A mobile touring guide is currently under development for Peterborough South Australia. The guide aims to provide visitors with a series of day trip itineraries, engaging them to visit the region and <i>stay another day</i>. The Peterborough mobile app joins established programs in the Barossa, Adelaide Hills, McLaren Vale and Limestone Coast, currently patronized by more than 50,000 travellers per year. Please inspect wwww.adelaidehillsguide.info for an example. The mobile app is an initiative of the Peterborough Council. All local businesses have been provided the opportunity to present rich profiles on the program, contributing their news to the Latest news wall the linking visitors to their online content such as social media and online booking pages. Contact Mark Potter (Daytrippa) on mb 0404 295 400 for more information.

1. A mobile guide for

2. Current economic status of tourism in
Peterborough:
> 13,000 overnight stays per year
> Average of $80 spend per head
> Total value of $1.04M per year
> Average value per business = $20,800
(based upon 50 participating businesses)

3. Who benefits?
> Accommodation providers
> Cafes, Restaurants, Takeaway, Pubs
> Tour & Attractions operators
> Support services
> Supermarkets, Grocers, Giftstores, Butchers
> Service Stations, Mechanics, Hardware
> Doctors, Dentists, Vets, Chemists
> Everone, as money moves through the
local economy

4. Key objective:
Increase overnight stays by >20%

5. Economic status of tourism in
Peterborough:
> 13,000 overnight stays per year
> Average of $80 spend per head
> Total value of $1.04M per year
> Average value per business = $20,800
(based upon 50 businesses)

6. > 13,000 16,000 overnight stays per year
> Average of $80 spend per head
> Total value of $1.04M $1.28M per year ($240K increase)
> Average value per business = $20,800 $25,600
(based upon 50 businesses)
Economic status of tourism in
Peterborough:

7. Sourcing new visitors:
While Peterborough offers a world class experience, it is
not currently considered a stand-alone destination on its
own right.
The best means to increase visitation will be to draw
consumers into Peterborough as they travel the greater
region (linking with Broken Hill, Flinders Ranges, Clare,
Port Pirie etc).

8. Broken Hill:
Broken Hill currently enjoys over 130,000 overnight
stays per year – approximately 10x Peterborough’s
visitation.
To increase Peterborough’s visitation by 20%, we need
to entice only one in forty-three visitors (2.3%) to
Broken Hill to overnight in Peterborough.

9. Creating critical mass:
While the Steamtown Light and Sound Show is a
stand out attraction, the region presents far more for
the consumer.
By packaging the region’s assets into a number of
full day, self drive itineraries,
we can:
> provide the tourist with an easy
way to access the region’s assets,
> engage more consumers to stay overnight.
> present Peterborough as an
experience rich region,

10. Working in our favour:
> The quality of the Peterborough experience
> The central location of Peterborough relative
to other tourism regions
> The massive uptake of mobile devices by the
consumer market
> Tourists now make decisions about
destinations whilst in transit

11. THE MOBILE TOURISM CONSUMER

15. July 30, 2013
Travel Weekly's 2013 Consumer Trends Survey
59% of travelers will own a tablet by the end of 2014 and
89% by the end of 2018.
It's only a matter of time before mobile devices become
the norm.

21. Peterborough Tourismis producing a new mobile responsive website to engage the
consumer with general information about the region.
Solution:

22. This site will be complemented by a dedicated mobile
app, providing:
> One and two night self drive
itineraries to convert overnight
visitation.
> A live business directory with
linkage to accommodation
booking sites.
> A Latest News wall to present
events and fresh information
about the community.
> Live GPS mapping showing user
position, touring routes and asset
and business profiles.
Solution:

23. Integration:
The Peterborough mobile app will be co-
marketed with similar programs already
servicing other areas in SA, including:
> The Barossa Valley
> McLaren Vale
> The Adelaide Hills
> The Limestone Coast
These guides are currently patronized by over
50,000 consumers per year.

24. Growing network:
Further mobile apps are currently under
conversation with regions including:
> Broken Hill
> Port Pirie
> Flinders Ranges
> Clare Valley
> Burra
As the network grows, the consumer will be
provided seamless support as they travel from
region to region.
This will further strengthen Peterborough’s
position as an asset to the State’s tourism
offering.

25. Latest News:
> A news wall presenting up-to-the-minute
stories of interest about events and experiences
held within the region.
> All participating businesses can contribute
stories to this section
Steamtown:
> A comprehensive presentation of Steamtown
assets, history and culture.
> Contains a GPS live map showing the park layout,
with direct linkage to rich content about key
assets.
Welcome:
> A short passage welcoming the consumer to the
region, and explaining how to use the guide.
> A map of the region is also presented, showing
all business and asset locations as well as user
position.
> Direct linkage to the Peterborough regional
website is also provided.
Mobile app:

26. One night stay:
> A self drive itinerary which highlights a
number of key assets, engaging the tourist to
visit the region and stay for one night.
> Includes a GPS live route map, a description
of the experience, and generous amounts of
content about the assets to be visited.
Two night stay:
> An expanded itinerary which provides two
days of experience, engaging the tourist to
visit the region and stay for two nights.
Getting here:
> A series of profile providing information
about regional partners (Clare, Flinders,
Broken Hill etc).
> Includes GPS live route maps supporting the
self drive tourist as they travel to
Peterborough.
Mobile app:

27. Business Directory:
> A listing of all tourism and service
businesses with the region, categorized by
business type (dining, accommodation,
health etc)
> All businesses are provided a basic listing,
with name, phone, email, website and GPS
location on the map.
Favourites:
> Tourists can tag business profiles, adding
them to the Favourites section, generating a
list and map showing only tagged
businesses.
Mobile app:

28. www.adelaidehillsguide.info
Adelaide Hills example:

29. All businesses are provided a basic listing within the
business directory on the mobile app. This provides:
> Business name
Business opportunity:
> Phone number
> Email
> Website
> Address
> GPS pin on map
This services has been provided free of charge by
Peterborough Tourism.

30. Businesses have the opportunity to upgrade their profile
to include the following:
> Stronger presentation
in the Directory
Business opportunity:

31. Businesses have the opportunity to upgrade their profile
to include the following
> Logo
> Hero shot
> 500 words text
> 20 image photo-gallery
> Ability to contribute to the
Latest News wall
> Stronger presentation
in the Directory
> Up to 5 page links
eg Facebook, online booking,
Tripadvisor, Testimonials
> Inclusion as a featured business within
the Self Drive itineraries
> Upgrade to mini-website
Business opportunity:

32. Inclusion as a featured business within the
Self Drive itineraries
> The Business profile is presented as a
featured experience or asset within the
One night or Two night self drive
itinerary.
> Tourists are directly encouraged to
patronize the business during their
stay in Peterborough.
> The Business map pin is also featured
on the self drive map.

33. Experience level package:
> Full micro-website on the guide
> Provision of a 60min digital & social media marketing session
> Ability to contribute advertorial stories to the guide’s newswall
> Presentation as a featured business within one self drive itinerary
Cost: $750 + GST per year
Business opportunity:
Basic level package:
> Business contact details on the guide
> GPS pin on the map
Cost: Free of charge

34. Marketing:
> The Peterborough self drive mobile app
will be accessible via a direct link from
the new Visit Peterborough website.
> A call to action, with web address and QR
code, will be featured on all
Peterborough council tourism print
materials and at the Visitor information
Centre.
> All South Australian mobile apps
(Barossa, McLaren Vale, Limestone
Coast, Adelaide Hills etc) will promote
the Peterborough program. Currently
50,000 users per annum.
> These print materials will be made
available at Visitor Information Centres
of neighboring regions, and other
relevant sites.