Thursday, October 18, 2012

I spy with my little eye

A media statement today  from the Queensland tourism minister has extolled the results of the 'I Spy' campaign for TNQ tourism:
Tourism Queensland’s ‘I Spy’ campaign has reignited Aussies’ love of Tropical North Queensland with partner Wotif.com recording a big increase in room bookings for participating local operators.
Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said results for the campaign, promoted between 23 September and 8 October, indicated sales in room nights for participating operators had increased by 29 per cent compared to the same period last year.
“For the 54 Tropical North Queensland tourism operators involved in the ‘I Spy’ campaign, these results are a fantastic boost as they head into the traditionally slower pre-Christmas shoulder season, Ms Stuckey said.” 
It sounds very impressive until compared with a similar media statement a week ago on the campaign results for all Queensland:
Tourism Queensland’s two-week “I Spy” campaign has reignited Aussies’ love of the home-grown holiday with partner Wotif.com recording a big increase in room bookings for participating Queensland operators during the campaign period.
Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey, said initial results for the campaign, which was promoted between September 23 and October 8, indicated sales in room nights increased by 52 per cent compared to the same two weeks last year.
“For the 370 Queensland tourism operators involved in the ‘I Spy’ campaign, these results are a real boost as they head into the traditionally slower pre-Christmas shoulder season,” Ms Stuckey said.
It certainly doesn't make TNQ look quite so good in comparison although given it was targeted at the school holiday market the stronger comparable results would be expected at such as the Gold and Sunshine Coasts I would think.

However I wasn't aware until a recent comment here this holiday period is now aligned in the key states of Qld, NSW & Vic over the same two weeks. In previous years they have overlapped by a week so extending over a three week period. Additionally this year for the first time a public holiday was moved from earlier in the year so there was a Qld long weekend smack in the middle.

Consequently it isn't really clear how valid a comparison between the same two week period last  year could be? A comparison of the Wotif performance with others would also be of interest. Anecdotal observations have been of stronger tourism for some months now in the Far North. It would be a surprise if there had not  been a substantial increase on the previous period.

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