Welcome to the

1
Welcome to the Caloundra Tourism Inc 5th Annual
General Meeting 15th November 2007
2
Caloundra Tourism Inc PRESIDENTS
REPORT presented by Mike Wilkinson
3
Marketing Focus

• Primary target market
• Couples over 35
• Families with young children
• Living in Brisbane
• Darling Downs
• Gold Coast
• Wide Bay
• Northern NSW

4
Marketing Focus

• Secondary target market
• Couples over 35
• Families with young children
• Living in Sydney
• Regional NSW (north of Syd)
• New Zealand
• Melbourne (Western suburbs)

5
Marketing Highlights

• New 6 x 15 second television commercials
• Renew the Experience theme
• TV advertising campaigns 3 bursts at
• different times of the year
• Foxtel advertising (national audience) in
• May June 2007
• Western Bulldogs promotional
• activities

6
Marketing Highlights

• Print advertising in selected features
• year round publications
• PR coverage on TV, print, radio, internet
• Introduced Explore Caloundra a quarterly
  consumer e-newsletter
• Online advertising with Google Adwords
• Prepared, launched distributed 70,000 Caloundra
  Holiday Guides

7
2006-07 Caloundra Holiday Guide
2007-08 Caloundra Holiday Guide
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Marketing Highlights
Website www.caloundratourism.com.au 50
increase in website visits over 2005/06 Monthly
average now just under 23,000 visits
9
Event Sponsorship
Qld Surf Life Saving
Championships National
Interfaith Festival Caloundra
Triathlon Gymnastics Qld Championships Qld
Mid-Amateur Golf Championships Qld Primary School
State Swimming Champs Kite Surfing Freestyle
National Champs Sunshine Coast Art Prize National
Road Cycling Championships Caloundra City Bowls
Carnival Abreast in Australia

10
Lake Kawana site with Abreast in Australia crowd
11
Sunday Mail press clipping 30.09.07
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Performance

• Data from ABS for year to 30th June 2007
• Caloundras room stock grew by 5 compared to
  1.5 growth for Sunshine Coast.
• Caloundras room nights sold increased by 5.5
  compared to 1 for the Sunshine Coast.

13
Performance

• Data from ABS for the year to 30th June 2007
• Caloundras overall takings from accommodation
  increased by over 7 compared to just over 5 for
  Sunshine Coast.
• Caloundras yield increased 2 compared to 4 for
  Sunshine Coast.

14
Performance

• Data from ABS for the year to 30th June 2007
• Visitors from New Zealand
• Sunshine Coast overall increase 23
• Caloundra increase 70
• This represents an increase in our market share
  of NZ visitors from 14 to 20.

15
Administration

• Two staff Leanne Layfield Karen Rusling
• Board of 11 members with 3 sub committees
• Regular board meetings held across the city
• Finalist in the Tourism Marketing category of
  the 2007 Qld Tourism Awards

16
Looking ahead

• 2007-08
• Funding remains essentially unchanged
• Amalgamation of the Sunshine Coast Councils
• Business as usual this financial year
• Aim is to meet the expectations of
• tourism levy payers deliver results
• for the City.

17
2006-07 Board

• Mike Wilkinson President
• David Thompson Vice President
• Barry Collins Secretary
• Karin Cook Treasurer
• Mick Sullivan
• Lou Hatton
• Ferre De Deyne
• Tony Gill
• Natalie Hodgskin
• Councillor Don Smith
• Councillor Tim Dwyer (resigned 8.6.07)