Marketing and Promoting a B&B or Farmstay
Responsibilities and Relationships |
Your Bed & Breakfast or Farmstay Operation
- Responsible for deciding your "market segment" and for tailoring your promotional activity accordingly: website; brochures; mail-outs; hard copy adverts; VIC sponsored brochures; local group brochures etc.
- Responsible for setting your budget for relevant, planned promotional activity
- Responsible for forging relevant links to your local VIC and RTO where relevant
- Responsible for acting on the promotional deals your association has that meet your market positioning
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Local and Regional Groups of Bed & Breakfast and Farmstay Operators
- Responsible for promoting the B&B and Farmstay (and other accommodation types where appropriate) and for providing a network opportunity for local operators to assist in improving the individual business knowledge and skills and in some cases for sourcing local trade discounts for members.
- May have a direct or indirect link to the Association - eligible to provide detail of their group on the links page of the Association's Accommodation Directory Website with a link to their own website
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Visitor Information Centres (VIC) and Local Tourism Boards (LTB)
- Responsible for working with the RTO in promoting the area in which your B&B/Farmstay is located and for providing other promotional opportunities for the local B&B/Farmstay groups and/or individual operators.
- Some are "wholly owned" by the local council; others are independent of them and run as a corporation. Some are very effective others less so.
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Regional Tourism Organisations (RTO)
- Responsible - as part of the Tourism New South Wales regional structure - for developing a regional marketing profile for the region and for promotional material within that profile.
- Work closely with TNSW to "piggy back" off TNSW strategies and branding to promote their regions.
- Some work closely with the VICs and others less so; some are effective and others much less so.
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Bed & Breakfast and Farmstay NSW & ACT
- Responsible, as a true industry association, for ensuring that all members are provided with all the relevant information necessary to run their property effectively and efficiently; email, newsletters and conferences.
- Responsible for providing training opportunities to assist members in running their businesses
- Responsible for representing the industry to Tourism NSW and to other government agencies
- Responsible for sourcing a range of member only discounts that assist members in managing their property
- Responsible for providing an overall exposure of the industry through publication of an annual B&B and Farmstay Guide for display at members' properties and VICs; for the Accommodation Directory Website and other media exposure for the industry.
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Tourism New South Wales
- Work more or less closely both with Tourism Australia and state based industry Associations.
- Responsible for the overall "image" or branding of New South Wales to overseas visitors and visitors from inter state; also responsible for promoting intra-state travel
- Responsible for working within the RTO framework for the development of a regional marketing plan
- Works cooperatively with the Association to ensure the image or branding undertaken is consistent throughout the New South Wales product range
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Tourism Australia
- Responsible for the overall "image" or brand of Australia to overseas visitors
- Responsible for promoting in an overall way the local travel market through promotional material.
- Have little or no direct relationship with the Association or indeed the Bed & Breakfast and Farmstay Australia, our national organisation
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