Why have Famils?
Tourism Western Australia's (Tourism WA) Media and Trade Awareness Program and Tourism Australia's Visiting Journalists Program are highly cost-effective marketing activities undertaken cooperatively with the tourism industry of Western Australia and are applicable to all target markets.
What is a Famil?
A familiarisation (famil) brings key trade and media from within Australia and around the world to Western Australia to experience first hand, the products and experiences available. Media reports on the state's varied holiday and touring attractions while trade groups (wholesalers, inbound operators and retail travel agents) are educated about the products available for sale to their clients.
In addition to its own Media and Trade Awareness Program, Tourism Western Australia also participates in Tourism Australia's Visiting Journalist Program by funding 50percent of land arrangements for media groups.
Industry Support
Tourism Western Australia attempts to negotiate the best financial outcome for each famil and relies heavily on industry support. The cost of each famil is borne by industry operators in the form of 'free of charge' (FOC) product or industry rates, with the balance being funded by Tourism WA. Operators are advised to provide whatever support they deem appropriate on a case by case basis. Operators should consider the opportunities provided by the famil when making a decision regarding the level of support. If, for example, a magazine intends to provide a three-page feature on a specific accommodation property, then that property might consider supplying the room nights free of charge. If the property is unlikely to receive much or any coverage from a media visit, then an industry rate would be more appropriate