In an effort to decrease administrative costs and increase destination awareness, Australia’s Northern Territory Tourist Commission outsourced its North American operation to Myriad, an MMGY Global company, to take advantage of its existing infrastructure and broad marketing experience.
As the new North American hub for Australia’s Northern Territory Tourist Commission, Myriad sought to increase visitors, market share and yield from North American visitors by positioning the Outback (and Outback tour operators) as the must-see component of any trip to Australia.
The team worked to develop comprehensive marketing and PR strategies (both consumer- and trade-facing) to execute on annual basis, intense training campaigns with frontline reservation agents and aggressive cooperative campaigns. In addition, several direct mail campaigns, trade magazine advertising and PR campaigns were executed to broaden exposure.
Myriad’s services helped reduce administrative costs to less than 15 percent of the total budget, allowing a majority of the funds to go toward marketing campaigns instead.
Advertising funds more than doubled due to co-op campaigns with wholesalers who contributed matching funds, and most importantly, both visitors and yield to the Northern Territory from North America increased considerably. Even higher than overall visitors to Australia.