Marketing Activities 2009/2010
Australia’s South West Incorporated conducts marketing of the ‘Australia’s South West’ region to raise its profile as a tourism destination in the intrastate market. Where appropriate, Australia’s South West Inc. will also assist Tourism Western Australia, in interstate and international markets.
Australia’s South West Incorporated has been in operation for five and a half years having become an incorporated body on December 10, 2003. Australia’s South West Inc. (ASW) was set up in response to the State Governments ‘New Concept for State Tourism’ which altered the boundaries of the states tourism regions.
The State Government provides financial assistance to the Organisation to facilitate marketing activities for the region. This funding is linked to a 'Contract for Service’, which has a number of mandatory requirements which are addressed in our Business and Marketing Plan.
Membership support assists us in undertaking a broad range of marketing activities to promote the region in intrastate, interstate and international markets, while offering members' businesses a variety of marketing opportunities and benefits.
The Global Financial Crisis has affected visitation from our major markets. Our plan for 2009 -2010 is to maximise the potential in markets that offer the greatest opportunities in this current climate.
We will maintain activity in those international markets that are important to us, particularly the UK and Germany whilst we will aim to increase our market share out of New Zealand and Japan.
China, USA, Korea, India and South Africa offer potential opportunities and we will be assisting Tourism WA to increase the region’s share of these markets as they grow.
Download the 
2009 / 2010 Marketing Calendar. (PDF 163KB)
Winter Getaways Campaign
On Saturday the 9th of May the centrepiece for the 2009 Winter Getaways campaign was distributed state-wide in the West Australian reaching an estimated 895,000 readers.
The 48 page dedicated Australia’s South West regional campaign brochure had over 150 advertisers from the region.
Keeping the campaign alive!
A campaign encouraging visitation to Australia’s South West and to take a Winter Getaway is currently underway. Follow up press adverts point to getting the brochure from the WA Visitor Centre and visitor centres or encourage access to the specials via the web site.
• The print advertising schedule with The West Australian consists of 22 adverts (from half page to 15x3 in size) and is booked from the 11th May to the 15th August.
• The radio campaign consists of 30 sec adverts, live reads and prize campaigns across 96fm, Nova and 94.5 giving the campaign a reach of 64.4% at a frequency of 5.2 overall from weeks one to eight.
• Distribution of the 15,000 run-ons is underway to Visitor Centres in the ASW region, other targeted areas and the WA Visitor Centre through Templar.
New for 2009
• An on-line marketing campaign was been developed and is underway promoting the operator specials and destination on the web site
• Static listings of Winter Getaways special/s were created on australiassouthwest.com plus Australian Tourism Data warehouse listings have been updated. And are live from the from Saturday 9th May to the 31st of August.
• A mini web site has been created on www.thewest.com.au linking to Winter Getaways specials on australiassouthwest.com
• Small trial adverts were run in the Sydney Morning Herald and The Melbourne AGE in June.
• Winter Getaways is being featured in the WA Visitor Centre window and staff are wearing t-shirts a few times per week for the duration of the campaign.