ATDW Workshop Yarra Ranges Tourism AGENDA What is the ATDW? - - PowerPoint PPT Presentation

ATDW Workshop Yarra Ranges Tourism

What is the ATDW? Benefits and features visitvictoria.com Optimising your listing Tips and resources Questions and help

AGENDA

What is the ATDW?

Introduction to the ATDW – video

https://youtu.be/paAM2gL3pQw

• Australian Tourism Data Warehouse
• Created and funded by all STOs and Tourism Australia
• Central content database and distribution service for the Australian

tourism industry

• Stores product listings for tourism businesses, events and destinations
• Over 40,000 self-authored listings nationally, 5,500 in Victoria
• 11 product categories
• Used by Victorian official tourism organisations as a trusted, up to date

content source for their consumer websites

• Only way to list your tourism business or event on visitvictoria.com

What is the ATDW?

How does the ATDW work?

• Comprehensive product listing on visitvictoria.com / visitmelbourne.com
• Further exposure via ATDW’s network of travel websites including

australia.com

• Manage one listing, with synchronised updates across all sites
• Encourage direct traffic to and increase SEO of your own website
• Content is quality assured by Visit Victoria to meet National Content

Standards

• Low cost marketing tool with listing fees invested in marketing your region
• Prerequisite for participation in VV’s advertising, e-marketing and website

activity

• Free support from Visit Victoria’s dedicated ATDW team

Key benefits for users

ATDW-Online platform

90+ Victorian ATDW Distributors

12-month listing subscription Discuss bundling your ATDW listing into a partnership with Yarra Ranges Tourism to receive a discount and further marketing benefits

Listing fees – reinvested in marketing your region

Listing type Cost Standard business $25 per month ($295 billed annually) Accredited business (ATAP, Ecotourism, Star Ratings, CIAA) $10 per month ($120 billed annually) NFP organisations Free Event listings Free

List your event on the ATDW for free and it will be published to:

• visitvictoria.com / visitmelbourne.com
• Visit Yarra Valley or Visit Dandenong Ranges consumer websites
• Yarra Ranges What’s On weekly newsletter
• No cost
• No limit on number of listings
• Distribution to ATDW websites

List your events on the ATDW for FREE

• List your events early!
• Clone listings to save time filling in fields
• Re-use past listings
• Renew annual event listings with tentative dates to ensure year-round

exposure

• Seasonal, limited, unique

Tips for listing events

• Official consumer website for Melbourne and

Victoria

• 2nd most visited official destination website in

Australia

• 8.5 million annual visitors
• 19 million page views
• 68% traffic on mobile/tablet
• 64% organic traffic
• Reliant on ATDW content

Data 12 months to July 2019

visitvictoria.com

ATDW listings used on visitvictoria.com

ATDW listings used on Visit Victoria’s consumer channels

The ATDW is just one component of your marketing efforts

Tips to

• ptimise your

ATDW listing

• Focus on your USPs – your unique selling propositions. Why is your

product, service or event worth it? What’s different about it? What are the benefits? Why should they pick you, over a similar option? What’s in it for your customer?

• What is it? Clearly say what is on offer. What’s the deal? What’s the

simplest way to explain what the product, service or event is? Try to explain this in just one or two sentences.

• Key words help with search engine optimisation. Be sure to include your

business name and other key words like the region you operate in.

Writing a description – 1: Ingredients

• Work with a program that spellchecks as you go
• Think carefully about making the most of your 200 word limit
• Write in short sentences. One idea = one sentence. People find this easier to read
• Use simple, direct language. Get straight to the point.
• Write as if you are having a conversation. Avoid very formal, indirect language.
• Put the customer at the centre of what you write. The customer is your target audience for writing. E.g.  We offer the

best, most professional service…  You’ll enjoy the best service...

• Consider using a web tool like www.grammarly.com to shorten and simplify your writing

Writing a description – 2: Method

• Re-shuffle your sentences into an order which makes the most sense when read from top to bottom.
• Structure your description using the ‘pyramid structure’
• A short summary of the most important information sits at the top of your written piece. It should be the first thing your

reader sees in the description.

• Expand and elaborate on your short summary underneath.
• Conclude with lists of basic features and ‘how to get there’ information.

This pyramid structure ensures your top messages are seen first, as busy, distracted people may not always read to the bottom of your description.

Writing a description – 3: Assembly

Example description - Accommodation

< Mentions product name and USP in first sentence < Briefly describes rooms, services and noteworthy facilities < Provides ideas on what to do in the area < General ‘how to get there’ details. Use time to travel instead of distance

Luxury Lodge offers cottage and lodge style accommodation set amidst 20 acres and only metres from the sheltered waters of Eastern Cove. The cottages accommodate two to five guests and each has a patio that overlooks the ocean. Queen size beds are featured throughout, and you’ll find modern cooking facilities, smart televisions and en suites. The lodge accommodates two to four guests with two double beds in each room. All rooms have decks with outdoor settings and barbecues to help you enjoy the peaceful setting. It’s just a two minute walk to the wharf and boat ramp, ideal for fishing. There’s also free fishing advice from local professional fisherman and fishing charters available. Luxury Lodge is a six hour drive or 45 minute flight from Adelaide. (126 words)

Example description - Attraction

< Provides a hook to encourage to read

• further. Gives an idea of where product

is located < Highlights major features of the attraction < Further detail about services provided < ‘How to get there’ info

Unique Museum located in Brisbane and boasts the largest collection of Aboriginal art in Australia. Located on the banks of the Brisbane River overlooking the beautiful city skyline, Unique Museum is a must-see on a visit to Brisbane. The gallery has only recently opened after an intensive year-long refurbishment. Internationally recognised exhibitions are showcased in impressive spaces thoughtfully created to complement the collections. There is an emphasis on Indigenous, Pacific and Asian collections, with Unique Museum boasting an eclectic collection of Aboriginal art from local and Outback artists. School and after-school groups are also catered for with special packages available that include lunch and hands-on participation. There are also many function rooms that can be hired for various corporate needs. Unique Museum is easily accessible by train, bus and City Cat from the city centre

• f Brisbane. There is also parking available nearby. (143 words)

Images on your ATDW listing

• High quality - Upload images in their largest size and resolution. The

minimum required size is 2048 x 1536 pixels.

• Most smartphones and digital cameras will take images large enough for

the ATDW.

• Landscape orientation – Portrait images will be cropped and important

content may be cut off.

• No text or logos over images – These may be cropped or displayed

inappropriately on some websites.

• No banners, posters, flyers, collages or images with white backgrounds.
• If you need help with your images, contact us for advice – 1300 306 366

ATDW image requirements

What makes a great image?

• Great lighting - brightness gives depth and

variance to the scene. Pick a day that is bright to capture the scene.

• Shoot from the corner - Add space and dimension

to interior images. This is especially applicable to accommodation providers shooting rooms.

What makes a great image?

• Take exterior photos - this helps visitors to

imagine what your business looks and feels like.

• Highlight your points of difference. Show off what

makes your product unique.

• People - Allow visitors to visualise themselves in

your image by including people.

• Images, video and stock footage of Melbourne

and Victoria

• Available to travel/lifestyle media and the tourism

industry

• Register an account to access content for free
• www.contenthub.visitvictoria.com

Visit Victoria’s Content Hub

• Hero image doesn’t give

much away. Dim, on an angle

• Only two images

uploaded – no variety

• No website, booking or

social links

• Very brief description
• ‘Does not include linen’

could be worded differently

• Bright hero image

showing depth

• Awards in first sentence
• Mentions unique features

– Lovebirds spa, French linen, massage chair

• Made use of 200 word

limit

• Variety of images and

video included

• Update your listing regularly
• Fill out all applicable fields
• Renew your listing before it expires to avoid drop-off
• Use the clone function
• Check your email junk for important ATDW reminders
• Look out for news and updates from Visit Victoria’s ATDW team
• Call us for a chat - 1300 306 366
• ATDW resources – corporate.visitvictoria.com search “ATDW”
• Align with your Regional Tourism Board to take advantage of listing

discount/package opportunities

Tips to get the most out of the ATDW

Create or update your ATDW listing

Go to www.atdw-online.com.au Register or login with your username (email) and password Reset your password by clicking on ‘Forgot password?’ Contact us for help: P: 1300 306 366 E: atdwsupport@visitvictoria.com.au W: corporate.visitvictoria.com