Dollar value of Tourism Queensland's media coverage

MR LANGBROEK ASKED THE MINISTER FOR TOURISM AND FAIR TRADING (MR LAWLOR) —

QUESTION:

With reference to the Premier’s recently tabled trade report which contains a document prepared by Tourism Queensland purporting to calculate the dollar value to Tourism Queensland of media coverage received—

What mathematical formula was used by Tourism Queensland for making such calculations?

ANSWER:

The Tourism Queensland Publicity Value is a determination of the value of editorial coverage received for destination marketing purposes. This value directly relates to each marketing regions’ target market and key messages as outlined in the destination management plans.

For the domestic media, Tourism Queensland uses the following mathematical formula to calculate publicity value:

The Advertising Value Equivalent is determined by considering: the special interest market (if any); marketing region; regional tourism organisation; medium i.e. newspaper, magazine, television, website and radio; date; author/presenter; description of story; target market; key messages and size of story.

This Advertising Value Equivalent is then weighted by the target market and key messages identified in the destination management plan for each marketing region.

Due to costs, logistics and foreign language a similar formula for international publicity is not feasible.

Internationally, Tourism Queensland uses a formula based on the column centimetre length of newspapers and magazines and multiplying this figure out by the official advertising rate card value. In line with Tourism Australia measures, Tourism Queensland does not apply weightings to the advertising value equivalent.