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One of the heads of Broome’s tourism body has informed businesses to put together all their funds to create a bigger national and international profile for the town. Michael Leake, Broome Tourism Leadership Group executive treasurer while speaking at few breakfast events enthused companies to merge together marketing efforts to create a constant image of Broome County and attract visitors worldwide.
Mr. Leake explained that it was significant for businesses to unite with others in order to bring more money to the town.
To Leake, “operators in Broome are not competing with one another, they’re competing with other destinations. Each individual spends a huge amount on marketing. But if you compare the combined total businesses spend to how much the town spends on destination marketing, there is a huge gap. What we need to do is unite, come up with a consistent and clear picture of Broome and get the product out there collaboratively.”
Mr. Leake cited the example of an adventure tour company working in association with a resort, retailer and tourist attraction to develop a well-packaged advertisement campaign and endorsing Broome as a whole.
Business owners and managers contributed collective concerns about the dearth of statistics of tourist demographics, making it hard to measure precisely who the advertising campaign should target.
But Mr Leake also said that the town should make simpler the way it markets Broome.
“I believe tourists in our town can be broken down into three categories,” he said. “Those who come to Broome as a destination, those who use it as an entry or exit point for the wider Kimberley, and those staying here but touring daily out of town.”
