood crisis period, with -24.6% and -16.3% respectively

2007 Million Miles - Flood Relief TV Campaign

2002 Take Time For a Little Hunting TV Campaign

Hunter Valley Wine Country

Visitor Profile

According to Tourism Research Australia, Visitors to the Hunter Valley are likely to be:

  • Adult couples (49%) or groups

  • From NSW (88%) with 57% originating from Sydney, (44% of these from the Northern Sydney areas)

  • 25-54 years of age, with a slightly larger proportion (28%) in the 25-34 age bracket

  • No children – Empty Nesters and DINKS

  • On a short break (average of 2.4 nights)

  • Professionals with a household income of >$70,000

  • Travelling by private vehicle (82%)

  • Coming to ‘taste/drink/buy wine (56%) and to ‘relax and unwind’ (45%),

  • 22% state wine as being the single most important reason for visiting, followed by ‘time with my partner’ at 11%

  • 72% have visited the Hunter Valley previously

  • 43% stay in luxury accommodation, 17% in guesthouse or B&B, 14% in motel, 1% in caravan park and the remainder was unspecified.

Trends in Consumer Behaviour

  • The travel industry is undergoing massive structural reorganisation

  • Shorter lead times to make bookings - 90% of overnight visitors made their decision to visit the Hunter Valley at least 2-3 weeks in advance.

  • The internet is fast becoming the method of choice for visitors to book their accommodation - Of the 90% of overnight visitors who decided to book, the internet was used by around half to make their accommodation booking. They want it and they want it NOW!

  • The internet is fostering direct-to-consumer sales by operators and travel suppliers

  • Travel consumers are utlising web 2.0 technologies and are exchanging information and exerting much greater influence over online content - from travel blogs to social networking. MySpace etc

Online Strategy

2008 Landscape

“Online may be getting more important than a 30 second TV Spot” …..Joel Ewanick – Hyundai USA

HVWCT has 3 Main Areas of Focus for our online strategy in 2008-2009

Findability Usability Design & Content

Can Customers Find It? Can Customers Use It? Is it Relevant?

  • Value to Members

  • Value to Consumers

  • Repeat Visits to Website

  • High SE rankings

  • Higher Visitation to HVWC

  • Members & Region Prosper

* Findability*Usability *Design & Content



Design & Content

Create, Engage, Measure, Analyse, Improve

  • Findability incorporates finding the site (not just via search engines), finding your way once on the site, finding the content users want.

  • HVWCT will continue to place major importance on SEO & SEM Projects which are increasingly expensive and complex.

  • Keep it simple

  • Flash is not friendly

  • Know the end user… ensure the site satisfies their goals–can they use it?

  • Design site for humans, not for search engines

  • Don’t use internal language or slang

  • Encourage Member interaction to keep content up to date

  • Keep it relevant - What does the user want to know rather than what do we want to tell them?

  • Keep the Design Simple, Don’t change it too much, Make sure navigation is easy to interpret

  • Value to Members

  • Value to Consumers

  • Repeat Visits to Website

  • High SE rankings

  • Higher Visitation to HVWC

  • Members & Region Prosper

79,000 visits to our site in September

We now have the ability to track visitation to members info sheets

Examples of Views of Info Sheets from Mid July 2008

Hotel in Pokolbin 1853

Boutique hotel (20 rooms)1659


Local Day Tour Operator1502

Pub in Cessnock1473

Guesthouse Hermitage Rd1278

Self Contained Cottages1206

Budget Accommodation1088

Winery (not in Pokolbin)1050

Restaurant 994

Small Bed & Breakfast 647

Regional dispersal

  • Further Development of Trails and Map for 2009 Edition

    • Wine Trails and Experience Based Trails

    • Will add value to map users and visitor experiences

  • Further Development of Map as a stand alone product and mass distribution of an extra 100,000 maps through relevant distribution channels.

  • Website now has improved Townships and Communities Page with Links to Not for Profit organisations

  • Media Famils visiting all regions of HVWC

    (Daily Telgraph – Lovedale, Winsor Dobbin – Lovedale & Broke,

    Steve Abbott – Selector Mag – Broke,

    Henry Barchet – Wollombi plus many other visits)

Co-operative Campaigns

  • Winter In Wine Country

    Below the Line Campaign


    Spring / Autumn TV Campaign

  • Selector Life, Food, Wine

  • Complete Weddings Sydney Feature

  • Gourmet Traveller Wine Feature

    The benefits of and results from co-operative campaigns speak for themselves. We encourage members to

    see the positive outcomes from these campaigns and to appreciate their value to us as a destination.

    Without members large and small pooling their funds, we would be unable to create effective advertising


  • Small Operators totalled just under 50% of participants

  • Over $45,000 worth of bookings and over $500,000 worth of publicity value for $23,000 outlay

  • Originally one buy in option. HVWCT negotiated 2 lower level options to cater to all members. Members able to buy into a TV campaign for as little as $150

  • Seed funded by HVWCT & CCC

  • Dollar for Dollar Funding thru TNSW

Trade & Consumer Events


  • ATE

  • OzTalk New Zealand

  • ATEC workshop & HRTO mini expo

  • Corroboree North America


  • Good Food & Wine Shows Sydney and Brisbane

  • HVWIA Events – Uncorked Balmoral, Sydney Cellar Door

  • Travel Shows – Sydney Travel Expo

  • Sydney Bridal Show – Fox Studios

    All Members are represented at these events when the Visitors Guide is distributed. The Visitors Guide

    motivates consumers to choose the Hunter Valley.

Visitors Guide,

Wedding Guide & Map

Distribution of 250,000 Visitors Guides

Travel Shows and Trade EventsMembers Outlets

Car Hire CompaniesTourism NSW Offices

Sydney Hotel ConciergeVisitors Centres in NSW

Via requests from our website

Distribution of an additional 100,000 maps

Inserts into publications such as Gourmet Traveller Wine

Wine Selector wine deliveries

Distribution of Wedding Guides

Inserts into Bridal Magazines– 16,000 Modern Wedding

- 10,000 Bride to Be Magazine

Sydney Bridal Expo

Via requests from our website

Inserted into Packages sent from VIC

Introduction of Ashish Ghoshal – Conference Manager


  • Conference Marketing Plan, E-Marketing Strategy and PR Plan prepared

  • Hunter Valley Convention Bureau registered

  • New website registered

  • Web pages for the new website being developed with dedicated focus on conferencing, incentives and events business

  • Master database of over 2,950 Corporates and PCO’s prepared for E-Marketing

  • Increase in the number of sales leads per month

    Ashish to hand back to Andrew

Thank you


Cessnock City Council

Board of Management



Management & Staff

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