2017-12-12 S&O Agenda - Attachment 1 to Item 9 - Tourism Noosa Annual Report 2016-17

KEY HIGHLIGHTS 2016-2017
Membership                                                                       Noosa, Relaxation Capital of Australia
Record membership                                                                Following an extensive brand evaluation study
was achieved, with                                                               Tourism Noosa appointed internationally recognised
617 businesses                                                                   agency Cummins&Partners to develop a new,
signing up. Strong                                                               integrated marketing campaign and content refresh,
engagement                                                                       positioning Noosa as the Relaxation Capital of
continued through                                                                Australia.
a range of activities                                                            The campaign rolled out in winter 2017, targeting
including networking nights, member training                                     interstate markets with new cinema, TV and
workshops and new member morning teas. The                                       YouTube commercials showing the diversity of
number of hinterland business increased, driven by                               Noosa’s relaxing experiences; the Noosa-wrapped
Noosa Country Drive membership benefits.                                         Melbourne tram and Sydney buses; an activation
                                                                                 in Melbourne’s Federation Square and other print,
Tourism Strategy 2017-2022                                                       digital and social media activity.
Tourism Noosa launched its
                                TOURISM STRATEGY
Tourism Strategy 2017-2022,     NOOSA 2017-2022


outlining future directions for
the industry in this region,
including a goal to increase
annual visitor spend to
$1 billion by 2022. The
Strategy outlines activities
and goals in four key                    BUILDING A SUSTAINABLE TOURISM FUTURE




areas: Engaging marketing,
Outstanding events,
Empower industry and product development, and
Elevate sustainability.
                                                                                 Events
                                                                                 Supported 17 major and emerging events which
                                                                                 were dispersed around the region. We boosted
                                                                                 engagement with events via social media and
                                                                                 ambassador partnerships, including Olympian
                                                                                 Courtney Atkinson in conjunction with his
                                                                                 appearance at the Noosa Triathlon, TV presenter
                                                                                 Mark Beretta at the Noosa Ultimate Sports
                                                                                 Festival, and Olympian Michael Klim at the Noosa
                                                                                 Summer Swim.

Tourism Summit 2017                                                              Developed marketing plans in partnership with
Tourism Noosa hosted the inaugural Tourism                                       event organisers, providing them with strong,
Summit 2017, bringing to Noosa some of Australia’s                               tailored and diverse media opportunities.
most respected commentators and operators in                                     Commenced plans to deliver the Noosa Food &
the areas of tourism marketing, experiences and                                  Wine Festival for 2018.
future trends, attracting about 200 delegates
from the local region, statewide and interstate.
Speakers included Bernard Salt (pictured), Lisa
Ronson from Tourism Australia, Sean Cummins from
Cummins&Partners and Dougal McKenzie from
Google Australia. The Summit received national
acclaim for the quality of speakers and relevance of
the topics.




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