Newspaper Creative Benchmark Report Tourism WA June 2011

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative To help improve understanding of how to use newspapers effectively To improve the understanding of the roles newspaper advertising can play To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard Tourism Western Australia was included in the June 2011 study

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comparison of creative against category averages Comprehensive analysis of how newspapers can best be used to influence purchase behaviour The Newspaper Works’ effectiveness partner:

Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension Brand Equity Impact Role Map Action Map Newspaper Creative Diagnostics

Tourism Western Australia was one of six ads tested in Sydney Sample: Australians 16+ Sample size: 110 Fieldwork: 9 th – 15 th June 2011 Conducted online by Ipsos MediaCT Benchmarks used: Newspaper Norm (see appendix for details)

Branded Newspaper Benchmarks

‘Ningaloo Reef’ Market: Sydney Size: DPS Position: Travel Tested: June 2011 Ad benchmarked

A remarkable result with nearly all measures significantly better then the norm. Imagery is especially strong with the 2 nd highest score for photography ever and ‘eye catching’ and ‘looks good’ in top 5%.

Strong creative performance with high levels of recognition and interest. Brand linkage score is typical for tourism ads where respondents often struggle to identify who is the actual advertiser when logos are removed. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Significantly different to Retail Average at 90% c.l. * * Caution – small sample size | Brand linkage sample size: n=20 +31

Results are extremely good on all counts with some of the strongest results ever tested for Brand Equity Impact. Significantly different to Retail Average at 90% c.l Newspaper Norm

Lots of different descriptors included within message comprehension results. Example verbatims of the opinion of the ad include: ‘It made me think differently about WA; I thought it was just dry, empty towns’ ‘I like how it describes the destination in detail and things you can do. Saves me the research!’ ‘It’s not like an ad, it’s like an article’

59% of respondents were generally correct in their message comprehension and 78% knew it was for Tourism Incorrect associations were generally to do with broad statements on ‘nature’ or sea life. Example verbatims from comprehension: ‘Western Australia has great attractions including swimming with whale sharks’ 'Ningaloo Reef is a "must see" destination’ ‘The beauty of the North West’

The Tourism WA Ad ranked off the chart against Affinity and Information. This is an exceptional score which puts it firmly into the the top position ever recorded against Affinity.

6.2x Higher than norm 5x Higher than norm 2.1x Higher than norm 2.9x Higher than norm 7.8x Higher than norm 3.8x Higher than norm All newspaper norm. June 2011 (Updated monthly)

Results remind us holidays are not an immediate purchase. The strong results for ‘remember for later’ link to the high Affinity results. Very high intentions for web search. % scores

How the ads compare to other advertisers

These ads are our top ranking on Affinity, collected since Food and tourism traditionally do well on this metric. Each creative presents a strong, compelling image to help catch the readers eye.

Tourism WA has demonstrated a really good use of newspapers, delivering some of the strongest results we’ve tested From a creative perspective, the ad looks terrific with a very effective balance of eye catching photography, to well crafted copy delivering strongly on information This ad is now our #1 ad delivering to Affinity (of over 300 ads tested) but it also delivers significantly above norms on Reappraisal, Information and Call to Action This is a text book example of a tourism organisation, using newspapers to deliver strong consideration for their destination.

Established in 2006 by the major Australian newspaper publishers: – News Limited – Fairfax Media (including Rural Press) – APN News and Media – West Australian Newspapers Represents paid national, metropolitan, regional and community titles. Primary aims: – To promote newspapers as a powerful medium for advertisers – To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

Creation of All Newspaper norms Testing of randomly selected newspaper display ads 5,100 ad observations in total 40 test ads, 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, July-August 2008 Sample size 1,737

Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. Retail average Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available.

Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. Retail average Statements are tailored to be appropriate to the advertising category.