Summary
- Websites down just 48 hours after launch;
- Media Contact phone number disconnected;
- Press Kit unavailable;
- No Press Release;
- The only 'famil' for journos is a wedding tour;
- The only 'famil' does not promote any of the coast or mainland;
- Links on the corporate webpages go to expired pages;
- The logo used on Facebook is not legible and seems to promote other services.
The campaign, only three days old, is already being criticized for its failure to promote Airlie Beach (WIN TV News story - 1 in 5 shops vacant); lack of imagination; omissions; errors and faults. And these faults are not little typo errors either, but important details, press releases and kits, contacts, phone numbers and follow up information
While the launch of the new Tourism Whitsundays logo and slogan may have been flashy, the accompanying marketing could only be described as deplorable, making the initial launch a waste of time and money.
An 'explosive' email has landed onto my desk this morning that was sent out to what appears to be the majority of the membership of Tourism Whitsundays. The email (full copy here) lines out some pretty embarrassing failures that every Marketing person should (or should have) learnt. I've taken up some of the points from the email.
The Event
At 8.30am Wednesday 1 December, Premier Anna Bligh announced that the new slogan for the Whitsundays has changed from '74 Islands' to '74 Island Wonders'. (One 'wonders' how much it cost to get the Premier and groupies up to announce a new word). Tourism Queensland has yet to issue a Press Release on this event, however, there is a story here about the launch.
Of course, with so much taxpayer and members money getting spent to get them up here and to host the event, you would ensure that all the marketing material, press releases, logos, and websites would also be correct - alas, this is not so.
The Websites
Just 48 hours after the launch of the new campaign, slogan and logo, both the Tourism Whitsundays and Tourism Queensland websites were down for most of Friday, including business hours.
Earth calling the Whitsundays
There are eleven stories there explaining the wonders and beauty of our region and how to enjoy them.
Now, click any one of the 'More Info' buttons next to any one of the stories. On all eleven pages at the very bottom are the contact details:
 |
| For more information: Tourism Whitsundays Tel +61 7 4946 6673. |
The last known owner of that phone number was for a Coin Collector in Golden Orchid Drive, Airlie Beach.
We hope you make it here
OK, we've got the journos and writers interested in the Whitsundays with the expensive launch. They've tried phoning Tourism Whitsundays for more information (to assist writing their story), but the number is disconnected, so they'll look for some Media resources instead.
OK, we've got the journos and writers interested in the Whitsundays with the expensive launch. They've tried phoning Tourism Whitsundays for more information (to assist writing their story), but the number is disconnected, so they'll look for some Media resources instead.
Of course, a 'Whitsundays Destination Kit' has been produced to help them write the story: Go to the Whitsunday Media Services page. Click the Whitsundays Destination link and you'll get this:
Are all Journos single?
Tourism Queensland publish “suggested Itineraries” for journos for all the Queensland regions. Here are all the itineraries (also called 'Famils') offered by Tourism Whitsundays on the TQ website:
This is proof that Tourism Whitsundays has not stood by to its promises to promote the mainland.. If you view the one itinerary (PDF), you will probably think that Airlie Beach and Proserpine Airport were in another part of Queensland, not the centre of the Whitsundays, as they do not rate one mention.
Yes, we do exist
Tourism Whitsundays publish a list of the 'Ultimate Itinerary Ideas' for corporate team building. The website says; "The Whitsundays is unrivalled in its extensive range of both water and land based activities".
Tourism Whitsundays publish a list of the 'Ultimate Itinerary Ideas' for corporate team building. The website says; "The Whitsundays is unrivalled in its extensive range of both water and land based activities".
On this page are ideas and links for the Medium to Large Corporate leader to help them decide whether the Whitsundays are an appropriate location for a conference and/or convention. The links are for: Whitehaven Beach, Charter Yacht, Scenic Flight, Great Barrier Reef and Sightseeing. The links in red, when clicked, send you to an expired page:
Logo and slogan reinforcement are 'the face' of your company or service on social media websites, like Facebook. This is Tourism Whitsundays new profile picture and announcing it:
Itsur - a technical college in Mexico.
How difficult is it to change a profile picture so it can be understood? (Ed - the person responsible for this should be removed from that duty at once, or given a TW Marketing Award.)
It is too late to fix these monumental mistakes - the launch will now be remembered for its blunders, rather than wonders. Just one simple, little thing can make or break a campaign. Many simple mistakes can guarantee its failure.
I suggest you read the email that went out to the Tourism Whitsundays membership last night.
Tourism Whitsundays - Marketing:
Marketing Service Manager - Danielle Seymour
Marketing Executive - Nicolette Romais
Marketing Communications Co-ordinator - Christina Unterwurzacher
Sources
Whitsunday Times
Tourism Queensland
Tourism Whitsundays
Advance Whitsundays
2 comments:
This would be quite funny if the implications weren't so serious.
Perhaps the work experience kids and the first year undergrads should have been supervised a little closer.
I have seen the results of using inexperienced personnel as a cost cutting measure to develop important sites such as this, and this is what should be expected.
No doubt the developers will get their arses kicked while those truly responsible for this mess will pass the buck.
So true . . . wish I could break the cycle though . . .
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