Familiarisations

Margaret River vineyard

Why have famils?

Tourism Western Australia's (Tourism WA) Media and Trade Awareness Program and Tourism Australia's Hosting 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 report 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 Hosting Program to further promote the extraordinary destinations and experiences on offer in Western Australia to a global audience.

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 encouraged 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.

Operators selected to participate in famils should consider the following points:

Professionalism: be on time, well presented and groomed, offer refreshments if required.
Be prepared: know the itinerary, check that all arrangements are as expected and agreed to and advise Tourism WA if there are any issues. Know where the group has been and where they are going after leaving your product.
Research the group: understand the participants in the group and what they require from the experience. Are they media or trade, where are they from, what are their needs, what is their market and what is their role in the organisation?
Present to the group: know how much time you have and what you want to present. Consider providing a fact sheet, a gift, CD of images and/or a special offer for a return visit.
Be culturally sensitive: be aware of cultural sensitivities such as religious dietary requirements, appropriate conduct and greetings. If you aren't sure, ask the Familiarisation Coordinator.
Develop relationships with famil participants: be friendly and open. Identifying a face with a product will make it more memorable for the participant.
Follow up: collect business cards and keep in touch with participants.