Case Study: "Experience Extraordinary Western Australia"
In April 2011, nanoKnowledge® becomes the convener of tourism industry knowledge and expertise. In Perth, Western Australia, nanoKnowledge® plans and facilitates the first Western Australian tourism stakeholder dialogue and horizontal-industry meeting on strategically marketing Western Australian tourism to China. The expected outcome is that the Western Australian tourism industry would gain greater trade and consumer exposure in Chinese-speaking markets via nanoKnowledge®'s China network.
From the perspective of tourism industry stakeholders, the goals of the proposed integrated marketing campaign -- codenamed “Project Cathay” by nanoKnowledge® -- are to significantly increase the volume and expenditure of tourists from China, as well as to lower the risks for Western Australian tourism businesses to venture into Chinese-speaking market segments for the first time. To achieve these lofty goals, nanoKnowledge® encourages Western Australian tourism industry stakeholders to undertake a very specific integrated marketing communications campaign, specially designed by nanoKnowledge® to catalyse a return on investment (ROI) and stimulate Western Australian tourism product revival/renewal within the next 3 years.
The three-year project would reach at least 70 million viewers in China, Hongkong SAR, Taiwan, and Singapore, through a strategic marketing campaign involving: celebrity visits by at least 10 of Greater China's leading business and entertainment personalities; advertising and public relations through multiple media channels, blogs and social media; trade events, agency training, and roadshows; seasonal promotions and competitions.
Project Cathay kick-starts the exciting transformation of the Western Australian tourism sector into a more united industry and business community capable of work more cooperatively and knowing how to appreciate the value of introducing innovative ideas more frequently and regularly.
Project Cathay is officially supported by a Leadership Advisory Board comprising key horizontal-industry, government and community stakeholders; not just tourism businesses. The first meeting is co-chaired and co-hosted by nanoKnowledge® and China Approved Destination Status (ADS) inbound tour operator Motive Tours Australia. The meeting is attended by key representatives from leading tourism stakeholder-organisations and businesses, as well as State and City (local) governments. Subsequent meetings are held at Council House, Perth (courtesy of the Lord Mayor of the City of Perth) and co-chaired by Mr Clive Nelthorpe and Mr David Tham, with nanoKnowledge® Australia staff providing the strategic vision and corporate secretariat support.
As an immediate result of nanoKnowledge®'s interventions, Western Australia achieves its first public-private partnership for the tourism sector.
Following the Industry Leaders’ Forum, nanoKnowledge® Australia is appointed by Western Australia’s peak tourism industry body, Tourism Council Western Australia, to conduct a series of strategic marketing workshops across Western Australia. Since 2011, nanoKnowledge® Australia has helped more than 100 Australian businesses develop the capability to attract Chinese tourists and investors.