Pam Beggs

Pam Beggs

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    Strategies to promote wildflower season

    6/10/1992 12:00 AM
     
     
    Tourism Minister Pam Beggs today said the Western Australian Tourism Commission had introduced a range of distinct strategies for promoting the State's wildflower season.
     
    Mrs Beggs said the strategies were part of the Commission's constant search for innovative ways of promoting the wildflower season so that it continued to hold the public's interest.
     
    "In the past three years high profile public relations campaigns have been run to promote the State's wildflowers," she said.
     
    "For two seasons in a row the Commission distributed Wildflower Watch Updates to the media, tourist bureaux and tour operators.
     
    "A fresh approach was introduced this year to highlight the wildflower season by staging the Wildflowers By Design exhibition at the Myer City Gallery. This display had high support from the media and the public.
     
    "Importantly, it brought together the three elements of design by local artists, the flower industry and eco-tourism.
     
    "The Flower Export Council of Australia filmed the exhibition and used the footage in a video on the wildflower industry which will be see around the world."
     
    Mrs Beggs said it was important in marketing that new ideas were introduced constantly to maintain the public interest.
     
    The Tourism Commission also has followed the trend towards self-drive rather than coach tours in the wildflower season with a special brochure entitled Wildflower Discovery - a Guide for the Motorist.
     
    This brochure was so successful it had to be reprinted.
     
    "In the Eastern States, the Commission has focussed on increasing the awareness of the State's best wildflower season," Mrs Beggs said.
     
    "It extensively promoted coach and self-drive holidays in major newspapers and national magazines.
     
    "The response level this year was a record.  A special fly-drive package was produced in association with motoring organisations and made available to the organisations' 4.5 million members."
     
    Wildflower viewing information was widely available from a number of sources, including the WA Tourist Centre in Forrest Place, through Conservation and Land Management Department regional offices and country tourist bureaux.
     
    Mrs Beggs said recent criticism of the Commission's wildflower promotion by Liberal Peter Foss had failed to point out the many positive initiatives that had been introduced.