Uneak White's Personal Brand Exploration Presentation
Visit Broken Hill – Advertising, Media & Creative Brief
1. Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Advertising Brief: Visit Broken Hill
(Broken Hill Visitor Information Centre, Broken Hill City Council, Tourism NSW)
Background
Broken Hill is an isolated mining town situated in Far Western New South Wales, 1,160km west of
Sydney, 511km north west of Adelaide. Its harsh and rugged, semi-desert climate has, since its
settlement in 1883, made it a location utilised primarily for economic and transport logistics activity,
capitalising on Broken Hill’s vast mineral resources and the railway infrastructure developed to
support it.
It has not been until the reduction in Broken Hill’s mining activity that tourism has been developed
as a subsidiary industry in the area, focusing on the strength of Broken Hill’s contribution to
Australian history, the outback/adventure aspects the natural environment offers, the galleries of
the artistic community of Broken Hill’s Outback Artists.
Broken Hill is located 130km from the Mutawintji National Park, a regional meeting place for
Aboriginal people from language groups from all over New South Wales for thousands of years,
which contains Aboriginal rock paintings up to 8,000 years old. Broken Hill was first surveyed by the
Surveyor General of NSW in 1841. The area was visited by Charles Sturt in 1844 on his search for
Australia’s inland sea, pastoralists commenced settling around the region from the 1850s, using the
Darling River as a trade route, and Burke and Wills came through Broken Hill during their expedition
of 1860/61. Charles Rasp discovered silver, lead and ore in 1883, and the BHP Company (currently
BHP Billiton) was founded in 1885 to exploit this mineral wealth. Mining activity peaked in Broken
Hill during the 1970s, and collapsing minerals prices during the 1990s made mining in Broken Hill
economically untenable and significantly reduced the ongoing mining activity taking place.
In addition to road access via the Barrier Highway, Broken Hill is linked to Adelaide, Sydney and New
South Wales western corridor via train, and its airport has flights direct to Adelaide and Sydney, with
a charter service to Mildura linking it by air to Melbourne.
Broken Hill is poised to leverage interest in “extreme” environments and activities, gaining in
popularity in younger travellers defined by Roy Morgan as the “Groupies/Peer Group Travellers”
category of tourist. Broken Hill is to be included in the Australian leg of the US show The Amazing
Race’s next series, popular in Australia, and anticipates the heightened profile will translate into an
increase in tourism interest that the Broken Hill City Council wants to be prepared to effectively
respond to and translate into increased visitor numbers seeking out the extreme environments and
opportunities of Broken Hill.
Marketing Objectives
Increase overall number of visitors from target audience by 20%.
Increase average number of days per visit by target audience by 30%.
Advertising Objectives
Increase perception of Broken Hill as energetic “extreme” travel destination by target audience by
35%.
Increase perception of Broken Hill as a destination I would likely consider visiting in the next 6
months by target audience by 15%.
Target Audience
Identified as “Groupies / Peer Group Travellers”; sensation seeking males 18 - 25, single, student,
recently graduated & employed, urban residents of metropolitan Sydney.
JADDAN BRUHN Page 1
2. Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Brand History & Positioning
Broken Hill has previously positioned itself as a naturalistic destination with strong historical
credentials and a developing artistic community, seen as a budget family travel destination and
popular with nostalgic older travellers, perceiving Broken Hill as the “real” Australia, with pensioners
able to travel to Broken Hill from Sydney on Country Link rail at no cost as part of an annual
entitlement.
Competitors
Broken Hill competes for tourism with regional rivals:
• Parkes: 818km from Broken Hill, home of the CountryLink Parkes Elvis Festival and “The
Dish” (Australia Telescope, CSIRO Observatory), 380km west of Sydney, on the CountryLink
rail route between Sydney and Broken Hill.
• Dubbo: 753km from Broken Hill, home of the Taronga Western Plains Zoo, 416km west of
Sydney, on the CountryLink rail route between Sydney and Bourke, accessible by air from
Sydney on Rex and QANTAS Link.
• Mildura: 297km from Broken Hill, 550km from Melbourne, 400km from Adelaide, home of
the Mildura International Balloon Fiesta, Mildura Country Music Festival and the Australian
Inland Botanic Gardens.
Competitor’s Advertising
Parkes:
CountryLink and Rex Airlines sponsored outdoor and print advertising to promote annual Parkes
Elvis Festival.
Dubbo:
• Print advertising in the Daily Telegraph and full page Escape feature in the Sunday Telegraph
• Online advertising on ninemsn and ninemsn Windows Live Messenger
• Electronic direct mail
• Google search engine marketing
Mildura:
TV advertising campaign promoting Mildura
• The eight-week campaign started in July -- the first of two bursts to promote Mildura in
major Victorian, NSW and South Australian markets over the next four months.
• The campaign will be seen extensively throughout regional Victoria, including key centres
such as Ballarat, Horsham, Warrnambool, Bendigo, Shepparton, Swan Hill, Echuca,
Gippsland, Wangaratta and Albury/Wodonga. In South Australia the campaign will extend
throughout the Riverland and the Adelaide metropolitan region, which includes the
important surrounding areas of Barossa Valley, Adelaide Hills and the Fleurieu Peninsula,
while in regional NSW the campaign extends to Broken Hill.
• The TV commercial will air during a range of top rating programs including Sunrise, the
Morning Show, Midday Movies, All Saints, Deal or no Deal, evening news bulletins, Coxy's Big
Break as well as weekend sports and V8 Supercars broadcasts.
JADDAN BRUHN Page 2
3. Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Current Media Strategy
• Outback CountryLink television commercial in Sydney
• Outback Broken Hill television commercial in regional NSW
• Outback Infobreak, two minute commercial in regional NSW
• Sunday Magazine print advertising, Sunday Telegraph Escape feature, Adelaide Magazine
print advertising and trade print and online advertising.
• Print advertising in key regional newspapers including the Newcastle Herald and the Coffs
Harbour Advocate
• Public relations activities
• Search engine marketing
• Web pages on www.visitnsw.com/outback
• Print advertising promoting Broken Hill and accommodation deals in Sunday Mail
• Electronic Direct Mail (eDM) promoting Broken Hill and accommodation deals
• Print advertising promoting Outback NSW and accommodation deals in Royal Auto, SA
Motor and RACQ Magazine
• Online advertising promoting Broken Hill and accommodation deals
• 30-second TV advertising with CountryLink running for 4 weeks from 17 February in Sydney
promoting rail and accommodation packages to Broken Hill
• Print advertising with CountryLink in New Idea
Outback segment on Channel 7’s The Great Outdoors
• Promotion in Tourism NSW’s electronic consumer newsletter – escapes
New Outback holiday deals on the Tourism NSW consumer website –
www.visitnsw.com/outback
• Online marketing
Key Message / USP
Conquer the real Australia
Tone / Manner
Bold, direct and colourful in tone, enticing, adventurous and aspirational in manner.
Mandatories
Broken Hill Visitor Information Centre logo, website and social media details.
Budget
$500,000
Timing
September - December 2011
JADDAN BRUHN Page 3
4. Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
SWOT ANALYSIS – Visit Broken Hill
STRENGTHS
• High brand recognition
• Positive brand image
• Inexpensive destination
• Rugged (extreme) environment
• Accessible by road/rail/air from major capitals
• Scope to tailor tourism activities to encompass broad array of
experiences to include adventure, historical, natural significance,
artistic and architectural
WEAKNESSES
• Tourism activity not currently very structured
• Weather at times of the year may be harsh
• Not all inhabitants of the town ‘tourist friendly’
OPPORTUNITIES
• Increase in interest in authentic tourism experiences
• Improved aviation technological makes remote areas more
accessible
• Changes in attitudes towards metro holidays destination
THREATS
• Fluctuations in currency exchange valuations may make overseas
travel destinations more attractive than domestic locations
• Environmentally unsustainable location
• Comparative increase in value of Australian dollar may make
Australia & its interior regions relatively expensive destinations for
foreign travellers
JADDAN BRUHN Page 4
5. Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
The Media Brief
Broken Hill Tourism
Media Objectives
The Media Plan is designed to reach the majority of the target audience with a frequency of
at least four times during the campaign period. Utilising the selected media the campaign
flight pattern is continuous with bursts of activity at key points during the campaign;
familiarising the target with the campaign message and inspiring a call to action as key
events during the campaign promotion approach.
Varying the media utilised and shaping the communication around the target’s media and
lifestyle habits, acting on the target’s creative instincts and interest in finding out more,
reducing wastage and acting to ensure the target is exposed to the campaign message
many times over the campaign period is best achieved through the media selected, avoiding
heavily pushing the campaign message in traditional media only, which may negatively
impact the target’s perception of the advertisement’s focus.
Geographic areas to be covered
The draw area is metropolitan Sydney. Target audience lives and conducts their life in the
greater suburban area of Sydney, with a specific focus on the inner urban & CBD centres
where study, work and leisure time is spent.
When do we talk to them
The campaign is geared to action travel for the summer period. Domestic travel is usually
booked and planned no more than three months in advance, with this demographic
favouring last minute action. The media plan is designed to start communicating to the
target audience in September before they have considered plans for their summer,
familiarising them with the advertising objective, increasing that dialogue during spring when
they are more likely to have money (tax return), school holidays / annual leave that they
want to utilise without too much hassle.
Creative requirements
The focus of the campaign is highlighting the ruggedness and action attributes of Broken
Hill, and demonstrating that vigour in movement and colour is key to communicating that
message.
JADDAN BRUHN Page 5
6. Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Media Plan Budget
September - December 2011
BROKEN HILL TOURISM
SEPT SEPT SEPT SEPT OCT OCT OCT OCT NOV NOV NOV NOV NOV DEC DEC DEC DEC TOTAL
4-10 11-17
18-
24 25-1 2-8 9-15 16-22
23-
29 30-5 6-12 13-19
20-
26 27-3 4-10 11-17
18-
24 25-31
Radio
NOVA breakfast x 4
mon-fri 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 $70,000
Magazine
TIMEOUT
Front cover belly
band 11,900 $11,900
Full Page (215x285)
Run of Mag 7,500 7,500 7,500 7,500 7,500 $37,500
Newspaper
MX
Wrap 17,046 $17,046
Horizontal Half Page
mon-fri 24,705 24,705 24,705 24,705 24,705 24,705 24,705 24,705 24,705 24,705 $247,050
Online
timeout.com/sydne
y
Leaderboard
(728x90pixels) 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 6,250 $106,250
eDM sponsor 3,000 3,000 3,000 3,000 $12,000
TOTAL $501,746
JADDAN BRUHN Page 6
7. Tourism – Visit Broken Hill – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
The Creative Brief
Client: BROKEN HILL CITY COUNCIL
Brand: Visit Broken Hill
Date: 29/09/2010
Account Director: Jaddan Bruhn
Creative Team: Jaddan Bruhn
Role for Advertising
Reposition Broken Hill as an adventure holiday destination to the target audience; increase visitor numbers by
tourists from target audience by 25% during Nov 2010 – Mar 2011 summer holiday period; increase average
number of nights stayed per visitor by 20% by tourists from target audience, increase total average spent per
visitor by 30% by tourists from target audience.
Target Audience
Demographics – 18 - 25, M, single, student, recently graduated & employed, urban residents of metropolitan
Sydney.
Psychographics – Young Optimism; still living at home; social and outgoing sports-oriented students and
recently graduated professionals looking to express their thrill seeking tendencies in extreme sports & rugged /
outdoor activity, reflecting an interest in nature and the world around them, with an underlying desire to
conquer it whilst competing with themselves and their peers. Cost factors are secondary to the value of
experiences (especially experiences shared with friends), with rising above challenges and continued improved
physical performance an ongoing source of personal motivation.
Behaviour and usage – The Nov-Mar Summer holiday period is the most popular time of the year for the
target audience to visit Broken Hill, most likely as part of a family trip, to visit friends and relatives, or to
explore the historic and artistic aspects of the town, the famous movie locations or the rugged terrain. It is
most commonly reached by road (car/bus), though it is also accessible by rail from Sydney and Adelaide, and
by air from Adelaide, Melbourne & Sydney.
Key consumer insight – I want an authentic Australian travel destination that offers excitement with a shot of
adrenalin.
Key Thought or USP – Broken Hill: conquer the real Australia.
Support
Broken Hill is strongly woven into the fabric of the Australian psyche, renowned for its rugged, desert isolation,
kangaroos in the street, birthplace of BHP, mineral deposits, setting for Mad Max and Priscilla films; Spartan
outdoor culture with hunting, aquatic, camping, desert exploration, mining and outback-station based
activities.
Tone and Manner - Bold, direct and colourful in tone, enticing, adventurous and aspirational in manner.
Desired Mediums
Print, Radio & Digital.
Budget - $500,000.00
Timing - September - December 2011
Mandatories - Broken Hill Visitor Information Centre logo, website and social media details.
JADDAN BRUHN Page 7