#WMTC18: United We Stand

Aligning around the path to purchase: To get the best results for all stakeholders in a destination’s wine tourism industry, everyone needs to be singing off the same song sheet. From the destination marketers, to the media, to the trade, to the wineries, everyone must have a coordinated role along the consumer’s path to purchase.

Session presented by Ernest Flach, South Australian Tourism

Transcript

2. UNITED WE STAND Ernst Flach Wagstaff Worldwide (South Australian Tourism Commission) Wine Tourism Conference Santa Clara, CA October 2018 2
4. OUTCOMES 1 Renewed enthusiasm to work as one 2 A practical framework for better alignment 3 Inspiration to visit South Australia! 4
5. About me and Wagstaff Adelaide, South Australia: Wine as a tourism pillar Why does alignment matter? How to approach it What it looks like 5 AGENDA
6. AS LEADERS IN HOSPITALITY AND TRAVEL MARKETING, WE HAVE SHAPED THE WAY OUR CLIENTS REACH CONSUMERS SINCE 1999 6
7. ABOUT ADELAIDE AND THE STATE OF SOUTH AUSTRALIA 7
8. SOUTH AUSTRALIA 8
9. 9 WHY WINE TOURISM MATTERS
10. Source: Tourism Australia CDP 2017 10 WHY WINE TOURISM MATTERS
11. 11 Source: TAMS 2007 study, Ontario Ministry of Tourism And the entire tourism industry benefits: “Travelers who participated in tastings were much more active during their trips than the average U.S. Pleasure Traveler”
12. Build demand Drive urgent visitation Increase value to stakeholders 12 OBJECTIVES 1 2 3
13. STRENGTHS ▪ Intimate product aligned with Tourism Australia’s messaging ▪ Appeal to a high-yield traveler WEAKNESSES ▪ Low awareness or relevance ▪ No direct air access ▪ Small budgets OPPORTUNITIES ▪ Macro conditions are excellent THREATS ▪ Competition ▪ Macro shocks 13 CONTEXT
14. Many, many sources of inspiration, information, and bookings 14
15. 15 WHY ALIGNMENT MATTERS
16. 16 WHEN ALIGNMENT DOESN’T WORK: “FAMILY VEGAS”
17. Rally around the consumer’s experience 17 HOW TO CREATE ALIGNMENT?
18. 18 OUR 4-STEP FRAMEWORK TOWARDS ALIGNMENT 1 Who is your highest-value customer? 2 Path-to- purchase: Who plays what role? 3 What is your brand promising? 4 What’s the proof of your promise?
19. WHO IS THE HIGHEST-VALUE TARGET TRAVELER? Someone with the time, means, and interest to literally go the extra mile Be proud that South Australia is not for everyone. 19 1
20. Awareness Purchase Consideration Experience Advocacy 20 PATH-TO- PURCHASE 2
21. A brand is the single most sustainable competitive advantage any business can have. Don’t just be better. Be different. BRAND PROMISE 3
22. The “WOW” State 22
23. Criteria includes: -What experience(s) is proof of the brand promise? -What experiences are purchasable product? -What product are export-ready? 23 THE PROOF OF THE PROMISE 4
24. ULTIMATE WINERY EXPERIENCES OF AUSTRALIA 24
25. THE TOUR OPERATORS 25
26. OUTCOMES FROM THE FRAMEWORK South Australia Working committee Brand positioning statement Trusting the brand 1 2 3
27. 27 WORKING COMMITTEE Engaging & Looking forward & Creating Informing & Looking back & Revealing
28. BRAND POSITIONING STATEMENT For target audience who want benefit, we offer this unique brand promise and deliver it based on our product proof. 28
29. The “WOW” State 29
30. SOUTH AUSTRALIA’S BRAND POSITIONING STATEMENT For curious-minded travelers (not tourists) who want to get closer to their passions, only South Australia will do. We deliver this promise based on our authentic and uniquely intimate WOW (Wildlife, Outback, and Wine) experiences, all easily accessible from Adelaide. 30
31. DO YOU TRUST YOUR BRAND? 31
32. 32 Then let it speak for itself! DO YOU TRUST YOUR BRAND?
33. 33 BEFORE: DESTINATION FOCUSED MESSAGING
34. 34 AFTER: CONSISTENT EXPERIENTIAL MESSAGING
37. Engaged stakeholders(survey) South Australia gaining share (wholesalers)reports Happy client (Account renewed) Government stats show terrific growth RESULTS 1 2 3 4
38. 0 10000 20000 30000 40000 50000 60000 70000 # of visitors Number of PAX Annual US Visitors to South Australia: Volume Mar-15 Mar-18 6% 8% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% Visitor share %age share Annual US Visitors to South Australia: Share of overall country visitation volume Mar-15 Mar-18 38 VOLUME AND SHARE OF US PAX HAS INCREASED
39. 39 87 0 10 20 30 40 50 60 70 80 90 100 Rev $AUD (m) $AUD (M) Annual US Visitor Revenues to South Australia: $AUD (M) Mar-15 Mar-18 2.80% 5% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% Revenue Share % share of total revenues Annual US Visitors Revenue to South Australia: Share of overall country revenues Mar-15 Mar-18 Source: IVS Data March 2015, March 2018 39 TOTAL AND SHARE OF US REVENUES HAS INCREASED
40. 40 4-STEP FRAMEWORK 1 Who is your highest-value customer? 2 Path-to- purchase: Who plays what role? 3 What is your brand promising? 4 What’s the proof of your promise?
41. Ernst Flach Regional Director, Americas (604) 347-6002 ernst@wagstaffworldwide.com QUESTIONS? 41