This category recognises excellence in a particular tourism marketing activity that fosters a greater awareness of a region or product.  This can include, but is not limited to, advertising or PR campaigns, publications, and trade/media/consumer events. 

Important reminder:  Entrants are encouraged to answer questions to highlight participation in tourism-related accreditation programs

Question 1. Product  (20 points)

a) Provide a general overview of the nature and history of your business. You must demonstrate your eligibility for entry in this category as outlined in the descriptor above.
b) Describe your marketing activity.
c) Outline the objectives and philosophies behind your marketing activity.
d) How is your marketing activity funded?

TIPS: Part a) Consider stating where you are located geographically and including a picture to help judge’s visualise your business/marketing activity.

Part c) Consider the rationale for undertaking this activity.
 
Part d) Examples include private and/or public sector sponsorship, advertising fees, grants etc.

Question 2. Business Plans (20 points)

a) Describe the key features of your business plan for example goals, strategies and outcomes.
b) Demonstrate your success.  If your business has not experienced growth, explain.
c) Describe the risk issues you have identified for your business and the specific mitigation strategies you have in place.
d) Demonstrate your involvement in, and contribution to, the tourism industry. Explain how it contributes to the success of your business and the tourism industry as a whole.

TIPS: Part a) Explain what were you trying to achieve i.e. your business vision, how you went about it, and the related outcomes. 

Part b) Carefully explained graphs, charts or percentages may help illustrate your answer.

Part c) Consider business risks as well as operational risks.  Also consider displaying information in a matrix form and identifying levels of risk.

Part d) Demonstrate your active involvement at local, state and/or national level.  Examples could include pre and post touring, cooperative marketing, media famils, cooperation with local and state tourism authorities, tourism accreditation, active membership of industry associations, leadership in industry forums, involvement in tradeshows, other partnerships and alliances etc.

Question 3: Marketing (20 points)

a) Who are your target markets for your tourism marketing activity and why?
b) Describe the marketing strategies used to attract each target market to your tourism marketing activity and detail the success/outcomes of those strategies, e.g. evidence of increased profitability, occupancy, visitor numbers, market share, media coverage.
c) What is unique or special about the way you promote your region or product?
d) How do you ensure the information is reliable and accurate?

TIPS:  Part b) Consider media, distribution, sales, advertising, public relations, word of mouth and e-marketing.

Question 4: Customer Service and Professional Development (20 points)

a) Explain how you achieve and maintain quality customer service throughout your organisation.
b) How do you identify and provide for people with specific needs?
c) State the number of people working in the business e.g. full time, part time, casual and volunteers. Explain how you identify and determine professional development needs and describe the training/skill development programs undertaken

TIPS: Part a) Points to consider could include your repeat business strategy, feedback collection and changes implemented based on feedback. 

Part b) Specific needs could include language, physical, intellectual, dietary and other special needs e.g. groups, special interest etc.

Part c) could include the objectives of staff/self training/skill development programs, how they were measured, the extent of uptake and outcomes for the business.

Question 5: Sustainability and Innovation (20 points)

a) Describe and demonstrate your commitment to environmental sustainability.
b) Describe how your business benefits and respects the local community values and culture
c) Describe any innovations that have taken place during the qualifying period to improve your business and the specific benefits achieved.

TIPS: Part a) Examples could include promoting sustainable tourism, recycling products and materials, and selection of appropriate imagery.

Part b) Examples could include apprenticeships, in-kind contributions, employment of local residents, partnerships with community-based organisations etc.

Total score: 100 points.  No visitation.