Latest (18 December 2006) - questions asked during Grant Writing Workshops (most of these relate to Project Seven)
General
The Tourism Promotion Plan Task
What process was followed?
What were the key messages?
Please explain alignment and leverage
Program One – Consumer Research
What does it cost?
What are the objectives of this consumer research?
What are the desired outcomes?
When will the results be released?
Program Two - Spring Campaigns
How much does program two cost?
How will it help bolster existing programs?
What is Tourism Tasmania spending the extra money on?
What is TT-Line spending the extra money on?
Give me an example ...
Program Three – Autumn/Winter Campaigns
How much will this campaign cost?
Program Four – Major Destination Campaign
How much does it cost?
Program Five – Intrastate and Visiting Friends and Relatives
How much is being spent on program five?
How can I become involved?
Program Six – E-marketing Platform
How much does this program cost?
Why do we need to focus on e-marketing?
Program Seven in 3 parts - Market Ready Regional Tourism
7.1 – Regional Product and Experience Development
What budget is set aside?
Applications and Assessment Criteria
Am I eligible ?
Who or what is ineligible?
(Note: several additional questions relating
to Program Seven were asked during the Grant Writing Workshops)
7.2 – Improving
the Capabilities of the Regional Tourism Authorities
How much for this?
ATDP – What’s the difference?
7.3 – Co-operative
Marketing
What is the cost of this and how much is available?
Applications
Assessment Criteria
Am I eligible ?
Projects and Joint Projects
Who or what is ineligible?
(Note: several additional questions relating
to Program Seven were asked during the Grant Writing Workshops)
Contingency and Administrative Costs
Why spend money on a Contingency Fund
and Administrative Support?
How will the money be governed?
What is the specific role of the Management Committee?
What is the Administrative Support for?
The Tourism Promotion Plan Task
In July 2006 the Minister for Tourism, Arts and the Environment announced Terms of Reference for the Tourism Promotion Plan Working Party. These were condensed into four broad objectives.
- Accelerate preference for Tasmania, and intention to visit Tasmania, in the State’s core markets using innovative programs;
- Continue the momentum in south east Queensland and New South Wales achieved through Spirit of Tasmania III;
- Optimise the performance of Spirit of Tasmania I and II; and
- Encourage broad regional visitation, including a focus on travelling in Tasmania by Tasmanians.
The Working Party recognised that through the extraordinary funding opportunity being offered by Government, it was in a position to create significant long-term benefits for the Tasmanian tourism industry, and the broader Tasmanian community.
The Working Party organised industry consultation forums in Hobart, Bicheno, Devonport, Launceston and Strahan during starting 24 July and continuing into August 2006. A total of 180 participants attended the forums and more than 500 comments and suggestions were put forward. Ruth Forrest MLC also arranged forums in Smithton and Wynyard and a report was received summarising those community consultations.
In addition a number of written submissions were received from a range of industry and allied associations and bodies.
The information was collated and key themes were developed by a facilitator appointed to the Working Party. This information assisted the development of strategies.
The Working Party observed through the consultation process that the industry is strongly united in its collective view of how and where the money should be managed and spent. Through this Proposal the Working Party has acknowledged the industry’s wish for there to be closer alignment between Tourism Tasmania marketing and TT-Line marketing and more opportunities to be made for industry to contribute.
In summary, the industry is asking for better alignment and more effective leveraging.
To deliver on the Terms of Reference and meet industry needs, the Working Party recognised the need to stimulate activity to bring new customers seeking new products in new ways. The Tourism Promotion Plan will do this by:
- obtaining the best possible research to tell us what our customers want.
- sharing and building research results into all aspects of work (product development through to marketing).
- encouraging TT-Line and Tourism Tasmania to work together to better leverage existing campaign funding.
- developing an intrastate marketing program to encourage Tasmanians to holiday within Tasmania.
- investing in new technology now to create smarter marketing platforms.
- working with tourism industry associations on a raft of programs to improve regional product and experience development.
Please explain alignment and leverage?
The Tourism Promotion Plan aims to create better alignment and more effective leveraging of tourism funds. This alignment and leverage philosophy underpins this funding proposal and all its suggested programs by:
leveraging existing spend by Tourism Tasmania, TT-Line
and Tasmanian tourism operators; and
encouraging alignment of the work of all parties in
the tourism industry including Tourism Tasmania, TT-Line, Regional
Tourism Authorities, associations and Tasmanian tourism operators.
Program One – Consumer Research
What does it cost?
$300,000, and only in year one.
Tourism Tasmania is responsible for this
program.
What are the objectives of this consumer research?
The broad objectives of the Study are to understand:
- Current consumer perceptions of Tasmania as a holiday destination;
- Current motivational triggers for travelling to and within Tasmania;
- Current barriers associated with travelling to and around Tasmania; and,
- The brand and product attributes including regional locations which, if effectively attached to Tasmania, would increase our appeal to a range of market sectors.
What are the desired outcomes?
This Study will explore and provide detailed knowledge to assist in shaping Tourism Tasmania’s marketing, communications and development strategies for the next three years. It will:
- Result in Tourism Tasmania fully understanding consumer’s perceptions and misconceptions about Tasmania as a holiday destination.
- Result in clear and concise detailed knowledge on what consumers perceive as the core strengths of the Tasmania.
- Identify where Tasmania sits in the minds of consumers holiday destination consideration set.
- Identify the motivational triggers for travelling to Tasmania and barriers preventing consumer’s choice of the State as a holiday destination.
- Explore the depth of experience consumers are seeking and how the State as a whole, and the regions individually and the ‘packaging of products’ at both levels, can be used to convince consumers of the desirability of a Tasmanian holiday.
- Provide guidance on how consumers can experience the State in smaller pieces to meet the shift towards shorter stays.
- Provide evidence of enhanced approaches to “value adding” our knowledge of our customers through evaluating alternate approaches to segmentation.
- Give an understanding at a broad level, of consumer attitudes to various new forms of media communications including, but not limited to podcasting, video streaming, web television and the like.
The Details
- Will result in broader understandings into why consumer’s travel and their perceptions of Tasmania as a holiday destination, including detail on why consumers do and don’t choose Tasmania (the triggers and barriers to conversion).
- It will reveal what consumers perceive to be Tasmania’s core strengths.
- Further, it will enable Tourism Tasmania to ensure Tasmania stays top of mind in the holiday destination choice set.
- This stage will also begin to identify, in the minds of the consumer, the unique selling propositions of local regions.
When will the results be released?
It’s anticipated that first results will be communicated in December 2006.
Program Two – Spring Campaigns
How much does program two cost?
$1.4 million - $700,000 in year one, and $700,000 in year two; Tourism Tasmania and TT-Line have primary carriage of this program.
How will it help bolster existing programs?
Tourism Tasmania has spent $1 million on its Spring campaign and TT-Line has spent $3 million on Spring campaign. The TPP provides a further $700,000 in the first year to bolster this effort.
What is Tourism Tasmania spending the extra money on?
Tourism Tasmania will spend a further $300,000 on additional magazine and editorial support.
The majority of this activity is in conjunction with Tourism Australia’s domestic campaign. It includes double-page advertising in magazines and inserts, for example:
- Australian Gourmet Traveller
- Wish Magazine (The Australian)
- Explore Magazine (Sun Herald and Sunday Age)
- ABC Life Etc
- Australian Travel and Leisure
Online advertising Ninemsn.com
Regional advertising developed in conjunction with the Regional Tourism Authorities in the Sunday Telegraph and Sunday Herald Sun
What is TT-Line spending the extra money on?
A further $400,000 will be spent on a direct mail and e-marketing on-line campaign to assist conversion.
This will include a 16-page catalogue sent to the TT-Line past passenger data base and on-line advertising and promotion. The on-line promotion is based on a ‘sale countdown’ creating an urgency to book to obtain a discount on day sailings.
Give me an example. Specific initiatives for Spirit of Tasmania – North West Catalogue.
TT-Line has developed a 16-page full-colour North West Tasmania catalogue. It was developed to enhance the Spirit of Tasmania Spring campaign to generate additional tourist numbers to visit Tasmania and, in particular, the north west region.
The cost is approximately $240,000.
Target audience:
- Spirit of Tasmania past passengers – 110,000 households (NSW and Vic)
- Database contacts generated from passengers (100,000) who have travelled between 2002 (January) to 2006 (June)
- February database contacts generated from passengers (10,000) who have travelled between July and December 2006.
The catalogue will be sent out in November 2006 and February 2007.
Program Three – Autumn/Winter Campaigns
How much will this campaign cost?
$2 million Program - $1 million in each of the two years. With the benefits of the new research in Program One, launch a significant campaign in New South Wales, south-east Queensland and Victoria from February to May 2007. This campaign will drive sales by encouraging people with an interest in visiting the State to go ahead and book their trip. It is planned to have TT-Line align its $3.5 million campaign to Tourism Tasmania’s $1.5 million campaign, with an additional $1 million from the Tourism Promotion Plan.
This will be repeated in 2008. This campaign will be dependent on new research being conducted under Program One.
Planning has commenced.
Program Four – Major Destination Campaign
The cost of this Program is $6 million - $3 million in each year. Tourism Tasmania has primary carriage of this Program. This program will fill the $4.6 million marketing void that TT-Line was spending in Sydney, regional New South Wales and south-east Queensland for Spirit of Tasmania III.
The campaign will build the profile of Tasmania as a holiday destination, and is expected to retain the momentum in these specific markets and support all carriers focused on Tasmania.
This will be achieved by media advertising (including selected television and pay television), digital media, as well as public relations and event marketing. It will be supported by additional advertising by key partners including the Tasmanian regions, tourism wholesalers and retailers, carriers and operators.
This campaign will be shaped on new research being conducted in Program one.
Planning has commenced.
Program Five – Intrastate and Visiting Friends and Relatives
How much is being spent on program five?
The cost of this Program is $400,000 - $200,000 for each year. Tourism Tasmania will work with the regions to develop this campaign. A new program will be developed jointly by Tasmania’s regions and Tourism Tasmania to ensure that the increase in the ‘Visiting Friends and Relatives’ area is maintained.
The campaign aims to boost visits within Tasmania by Tasmanians, and to foster the ambassadorial roles that Tasmanians can play by actively encouraging their friends and relatives to visit. Industry skill development maybe used to introduce innovative customer relationship management systems for operators to work within the intrastate market.
This program will consist of TV documentaries and integrated marketing program which will give opportunity for industry participation. Cooperative participation will be invited through dollar-for-dollar funding.
Program Six – E-marketing Platform
How much does this program cost?
$825,000 Program – 400,000 in year one, and the rest in year two.
Why do we need to focus on e-marketing?
In response to fast-changing consumer trends, on-line capabilities need to be quickly enhanced. This program is designed to speed up the implementation of on-line and digital activities Tourism Tasmania has commenced.
It will build on Tourism Tasmania’s digital strategy, focusing on regional experiences and enhancing online booking capabilities. It’s designed to deliver a four-year program in only two years.
Other initiatives include the development of digital content through webcams, live weather feeds, and special interest hot-links. This program will also collaboratively link the industry through various portals.
Program Seven – Market Ready Regional Development
Total Cost of this program is $4.074 million - $2.45 million in year one, and the rest in year two.
There are three sub-programs involved:
- 7.1 Regional product and experience development
- 7.2 Improving the capabilities of the Regional Tourism Associations
- 7.3 Co-operative marketing
About 7.1 – Regional Product and Experience Development
The cost of 7.1 is $2.075 million over two years.
This initiative allows Regional Tourism Authorities, industry sectors
and associations, individual operators and local tourism associations
to apply for funding to assist in developing strategies that have demonstrated
industry and community support. They must align with the aims of the ‘Market
Ready’ Program
to accelerate the development of regional products and experiences. Many
Tasmanian regions have developed their own brand and personality, often
at considerable cost.
Within Tasmania there are certain projects
that have a great capacity to influence the success of a destination
in attracting visitors and can act as catalysts for regional development. By
acting as a lighthouse project, these projects can have a flow-on effect
to the whole community, in economic and employment terms and by improving
standards and experiences.
There are significant opportunities to assist regions, destinations and
their operators to maximise their potential by coordinating their brand
delivery and improving the implementation of their brand. Consumer research
(Program One) will support this program by market testing the unique
selling points identified in local/regional brands.
7.1 - The Product and Experience Development Fund
This initiative allows the industry to apply for funding to assist in implementation of developed projects that align with the brand and will support the existing industry and community. The projects must align with the aim of a ‘Market Ready’ concept to accelerate the development of regional products and experiences.
This fund is designed to deliver significant regional outcomes and priority will be given to projects in an indicative range of $100,000 to $200,000. Access to the fund is by application only based on a competitive merit based assessment. Assessment of applications will be against the overall guidelines of the Tourism Promotion Plan and specific assessment criteria.
7.1 Assessment Criteria
- Proposals must align with the Tourism Promotion Plan goals, objectives and intent
- Proposals must impact on visitor behaviour (visitation, length of stay, expenditure)
- Proposals must represent value for money for the applicant and the State Government
- Proposals must include sound business/project planning practices
- Proposals must show a capacity to deliver
All applicants MUST be:
- A sole trader, a partnership or Incorporated and provide their Australian Company Number (ACN); and
- Registered for GST and provide their Australian Business Number (ABN)
Examples of eligible organisation are:
- Regional Tourism Associations
- Industry Sector Organisations
- Individual or groups of operators
- Local Tourism Associations
7.1 Who and what is Ineligible?
Organisations - State and Australian Government organisations, departments, agencies and Government Business Enterprises.
Projects and activities such as:
- feasibility studies or other similar business planning
- marketing, advertising or product promotion
- purchase of capital equipment such as vehicles, boats, computers, machinery or other equipment
- buy or lease real estate of any type
- concept designs, or development or planning approval documents, activities or processes
- engagement or payment of permanent employees
- payment for work undertaken on the project before an offer of funding is made
- allowances for project ‘contingencies’ in the budget
- administrative or running costs that are normally the applicant’s responsibility-for example, insurance, rent, standard office equipment, telephone costs and consumables
- payment for business audit costs
- raise capital funds, provide fund investment or fund venture capital activities
- duplicate or overlap any other Commonwealth, state, or local government program
- attend conferences or seminars or fund overseas travel.
Please note, matching cash, other cash or in-kind contributions can be used for any ineligible items or activities that are an integral part of a project.
About 7.2 – Improving the Capabilities of the Regional Tourism Authorities
The cost of 7.2 is $600,000 - $300,000 per year (split between the three regions).
This funding will increase the capacity of the Regional Tourism Authorities to roll out the Tourism Promotion Plan programs in their regions. As each Regional Tourism Authority is different, a one-size-fits-all approach will not be appropriate. The specific response will vary in each region.
Category one programs within ATDP must demonstrate the existence of matching funds. TPP does not insist on matching funds for applicants, however it is favourable.
TPP Stipulates that sole traders and partnerships are eligible for funding. Therefore it is not essential for an applicant to be incorporated.
About 7.3 – Co-operative Marketing
The cost of 7.3 is $1.4 million.
This initiative allows the industry to apply for funding to assist in marketing of regional tourism products and experiences and is designed to accelerate visitation and success of regional products and brands. Applications should be informed by market research and can address either intrastate or interstate markets.
The fund has two aims:
- To enable operators to align with major campaigns specifically for tactical cooperative marketing efforts that align with the destinational marketing framework within the rest of the TPP promotional programs.
- To develop cooperative marketing arrangements, such as promoting new packaging and bundling of product in an area to deliver improved regional experiences.
This fund is designed to deliver significant regional outcomes. It recognises
many smaller operators may have more limited funds but encourages cooperative
applications and so is aimed at supporting projects greater than $5,000
in value. For operators proposing to align with a major campaign,
proposals greater than $50,000 are likely to be supported.
Access to
the fund is by application only based on a competitive merit based assessment. Application
can be submitted at any time either before the closing date or until
funds have been fully allocated.
Assessment of applications will be against the overall guidelines of the Tourism Promotion Plan and specific assessment criteria.
- Proposals must be aligned to the goals, objectives and intent of the Tourism Promotion Plan.
- Proposals must impact on visitor behaviour (visitation, length of stay, expenditure).
- Proposals must represent value for money for the applicant and the State Government.
- Proposals must include a marketing plan, which must provide a detailed business case and include measures.
- Proposals must show a capacity to deliver.
Organisations – all applicants MUST be:
- A sole trader, a partnership or Incorporated and provide their Australian Company Number (ACN); and
- registered for GST and provide their Australian Business Number (ABN)
Examples of eligible organisation are:
- Regional Tourism Associations
- Industry Sector Organisations
- Individual or groups of operators*
- Local Tourism Associations
* Note the application may be from one operator but it must demonstrate a cooperative approach with other operators or stakeholders.
Projects and Activities
Projects and activities will only be eligible if they address the above
guidelines, assessment criteria, meet all the requirements of the program
and do not contain any projects or activities identified below in 4.2.
For example, proposals can include components of Public Relations, new
collateral development, Visiting Journalists Programs, new technologies
(podcasts etc) and expanded web activities / presence.
Joint Projects
Joint projects must select one eligible
organisation or individual as the lead applicant. The lead applicant will submit the application
and, if successful in obtaining funding, is the entity that will enter
into the funding agreement with the State Government. The lead
applicant must demonstrate they meet the eligibility requirements and
will be responsible for enuring all aspects of the project are completed
in accordance with the funding agreement.
7.3 Who and What is ineligible?
Organisations - State and Australian Government organisations, departments, agencies and Government Business Enterprises.
Projects and activities such as:
- feasibility studies or other similar business planning
- product development plans
- product development work
- development of marketing plan
- purchase of capital equipment such as vehicles, boats, computers, machinery or other equipment
- buy or lease real estate of any type
- concept designs, or development or planning approval documents, activities or processes
- engagement or payment of permanent employees
- payment for work undertaken on the project before an offer of funding is made
- allowances for project ‘contingencies’ in the budget
- administrative or running costs that are normally the applicant’s responsibility-for example, insurance, rent, standard office equipment, telephone costs and consumables
- payment for business audit costs
- raise capital funds, provide fund investment or fund venture capital activities
- duplicate or overlap any other Commonwealth, state, or local government program
- attend conferences or seminars or fund overseas travel.
Why spend money on a Contingency Fund and Administrative Support?
A contingency fund of five per cent of the total Plan was recommended
to allow additional flexibility and rapid response to any emerging issues
as necessary. It is recommended that this fund be administered by the
Minister. An allocation of up to $400,000 for each of the two years is
recommended. Unspent funding will be transferred into another project.
Total funding is a maximum of $800,000.
How will the money be governed?
An ongoing Management Committee of the Tourism Promotion Plan is proposed
for the life of the Plan.
This would consist of a sub-committee of the
existing Tourism Promotion Plan Working Party (with representatives from
Tourism, TT-Line and Tourism Industry Council Tasmania) that meet quarterly
or more often as required.
What is the specific role of the Management Committee?
- ensure all Tourism Promotion Plan monies are expended to achieve the specific goals and outcomes that the Tourism Promotion Plan has proposed;
- generate a culture of alignment between organizations involved in each program, ensuring strong levels of cohesion not experienced before in Tasmania;
- ensure quantification of results;
- keep Government, industry and stakeholders regularly informed on financial allocations and outcomes (and a clear distinction between TPP and the receiving organization’s other funding);
- ensure full accountability for the Plan exists through appropriate governance and auditing;
- review the progress of the Plan and recommend any change to program allocations where required to the Minister.
What is the Administrative Support for?
The Management Committee's tasks would be assisted by a permanent administrative position, based in Tourism Tasmania. It is proposed this role would directly administer two programs (the Product and Experience Development Program and the Cooperative Marketing Fund) as well as provide support to the Management Committee in monitoring progress and ensuring the objectives of the Tourism Promotion Plan are achieved.
This would include ensuring financial allocations made as part of the
program are transparent and communicated regularly to industry. This
person will be a key communication conduit with government organisations
and Regional Tourism Authorities and visit regions as needed.
///Latest FAQ's -
most asked at early December Grant Writing Workshops///
Will there be another funding round this year?
No.
Will the next round have the same criteria?
The next round criteria may change.
Do projects have to be completed by the end of the financial year?
No, but the intent of Program seven is for the implementation of “Market Ready” projects and criterion 1 includes this concept.
Is the Product and Experience Development fund aimed at new or existing products?
Implementation of either new or the expansion of existing products and experiences is permitted.
Will the first to apply to the Cooperative Marketing fund automatically receive funding?
No, an assessment of each application will be conducted against the assessment criteria.
How and who will assess the applications?
All assessment will be against the assessment criteria by an independent assessment panel. The panel will consist of representatives from Tourism Tasmania, other government representatives and Industry that have the appropriate expertise.
What are the funding arrangements (funding agreement)?
Please see the funding agreements attached to the funding programs.
When will next financial year's program open?
No dates have been set and information on the funding available for next financial year will be disseminated as soon as it is finalised.
Can you apply for a grants from both 7.1 and 7.3 this year (eg one grant to develop the product or experience, another grant to market it)?
Yes, but consideration must be give by the applicants to the assessment criteria in particular the value for money and capacity to deliver. Separate applications must be submitted to each fund.
Will unused funds in 06-07 be available in 07-08 to apply for?
The working party will make recommendations to the Minister to reallocate any unused funds.
Do the funds have to be committed by the end of June 2007 (eg if you have a year long advertising campaign)?
Each submission must provide a detailed timeline, and funds for the cooperative marketing dollar for dollar commitment must be spent on the proposed campaigns. The aim of the program is to make a timely and significant impact in the industry so a longer timeframe is not likely to succeed.
Are there any types of marketing activity that would be looked on more favorably than others?
No. They will be assessed according to the criteria and ability to demonstrate effectively reaching and converting target markets
With the Product and Experience Development Grant, if you are 15-20% into your project, can you still request funding for the project under the TPP?
Yes, but funding will not refund or be used to cover cost incurred for any work undertaken prior to the implementation of the proposed project.
What sort of value for money / return is the govt looking for?
The assessment criterion 3.2 gives a guide to value for money.
Are there benchmarks that applicants can aim for?
The assessment criterion sets out the goals, objective and intent of the program along with the aim of each fund.
Will we get feedback on our application if unsuccessful?
Yes
Is there a bias / preference given to those applicants who have received funding?
No
Can the project manager be included in the application for funding? Eg. An architect
Yes, but see assessment criteria in Guide for Applicants for Program Seven subprojects - 7.1 and 7.3
Is tier 1 round one and tier 2 round 2?
No, round 2 of the funding will be a separate process
What is the timing of tier 2?
Please see the Guidelines for Applicants in the Cooperative Marketing Fund.
Is the money to be spent this tourism season or next spring?
The money will be allocated to successful applicants ASAP, with the intention of implementation ASAP.
How do you apply for the Minister’s contingency fund?
Through a direct request to the Minister
If applicants aren’t initially successful in the first round are they able to reapply?
Yes
Is there someone to advise on the application?
Yes, your regional Industry Development Consultant (as per the Guidelines for Applicants)
Can either inter and intrastate marketing be addressed?
Yes.
Can the marketing plan include support, including financial assistance, from other government bodies?
Yes, but any other money must be available for implementation at the time of submission of application and all budget details must be clearly outlined in the submission.
Will the money be available this financial year?
Yes
Is it wise to aim for the highest amount or can you write in an application what is satisfactory if the first is deemed too high?
The funds requested must accurately reflect the project needs. Do not submit multiple amounts.
Is there a limit to the number of applications one person/organisation can lodge?
No, but applicants should be aware that their capacity to deliver multiple projects will also be assessed.
Are the grants treated as taxable income?
For all taxation advice please contact the Australian Tax Office.
Are there time limits to when grant funds must be spent?
In all applications accurate timeframes for project implementation are
requested. Applicants must be mindful of the intent of the tourism
promotion plan and that is to implement market ready projects and make
a significant different ASAP.
