Presentation undertaken at the Australian Regional Tourism Convention in Margaret River Western Australia Thursday 24 October 2013 by Steve Rosa Group Manager Destination Southern Highlands. Destination Southern Highlands has been active in the marketing of Visiting Friends & Relatives (VFR) tourism for the past 6 years. The Southern Highlands of NSW Australia with a population of 46,000 & consisting of 17 small towns & villages has been successful in developing local tourism ambassadors amongst their residents in an effort to 1. create community pride in their region 2. build local tourism ambassadors 3. increase knowledge amonst locals about whats in their local backyard 4. increase business referrals for locals & their VFR contacts 5. Undertake cost effective Destination Marketing for the Southern Highlands

3. What’s It All About?
‘My Southern Highlands’ is an Innovative & Integrated
Destination Program aimed at developing VFR market &
positioning Southern Highlands as a ‘Short Break’ Destination

4. Set the Scene
Where? – Population 45,000 (17 Small Towns & Villages)
Home of Sir Don Bradman (Bowral) & Nicole + Keith
Who? – Destination Southern Highlands is a business unit of Wingecarribee Shire
Council with a Industry Membership based structure of approx 300
When? – Program has been running for 6 years
How? – ‘On the smell of an oily rag’ = funded from Membership Income approx $30k pa

5. Why We Do It?
TRA LGA Profiles of 2007 – High level of VFR
1. High cost of traditional marketing & advertising ‘noise’
2. Own & Control the communication channel
3. No real destination competition
4. Lack of local knowledge of “what’s in my backyard”
5. Need raise profile & value of Tourism in community
6. Opportunity to ‘personalise’ region, industry & stimulate new business
My Southern Highlands was originally developed to
create local tourism Ambassadors & reward locals
for referrals via Industry Deals & Discounts

6. Current Program Objectives
Evolved since 2007
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Build on existing VFR Program, Visitation, length of stay,
$ spend, regional dispersal
NOW
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Build Community Pride
Create More Tourism Ambassadors
Buy Local/Shop Local
‘Personalise’ Tourism Industry
Increase Operator Deal Voucher Redemptions
Increase Database contacts
Drive Traffic to MSH website & thru doors of VIC
Instill FUN into Program
Become leaders in VFR Market

7. Program Evolution
2008 – Discount & Rewards Booklet for Locals to share with VFR
2012 – Rebrand ‘Crown’ = Badge of Pride/Heritage/King or Queen of My Backyard
> Polarised Community > New suite of marketing tools (website/App/E-dms/Vouchers/E-cards
& use of Social Media)
2013 – Region Branding & MHLH Fun Campaign

8. Campaigns (2012-13)
2
1. Share Your Story (July-Sept 2012)
Locals sharing their stories about Southern Highlands
Posted to MSH website mysouthernhighlands.net.au & Share with VFR
Incentivised = WIN Banquet for 10. VOTE for best story = Discount Deals
2. Share Your Photo (Sept-Dec 2012)
As above
Incentivised = Day with leading photographer + Accom/Meals
3. Winter Shorts Breaks (Jun-Aug 2012)
$150k multi media advertising campaign
Locals telling their stories & rewarding VFR & visitors for coming
via Deals/Discounts
4. My Heart Lives Here (Apr-Sept 2013)
6 month campaign = local challenge
Photos/30 sec video including MHLH logo
Incentive $1000 per month x 6

9. Campaigns Strategies
1. Brand Development
2. Communication
3. Promotions & Rewards Program
4. Point of Sale

10. Campaigns Strategies
Communication Elements
- New MSH Website
- Council & Region Website
- Council Householder Newsletter
- Monthly E-dm
- Weekly ‘Deal of Week’
- Social Media – YouTube/Facebook/Flicker/Twitter
- E-postcards
- Local Media/Theatre
- Smart Phone App & QR Coding
- Redemption Vouchers
- VIC ‘Red Carpet Days’

11. Outcomes (2011/12 v 2012/2013)
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Increased Unique web visits = 150% 5,927 v 17,812
App usage = 302% 80 v 322
Increased database contacts (emails/Facebook) = 50% 10,000 v 15,000
Increased Operator Redemptions = 83% 1,800 v 2,965
Increased VIC visitation
Increased Destination Awareness
Increased Community Pride
Challenges
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Redemption Stats Collection from Industry
‘User Pays’ – industry buy in
Budgets
Keeping it Fresh & Different
Making it easy for locals to access & engage