Visitor and Information Guide - Member discounts
TKI, and our graphics partners, manage the production and cooperative advertising sales of the Kangaroo Island Visitor Guide - our single most important piece of marketing collateral.
This is an essential and highly valued document for visitors to the Island featuring travel and visitor information, maps and full colour advertisements in various sizes.
Anyone is able to advertise in the Kangaroo Island Visitor Guide, however, TKI members are entitled to discounted rates and in some instances free editorial.
There are 120,000 copies of the Kangaroo Island Visitor Guide printed and distributed annually via the following channels:
• Every Visitor Information Centre in South Australia
• Travel Agents & wholesalers throughout Australia, New Zealand, Europe, UK, North America, Japan and Asia
• South Australian Travel Centres in Sydney, Brisbane, Perth & Melbourne
• Local, national and international travel shows
• Trade and consumer promotions
• Motoring organisations (i.e. RAA, RACV)
• Various hotels in the Adelaide CBD
• Delegate registration packs at selected conferences
2013 Release Date: March 2013
Advertising Available: TBC - Discounts are available for TKI Members
Gateway Visitor Information Centre
TKI is the only SA region that manages an information centre - this is an enormous benefit to TKI Members. The Gateway Visitor Information Centre in Penneshaw, with its distinctive yellow "i" on a blue background, identifies the centre as part of the National Network of Accredited Visitor Information Centres. This centre provides an important marketing opportunity for TKI members by exposing member's products and services to thousands of visitors each year in person, by phone and via email.
Brochure Displays: Brochure display space is available to TKI members only. Brochures must adhere to the following:
• DL and A4 brochures only will be carried.
• Be no less than 110 GSM paper thicknesses.
• A4 Posters must be printed, not hand drawn or written.
Familiarisations: Information Centre staff undertake limited educational product Familiarisations throughout the year where staff and volunteers visit TKI member attractions for education purposes. Members will be best promoted through knowledgeable information staff and are encouraged to extend invitations to the Visitor Information Centre Manager for staff visits. Education of, and ongoing communication with the Gateway Visitor Information Centre staff should be a high priority for all TKI members. Tourism Kangaroo Island recommends members help themselves via:
• Contacting the Gateway Visitor Information Centre and introducing your business;
• Regularly briefing centre staff on your product; and
• Keeping a stock of brochures at the centre
Please note that direct bookings from Information Centre staff are a bonus and should not be an expectation of membership. We endeavour to help walk-in customers to book accommodation and tours where possible but making bookings is certainly not the core function of the centre.
Please contact Gail Smith - the Information Centre Manager - to discuss the TKI Member benefits available within the Centre.
Media and Trade
TKI actively seek media and trade interest in Kangaroo Island. We are always looking for new angles and products to promote, with TKI Members always given priority. As a member of TKI you are advised to take a proactive role in providing regular updates, media releases and professional photographs of your property.
A catalogue of copyright-free photos helps to keep us up-to-date with your product and possibly produce further publicity or editorial coverage of your business.
TKI produce and contribute to a number of publications that are distributed to media and trade on a regular basis.
TKI E-Newsletter - TKI produced a quarterly newsletter that showcases new products or points of interest on Kangaroo Island. This is then sent to key media and trade contacts.
Tourism Kangaroo Island also submits stories to the following South Australian Tourism Commission (SATC) publications on a regular basis:
SA Stories - A monthly tourism update featuring new produces, events and SATC news, distributed to more than 1000 international, national and local media, tourism operators and travel industry representatives.
Fast Track - A weekly guide to upcoming events around the State, distributed to South Australian media each Wednesday.
Industry Brief - Quarterly cooperative newsletter, filled with tourism news, visitor numbers and statistics, success stories, marketing campaigns and more, distributed to more than 2,000 tourism industry representative and media in South Australia and interstate.
Opportunity Knocks - A monthly email informing operators about new marketing and business development opportunities.
TKI hosts journalists and members of the trade throughout the year, and exclusively utilises members for these promotions. TKI tailors individual itineraries for visiting media, and tourism trade against the audience the journalist or trade are targeting and the type of experience they are seeking.
You must be registered on the SATC database (Australian Tourism Data Warehouse - ATDW) and be prepared to offer your product free of charge, or at a greatly reduced rate, in lieu of the long-term benefits that such exposure will bring.
Cooperative Marketing and Advertising opportunities
TKI offer members opportunities for cooperative marketing - key examples being the Visitor Guide and Melbourne to Adelaide Touring Route. By being a participant in a Kangaroo Island cooperative initiatives, members are both supporting the overall marketing of Kangaroo Island, while also cost effectively (when compared to buying their own advertising) marketing their own service.
Kangaroo Island is represented at more than 10 major consumer shows around the country. These include the Melbourne Royal Show, Perth Caravan & Camping Show, Sydney Holiday & Travel Expo, Sydney Caravan & Camping Show, Melbourne Caravan & Camping Show, Brisbane Caravan & Camping Show and Adelaide Caravan & Camping Show.
Regional Events and Festivals
TKI uses regional events as a marketing tool, aiming to give consumers an immediate reason to visit. The Regional Tourism Coordinator works closely with event and conference organisers by providing marketing and event coordination support.
Opportunities exist for operators to package accommodation and tours around events. This may include pre-and-post event tours or "themed" packages specifically related to the event. Operators also have the opportunity to promote their product and / or packages through advertising at events by working with the Marketing Coordinator.
Much of TKI's emphasis over the coming financial year will be on on-line marketing with particular focus on the TKI website. Members can benefit from having additional presence on the TKI website (www.tourkangarooisland.com.au) by way of:
• Additional exposure on homepage (on a rotational basis)
• A link to your own site
The TKI website is ranked highly among search engines, has an average 40,000 unique visitors a month and helps link consumers from the official Kangaroo Island site to your own site.
Please Note: You must be registered on the SATC database (Australian Tourism Data Warehouse - ATDW) to have a presence on the TKI website.
Contact SATC Online Services department on (08) 8463 4500 or firstname.lastname@example.org to obtain a registration form.
Discounted Logo Merchandise
As a Tourism Kangaroo Island Member, you receive discounted logo merchandise sold through the Gateway Visitor Information Centre. Look the part in our professional shirts, polo-fleece jackets, vests, scarfs, hats etc. These items make great uniform alternatives.
This will become an increasingly important role for TKI. Working closely with the SATC, Regional Development Australia (previously Kangaroo Island Development Board) and Kangaroo Island Council the objective is to ensure the longevity and sustainability of a strong tourism industry on Kangaroo Island, including participation as a lead agency in the Tourism Optimisation Management Model (TOMM).
Tourism Kangaroo Island also undertakes many other activities and opportunities, these include:
• Trade familiarisations - hosting travel agents and senior trade staff
• National cooperative marketing with key industry partners, such as the Adelaide to Melbourne Touring Route.
• Cooperative advertising with industry partners in mainstream media
• Tourism Kangaroo Island communicates with members and ensures you are kept up-to-date with industry opportunities without overloading your inbox
• Provide up to date information to visitors - to enable visitors to see as many attractions as possible
Membership Fees (inclusive of GST) 2012 / 2013
Less than 5 employees $265.00
6 - 9 employees $378.00
10 - 20 employees $512.00
21+ employees $730.00
(Please note: an employee is classed as full time - two part-time employees equal one).
TKI is committed to marketing and promoting Kangaroo Island as a destination. Your financial contribution enables TKI to secure additional funding from the SATC and without your support; we would be unable to make our mark in the tourism industry. Your product is of great value to the big picture and although it may be hard to evaluate the direct impact of TKI to your business, think about the things you take for granted...The Kangaroo Island Visitor Guide, the television coverage, the magazine and newspaper articles, the presence at trade and consumer shows and much more... All of this has a real and measurable affect.
How do I renew my TKI Membership?
Membership of Tourism Kangaroo Island (TKI) is due at the start of each financial year.
• Download Membership Application form at the top of the page
• Choose appropriate fee for your business
• Fill out form
• Return the Membership Application form and payment to the below address:
Tourism Kangaroo Island PO BOX 336, PENNESHAW SA, 5222