Digital Campaign for Tourism in Australia's Northern Territory

This document discusses the implementation of a digital campaign to promote tourism activities in Australia's Northern Territory. It includes a situational analysis, research methods, and key insights about the target audience. The document also covers the formulation of a data strategy, application of the STP model, and data management. Additionally, it provides a description of the campaign's big idea and creative strategies.

Northern Territory
Table of Contents

INTRODUCTION...........................................................................................................................1
Situational analysis..........................................................................................................................1
Conduction of research and analysis................................................................................................2
Theme 1: Conduction of digital campaign will help to promote the tourism activities in the
Northern Territory..................................................................................................................3
Theme 2: The sustainable tourism goals will also be promoted with the help of the tourism
campaign in Australia’s Northern Territory...........................................................................4
Theme 3: Targeting the UK traveller will help to restore and mitigate the risk of decline in the
tourism industry of the Australia’s Northern Territory..........................................................4
Key Insights of the Target Audience (persona)......................................................................5
Formulation of Data strategy...........................................................................................................5
Application of STP model......................................................................................................5
Data Management...................................................................................................................6
Description of the Campaign...........................................................................................................6
Big idea with rationale............................................................................................................6
Creative strategies of the campaign........................................................................................7
Development of the communication plan........................................................................................8
Identification of media for marketing.....................................................................................8
Budget breakdown structure...................................................................................................9
Promotional Schedule.............................................................................................................9
Testing and learning plan.....................................................................................................10
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital campaign basically involves execution of effective marketing strategy across all
the suitable digital channels with the aim of effectively engaging customers along with having
improving conversion rate (Coble and et. al., 2018). The current project is focused on digital
campaign management and media comprises of effectively online marketing efforts that are put
forward to drive improved engagement and higher productivity for holiday destination in
Australia’s Northern Territory. Thus, current report comprises of SWOT analysis along with
secondary form of research based on qualitative method for effectively developing a campaign
for holiday destination in Australia’s Northern Territory. Beside this, current project also
comprises of a discussion about the marketing strategy along with identification of marketing
media and budget breakdown.
Situational analysis
Situational Analysis comprises of identifying about the internal strength and weakness along
with identifying the present opportunity and threats within the external environment (Freberg,
2018) . Thus, with respect to current project, use of SWOT analysis has been made to effectively
analysis and determine about the internal strengths and weakness of Australia’s Northern
territory as a suitable and famous holiday destination along with determining the present threats
an opportunity for its development in current business scenario.
Strengths Weakness
 Having rich wildlife, oldest living
culture, old heritages, national parks
and other geographical aspects which
lead more excitement and
encouragement in the traveller is the
biggest strength of Australia’s Northern
Territory (Mueller, 2019).
 Accommodation of proper
infrastructure and facilities consists of
proper lodgings and accommodations
for tourist is also a strength of
 Lack of innovation and creativity in
tourism industry is the biggest
weakness for developing Australia’s
Northern territory as holiday
destination.
 Conventional marketing strategy along
is also a weakness that hampers
development of Northern territory
(Arora and et. al., 2019).
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Australia’s Northern Territory which
attracts larger number of travellers for
this holiday destination (Chen and Lin,
2019).
Opportunity Threats
 Making effective use of digital
campaign is creating many
opportunities for Northern territory as it
is ensuring improved promotion and
advertising which encourage and attract
larger number of customers (Kubota,
2021).
 Beside this, making use of social media
and other online channels to promote
sustainability in tourism also creating
opportunity for Northern Territory
through creating its improved image
among target customers (Milne and et.
al., 2020).
 Pandemic of covid-19 is the biggest
threat for all tourist destination that is
creating decline in booking.
 High competition is also a vital issue
faced during development of Northern
Territory is holiday destination
(Mustain, Latief and Sagita, 2019).
Conduction of research and analysis
There are various research method and approaches that can be used to effectively undertake
and conduct an investigation. A description about the research method and sources of data
collection used for undertaking current study are provided as below:
Research method- There are two main methods which could be used for undertaking an
investigation consists of quantitative and qualitative nature of research method. With respect to
current project, use of qualitative research method is made as it provides theoretical and in-depth
information about a topic (Coble and et. al., 2018). Thus, use of qualitative research method is
suitable and justifiable as it provided detailed and in-depth information about the specific topic
which supports improved decision making and better results.
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Sources of data collection- Primary and secondary sources are two main origins from
where data has been collected and gathered for an investigation. Primary sources of data
collection consist of gathering of information directly from the participants but due to the current
scenario of Covid-19 leading out primary research is not possible (Freberg, 2018). Thus, use of
secondary sources of information has been made that would be gathered from various
information available on the internet, public library, records kept with government and non –
government agencies and other education al institution. Further, making use of secondary
research is appropriate as it facilitates support and base for investigation with the help of existing
information and it is also more cost and time effective way of conducting an investigation.
Analysis of collected data- The use of thematic approach has been made for analysis of
qualitative data which comprise of close examination of data in order to identify and evaluate the
common themes based on the topic. Thus, use of thematic approach is suitable effective to
analysis a set of text in improved manner through generation of proper idea and understanding
based on qualitative data (Mueller, 2019).
Theme 1: Conduction of digital campaign will help to promote the tourism activities in the
Northern Territory
With respect to the information provided by Shillito, A.P. and Davies, N.S., 2021, it has
been analysed that the conduction of a digital campaign is helpful in promoting the tourism
activities as it facilitates and provides an instant access and reach to customers to share all kinds
of information and latest offers for improved promotion of a destination. Beside this, it has been
also analysed that a decline in the booking for tourism activities has been also seen in the age
group of 18 -25 years of young people that is threating and risky for tourism industry. Thus, it
has been analysed on the basis of current study, that an instant access and effective
communication is facilitated by the digital campaign through making use of various online media
and digital platforms like social media which encourage customers especially the young people
towards tourism activity (Chen and Lin, 2019). Digital camping which comprises of appealing
digital content to gain recognition, to create specific advertisements to attract its target audience
and to engage in ongoing communication ensures improved promotion of the tourism activities
in the Northern Territory.
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Theme 2: The sustainable tourism goals will also be promoted with the help of the tourism
campaign in Australia’s Northern Territory
According to the view point of Tubex, H., Rynne, J. and Blagg, H., 2020, it has been
observed that the sustainable tourism goals will also be promoted with the help of the tourism
campaign in Australia’s Northern Territory as it provides wider access and improved sharing of
information and knowledge. It has been analysed that creation of digital tourism campaign is
helpful in empowering people and also makes them more aware about the sustianable ways of
tourism which comprises of reduction in the greenhouse gas emissions along with ensuring
mitigation in climate change and contribute to innovative and new energy solutions. So,
conduction and undertaking of current digital campaign would help in promoting the Northern
Territory as a famous and liked international holiday destination through empowering and
creating positive impact on travellers by the way of keeping and maintaining the sustainable goal
of tourism (Arora and et. al., 2019).
Theme 3: Targeting the UK traveller will help to restore and mitigate the risk of decline in the
tourism industry of the Australia’s Northern Territory
According to the view point of Thurmer, J. and Taylor, A., 2020, a decline in the tourism
industry is seen which is creating threat for the tourism industry of Northern Territory. It has
been analysed that the lack of proper infrastructure along with insufficient promotion and
marketing about the Northern Territory as holiday destination are the main reason decline of
tourism industry within Australia’s Northern Territory. Thus, a rising opportunity has been
created by the digital campaign as it ensures improved promotion and advertising about the
Northern territory is a famous holiday destination that encourage and attracts larger number of
customers. Targeting travellers particularly from the UK would mitigate the risk of decline in the
tourism industry of Northern territory by the way of providing a wider target market along with
enhancing the productivity for tourism industry. Beside this, it has been also analysed that the
youth of UK are more exited towards international traveling and tour along with higher presence
on digital platforms thus, targeting the UK traveller will help to restore and mitigate the risk of
decline in the tourism industry of the Australia’s Northern Territory (Mustain, Latief and Sagita,
2019).
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Key Insights of the Target Audience (persona)
On the basis of current study, the key insights about the target audience comprises of
targeting young people who belongs to the age group of 18-30 years as they are more likely to
make use of digital channels and are excited about international traveling. Beside this, both male
and female travellers are targeted who belongs to British nationality and having middle to low
income and economic aspects. Beside this, mostly students are tending to be targeted as the
destination of Northern Territory comprises of wildlife, oldest living culture, old heritages,
national parks and other which lead more excitement and encouragement in students.
Formulation of Data strategy
Formulation of effective data strategy has been made with respect to current project which
aim at bringing together data block which the comprehensively support the effective data
management during a project. The data strategy has been designed to improve the overall way of
acquiring, storing, managing, sharing and using the data. The current data strategy comprises of
creating a roadmap for collection of data along with making application of STP tool to determine
the key targeting audience along with effective data management that is provided as below:
Application of STP model
Application of STP model is made which is basically a stands for segmentation, targeting,
and positioning for effectively determining about the target audience of current digital campaign
the key component of which are explained as below:
Segmentation- This comprises of a process of dividing and bifurcating the target market
into small segment and chunks so that an effective decision about the most preferable and
profitable customers can be made. with respect to current digital campaign for Australia’s
Norther territory application and use of demographic form of segmentation has been made which
comprises of an audience ranging from age group of 18-30 year. Beside this, both male as well
as female travellers are target most of which would be from the British origin. Based on
geographical segmentation, residents of the UK would be targeted who belongs to young and
middle age who seemed to be more existed about the international holiday destination (Milne
and et. al., 2020). Thus, implication of demographic segmentation is appropriate and suitable for
current project which emphasis on the young male and female travellers belongs to UK region
and having excitement about the international holiday destination.
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Targeting- it comprises of the process of targeting of a profitable and suitable chunk of
customers based on the segmentation process. With respect to current project, the main targeting
customers are the young age students and travellers of UK who were between the age group of
18-30 years which comprises of both male and female travellers.
Positioning- this is associated with creating a positive image and improved reputation
about a product and services in the mind of customers. Thus, with respect to current project, use
of digital marketing channels along with use of social media campaign would be made to attract
and cater a larger number of travellers and customers for the Australia’s Northern Territory
(Kubota, 2021).
Data Management
To effectively manage the data and to ensure the maintenance of protection and data privacy
current project, implication of the GDPR regulations are made. use of General Data Protection
Regulation (GDPR) provides an effective legal framework that sets out the guidelines for the
collection and processing of personal information during the course of current study to
effectively manage the data (Freberg, 2018). Beside this, it has been also ensuring that the
student of university should hold the database of the members and could effectively subscribes
the required information and data through effectively following the set rules and guidance. Along
with this, provisions of data protection act are also followed during current project to ensure
better data management and in order to maintain the privacy and reliability of collected
information.
Description of the Campaign
Big idea with rationale
Big Data is a set of facts that is massive in volume, but growing exponentially with time.
It is a data with so huge length and complexity that none of traditional statistics management
equipment can store it or manner it successfully (Oussous and et. al., 2018). Big Data is now not
just a concept or a buzzword. With all the time that people spend online and the reality that most
of their lives and records are at the Internet, large information can exchange lives and effect
many industries like healthcare, visitors, and so on. Publishers are gaining greater information on
their traffic and this lets in them to offer more relevant advertising. Google and Facebook are
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already doing it with their first-rate concentrated on options however third celebration carriers
will quickly have the identical array of choices.
Achieve sustainable growth in the tourism- In order to accomplish sustainable
development in the tourism industry, with the support of big data, the needs and demands of the
consumers can be recognised. Along with this, the organisation of particular sector can offer tour
packages as per their requirement which will support in attain sustainable growth.
Develops awareness of the destination with the targeted audiences- By using big data
technology, the organisation can use strategy of internet or online promotion or advertisement.
This will support in creating awareness about particular destination as well as develop awareness
of the destination with the target people.
The decline of British youth age group 18-25- It is another way through which
organisations of tourism sector can make development. By reducing the age group, growth can
be made in tourism because youth people travel most in compare to other age group. They travel
for their education purpose, job and many more.
The campaign is to book 350 tourists from the UK to NT- In order to provide a good
experience to people, the campaign is to book 350 individual (Coble and et. al., 2018). This will
show the development of campaign because with the limited number of people, they can offer
effective services to them and make it an unforgettable tour to them by crucial experience.
Creative strategies of the campaign
Providing best deals that can be afforded by the students- It is an effective strategy
which can support in success of the campaign. Because if the company provide effective deals
like pay for flights, accommodation and car rental in one go etc. Then it will be a creative
strategy for the development as well as these all services can be easily afford by students and
make their visit easy or comfortable.
Empower the people about the destinations- By offering detailed information about the
destination, they can empower and motivate people regarding destination (Freberg, 2018). This
strategy also plays an effective role in devising a successful campaign. When individuals will
aware with the locations them they will show their interest regarding it.
Students discounts, top deals on flights, hotels, tours and groups- By providing discount
for students, better deals on flights, hotels and tours, the management of the company can create
successful campaign as well as attract number of consumers. For example, they can offer 5%
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discount for students, 10% discount on flight on the booking of net banking etc. This will
contribute in the development of campaign.
Discount strategies for middle and low-income individual- It is another effective
strategy and with the consideration of it, the campaign can be successes. With the support of this,
the management can provide discount for middle and low income people. For example, they can
provide 15% on tour package discount on the booking through credit cards for middle low
income, 20% discount by making booking through particular company’s mobile application and
many more.
Development of the communication plan
Identification of media for marketing
Marketing and promoting can take location on an expansion of mediums or platforms.
Media is the term we use to refer to one of a kind styles of media that offer us with crucial
statistics and understanding. Media has usually been part of our society, even if people used art
work and writings to proportion information. The traditional mediums encompass print, radio,
television, direct mail and Smartphone; while the net mediums encompass e-mail, social media,
pay per click advertising, search engine marketing, and mobile advertising (Mueller, 2019).
There are blessings and expenses to every sort of advertising so it is critical to apprehend the
objectives of every advertising and marketing campaign and utilize the medium that nice enables
them.
Social media sites for searching for new things explore new places- In order to make
successful this campaign, the management can use social media sites for searching for new
things and explore new places. There are number of social media sites like Libertrip, WAYN,
Couch-surfing, Backpackmojo and YouTube etc. These all support in finding new this things and
places.
Facebooks, Instagram, Twitter and popular websites are quite appropriate- These are
best and popular sites which assist the individual as well as organisation in searching new
locations and things before planning tour (Chen and Lin, 2019). With the use of these sites,
people can gain information about their destination as well as see location’s picture. Along with
this, with the support of these sites, the tourism firm can enhance their knowledge regarding
destinations which assist in resolving visitors queries.
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Digital media is very important for gaining more profit- Social media is a superb
manner for enticing and interacting customers. The more they communicate with the target
audience, the extra possibilities they have got of conversion. Set up a two-manner
communication with target audience so that their wishes are regarded and their interest is catered
with ease. Moreover, communiqué and engagement with customers is one the approaches to win
their attention and convey them brand message. When people will engage with the brand then
they will take services again and again which support in improving profit margins.
Budget breakdown structure
A Budget Breakdown Structure is a breakdown or hierarchical illustration of the diverse
expenses in a project. The Budget Breakdown Structure represents the fees of the additives in the
Work Breakdown Structure (WBS). It is a critical device in managing and the financial elements
of any task and creates a shape for making use of measurable fee controls. A single hierarchy
consists of insufficient info for operational making plans and is just too granular for budget,
estimation, fee collection, and variance management (Lin and et. al., 2020). Therefore, agencies
compromise on each sides and performance suffers as a result.
Sl no Activities Estimated costs in (£)
1 Assortment of media for promotion 5000
2 Staffing marketing professionals 16000
3 Provision of staff training 6000
4 Assortment of marketing tools 5000
5 Execution of technologies 14000
6 Campaign promotion costs 13000
Total cost 59000
Promotional Schedule
Sl no. Activities Duration Start time End time
1 Assortment of media for
promotion
7 days 1/04/21 8/04/21
2 Staffing marketing
professionals
10 days 5/04/21 15/04/21
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3 Provision of staff training 15 days 16/04/21 1/05/21
4 Assortment of marketing tools 7 days 10/04/21 17/04/21
5 Execution of technologies 12 days 2/05/21 14/05/21
Testing and learning plan
A Key Performance Indicator is a measurable value that demonstrates how effectively an
organization is reaching key enterprise targets. Organizations use KPIs at more than one range to
evaluate their fulfilment at accomplishing goals (Arora and et. al., 2019). High-stage KPIs may
additionally cognizance on the overall performance of the commercial enterprise, even as low-
degree KPIs may additionally attention on processes in departments along with sales,
advertising, HR, guide and others. Some of the most common types of KPIs are:
Strategic: These massive-picture key performance signs display organizational goals.
Executives commonly look to 1 or two strategic KPIs to discover how the organisation is doing
at any given time. Examples include go back on funding, sales and market share.
Operational: These KPIs usually degree overall performance in a shorter time body, and
are centered on organizational processes and efficiencies. Some examples encompass income via
place, average monthly transportation costs and price per acquisition (CPA).
Functional Unit: Many key overall performance indicators are tied to specific functions,
such finance or IT. These practical KPIs can also be categorized as strategic or operational.
Leading vs Lagging: Regardless of the sort of key performance indicator you outline,
you have to understand the distinction among main indicators and lagging signs (Mustain, Latief
and Sagita, 2019). While main KPIs can help are expecting effects, lagging KPIs tune what has
already came about.
Sl no. KPIs Testing
1 Conversation rate The rate of discussion will imply the efficiency of
communication among the consumer care division and
clients.
2 Site traffic The campaign will support to maximise the rate of site
traffic and get attention of target consumers.
3 Sales revenue The targeted sales revenue will be accomplished with
the support of appropriate conversation and marketing
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plans.
4 Total online bookings The target of 350 bookings will be met with the online
promotion and marketing of the campaign.
Conclusion
A conclusion can be made based on above project that, use of digital campaign is
providing an effective way to promote the tourism activities within Northers Territory through
leading a better interaction and communication with the customers. Beside this, it has been also
summarised that use of SWOT analysis is made for situational analysis. Beside this, a
summarisation has also been made that qualitative and secondary form of research is more cost
and time effective way of undertaking an investigation. This has been from the defined
information that with the support of big data and creative strategy, the management can collect
information about consumer’s needs and preferences as well as information about destination.
Along with this, there are different social media sites like facebook, Instagram and many more
which support in promotion and gaining information about destination.
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