Question On Notice No. 1826 asked in the Legislative Council on 12 February 2019 by Hon Jim Chown
Question Directed to the: Minister for Regional Development representing the Minister for Tourism
Parliament: 40 Session: 1
Question
In light of Tourism Council WA, Chief Executive, Evan Hall's statement that the Barnett Government's Optus Stadium will recoup its building cost in just over ten years, I ask:
(a) how much did the McGowan State Government spend on marketing campaigns in the 2018 AFL season, to drive visitation for football games at Optus Stadium;
(b) what specific marketing activities were undertaken by Tourism WA as part of these campaigns, and in which months were they undertaken;
(c) what packages or deals were offered as part of these campaigns; and
(d) how did these marketing campaigns encourage visitors to stay longer and spend more money while on their visit to Western Australia?
Answered on 2 April 2019
For the information of the Member, Mr Evan Hall’s unattributed statement, to which he refers, is incorrect. The Member is guided to page 32 of the previous Government’s 2016-17 Budget Fact Sheet which states: “The analysis shows that over the initial 10 years of the operating phase, the income derived from Perth Stadium’s operational model is forecast to meet its operational costs.” Operational costs exclude capital or build costs. The building cost of the $1.6 billion stadium will not be repaid in just over ten years.
In answer to the Member’s specific questions:
a) Marketing activities, including campaigns, began in June 2017 to create awareness of Perth as an AFL travel destination and switched to driving visitation from October 2017 when AFL Travel packages were on sale. Total cost across 20 months of campaigns was $784,000.
b) Specific marketing activities included:
- Stakeholder engagement with AFL Consumer and Commercial Managers – June 2017.
- Public relations and media broadcast – July 2016, August 2017, March, May and June 2018.
- Trade and consumer marketing – from June 2017 and throughout the 2018 season.
c) Packages included flights, accommodation, ticket and other tourism product (i.e. car hire); flights, accommodation and ticket; and accommodation and ticket.
Examples of packages are:
- One night accommodation with ticket from $139 per person at a 4 star hotel;
- One night accommodation with ticket from $239 per person at a 5 star hotel;
- Three day event package with flight and hotel from $205 per person; and
- Four day event package with self-drive including hotel and car hire from $365 per person.
d) Key messaging in marketing activities focused on promoting the AFL, the new stadium, and included information on Perth and regional experiences to encourage visitors to stay longer. Campaign assets referred to the westernaustralia.com/afl webpage which had information on extended trips and other things to do in Western Australia.