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International Market Briefing 21 November 2006. China Mr. Oton Wu Regional Director – North Asia. Market Summary – Figures ( July 05 – June 06 ). Source: TRA, International Visitor Survey (Quarter 2006). Market Summary: Key Trends & Tactics in China.

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International Market Briefing21 November 2006

China

Mr. Oton Wu

Regional Director – North Asia


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Market Summary – Figures ( July 05 – June 06 )

Source: TRA, International Visitor Survey (Quarter 2006)


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Market Summary: Key Trends & Tactics in China


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Market Summary: Key Trends & Tactics in China


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Current Market Activities

  • Case 1: Australia Prefers VISA with Tourism Australia

  • Tied in A$10m VISA new advertising campaign in China and Hong Kong featuring National Hero, Liu Xiang – Olympic Gold Medalist and World Record Keeper (110m Hurdles)

  • Special Olympic linkage between Beijing and Sydney

  • Tactical campaign to tap into VISA Gold and Platinum Cardholders


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  • Print Ad

  • Offer Brochure

  • Suggested NSW Itinerary


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Current Market Activities

  • Case 2: China Unionpay Promotion (Coming soon!)

  • National Australia Bank (NAB) is the first Australian bank to sign an agreement with China Unionpay (CUP) to enable millions of Chinese visitors to use their Chinese credit/debit cards to make EFTPOS purchases and use ATMs in Australia in Sep 06.

  • CUP has over 99% of the bankcard market in China


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Current Market Activities

  • Case 3: Shanghai Hi-end PAK

  • 8-Day East Coast Hi-end Package launched with Qantas Shanghai and 4 top agents

  • Full colour itinerary leaflet with detailed visit timing for each attraction

  • Over 400 bookings in the first launch from Jul to Dec 05

VVIP Product Famil + Product Revamped in Apr 06

Re-launch in Aug 06

First Launch in Jul 05


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Current Market Activities

  • Case 4: Self-drive Promotion

  • Increasing demand and the high potential in China

  • Adapted from the traditional Chinese version launched in Hong Kong in early 2006

  • Key features:

    • Photos of road signs

    • Estimated traveling time

    • Must-go attractions in each NSW region

    • Driving tips

  • Popular training tool for travel agents


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Aviation Updates

  • Qantas

    • Nick McGlynn promoted to GM looking after Eastern & Northern China markets based in Shanghai

  • Cathay Pacific

    • Taken over Dragonair - more traffic from secondary cities in China feeding to Hong Kong

    • Resuming daily service between Hong Kong & Shanghai in Dec

  • Virgin Atlantic

    • Proactive in the market to feed traffic from mainland China to fly via Hong Kong to Sydney

  • Viva Macau

    • New budget airline based in Macau plans to start service in Dec 06

    • Plan to charter flights to Sydney 4 times a week in the second half of 07


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Future Market Opportunities

  • China Unionpay Promotion

    • Generic offers readily available

  • ASP Famil 2007

    • 19-24 March: North China (Beijing / Shanghai)

    • 16-21 April: South China (Guangdong / Hong Kong)

  • Self-driving promotion

  • Events promotion


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