Tourism WA Appoints Two New Executive Directors

Tourism Western Australia has announced the appointment of two new executive directors to lead the agency's marketing division and Eventscorp.

Following an extensive recruitment process, Gwyn Dolphin was appointed Executive Director Eventscorp and Simon Burley will take on the role of Executive Director Marketing.

Mr Burley joins Tourism WA from international beverage company Pernod Ricard, where he worked as the global brand director of Beefeater and Plymouth Gin. He has also had experience in some of Western Australia's key Asian markets such as China, South Korea and Japan to establish the Ballantine's Golf Championship.

As Executive Director Marketing, Mr Burley will be responsible for developing the State's Experience Extraordinary brand and expanding WA's international and domestic markets.

Mr Dolphin joins Tourism WA with an extensive international background, most recently at the Welsh Rugby Union and Millennium Stadium, where he was group marketing director with a remit covering all events and commercial operations. He previously managed Ford's 100 million Euro sponsorship of the UEFA Champions League football, was a managing partner in the WPP Group, ran Vodafone's global sports investments and, as an employee at Toyota, was a major part of the World Rally Championship-winning operation.

Mr Dolphin will lead Eventscorp and work to develop and attract new and exciting events to the State, while overseeing $36.7 million budget and the Government's sponsorship of around 85 events.

Tourism WA Announces Record Events Calendar

Leading the 2012 Calendar is the Perth International - the newest addition to the global golf agenda. Tourism WA's Chief Executive Officer, Stephanie Buckland, said the Perth International will take place at Lake Karrinyup Country Club, one of Australia's finest golf courses, and is set to attract some of the world's best golfers all competing to win US$2 million.

"The Perth International, owned by the International Management Group, will be sanctioned by the European Tour that is currently experiencing unprecedented success and boasts the top four ranked golfers in the world," Ms Buckland said.

"We're excited to announce a three year agreement with the tournament and are planning to develop the Perth International into a key occasion in the Asia Pacific Region."

Ms Buckland said another new event scheduled for 2012 was the Action Sports Games Mandurah, a three-day International Waterski and Wakeboard World Cup.

"Events on the 2012 calendar will have a significant impact on Western Australia's tourism industry with more than 1.2 million people forecast to attend the events generating over $221 million worth of value to the State," Ms Buckland said.

"The events are crucial to the development and growth of Western Australia and since the State Government invested a record $36.7 million into the program, we are now starting to see the rewards."

As part of the funding boost revealed in the May State Budget, Eventscorp will receive $40 million over the next four years from Royalties for Regions for events in regional Western Australia. The State Government recognises the value of regional events and the support they provide to the local communities.

Tourism Western Australia has also developed an events marketing strategy to ensure the State maximises rewards from the investment in event sponsorship.

For more information, please visit www.tourism.wa.gov.au/Events/Calendar

Tourism WA to Triple Chinese Visitation

THE boss of Tourism WA wants to more than triple WA's share of the lucrative Chinese visitor market with a five-pronged strategy.
Delivering an overview of the agency’s strategic agenda last week, TWA chief executive Stephanie Buckland said the key to growing the State’s share of the burgeoning Chinese market hinged on securing a deal with China Southern Airlines.

As previously reported by The Sunday Times, Asia’s biggest airline is currently finalising an agreement with the State Government which would see direct flights commence between Perth and Guangzhou.

“The objective will be to significantly increase our share,” Ms Buckland said.

“Right now we’ve got about 3 per cent of all Chinese visitors to Australia.

“The aim is to grow that to about 10 per cent.”

In 2010, 12,000 Chinese visitors came to WA, an increase of 32.1 per cent on 2009, and they spent $80 million last year, an increase of 135.3 per cent from $34 million spent in 2009.

Ms Buckland said TWA representatives will travel to China this week to “make sure Western Australia is promoted as one of their key feature destinations”.

Beyond enhancing trade and consumer marketing efforts and working closely with the local tourism industry, she said strategic partnerships with other non-tourism related sectors, such as producers of premium products like Margaret River wines, South Sea Pearls and pink argyle diamonds, would be invaluable.

“One of the things we will be leveraging with consumers is some of the very premium products we have in Western Australia that can’t be found elsewhere,” she said.

“All those types of luxury and premium products do appeal to Chinese consumers who are very brand conscious.”


GOLDEN TOUCH: Vicki Tang has presided over a jump in Chinese tourist numbers in her role as north Queensland tourism manager. Now WA hopes to increase its share of the lucrative market. Picture: Tom Lee

Tourism WA launches new positioning and Taxi Ride campaign

Tourism Western Australia has launched a new brand positioning and marketing campaign targeting 35 to 64 year olds from Australia and key international markets including the USA, UK and Japan.

The new Experience Extraordinary positioning, created by Host, will aim to educate consumers on what they can do in the state.

Stephanie Buckland, Tourism WA CEO, said: “We know from extensive research that many of our target consumers don’t know what there is to do and see in Western Australia and that this is a barrier to travel. They are not aware of the unique experiences on offer in Western Australia.”

The Extraordinary Taxi Ride was created to support the new brand positioning. It will see the launch of a nine-week taxi journey with 11 sets of passengers from Australia and around the world undertaking the 11 legs of the journey around the state.

Read full article HERE

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