"Thinking Local, Acting Local: How Globus Family of Brands Recharted the Map of Domestic Tourism for Australian Audiences" at Mumbrella's Travel Marketing Summit 2022

1. Thinking Local, Acting Local
How Globus family of brands recharted
the map of domestic tourism for
Australian audiences

2. What does the Globus family of brands do?

3. Our Office Locations

4. THE FORSEEABLE FUTURE IN
MARCH 2020

5. Our Australasia Selling Region – 100% Outbound

6. Immediate need for a new
marketing & business strategy
PROTECT NURTURE & BUILD ACCELERATE

7. What did we do? We launched our new domestic programme

8. We teamed up with Australian Traveller – Audience Explore research tool
• Research designed to find out the following
• Key Destinations – Tier 1 and Tier 2
• Driving factors for different age groups
• Opportunity
• Is there a new consumer we can engage with?
• Are there product gaps?
• Research highlighted key destinations, experiences, durations, price points and opportunity
First step – Research & understanding the market

9. • Four Tier 1 destinations chosen by more than 40% of respondents
• Tasmania
• The Kimberley
• The Top End
• The Red Centre
• Different age groups have different key purchase influences
• Culinary
• Positive impact for the communities
• Experience hidden gems
• Duration
• Group size
• Booking lead time – shorter compared to international
• How much do people want to spend?
Key findings of the research

10. Showcasing our domestic products

11. • Content - Developed unique collateral/content both online and offline
• Fully integrated launch - Attribution modelling to determine key marketing channels
• Consumer digital marketing strategy focused primarily on:
• SEO - content and research local search trends
• SEM
• Video – GDN and YouTube
• Social – Targeted social platforms
• 3rd party email
• Database email
Marketing our domestic products

12. • Consumer Offline strategy
• BVOD and Linear TV
• Targeted Consumer Press and Magazines
• Direct Mail
• PR
• Trade
• BDM’s Zoom or face-to-face product meetings with key partners
• Launch campaign through KarryOn
• Branded Facebook Social group and eDM distribution
• Duel-branded brochures
Marketing our domestic products

13. • Exceeded sales target
• 74% of customers are new to our brands
• 11% of these new customers have gone on to make further bookings
• NPS – 71 (Excellent)
• Our international offices designed their own domestic product based on the new product
Key Results

15. Thank You