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
27th October, 2008
This meeting is proudly supported by Hightrade
President - HVWCT
Chief Executive Officer - HVWCT
Membership & Business
Services Manager - HVWCT
Do you wish to touch consumers?
Marketing Manager - HVWCT
2008/09 Strategic Plan very high.
Setting the Tourism Scene very high.
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 very high.
HVWC has displayed positive visitation growth since 2004
2005 2,367,624 +1.2%
2006 2,514,606 +6.2%
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
Hunter Valley Wine Country very high.
According to Tourism Research Australia, Visitors to the Hunter Valley are likely to be:
Trends in Consumer Behaviour very high.
Online Strategy very high.
“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?
* Findability *Usability *Design & Content very high.
Design & Content
Create, Engage, Measure, Analyse, Improve
www.winecountry.com.au very high.
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 Operator 1502
Pub in Cessnock 1473
Guesthouse Hermitage Rd 1278
Self Contained Cottages 1206
Budget Accommodation 1088
Winery (not in Pokolbin) 1050
Small Bed & Breakfast 647
Regional dispersal very high.
(Daily Telgraph – Lovedale, Winsor Dobbin – Lovedale & Broke,
Steve Abbott – Selector Mag – Broke,
Henry Barchet – Wollombi plus many other visits)
Co-operative Campaigns very high.
Below the Line Campaign
Spring / Autumn TV Campaign
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
Trade & Consumer Events very high.
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, very high.
Wedding Guide & Map
Distribution of 250,000 Visitors Guides
Travel Shows and Trade Events Members Outlets
Car Hire Companies Tourism NSW Offices
Sydney Hotel Concierge Visitors 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 very high. Department
Ashish to hand back to Andrew
Thank you very high.
Cessnock City Council
Board of Management
Management & Staff