CROSS CULTURAL

COMMUNICATION

INTERNATIONAL
PR PLAN

                                             BY

RADIANCE
PR

Shelby Baile (18338168) | Aniss Mohammad (18852231)

Julia Nguyen (18604199) | Shantel Ho (18207132)

Ploy Prapeinee Wongnak (18217571) 

 EXECUTIVE
SUMMARY

This International Public Relations Report outlines a tourism campaign to

encourage tourists to visit a new Outback Dark Sky Reserve (ODSR) being
opened in the Northern Territory (NT). This ODSR is being created by the
Department of Tourism and Culture and the Northern Territory Government.

This report has three main objectives:

- Increase the number of inbound tourists from Singapore to the
Northern Territory by 10% by 2020.
-Create awareness of Australian native history in Southeast Asia by
promoting Aboriginal culture on five popular Asian entertainment
channels by 2019.
-Make the Outback Dark Sky Reserve the number one luxury outback
experience in the Northern Territory by 2020.

This document outlines how Radiance PR will combat the issues of a lack of
awareness of the NT online, expensive travel and living costs, and the
isolation and long travel times in the NT. The main target audience for this
campaign is wealthy Singaporeans, as they are the ideal target market due to
their strong economy, English-speaking background, city lifestyle, and
proximity to Australia.

International Public Relations Plan

 CONTENTS
Contents _____________________________ __________ 01.
1.0 About Us _____________________________ __________ 02.
1.1 Our Team _____________________________ __________ 03.
2.0 About the Client ________________________ __________ 04.
3.0 Market Research _______________________ _______ 05 - 18..
3.1 History of Australia ___________________ _______ 05 -06.
3.2 Tourism in Australia __________________ __________ 07.
3.3 Visitors from Singapore _______________ ______ 07 - 08.
3.4 Tourism in the Northern Territory ________ __________ 08.
3.5 Demographics ______________________ __________ 09.
3.6 Hofstede's Cultural Dimensions __________ _______ 10 - 13.
3.7 P.E.S.T.L.E __________________________ _______ 13 - 18.
3.8 S.W.O.T ___________________________ __________ 18.
4.0 Social Media Audit _____________________ _______ 19 - 21.
5.0 Key Stakeholders ______________________ _______ 22 -24.
6.0 Target Audience _______________________ _______ 25 - 26.
7.0 Key Issues ___________________________ _______ 27 - 28.
8.0 Goals & Objectives _____________________ ______ 29 - 30.
9.0 Strategies & Tactics ____________________ _______ 31 - 34.
10.0 Timeline ____________________________ __________ 35.
11.0 Budget ______________________________ __________ 36.
12.0 Evaluation ___________________________ __________ 37.
13.0 References __________________________ _______ 38 - 41.
14.0 Appendix ___________________________ __________ 42.

International Public Relations Plan 01

 ABOUT
US
Radiance PR is an Australian based independent public relations
and communications agency with 1 headquarter in Perth and 3
owned offices in Sydney, Melbourne and Singapore. Within 10
years, Radiance PR has won several awards and proudly mentioned
as Western Australia’s leading communication specialist in public
relation and marketing sector. In 2017, we honoured to be nominated
for the Australian PR awards for Future Leader.

Radiance PR offers a wide range of public relation and

communication services, dedicated to client’s welfare: Media
Relations, Public Affairs, Brand Marketing, Digital Marketing,
Influencers & Social Media, Issue & Crisis Management and Event
Planning.

With 42 PR consultants and professionals from different

backgrounds, Radiance PR is committed to professionalism, integrity
and ethics. We are continuously striving to deliver highest quality
service to our clients as much as upholding a set of values to build
up brand image.

With the revolution of digital communication and social media,

Radiance PR strongly believes that by combining traditional media
and a variety of modern communications tools, it is an outstanding
opportunity for our business to provide clients with valuable insights
of the industry. As client’s welfare is our priority, we guarantee to
produce the most effective solution across all platforms and assist
businesses in achieving organisational goals.

Our future is vision is to become a leading public relation and

communications agency in Australia and expanding ourselves
globally to provide top quality media strategies for businesses of all
sizes.

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 OUR
TEAM

Aniss Muhammed Ploy Prapeinee Wongnak

Social Media Manager New Media Coordinator
 

Shantel Ho Julia Nguyen 

Risk Management Specialist Content Strategist

“ Since we cannot change reality,

Shelby Baile
Editing Manager let us change the eyes which see
reality. ”  – Nikos Kazantzakis

International Public Relations Plan 03

 THE
CLIENT
The Outback Dark Sky Reserve (ODSR) is a project being launched as part of a
partnership between the Northern Territory Government and Australian
Department of Tourism.

An International Dark Sky Reserve is an area of public or private land that gives
an exceptionally clear view of the night sky and is protected for its scientific,
natural, educational, cultural, heritage, and/or public enjoyment. Currently there are
twelve International Dark Sky Reserves recognised by the International Dark Sky
Association (IDA) around the world, in New Zealand, Europe, the U.S, Canada, and
Namibia (International Dark Sky Association 2018).

Australia does not have a recognised Dark Sky Reserve despite the ideal
conditions. It does however, have a Dark Sky Park located in the North west of
New South Wales. The Warrumbungle Dark Sky Park is recognised by the IDA and
opened in 2016 and targets families and hikers as its main target audience (Dark
Sky Park 2018).

The NT Government and Department of Tourism believe that by opening this park
in the ideal outback space that they can increase international tourism in the
Northern Territory through the use of an astro-tourism campaign. The belief is that
by focusing on the rich native heritage of the land, the beauty of the outback, and
lack of light and air pollution, the ODSR will attract many international tourists
looking for a memorable luxury outback experience.

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History of Australia
The Aboriginal people have a rich history in Australia dating back at least 50, 000
years (Insider Guides, 2018). When the British claimed the country in 1788, there
were over 260 languages and 500 dialects spoken across the continent (Insider
Guides, 2018). There were about 300, 000 to 950, 000 people living in Australia
during this time and today there are around 760, 000 Aboriginals (Working with
Indigenous Australians, 2018). This makes up only 1.1 per cent of Australia’s
population today (Australian Government, 2018).

1850's 1901 1914 - 1939 -

Gold Federation 1918 1945
Rush Formed WWI WWII

From the first settlement to today, Australian Aboriginals are still experiencing the
impacts of the settlement from 1788. Children were forced into institutions, cities
were built on their land and they only had access to an Anglo-Australian lifestyle
and education (Australian Government, 2018). The long-term impacts of the first
settlement are still seen today in the poverty and the lower socio-economic
status of the Aboriginal population (Australian Government, 2018).

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Despite this, Aboriginal culture is still thriving and alive in rural Australia. The
'Dreaming’, language and customary laws are still embedded in their lifestyle
today. ‘Dreaming’ is a core element of Aboriginal identity. It is a way of
connecting with the spiritual essence of the surrounding world. The Dreaming is
expressed through stories, song, dance and art that has been passed down from
many generations (Share Our Pride, 2018). The Dreaming holds concepts of the
physical and spiritual life not being far from one another and the knowledge and
wisdom learnt from a lifetime is transferred into a “resource bank” once a person
has passed (Share Our Pride, 2018).

In Australia today, there are 145 languages spoken by Aboriginals and Torres Strait
Islanders (Share Our Pride, 2018). These languages shape their identities and their
heritage and it allows them to express their feelings and knowledge (Share Our
Pride, 2018). These languages are an important factor of Indigenous culture that
needs to be preserved in order to keep their identities and heritage strong (Share
Our Pride, 2018).

The customary laws exist within communities to act as a guideline for people’s
behaviours (Share Our Pride, 2018). These laws are not aligned with Australian law
but are instead in accordance to traditional beliefs (Share Our Pride, 2018). The
customary laws are based around leadership and etiquette, property, laws around
age and death and sacred knowledge (Share Our Pride, 2018).

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Tourism in Australia
As of July 2018, visitor arrivals had an increase of 6 per cent resulting in 9.1 million
people visiting Australia (Tourism Australia, 2018). According to Tourism Australia
(2018), the top five cities visited are Sydney, Melbourne, Brisbane, Gold Coast and
Perth. Visitors to Australia are mainly from China, India, the United Kingdom, and
the United States of America (Tourism Australia, 2018). Visitors from China are the
highest spenders, providing around $10.9 billion into the Australian economy in
the year leading to March 2018 (Tourism Australia, 2018). Other countries that have
also added to Australia’s economy through tourism include USA, UK, New Zealand,
Japan, South Korea, India and Singapore respectively, altogether spending an
average of $3.4 billion.

Visitors from Singapore

Singapore was the fifth largest visitor market for Australia in 2016 (Tourism Australia,
2018). There was an 11 per cent increase of Singaporean visitors, resulting in 439, 600
visitors (Tourism Australia, 2018). The important factors that made Australia their prime
holiday destination was safety and security, value for money, good food and wine,
friendly and open citizens, and world class nature (Tourism Australia, 2018). The peak
booking period for their travel was between April to June and October to December
(Tourism Australia, 2018). The peak travelling period was in June and November to
December (Tourism Australia, 2018).

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The visitor repeats were at a high of 76 per cent for a holiday, 89 per cent to visit
family and friends, 86 per cent for business, and 93 per cent for education
(Tourism Australia, 2018). The top regions being visited were Melbourne, Sydney,
Perth Gold Coast and Brisbane (Tourism Australia, 2018).

Tourism in the Northern Territory

The Northern Territory had a total of 1, 750, 000 visitors in the year ending March 2018,
with 287, 000 of these being international visitors (Tourism NT, 2018). The countries with
the highest number of visitors include the USA, UK, Germany, Japan, New Zealand,
Greater China, and France (Tourism NT, 2018). On average, visitors stay for 6 nights and
spend around $1, 063 per trip (Tourism NT, 2018).

The most popular places to visit include Uluru-Kata Tjuta National Park, Kakadu National
Park, and Darwin (Planetware, 2018). On average seventy-three percent of international
visitors visit Uluru-Kata Tjuta National Park (Tourism NT, 2018). Tourism NT (2018) found
that generally all visitors visited a cultural centre, went for a short walk of no longer than
2 hours, or went on an organised tour. Around 76 percent of visitors wanted to visit an
iconic Australian destination while 22 percent of them wanted to learn more about
Indigenous culture (Tourism NT, 2018).

The majority of the international visitors were aged between 15 to 34 years old (Tourism
NT, 2018). In June 2012, most of the international visitors surveyed were satisfied with their
visit, with 50 per cent of them being “very satisfied” (Tourism NT, 2018).

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Deomgraphics
In order to find the desired key stakeholder group, an immense research on
demographics needs to be completed. Radiance PR have done so to understand the age
constructs, social environment and cultural background of the potential stakeholders.

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Hofstede's Cultural Dimensions: Singapore V Australia
For an Australian organisation to run a Public Relations campaign in a country like
Singapore, they must be aware of the cultural differences that exist between Australia
and Singapore. Using Hofstede’s six cultural dimensions, it can be assumed that a
campaign targeting Singaporeans would need to have elements that target loyalty,
authority, and respect.

Power Distance refers to the idea that not all people in society are measured equally. It
refers to the way a culture measures someone’s status, either in the workplace or out
in society, and how much importance is put on that persons standing. Within
Hofstede’s Cultural Dimension Theory, Power Distance is defined as “the extent to
which the less powerful members of institutions and organisations within a country
expect and accept that power is distributed unequally” (Hofstede’s Insights 2018).
A significant portion of Singapore’s population have a Chinese background and
therefore a strong tie to Confucian principles, many of which are based around people
having complementary obligations. This in part explains Singapore’s High-Power
Distance, with a score of 74. Singaporeans prefer a strong, centralised management
style, and a strong authority figure is important.

This is quite different to Australia, which has low power distance, scoring only 36 on
Hofstede’s scale. Australians rely on a flatter hierarchy, with more importance put on
expertise than authority (Hofstede’s Insights 2018).

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An individualistic country is classified by how much independence is kept by people
living in that society. A society is considered individualistic if people are expected to
look after only themselves and their families. In contrast, a collectivist society revolves
around bigger groups, with people being loyal to a particular group in exchange for
their personal loyalty.
Many Asian countries are considered Collectivist societies and Singapore is no
exception, with an individualism score of 20. In Collectivist societies, importance is put
on harmony, communication is indirect, and conflict is avoided at all costs.

Australia in comparison is considered a highly individualistic society with a score of 90

out of 100. As part of an Individualistic culture, people are expected to take initiative and
communicate openly with each other (Hofstede’s Insights 2018).

A masculine society is one that displays masculine characteristics such as

competitiveness, a need to succeed, and a winner/loser mindset. A feminine
society on the other hand displays feminine characteristics such as nurturing and
caring. Singapore falls in the middle of Hofstede’s scale, with a masculinity score
of 48. Being slightly more feminine than masculine, Singapore as a society value
community support, respect and, modesty.

Australia in comparison is considered a masculine society, with a score of 61 on

Hofstede’s scale. Australians strive to win, are very open, and are proud of their
success and life achievements (Hofstede’s Insights 2018).

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Uncertainty Avoidance refers to a societal fear of ambiguous or unknown situations,
and their need to create beliefs and institutions to try and avoid these. Singapore has
an extremely low score of 8 and abides by rules due to their High-Power Distance,
rather than a need for structure.

Australia has a middle range score of Uncertainty Avoidance, with 51 on Hofstede’s

scale as there is an even division between those that need a belief system and those
that need structure.

Long Term Orientation refers to how a society maintains some links with its past,
while dealing with trials and challenges in the present and future. Societies that score
high on this scale are considered pragmatic, encouraging modern education and
advancement. Singapore is one such example, with a long-term orientation score of 72.
Singapore is high on this scale as it values perseverance, slow results, and sparseness.

Australia scores low on the long-term orientation scale, with a score of 21. Cultures that
fall on the low end of this scale are normative cultures, which value tradition while
being suspicious of change.

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Indulgence refers to the extent to which people try to control their desires and
impulses. A society in which is restrained will have a low Indulgence score, while a
society with weak control will have a high indulgence score. Societies with high
Indulgence scores are considered optimistic and impulsive. Singapore has an
intermediate score of 46, and therefore is considered neither indulgent or restrained.

Australia in comparison is considered Indulgent, with a score of 71 on Hofstede’s

scale. Australian's find it difficult to control their impulses and put more emphasis on
having fun than on responsibility.

P.E.S.T.L.E
Political Factors
Singapore was originally a British colonial trading post but became an independent
country in 1965. A densely populated city-state, Singapore is renowned for its strict laws
and conservatism, and prides itself on being a stable and secure state (BBC 2018). The
Singaporean government is divided into three branches; Parliament, the Government,
and Judiciary. The parliament is responsible for creating laws, the Government consisting
of Cabinet Ministers, are responsible for upholding the laws, and the Judiciary interpret
the laws through the court system (Parliament of Singapore 2017). In 2017 Singapore
elected their eighth President, Mdm Halimah Yacob.

Yacob is the first female president to be elected in Singapore (The Istana 2018). Yacob’s
election to president has been controversial, as during the election in 2017, Yacob’s
political rivals were found to be ineligible and Yacob was elected without a vote being
cast. The general population were largely unhappy with this decision as following laws

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RESEARCH
and rules is important in Singapore. The people were also unhappy after authorities
decided that only Malay-Singaporeans would be eligible to run for President. This was
an attempt to pacify the smaller ethnic groups in Singapore, as the majority of people
living in Singapore are Chinese-Singaporean (The Guardian 2017). Singapore’s
Presidential role is largely ceremonial as they have few governing roles. The
Singaporean government has both a President and a Prime Minister. Singapore has
been ruled by one political party, the People’s Action Party, since 1965 and the current
Prime Minister, Lee Hsien Loong, has been serving in since 2004 (Prime Minister’s
Office Singapore 2018).

Economical Factors
Despite Singapore being a relatively small country, it is considered one of the world’s
most prosperous countries (Heritage.org 2018). The estimated GDP for 2018 is US $98
million and has grown by 2.6% annually (TradingEconomics 2018). Singapore has a
highly developed free-market economy largely due to its corruption-free business
environment, transparent legal framework, and fiscal policies. The government is
committed to furthering economic development and productivity growth (Forbes 2018).
Singapore relies heavily on trade exports, in particular electronics, IT products, medical
devices, business, transportation, and financial services. Outside of trade, Singapore is a
part of the ASEAN trade agreement, along with Australia, China, India, Japan, South
Korea, and New Zealand (Forbes 2018).
Singapore has a low unemployment rate of 2.1%, however, the average wage is only
around $9000 a month. There is also a significant wealth gap, with 73% of Singapore’s
wealth owned by 20% of the population (ASEAN Post 2018).

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The upper-middle and lower-middle class make up around 5% of Singapore’s
population, while 75% of the population are considered working class. Of the total
population, around 67% of Singaporean’s are part of the workforce (Department of
Statistics 2018). Singapore is home to around 142 000 millionaires and 28 billionaires,
which means that 1 in 6 people is considered a millionaire in Singapore (Anwar 2017).
One study found that wealthy Singaporeans spend up to 40% of their discretionary
spending on travel, with 66% travelling abroad up to six times in one year (Lim 2015).

Social Factors
Singapore has the population of 5.8 million people in 2017, primarily located where
urbanisation grows along the southern coast (The World FactBook 2018). Singaporeans
follows the traditional family values, with the push to strengthen a family friendly
environment as a great place to set up a family and raise children. Singapore is a
diverse and multiracial society with many people from different backgrounds, races and
cultures. Singaporeans traditionally value conformity and stability where community
rights takes precedence over individual rights (The World FactBook 2018). Most
Singaporeans are open minded and enjoy living a good quality life.

Since its independence in 1965, Singapore has developed its own national identity in a
land made up of immigrants. Ethnic groups of individuals self identity in Singapore can
be divided into four categories; 74.3 % Chinese, 13.4% Malay (Malays and Indonesians),
9% Indian and made up of 3.2% other ethnic groups (The World FactBook 2018). There
are many people that follow different religions such as Catholicism, Buddhism, Taoism,
Muslim and Hinduism. There are four main official languages in Singapore; English,
Mandarin, Malay, and Tamil (The World FactBook 2018). English is seen as the most
common language used and the language that unites the different ethnic groups in
Singapore.
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Technological Factors
Technological advancement has risen in Singapore as internet communication and an
increase in connectivity cost and time spent doing business boosted social networking.
Residents could easily connect with the rest of the world though the internet. The
penetration rate for household broadband interest in Singapore is over 70% (Hootsuite
2015). The growth in electronic commerce and technology is the key to maintain an
ethical and legal approach to business. The lifestyle of the Singaporean people and
quality of daily operations have a significant impact of internet social networking and
communication via technological devices.

Singaporeans are now entrenched in thriving online communities and are considered
sophisticated users where social media has become an essential part of their everyday
life. Singapore has 4.4 million social media users, which is equivalent to 77% of the total
population being active on social media (Singapore Business Review 2018). This places
Singapore in the top three countries in terms of social media penetration in the world.
Social media is very popular amongst Singaporeans, and the most active sites used
would be Whatsapp, Youtube, Facebook and Instagram (Singapore Business Review
2018). User generated content is seen as very popular in most countries. And in
Singapore it is popular for trending hashtags to be used to showcase brands and
relevant content. The rise of ‘Insta-Gran’ in Singapore has many people turning to
Instagram for holiday inspirations and recommendations. Social media has influenced
Singaporean travel habits extensively. For example, Facebook has had a strong impact
of time of travel, frequency, travel itinerary planning, and social sharing (Jadhav &
Raman 2017).

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Legal Factors
Singaporeans are required to apply for a visa before traveling to Australia. The
Australian Department of Home Affairs requires that Singaporeans visiting for short-
term tourism and business apply online for the Electronic Travel Authority (Visa
subclass 601) before they travel to Australia (Ho 2017).

In 2017, Singapore and Australia introduced two new visa arrangements for frequent
visitors and for youths who want to work and study in the other's country(Ho 2017). This
is due to both countries seeking to further improve relations with one another. These
two new visas will certainly boost tourism and business between Australia and
Singapore. This will make it easier for Singaporeans to visit Australia.

The visitor (subclass 600) visa will allow travellers from Singapore to visit Australia for
up to three months at a time (Ho 2017). It is noted that more than 230,000 visitors visas
were given to travellers from Singapore in 2016 which showed a 16% rise in comparison
to the year before (Ho 2017). The Work and Holiday visa offers a unique experience and
opportunity for Singaporeans. It allows the opportunity for the cultural exchange and a
building of closer ties between Australia and Singapore (Australian High Commission
Singapore 2018).
Environmental Factors
Singapore is a compact city-state with very little open space for greenery or gardens. In
2008 the Singaporean government determined that they needed to push Singapore to go
green, by making green construction mandatory. There is a lack of space for greenery on
the ground, but through incentives many building rooftops and balconies have been
converted into gardens (Kolczak 2017).

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However, Singapore still struggles with the same sort of environmental issues as many
other cities in Asia, such as air pollution, haze, and light pollution. Smoke is carried from
frequent burn-offs in Malaysia, and emissions are created by intensive local industry,
which can cause haze and smog to linger over Singapore. The high density living also
means that the city is constantly emitting light pollution, which means that Singapore
rarely sees the night sky. Being a high-density city, Singapore also suffers from a lack
of open spaces (Velasco & Roth 2012).
S.W.O.T
STRENGTHS WEAKNESSES
Major natural tourist attraction Lack of international/diversity visitors in the Northern
Recognition as a true ‘outback’ experience Territory
Recent level of investments in major tourism Social media sites not being used to fullest potential
infrastructure Social perception of Northern Territory (negative
Association with nature and adventure experiences
perception)
Culture aspects (established and long Indigenous
Constraints to investment
history/culture)
Seasonality of the industry
Climate - provides relatively warm and dry climate
Not well recognised/lack of exposure
during the winter season
Expensive to travel
Great geographical location to admire billions of stars
Low humidity, lack of light pollution/ no general Skills and staff shortages
pollution from cars and industry Limited data usage / out of comfort zone for some

OPPORTUNITIES THREATS
Increase inbound travel from Asia (Singapore) Better known destination e.g Melbourne/Sydney
Develop a unique reputation in NT for unique, luxury Competition for a ‘real outback’ image
and experiential experience
Continued rise of Australian dollars
Indigenous tourism integration (unique and long
Increasing travel expenses (strength in AUS currency =
established Indigenous history
Improve transport infrastructure and linkages impact on international market)
Develop business for tourism Climate change (extend of off season in summer)
Grow summer/wet season market
Increase the number of returned visitors
Increase tourism internationally for Northern Territory
Develop a great campaign to attract more visitors
Partnership with different organisations
Higher employment opportunity

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 SOCIAL MEDIA
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AUDIT
Australian Tourism

Australia.com @australia | @Australia

@australia
@SeeAustralia 3.2 million followers
516, 000 followers
8, 207, 224 likes 8, 498 posts
14.4K tweets
7, 929, 774 followers Consistent posts
Consistent tweets
Consistent posts once a day Efficient use of ‘highlights’ feature as it
has a highlight for each state

71.2K monthly unique viewers Tourism Australia

0K followers 65, 099 followers
inactive 206 updates
last post was 2 years Active, regular posts

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AUDIT
International Dark-Sky Association

International Dark-Sky @idadarksky

IDA Dark-Sky
Association @idadarksky
@IDADarkSky
@IDAdarksky 4, 960 followers
9, 354 followers
76, 587 likes 177 posts
6, 780 tweets
75, 144 followers Last post was December 19, 2017
Active, regular posts
Rated 4.9 stars based on 229 Inactive
people
Active with regular posts

idadarksky.tumblr.com
user-created content
Last post was June 2017, no longer
active

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Warrambungle National Park

Warrambungle National #warrambungles Warrambungle National

Park 210 posts Park
@Warrambungledarkskypark No offical Instagram @National Park Lover
1, 043 likes account 350 posts
1, 060 followers 13 Pins
Rated 4.9 stars based on 16
people
Last post 20 Jan 2017

Vivian Evans
142 subscribers
2 videos on Warrambungle
Dark Sky Park
Average of 15 views on each of
these videos

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Glamping Site: Longitude 131

Longitude 131, Uluru-Kata Tjuta longitude131 Baillie Lodges

@longitude131 @longitude131 @BaillieLodges
6, 245 likes 11.9K followers 2, 155 followers
6, 198 followers 496 posts 729 tweets
Active with regular posts Active, with recent posts Few tweets on Longitude 131

Baillie Lodges
142 subscribers
7 videos on Longitude 131
Average of 650 views on each of
these videos

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STAKEHOLDERS
Radiance PR has targeted a certain group of stakeholders to carry out the astro-
tourism strategy. Grouping the stakeholders accordingly is a fundamental step for
our strategy to take place. Stakeholders are a mixture of different groups and
organisations that play a part in this PR plan.

Primary Stakeholders
Department of Tourism and Culture
The Department of Tourism and Culture play the most essential role in the project in order
for our PR plan to run smoothly. The organisation aims to increase and promote tourism
in Australia (About Us - Department Of Tourism And Culture 2018) The department also
aims to preserve the natural habitat of Australia's outback, while also encouraging visitors
to visit. Hence, The Department of Tourism and culture NT will be able to reach out and
raise awareness in the target audience.

International Dark Sky Association (IDSA)

The International Dark Sky Association was founded in 1988 is committed to preserving
night skies and land, keeping it as close to its original form as possible. Throughout the
past 30 years, the Association's long-term goals have included advocating for night sky
protection, educating people about night sky conservation, and promoting environmentally
responsible outdoor lighting to the public. The organisation is split into 6 different
departments for the protection from light pollution. However, their main purpose is to
raise awareness for night skies through social media.(The International Dark-Sky
Association (IDA) 2018) Hence, the IDA is integral of any international dark skies reserve.
They implements international laws and regulations for countries to follow in order to
keep the natural heritage going.
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STAKEHOLDERS
Australian Wildlife conservancy (AWC)
The AWC was founded 10 years ago to protect the extinction of animal. The AWC monitors
wildlife by acquiring land and partnering up with landholders. (Australian Wildlife
Conservancy 2018)The areas surrounding Uluru are home to 21 native mammals, 178 native
birds, and 73 native reptile species. (Birds, Bugs And Wildlife | Uluru Animal Species
Ayers Rock 2018) Some of these species can pose a dangerous threat to travellers.
Therefore working closely with the AWC is a requirement to prevent any wildlife injury
towards travellers, as well as towards the wildlife.

National Park Australia Council (NPAC)

The (NPAC) is a direct stakeholder as they are the cornerstone of each national park
located in Australia. As the route for our Luxury tour is a protected area under the NPAC,
policies and laws may have to be implemented in the execution of this plan.(National
Parks Australia Council 2018) Therefore, communication about our proposal to the relevant
parties involved as well as the responsibilities tasked to NPAC will be crucial in order to
execute the plan.

Longitude 131 (Accommodation)

The Longitude 131 Glamping Company started operating in 2017 and provides an exclusive
and premium experience for travellers to the Northern Territory. Longitude 131 is the only
glamping company located near Uluru and offers an unrivalled view of nature (Luxury
Uluru (Ayers Rock) Accommodation 2018). Longitude 131 is a possible partner for this
astro-tourism campaign. They will be able to offer visitors a unique, luxury
accommodation choice close to the ODSR.

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STAKEHOLDERS
Frequent travellers to the Northern Territory
Frequent travellers are a direct stakeholder they will be effected by a rise in international
tourist numbers in the Northern Territory. A rise in visitors could disrupt these tourists
usual visits. However, the number of holiday options may rise which could benefit them.

Local Community
The local community's economy would benefit from a rise in tourist numbers which
could stimulate growth for local businesses and other tourist enterprises.
Media Influencers
Influencers are a tool often used to promote products/campaigns, and are a stakeholder
as Southeast Asian influencers will be contracted to use their brand to promote this
campaign and raise awareness of it. The success of this campaign will not only reflect on
the Northern Territory but also on the interviewers themselves.

Indigenous Australians
Indigenous Australia is made up of the descendants of the first people to settle in
Australia. (Australians Together | Who Are Indigenous Australians? 2018). Currently there
are over 40 different indigenous groups residing in the Northern Territory, which has the
highest proportion of Aboriginal people in Australia. As this campaign will highlight
Indigenous Australian culture and history, it is important to work and communicate with
indigenous Australians to ensure there is no cultural exploitation.
Backpackers
Backpackers often spend time in the Northern Territory and an increase in wealthy
tourists may impact this. Luxury tourism could cause price increases in the already
expensive NT, which may put backpackers off visiting the Northern Territory.

International Public Relations Plan 24

 TARGET
FF
AUDIENCE
We have decided to target Singaporeans for our campaign, as Singapore is a metropolis
with a strong economic backbone set in a landscape of towering architecture in a
compact city-state (Kolczak 2018). Because of the lack of open space and natural
vegetation in Singapore, Singaporean’s are an ideal target audience for our the campaign.
The Singaporean government has recently begun promoting a need for national parks
and wildlife in Singapore (Fang 2018) Other reasons as to why Singapore is an ideal
market is; the relatively short flight distance, lack of language barriers, strong economy,
good relationship between the two governments, and uniqueness of the experience when
compared to anything offered in Asia.

Outward Bound Singapore (OBS)

Outward Bound Singapore is a outdoor education institution in Singapore. It
was established by the Government of Singapore in 1967 to promote outdoor
experience for different ages. (Outward Bound Singapore 2018) Partnership
with OBS will be beneficial towards our PR plan, as the company demographic
is working with youths and young adults. Besides, OBS has the same
philosophy in alliance with our campaign, which is to promote outdoor
experience to its customers outside the classroom.
Singaporean Upper & Middle Class
The average upper and middle class Singaporean travelled around 5.2 times
within the last 12 months (S’Poreans Took Average Of 5.2 Trips... 2018). Corporate
Sponsorship influences organisation-related attitudes and behaviours of
employees (Aila 2012). Cooperating with companies in Singapore may encourage
companies to pay for its employees to visit the NT. The upper and middle
classes may also be attracted by the idea of a unique luxury experience.
Wealthy Singaporeans may also see this as an elite experience they can talk
about to their friends.
International Public Relations Plan 25
TARGET
FF
AUDIENCE
Singaporean University Students
There are currently 34 Universities operating in Singapore. Six of these
universities are currently national Singaporean universities, while the other 28
universities are international Universities operating within Singapore. Some of
these have Australian campuses such as Curtin Singapore, Murdoch Singapore
etc (Study In Singapore 2018). Due to the huge percentage of Singaporeans
studying at these International Universities located in Singapore, this would be
a good starting point as these students are already somewhat familiar with
Australia. These students often come from wealthy families with the means to
send their children on expensive holidays. The belief is that this will inspire
family trips, as Singapore being a collectivist country values close family
relationships, and many Asians prefer to take trips with extended family and
friends rather than alone.

International Public Relations Plan 26

 KEY
FF
ISSUES

Lack of awareness of the Northern Territory online

The Northern Territory has one of the smallest tourism sectors in Australia. There is a
lack of promotion to the public, as most travellers prefer travelling to other parts of
Australia, such as Sydney and Melbourne. This creates the lack of tourists coming into
Northern Territory. The official Instagram account by the Northern Territory Government
has only 1,286 followers, which shows that the government has not been promoting the
tourism opportunities. Besides this, there is no official tourism page on instagram for the
public to view. On Instagram hashtags such as #northernterritorytourism often trend, but
are not particularly popular. In comparison places like the Grand Canyon, located in
Arizona has 49.2k posts from the hashtag #thegrandcanyon. This lack of awareness
means that international tourists are unaware of what the Northern Territory has to
offer, preferring to go to better known Australian landmarks like the Sydney Opera
House.

Isolation of Northern Territory and long travel times

The idea of travelling to a desert is not the ideal destination for many travellers
seeking to enjoy themselves. Travelling can be arduous when reality kicks in. Factors
such as limited data usage, unfamiliar food choices, and complicated transportation
can put people off. These circumstances can affect the travellers choice of holiday
destination. The isolation of the Northern Territory is a deterrent for many travellers.

International Public Relations Plan 27

 KEY
FF
ISSUES
As the ODSR will be located in the outback, long travel times are unavoidable. The
outback can also be quite hot and tiring for tourists. Furthermore Darwin and Alice
Springs are small cities and contain little wow factor to lure in international tourists.

High travel and living expenses in Northern Territory

The Cost of travelling to the Norther Territory might also be a key issue for travellers.
Darwin is rated as one of the most expensive city in Australia. On average 12 large
eggs cost $6, in comparison 12 large eggs in WA costing $5.30. (Cost Of Living In
Darwin, Australia... 2018). Going out is also expensive, with a basic dinner out for two in
neighbourhood pub cost $69. This can be a issue as travellers can go to larger cities
like Melbourne and pay a lot less. Tours and travelling to and within the Northern
Territory is also expensive. A one way flight from Singapore to Darwin is on average
$500 AUD (Skyscanner Australia 2018). Furthermore, the average daily price for
travelling through the Northern Territory is $115 per person, which can be a serious
deterrent to most travellers (Budget Your Trip 2018).

International Public Relations Plan 28

 GOALS &
FF
OBJECTIVES

HIGHLIGHT NORTHERN TERRITORY AS

A TOURIST DESTINATION

INCREASE AWARENESS OF ABORIGINAL

CULTURE AND HISTORY IN SOUTHEAST ASIA

PROMOTE THE OUTBACK DARK SKY

RESERVE AS A LUXURY OUTBACK
EXPERIENCE

International Public Relations Plan 29

 GOALS &
FF
OBJECTIVES

OBJECTIVE ONE

Increase the number of inbound tourists from Singapore

to the Northern Territory by 10% by 2020.

OBJECTIVE TWO
Create awareness of Australian native history in
Southeast Asia by promoting Aboriginal culture on five
popular Asian entertainment channels by 2019.

OBJECTIVE THREE

Make the Outback Dark Sky Reserve the number one

luxury outback experience in the Northern Territory by
2020.

International Public Relations Plan 30

 STRATEGIES &
FF
TACTICS
STRATEGY ONE: #MAKEAFRIEND SOCIAL MEDIA CAMPAIGN
Encourage social media users from Southeast Asia to make the
hashtag #makeafriendinNT viral by visiting the ODSR/Northern
Territory and posting photos with new friends.
Tactics
Set up Outback Dark Sky Reserve website and social media
accounts, including Facebook, Twitter, Instagram, Youtube and
Snapchat.
Launch #MakeafriendinNT Campaign where visitors make a star
sign with new friends they meet in the Northern Territory (see
appendix 1).
Create a social media calendar to organise and schedule regular
social media posts.
Post promotional content and upload daily vlogs to introduce unique
Northern Territory features and the ODSR.
Contract social media Influencer to promote #makeafriendinNT to
encourage collective participation and expand influence across
Southeast Asia.
International Public Relations Plan 31
 STRATEGIES &
FF
TACTICS
STRATEGY TWO: CREATE INSTAGRAM COMPETITION
Launch Instagram competition in Singapore where users upload videos
of why they want to visit the ODSR/Northern Territory using the
hashtag #SingaporeDownUnder

Tactics
Announce competition on all social media platforms with an
incentive to win (flights, accommodation, tour of NT & ODSR with
private tour guide). The most liked Instagram video with the hashtag
#SingaporeDownUnder will win (see appendix 2).
Set a deadline for competition also outline an agreement with
winners.
Repost and share uploaded videos, together with call for
participants to share their favourite things about the NT and tag
friends.
Upload video of prize and announce additional prize added to
maximise participations.

International Public Relations Plan 32

 STRATEGIES &
FF
TACTICS
STRATEGY THREE: PARTNERSHIP PROPOSAL TO A REALITY
SHOW TO HOST IT IN NORTHERN TERRITORY
Approach entertainment show producers to broadcast exclusive
episodes in Northern Territory featuring Outback Dark Sky Reserve

Tactics
Arrange meetings with producers of Singapore's Amazing Race to
propose filming in the Northern Territory, featuring the ODSR.
Arrange meetings with entertainment shows (e.g. travel programs)
to showcase Indigenous Australian culture and history.
Set up a full contracts of partnerships and allow 2-3 months
consideration, plus filming time.
Create media kit to announce filming of shows to local Australian
and Singaporean media.
Update daily videos and posts of the show's filming and share
across all social media accounts.
Promote ODSR as "location of Amazing Race" and create mock
challenges for visitors to complete and post about on social media.
International Public Relations Plan 33
 STRATEGIES &
FF
TACTICS
STRATEGY FOUR: PARTNER WITH LOCAL TOUR COMPANIES TO
PROMOTE A RANGE OF TOUR PACKAGES
Partner with tour and accomodation companies to promote ODSR and
tourism in the NT to Singaporean tourists at a discounted rate.
Tactics
Create partnership with companies such as Longitude 131, Venture
North etc.
Update tour packages on official websites, as well as across all
social media platforms regularly.
Provide full details of accommodation, included activities (e.g.
Karrake Aboriginal Cultural experience tour), insurance and excluded
activities with additional charges, recommendations that are
matched with different groups of customers etc. online.
Create booking system through website as well as a list of agents
with no booking fees.
Actively contact international campuses and companies located in
Singapore, email brochures with full information and contacts.

International Public Relations Plan 34

 *This campaign will run over
a six month period but can
be adapted to run over a
longer period for a more
lasting impact.
International Public Relations Plan 35
 BUDGET
FF

*The above budget is in AUD and it is an estimate of the costs involved in the 12
month long campaign. Costs may be subject to change accordingly.

International Public Relations Plan 36

 EVALUATION
FF

In order to evaluate the success of the campaign, we will need to rely on a number
of evaluating tools.
As we are planning to set up a social media presence across a number of platforms
such as Facebook and Instagram, it is important to monitor the number of followers,
interactions, and views on these sites. It will be relatively easy to evaluate the
success of these profiles on a basic level as the number of followers/likes will be
fairly obvious. For further SEO (search engine optimisation) we will subscribe to a
third party site such as Hootsuite. The Outback Dark Sky Reserve website will also
have a feedback section for people to voice their concerns and praise.
Furthermore, sites such as TripAdvisor will be used to gage public opinion based on
their rating system.

TripAdvisor will also be used to determine the Outback Dark Sky Reserve's rating
against other luxury travel experiences in the Northern Territory. Government sites
such as Tourismnt.com.au will be used to keep track of the total of Singaporean/
international visitors entering the Northern Territory every.
Furthermore, visitors to the Outback Dark Sky Reserve will also be asked to fill out a
feedback form/online survey, asking questions such as:
-Where did you hear about the Outback Dark Sky Reserve?
-Is this your first visit to the Northern Territory?
-What is your nationality?
-How would you rate your experience in the Northern Territory?
-Would you consider your trip to the Northern Territory to be luxurious?

International Public Relations Plan 37

 REFERENCES
FF
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ASEAN Post. 2018. “Income Inequality in Singapore”. https://theaseanpost.com/article/income-inequality-singapore

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Australian Wildlife Conservancy. 2018. Australianwildlife.Org. http://www.australianwildlife.org/about/about.aspx.

BBC. 2018. “Singapore Country Profile”. https://www.bbc.com/news/world-asia-15961759

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kata-tjuta/natural-environment/birds-bugs-and-wildlife.

Budget your trip. 2018. “Northern Territory Travel Costs”. http://www.budgetyourtrip.com/australia/northern-territory

Cost Of Living In Darwin, Australia. Oct 2018 Prices In Darwin. 2018. Expatistan, Cost Of Living Comparisons.
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Dark Sky Park. 2018. “Warrumbungle Dark Sky Park”. http://www.warrumbungledarkskypark.org/

International Public Relations Plan 38

 REFERENCES
FF
Department of Statistics. 2018. “Singapore in Figures 2018”. https://www.singstat.gov.sg/-/media/files/publications/reference/sif2018.pdf

Fang, Joy. 2018. "Why Nature Is Catching On As “The Thing To Do” These Days". Todayonline. https://www.todayonline.com/lifestyle/why-
nature-catching-thing-do-these-days.

Forbes. 2018. “Best Countries for Business: Singapore”. https://www.forbes.com/places/singapore/

Hofstede’s Insights. 2018. “Country Comparison”. https://www.hofstede-insights.com/country-comparison/australia,singapore/

Ho, Ben. 2017. “Enhanced visa arrangements between Singapore and Australia to promote people-to-people ties.” Today.
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Hootsuite. 2015. “The state of social media in Singapore”. Hootsuite. https://blog.hootsuite.com/state-of-social-singapore/

Heritage.org. 2018. “Singapore”. https://www.heritage.org/index/country/singapore

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Insider Guides. 2018. “A Brief Guide to the History of Australia”. Insider Guides. http://insiderguides.com.au/brief-guide-history-australia/

Jadham, Veena, and Seetha Raman. 2017. “Impact of Facebook on Leisure Travel Behaviour of Singapore Residents”. International Journal
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Kolczak, Amy. 2018. "This City Aims To Be The World's Greenest". Nationalgeographic.Com.
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Lim, Jessica. 2015. “What Rich Singaporeans Want”. https://www.straitstimes.com/singapore/what-rich-singaporeans-want

Luxury Uluru (Ayers Rock) Accommodation. 2018. Longitude131.Com.Au. https://longitude131.com.au/.

International Public Relations Plan 39

 REFERENCES
FF
National Parks Australia Council. 2018. Npac.Org.Au. http://www.npac.org.au/.

Outward Bound Singapore. 2018. Nyc.Gov.Sg. https://www.nyc.gov.sg/en/obs.

Parliament of Singapore. 2017. “System of Government”. https://www.parliament.gov.sg/about-us/structure/system-of-government

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Share Our Pride. 2018. “Our Culture”. Share Our Pride. http://www.shareourpride.org.au/sections/our-culture/

Skyscanner Australia. 2018. “Singapore to Darwin”. https://www.skyscanner.com.au/transport/flights/sin/drw/190201/?

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International Public Relations Plan 40

 REFERENCES
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Tourism Australia. 2018. “Market & Research”. Tourism Australia. http://www.tourism.australia.com/en

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https://www.tandfonline.com/doi/pdf/10.1080/10962247.2012.666513

International Public Relations Plan 41

 APPENDIX
FF
Appendix 1 (#makefriendsinNT social media post)

Appendix 2 (Instagram competition promotion)

International Public Relations Plan 42