Cooperative Marketing Campaign Prospectus - Byron Bay
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Cooperative Marketing
Campaign Prospectus
March - June 2013
in association with Bangalow Chamber of Commerce,
Brunswick Heads Chamber of Commerce and Visitor Centre, Business Ashored,
Byron Visitor Centre, Byron Shire Council, Byron United
Mullumbimby Chamber of Commerce and North Coast Destination Network
Image by Sharyn Cairns, Destination NSW
Image by Stuart Owen-Fox, Destination NSW
introduction
VIA Byron Centre, Holiday Letting Organisation
• Secretary - Kim Rosen, Brunswick Heads Visitor
Visitor Industry Association Byron is the Byron Shire’s
Centre & Chamber of Commerce, Byron Shire
official Local Tourist Organisation. Comprised of Shire
Council Tourism Advisory Committee
wide stakeholders working co-operatively to promote
the development of responsible tourism within the • Treasurer - Ben Kirkwood, Byron United, Byron
Byron Shire for the economic benefit of the region. Visitor Centre
This is an incredibly exciting time for the Byron Shire; • Media & PR - Kim Dowling, Business Ashored,
never before has a cooperative marketing campaign of Ocean Shores Chamber of Commerce
this scale been implemented.
• Member - David Piess, Mullumbimby Chamber of
Overview Commerce
• Member - Peter Mortimer, Bangalow Chamber of
This prospectus outlines the marketing campaign for Commerce
the Byron Shire, in association with Destination NSW, as
part of their Regional Tourism Partnership Program. • Ex Officio Members - Mayor Simon Richardson and
Councillor Chris Cubis
In accordance with Destination NSW requirements, VIA
Byron is seeking businesses to invest in the campaign. • Mitch Buckley, Project Assistant, Southern Cross
By doing so you will be part of a $160,000 integrated University
marketing campaign over four months during the Marketing Sub-Committee
shoulder season.
• Jodie Molloy, Evolution Concierge
The campaign will be undertaken from March 2013
until June 2013 and form the foundation for VIA • Heath Batterham, The Byron at Byron
Byron’s long-term objective of doubling the number of • Kim Dowling, as above
overnight visitors and their expenditure by 2020.
• Kim Rosen, as above
This prospectus outlines the packages available to
businesses for involvement in the campaign where you • Ed Ahern, Byron United, Byron Shire Council
can choose to target to one, or more, of the four key Tourism Advisory Committee
audiences. • Kristina Drapes, North Coast Destination Network,
Statistics and data is referenced from Destination NSW, Byron Visitor Centre
Tourism Research Australia and Byron Shire Council. • Joanne McMurtry, Byron Shire Council
For more information please contact Campaign • Peter Wotton, Byron and Beyond
Manager, Katie O’Rourke of Cake Marketing.
Media Sub-Committee
Katie O’Rourke
p: 0412 387 604 • Kim Dowling, as above
e: katie@cakemarketing.com.au • Cameron Arnold, as above
• Ben Kirkwood, as above
VIA Byron Board Members
IT Sub-Committee
• President - Cameron Arnold, North Coast
• John Gudgeon, as above
Destination Network, Byron Shire Council Tourism
Advisory Committee • Rick Slater & Rick Christian, byronbay.com
• Vice President - John Gudgeon, Byron Visitor • Adrian Nelson, Byron Naturally, Utopia Creative,
2
Image by Adam Taylor, Destination NSW
objectives & evaluation
Byron United • To secure industry investment to match
Destination NSW funding dollar for dollar for this
• Dean Power, Community Engine, Byron New Media
campaign (a minimum of $80,000);
• Peter Wotton, as above
• To disperse overnight visitors throughout the Shire
• Kirra Pendergast, Common Ground to nearby towns and villages for a full Byron Shire
experience;
Strategic Partnerships
• To increase the weekday stay by 0.7% (projection
In addition to working with strategic partners through based on increase from YE 2010 to YE 2011) by
representation on the Board and Sub-Committees, targeting visitors who visit the Byron Shire for
VIA Byron is also working with the following key events and encouraging them to extend their stay
stakeholders and their existing resources on this through the week (Tourism Research Australia);
campaign and thanks them for their support;
• To increase the number of overnight visitors
• Destination NSW to Byron Shire, and their spend from 41.4% to
45% (Destination NSW, National Visitor Survey &
• North Coast Destination Network
International Visitor Survey, YE Sep 08 to YE Sep
• Byron Shire Council 11);
• Byron United • To increase the number of visitors using the
internet for their trip information from 65% to
• Byron Naturally (creative will be used)
80% through byronbay.com (Tourism Research
• byronbay.com has been selected by the IT Australia);
Committee as the website for the campaign. It has
• To increase the number of likers on the
been online since 1997 and continues to be visited
byronbay.com Facebook page by 25%, with
over 1 million times per year, last year it was visited
specific focus on Brisbane/SEQ. To increase the
over 350,000 times during the campaign period.
engagement from 8% to 15%;
• Byron Bay and Beyond - International marketing
• To ensure all marketing activities promote
campaign
responsible, ethical & sustainable tourism for the
• EchoNetDaily; Reaches over 20,000 subscribers Byron Shire.
across the North Coast NSW, 16-19% new unique
subscribers each week & over 90,000 page views Evaluation
per week. In order to evaluate this marketing campaign,
• Community Engine the following key performance indicators and
measurement tools will be used:
This diverse cross section of business entities, private
organisations and community groups shows the • Analytics to measure the hits on byronbay.com;
collective experience and expertise which will ensure in particular the winter specials, business listings
this campaign is successful in achieving its objectives and exclusive links generated specifically for this
for the Byron Shire. campaign;
• Facebook insights on the byronbay.com page;
Objectives
• Accommodation data including the number of
• To develop a marketing strategy for Mar-Jun 2013 stays overnight (weekend and weekday) and
to form the foundation for long-term activities average length of stay as well as expenditure by
which will double the number of overnight visitors National Visitor Survey;
and expenditure by 2020;
3
Image by Adma Taylor, Destination NSW
target audiences
• Number of the Visitor Trails Map distributed in Brisbane (SEQ)
addition to available attendance figures of some of
the ‘must see, must do’ identified on the map; As per Destination NSW’s funding criteria, Brisbane,
Queensland, has been selected as the capital city
• Statistics gained from direct marketing campaigns
the campaign will target based on the following
including the number of emails opened, click-
information:
throughs to byronbay.com;
• 44% of domestic overnight travel is by people from
• Number of offers redeemed via byronbay.com’s
Queensland (21% Brisbane) and this is increasing;
winter deals, direct marketing, Facebook and
exclusive links generated specifically for this • 72% of visitors were self-drive and Brisbane is
campaign; within comfortable driving distance from Byron
Shire;
• Feedback from campaign participants.
• 88% of visitors come to the Byron Shire for R&R, a
International campaign
welcomed change from the Brisbane lifestyle.
• Leads generated to industry partners from online
In particular this campaign will target Brisbane
sales campaign;
residents who:
• Social media metrics tracking engagement;
• Have children and seek a range of experiences that
• Google Analytics tracking overall traffic and source the Byron Shire has to offer;
markets;
• Aged 35-44 years (21.1%) and/or are mid life
• New distribution agreements with wholesale couples with no children (15%). This audience
distributors. has been selected based on their ability to take
holidays at different times (they are not focused
on school holiday times), have high disposable
income and enjoy holidaying with friends (23%)
which is an indicator of multiple night stays and
increased spend;
• Have previously holidayed in the Byron Shire (71%
of domestic overnight visitors are repeat visitors);
• Confident users of the internet (65% use the
internet to obtain trip information and 51% use it
to make bookings).
Please note that the largest age demographic for
domestic overnight visitors to the Byron Shire is 15-24
years with 22.7% of the market. This demographic has
strategically not been targeted for this campaign as the
purpose is to focus on a higher yielding and mature
audience that will disperse expenditure throughout the
Byron Shire.
4
Image by Mike Newling, Destination NSW
Byron Shire locals & Visiting Friends International market
and Relatives VIA Byron is working with Russell Mills, International
In order to achieve the objective of dispersing visitors Marketing, North Coast Destination Network to
throughout the Shire during their stay, locals and VFR participate in various International trade missions and
will be targeted to act as ambassadors for the area. events, including the all important Australian Tourism
Exchange 2013 (ATE).
To support this a Visitor Trails Map, under Byron Shire’s
‘Don’t spoil us, we’ll spoil you’, will be developed as a This will ensure Byron Shire has a presence in the
collaborative initiative by VIA Byron and Byron Shire International arena (150,940 International Visitors
Council. This will be the tool locals use to let visitors came to the Byron Shire in YE December 2011) which
know about the unique product offerings in towns and otherwise would not be possible due to limited budget.
villages and ‘must see & dos’ in the Shire: Furthermore it will enable Byron Shire to be properly
marketed as part of the North Coast/Legendary Pacific
• Arts & Creativity Trail Coast and is exploring the option of licensing the Byron
• Food & Produce Trail Bay & Beyond international product from Northern
Rivers Tourism. In addition to this VIA Byron has
• Hinterland Trails committed to the Backpacker Expo.
• Short Walks/Nature Trail
• Second-hand and Collectables Trail.
The Visitor Trails Map will be distributed to
accommodation providers, newsagents, Visitor
Information Centres and other key points where visitors
can access them easily and online.
Event attendees
VIA Byron has identified the opportunity to leverage
established events to increase overnight stays,
especially Sunday to Thursday stays. Byron Shire plays
host to many major events showcasing Music, Arts,
Culture, Sport and smaller events such as Weddings.
These also draw the aforementioned target audiences
who are seeking a holiday with a range of experiences,
have disposable income, are repeat visitors to the
region, self drive and are Internet savvy.
The marketing campaign will promote added activities
packaged around existing events to entice attendees to
stay longer and enjoy the full Byron Shire experience.
5
Image by Shraryn Cairns, Destination NSW
CAMPAIGN:
Byron Shire locals & VFR
Budget: $30,000
CAMPAIGN OVERVIEW: Features of the listing include:
• Listing in one Primary Guide, up to 3 Holiday
To disperse visitors throughout the Shire during their
Guides and the business directory.
stay, locals will act as ambassadors for the area. To
support this a Byron Shire Visitor Trails Map will be • Micro-site with your images, video, copy and full
developed as a collaborative initiative by VIA Byron and contact details (phone, email, web, Facebook).
Byron Shire Council. This will be the tool locals use to let
• Participation in the ‘Byron on Sale’ winter specials
visitors know about unique product offerings in towns
which is promoted via byronbay.com’s websites,
and villages with five themed trails: Arts and Creativity,
blog, mailing list, PR and social media. (Note: 2012
Food & Produce, Shorts Walks/ Nature, Hinterland Trail
‘Byron on Sale’ was viewed over 34,000 times).
and Second-hand and Collectables Trail.
4. Listing on Visitor Trail Map (valued at $110,
The Map will include ‘must see, must dos’ as well as
available to Byron Shire businesses only). Estimated
space for advertising by businesses in the Shire and be
print run of 100,000, full colour publication. Limited
distributed to accommodation providers, newsagents,
places available;
Visitor Information Centres, online and other key points.
5. Profile and special on Community Engine.
VIA Byron will also be advertising in local media, using
public relations, online advertising such as Google and You’ll get the full byronbay.com service during the
through social media (Facebook) to drive people to VIA Byron campaign period. As part of the VIA Byron
byronbay.com, where they will find business listings campaign, you would pay just $19 per month for
and ‘Byron on Sale’ winter specials. Byronbay.com will non-accommodation listings. There is NO obligation
also promote this through their blog and mailing list. to continue with byronbay.com, but you are welcome
to continue with your listing for the remainder of the
Package One - $330 inc GST ‘Byron on Sale’ promotion (through to Sept school
holidays) or even become a full time member.
(not available to accommodation providers)
Learn more about byronbay.com at it’s services at www.
This package is ideal for small to medium sized byronbay.com/company
businesses who want to reach locals and people who
are visiting friends and relatives in the Shire. Your NOTE:
business may be a retail store, tourist destination or If you are already a byronbay.com client, you can
restaurant and ideal for a day trip within Byron Shire. participate in this years ‘Byron on Sale’ as per usual
For the investment of $330 your business will receive: and join in the VIA Byron campaign without paying
the byronbay.com component. Therefore as a non-
1. one 1/4 page page advertisement on EchoNetDaily accommodation provider you will receive a discount of
valued at $75 inc GST; $76 (excludes set up fee).
2. A strip advertisement in VIA Byron’s newsletter If you are already have a listing on the Visitor Trail Map
(distributed to the Board’s networks including you will not need to pay this component of the package
Byron United, Mullumbimby Chamber of and therefore receive a discount of $110.
Commerce, Bangalow Chamber of Commerce,
Brunswick Heads Chamber of Commerce, Byron
Visitor Centre, and Business Ashored);
3. 4 month listing on byronbay.com valued at $76 +
$159 set up fee for non-accommodation providers.
6
Image by Joan McDonalds Destination NSW
CAMPAIGN: Brisbane/SEQ
Budget: $100,000
CAMPAIGN OVERVIEW: Guides and the business directory.
• Micro-site with your images, video, copy and full
To communicate with Brisbane and South East
contact details (phone, email, web, Facebook).
Queensland residents, an integrated marketing plan
will be put into action across various different types • Participation in the ‘Byron on Sale’ winter specials
of media. This will aim to have impact and frequency which is promoted via byronbay.com’s websites,
so the target audience is repeatedly exposed to the blog, mailing list, PR and social media. (Note: 2012
campaign. ‘Byron on Sale’ was viewed over 34,000 times); and
Elements of the media plan may include outdoor 4. Profile and special on Community Engine.
(billboards, bus stop advertising) for impact, direct mail
NOTE:
and email, online (Google, Facebook, blogs) for a strong
call to action, radio for immediacy and the station’s If you are already a byronbay.com client, you can
related websites and e-newsletters, public relations to participate in this years ‘Byron on Sale’ as per usual
secure positive and repeated editorial, television for and join in the VIA Byron campaigns without paying
frequency, and industry publications. the byronbay.com component. Therefore as a non-
accommodation provider you will receive a discount of
Media will use the Byron Naturally creative and
$76 (excludes set up fee).
branding and drive people to the unique URL created
for this campaign (Packages Two and Three) where Package Two $660 inc GST
participating businesses will be listed along with their
exclusive deals. This package targeting Brisbane/SEQ is ideal for
businesses who want greater targeting. Your business
Package One - $330 inc GST may be destination in itself, offering that amazing
experience or product which can not be found
(not available to accommodation providers)
anywhere else.
This package is ideal for small to medium sized
businesses such as a retail store, tourist destination, For the investment of $660 your business will receive:
sevice provider or restaurant that would benefit from 1. 4 month listing on byronbay.com valued at $76 +
day trippers. $159 set up fee for non-accommodation providers
and $436 + $159 set up fee for accommodation
For the investment of $330 your business will receive:
providers. Features of the listing include;
1. one 1/4 page page advertisement on EchoNetDaily
• Listing in one Primary Guide, up to 3 Holiday
valued at $75 inc GST;
Guides and the business directory.
2. A strip advertisement in VIA Byron’s newsletter
• Micro-site with your images, video, copy and full
(distributed to the Board’s networks including
contact details (phone, email, web, Facebook).
Byron United, Mullumbimby Chamber of
Commerce, Bangalow Chamber of Commerce, • Participation in the ‘Byron on Sale’ winter specials
Brunswick Heads Chamber of Commerce, Byron which is promoted via byronbay.com’s websites,
Visitor Centre, and Business Ashored); blog, mailing list, PR and social media. (Note: 2012
‘Byron on Sale’ was viewed over 34,000 times).
3. 4 month listing on byronbay.com valued at $76 +
$159 set up fee for non-accommodation providers. 2. Business listing on an exclusive mini-website
Features of the listing include: within byronbay.com which will be the call to
action for the direct mail campaign to Brisbane
• Listing in one Primary Guide, up to 3 Holiday
7
Image by Mike Newling, Destination NSW
residents. This will only be accessible using the NOTE:
unique URL enabling you to tailor an exclusive deal
If you are already a byronbay.com client, you can
for this market seperate to the standard byronbay.
participate in this years ‘Byron on Sale’ as per usual
com listing;
and join in the VIA Byron campaigns without paying
3. Profile and special on Community Engine. the byronbay.com component. Therefore as a Non-
Accommodation Provider you will receive a discount of
Package Three $1100 inc GST $76 (excludes set up fee) for Packages One, Two or Three;
and for Accommodation Providers you will receive a
This package is ideal for businesses who want to reach
discount of $436 (excludes set up fee) for Package Three.
Brisbane/SEQ through multiple campaign elements for
greater return and includes direct mail/email, exclusive
URL listings in addition to the base level byronbay.com
package components.
For the investment of $1100 your business will receive:
1. 4 month listing on byronbay.com valued at $76 +
$159 set up fee for non-accommodation providers
and $436 + $159 set up fee for accommodation
providers. Features of the listing include;
• Listing in one Primary Guide, up to 3 Holiday
Guides and the business directory.
• Micro-site with your images, video, copy and full
contact details (phone, email, web, Facebook).
• Participation in the ‘Byron on Sale’ winter specials
which is promoted via byronbay.com’s websites,
blog, mailing list, PR and social media. (Note: 2012
‘Byron on Sale’ was viewed over 34,000 times).
2. Inclusion in direct mail campaign to Brisbane
residents with call to action directing audience to
campaign landing page where your business logo
and link to your website will be included;
3. Business listing on an exclusive mini-website
within byronbay.com which will be the call to
action for the direct mail campaign to Brisbane
residents. This will only be accessible using the
unique URL enabling you to tailor an exclusive deal
for this market seperate to the standard byronbay.
com listing or ‘Byron on Sale’ offer;
4. Profile and special on Community Engine.
8
Image by Shraryn Cairns, Destination NSW
CAMPAIGN: Event Attendees
Budget: $10,000
CAMPAIGN OVERVIEW: contact details (phone, email, web, Facebook).
• Participation in the ‘Byron on Sale’ winter specials
VIA Byron has identified that an opportunity exists to
which is promoted via byronbay.com’s websites,
leverage established events to increase the number of
blog, mailing list, PR and social media. (Note: 2012
overnight stays, especially Sunday to Thursday stays.
‘Byron on Sale’ was viewed over 34,000 times.
The Byron Shire has a wide selection of events that are
significant drawcards for the Shire. Event attendees are 3. Profile and special on Community Engine.
seeking a holiday with a range of experiences, have Package Two $1100 inc GST
disposable income, are repeat visitors to the region, self
drive and are Internet savvy. This package is ideal for larger businesses who want
The campaign will promote activities packaged around more targeted and direct methods to reach people
events to attendees enticing them to stay longer and who are in the Byron Shire attending an event. Your
enjoy the full Byron Shire experience. business may be a retail store, tourist destination,
service provider or restaurant and would benefit from
VIA Byron will seek to sponsor events in the Shire, day trippers.
use online marketing (blogs and social media), PR,
local media advertising, e-newsletters and industry For the investment of $1100 your business will receive:
publications to promote businesses in these packages. 1. one 1/2 page advertisement on EchoNetDaily
VIA Byron will drive people to the unique URL (Package valued at $150 inc GST;
Two) where businesses can offer exclusive deals
2. 4 month listing on byronbay.com valued at $76 +
tailored especially to this market.
$159 set up fee for non-accommodation providers
Package One $330 inc GST and $436 + $159 set up fee for accommodation
providers. Features of the listing include:
(not available to accommodation providers)
• Listing in one Primary Guide, up to 3 Holiday
This package is ideal for small to medium sized Guides and the business directory.
businesses such as a retail store, tourist destination,
• Micro-site with your images, video, copy and full
service provider, or restaurant that would benefit from
contact details (phone, email, web, Facebook).
day trippers.
• Participation in the ‘Byron on Sale’ winter specials
For the investment of $330 your business will receive:
which is promoted via byronbay.com’s websites,
1. A strip advertisement in VIA Byron’s newsletter blog, mailing list, PR and social media. (Note: 2012
(distributed to the Board’s networks including ‘Byron on Sale’ was viewed over 34,000 times.
Byron United, Mullumbimby Chamber of
3. Business listing on an exclusive mini-website
Commerce, Bangalow Chamber of Commerce,
within byronbay.com which will be the call
Brunswick Heads Chamber of Commerce, Byron
to action for the marketing activites for event
Visitor Centre, and Business Ashored);
attendees. This will only be accessible using the
2. 4 month listing on byronbay.com valued at $76 + unique URL enabling you to tailor an exclusive deal
$159 set up fee for non-accommodation providers. for this market seperate to the standard byronbay.
Features of the listing include: com listing or ‘Byron on Sale’ offer;
• Listing in one Primary Guide, up to 3 Holiday 4. Profile and special on Community Engine.
Guides and the business directory.
• Micro-site with your images, video, copy and full
9
Image by Jeffery Drewitz, Destination NSW
CAMPAIGN: International
Budget: $20,000
CAMPAIGN OVERVIEW: ATE has been highly successful for Byron Bay &
Beyond to generate interest and convert to sales;
VIA Byron is committed to participate in various
• Day passes at ATE for industry participants and
international trade missions and events including the
Shire Ambassadors;
Australian Tourism Exchange 2013. This cooperative
initiative will ensure the Byron Shire has a strong • Representation at other trade shows, airline
presence in the International market which otherwise campaigns, and in collateral through North Coast
would not be possible due to limited budget. Destination Network’s Legendary Pacific Coast
campaign to July 2013;
This package will promote the Byron Shire to
International markets: New Zealand, United Kingdom, • Businesses provide offers to be promoted in an
United States of America, Canada, Germany, France, online sales push supported by social media;
Singapore and Japan.
• Being party to booking engine company (Wotif.
Byron Shire’s natural beauty, stories and values will com or Booking.com) with unquestionable lead
be shared with international travellers through social generating ability. This involves commission but
media, via trade events, collateral and famils, and also makes tracking and aggregating results much
generate sales through targeted online advertising via simpler;
a household name in global travel.
• Inclusion in a Trade Famil, including a networking
Furthermore it will enable Byron Shire to be properly function, where we invite Inbound Tour Operators
marketed as part of the North Coast/Legendary Pacific to experience the Byron Shire in June 1013. Famils
Coast, which has been in the International market for are one of the most effective ways to showcase the
over 10 years offering a highly recognised, consistent Shire to travel distributors and secure commercial
and sustained presence with the target audience. interest.
Creative will continue under the established Byron Bay NOTE:
& Beyond branding.
All businesses who take part in this package must offer
Package One $2500 inc GST 25% commission to ITOs and wholesalers.
For your investment of $2500 you will receive:
• Inclusion in a social media campaign, commencing
immediately after BluesFest, circulating great
images taken during the event and promoting key
messages to engage the Byron Shire communities
with the messages that will be communicated
internationally. The loyal visitors, such as
backpackers, and community will be posting.
Channels include Community Engine, Common
Ground, Local Chambers, BAY FM, and the Echo;
• Inclusion in Trade Marketing including spreading
the messages amongst the worlds travel
distributors by attendance at the Australian
Tourism Exchange in Sydney with a Byron Bay &
Beyond product offering. Previous attendance at
10Image by Shraryn Cairns, Destination NSW
discounts, terms & conditions
Discounts Terms and Conditions
For those businesses that would like to be involved in this • All prices quoted include GST.
campaign across more than one target audience, the
• Prices do not include costs for creative (graphic
following discounts are available:
design, photography, videography) unless otherwise
• Purchase a second package (to equal or lesser value) stated.
and your business will receive a 5% off the total price.
• All businesses who take part in Package One -
• Purchase a third package (equal or lesser value) will International must offer 25% commission to ITOs and
receive an additional 2.5% off the total price. wholesalers.
• Purchase a fourth package (equal or lesser value) will • A deposit of 30% will be required if the total cost is
receive a further 2.5% off the total price. over $1000.
Existing Clients • Promotion of your business will not commence until
payment is received in full.
• If you are already a byronbay.com client, you can
participate in this years ‘Byron on Sale’ as per • Some packages are not available to accommodation
usual and join in the VIA Byron campaign without providers.
paying the byronbay.com component. Therefore
• Businesses advertising in the Visitor Trails Map must
as a Non-Accommodation provider you will receive
a discount of $76 (excludes set up fee) and as an be located in the Byron Shire.
Accommodation provider you will receive a discount
of $436 (excludes set up fee).
• If you are already have a listing on the Visitor Trail
Map you will receive a discount of $110 from Package
One - Byron Shire Locals and Visiting Friends and
Relatives.
• If you are a former client of the 2012 Byron Naturally
campaign you will receive a 10% discount off your
selected package.
• If you are an existing client of the Byron Visitor Centre
or Brunswick Heads Visitor Centre you will receive a
10% discount off your selected package.
Discounts are not offered collectively. If your business is
eligible for more than one you will receive the higher of the
two discounts.
For example if you are an existing Byron Naturally client
and would like two packages you will receive the 10%
existing client discount as this is higher than the 5%
discount applicable for purchasing a second package.
11Cooperative Marketing
Campaign Prospectus
March - June 2013
For more information please contact Campaign Manager, Katie O’Rourke of Cake Marketing.
p: 0412 387 604
e: katie@cakemarketing.com.au
Sources:
• National Visitor Survey & International Visitor Survey, YE Sep 08 to YE Sep 11
• Tourism Research Australia
• Visitor Profile survey
• Byron Shire Council – Byron Shire statistics YE December 2011
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