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International Marketing Summary
The International Marketing Department has increased promotion and understanding of the Gold Coast across our seven key international source markets of New Zealand, Japan, China, South East Asia, India, Middle East and the United Kingdom.
We have been focused on continually improving the destination’s exposure and conversion through the various travel trade and travel distribution channels in each of these key markets and in additional markets including Korea, the United States and Taiwan. Effort has been made to constantly educate international travel agents on Gold Coast product, partner with travel trade and airlines in consumer direct campaigns and align the Gold Coast with established and credible brands in each market.
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Furthermore, we undertook a strategic review of our South East Asia and China operations in 2009. This facilitated a minor restructure of staff and expertise which included the appointment of dedicated marketing resources for Greater China and Asia / Middle East, along with the opening of a representative office in Shanghai, China.
Finally, it must be noted that very few of Gold Coast’s key international source markets were unaffected by the combination of the global economic crisis, the H1N1 influenza and Australia’s strengthening dollar over the past 12 months. As such, the Gold Coast’s increased visitor and visitor expenditure performance compared to lacklustre state and national trends has been exceptional.