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International Market Briefing 21 November 2006

International Market Briefing 21 November 2006. China Mr. Oton Wu Regional Director – North Asia. Market Summary – Figures ( July 05 – June 06 ). Source: TRA, International Visitor Survey (Quarter 2006). Market Summary: Key Trends & Tactics in China.

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International Market Briefing 21 November 2006

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  1. International Market Briefing21 November 2006 China Mr. Oton Wu Regional Director – North Asia

  2. Market Summary – Figures ( July 05 – June 06 ) Source: TRA, International Visitor Survey (Quarter 2006)

  3. Market Summary: Key Trends & Tactics in China

  4. Market Summary: Key Trends & Tactics in China

  5. Current Market Activities • Case 1: Australia Prefers VISA with Tourism Australia • Tied in A$10m VISA new advertising campaign in China and Hong Kong featuring National Hero, Liu Xiang – Olympic Gold Medalist and World Record Keeper (110m Hurdles) • Special Olympic linkage between Beijing and Sydney • Tactical campaign to tap into VISA Gold and Platinum Cardholders

  6. Print Ad • Offer Brochure • Suggested NSW Itinerary

  7. Current Market Activities • Case 2: China Unionpay Promotion (Coming soon!) • National Australia Bank (NAB) is the first Australian bank to sign an agreement with China Unionpay (CUP) to enable millions of Chinese visitors to use their Chinese credit/debit cards to make EFTPOS purchases and use ATMs in Australia in Sep 06. • CUP has over 99% of the bankcard market in China

  8. Current Market Activities • Case 3: Shanghai Hi-end PAK • 8-Day East Coast Hi-end Package launched with Qantas Shanghai and 4 top agents • Full colour itinerary leaflet with detailed visit timing for each attraction • Over 400 bookings in the first launch from Jul to Dec 05 VVIP Product Famil + Product Revamped in Apr 06 Re-launch in Aug 06 First Launch in Jul 05

  9. Current Market Activities • Case 4: Self-drive Promotion • Increasing demand and the high potential in China • Adapted from the traditional Chinese version launched in Hong Kong in early 2006 • Key features: • Photos of road signs • Estimated traveling time • Must-go attractions in each NSW region • Driving tips • Popular training tool for travel agents

  10. Aviation Updates • Qantas • Nick McGlynn promoted to GM looking after Eastern & Northern China markets based in Shanghai • Cathay Pacific • Taken over Dragonair - more traffic from secondary cities in China feeding to Hong Kong • Resuming daily service between Hong Kong & Shanghai in Dec • Virgin Atlantic • Proactive in the market to feed traffic from mainland China to fly via Hong Kong to Sydney • Viva Macau • New budget airline based in Macau plans to start service in Dec 06 • Plan to charter flights to Sydney 4 times a week in the second half of 07

  11. Future Market Opportunities • China Unionpay Promotion • Generic offers readily available • ASP Famil 2007 • 19-24 March: North China (Beijing / Shanghai) • 16-21 April: South China (Guangdong / Hong Kong) • Self-driving promotion • Events promotion

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