Australia’s Cicada Lodge Targets Chinese Travel Market
Cicada Lodge, the new luxury accommodation property currently being developed in Australia’s Nitmiluk National Park in the Northern Territory’s Top End, is launching new marketing initiatives to both the traditional European/U.K. markets and to the growing Asian market as the opening date approaches. Recognizing the new and growing demand for quality service and authentic product from the Asian market, owners of Cicada Lodge are targeting the experienced Chinese traveler in a major push leading up to the property opening in 2013.
“Recent interaction with key operators from China has identified a real interest in Cicada Lodge and associated touring in Nitmiluk National Park,” said Clive Pollack, general manager of Cicada Lodge. “As a result, we are developing alongside our traditional Western markets strategy a new focus for the Asian market including a number of new communications tools to reach these markets and retain their interest and enthusiasm for the product prior to our launch activity later this year.”
These new tools include a dedicated Chinese website. This new website sits alongside the English language version of the Cicada website and can be accessed directly using the new address. However rather than promoting two separate web addresses, the site also has built in browser detection which automatically determines a browser language preference and directs the user to either the Chinese site or the English site.
Also developed and launched in June was a new temporary website with individual agent logon to allow agents and buyers to follow and monitor the actual construction process of Cicada Lodge. The site features an onsite camera allowing users to watch the actual work live with images updated every 30 minutes. It also includes a time-lapse section which will rotate through a series of images in quick succession, giving a “flick-book” feel, and showing how the site is developing over time.
With the opening of this site for the first time, Cicada Lodge and the Nitmiluk region are set to take their place as one of the must see experiences of the Northern Territory and Australia. For years, the world has been travelling to Europe to experience its history, yet proven evidence of history some thousands of years older is within reach in Australia.