Trails SA Anne Sellar, SATC Anthea Shem, ORS October 2004.

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Presentation transcript:

Trails SA Anne Sellar, SATC Anthea Shem, ORS October 2004

SA Trails Coordinating Committee Is a cross agency state government initiative with partners in local government and peak recreational organisations Draft Recreational Trails Strategy

Trail Classifications: National, Regional, Local Non motorised activities Key Directions and Work groups Draft Trails Strategy

Trails SA Marketing Group ForestrySA South Australian Tourism Commission Department for Environment & Heritage Office for Recreation & Sport

Key Direction 4 – Promotion & Communication To coordinate and enhance marketing and promotion of SA Trails to maximise trail usage, patronage and awareness of recreational and tourism opportunities

Strategy 4.1 Develop a trails marketing plan with focused delivery to key sectors including overseas, interstate and intrastate visitors, back packers and adventure tourism

Strategy 4.2 Promote the profile and recognition of SA trails to South Australians, Australians and the international market

Trails SA Brand Research 50+, Family, Brand purpose motivational, recognition, reassurance

www. southaustraliantrails.com One stop shop for trail information Website Management MOU Trail database Criteria for inclusion

Recreational Trails Guide 32 page comprehensive guide to the states network of trails Distribution Downloadable

Co Branding Map/brochures, Interpretative signs,Trailhead signs,Banners,Conference products, Trail launches In collaboration with private sector, local & state government, non government organisations and peak activity groups, through the building of partnerships Maximised opportunities and resources, economic benefits,strengthens brand recognition

Co Branding Top Trails

Co Branding Regional Trails

Develop Marketing Products

Trails SA Promotional activities Launch of Website/Guide Media releases Inserts into regional guides

Royal Adelaide Show Major trail events Host 2004 conference Trails SA Promotional activities

The Future Marketing Plan 2005 – 2010

Benefits of this approach Consolidate a budget line for agencies Coordinate inclusion of Trails SA funding within future government agency bids Maximized opportunities for branding Shared resources

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