Co-operative Marketing
The Co-operative Marketing Fund was made of up of:
• Tier 1 – Regional Tourism Association co-operative marketing; and
• Tier 2 – Industry co-operative marketing. The total funding allocation was $1,288,041.
Of this, $689,675 (53.5%) was allocated to Tier 1, and $598,366 (46.5%) to Tier 2.
Tier 1
Tier one provided Regional Tourism Authorities the opportunity to develop a regional marketing prospectus for industry buy-in, matched on a dollar-for-dollar basis from this fund. This funding enabled the Regional Tourism Authorities to better market their regions through a range of partnerships and cooperative marketing opportunities.
The Key Performance Indicators for Tier 1 (Regional Tourism Association co-operative marketing) included operator buy-in across the campaigns and increased visitation and spend by both inter and intrastate visitors.
Tier 2
Tier two was available to local, regional or state-wide organisations that had a number of independent operators involved to undertake initiatives such as cooperative advertising and promotions, Visiting Journalist Program involvement, an expanded web presence, and regional conference promotion and packaging. This initiative results in better alignment of industry marketing efforts.
The purpose of the grant was to provide funding assistance to projects that are market ready and able to improve visitation in regions and across the state.
There were three rounds of Co-operative Marketing grants as follows:
• Round one opened 1 December 2006, closed 14 February 2007
• Round two opened 22 March 2007, closed 14 April 2007
• Round three opened 2 July 2007, closed 24 August 2007
Over the three rounds, a total of 37 applications for funding were received. Applications were assessed in accordance with governance guidelines. Fifteen different projects were successful totaling $1,080,291 in grant funding.
Five projects have been completed and a further five projects are due for completion by the end of February 2008. It is anticipated that five more projects will be completed between March and November 2008.
The Key Performance Indicators for Tier 2 (industry co-operative marketing) varied with each project. Project reporting was aligned to the agreed milestones.
Contact:
Regional Development Project Manager, Amanda Walsh
Amanda.Walsh@tourism.tas.gov.au or (03)
6230 8181
Application submissions for 7.3
download
and complete this application
form, read the agreement,
and the guidelines.
Application
form also available
as a MS Word version
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