MARKETING OPPORTUNITIES GUIDE - Tourism Victoria

tourism.vic.gov.au

MARKETING OPPORTUNITIES GUIDE - Tourism Victoria

TOURISM VICTORIA

MARKETING

OPPORTUNITIES

GUIDE

February 2009


Marketing Opportunities Guide

C O NTENTS

INTRODUCTION ................................................................................................................................ 3

THE MASTER AGENCY MEDIA SERVICE CONTRACT (MAMS) ................................................. 4

TOURISM AUSTRALIA ADVERTISING OPPORTUNTIES............................................................. 5

PUBLIC RELATIONS AND MEDIA .................................................................................................. 7

Television ....................................................................................................................................................................................... 7

Pieces of Victoria......................................................................................................................................................................... 7

Events Listing ............................................................................................................................................................................... 7

PRODUCT MARKETING................................................................................................................... 8

National Trade Marketing ........................................................................................................................................................ 8

Backpacker Tourism .................................................................................................................................................................. 9

Nature-based Tourism .............................................................................................................................................................. 9

Arts & Culture ............................................................................................................................................................................... 9

Theatre..........................................................................................................................................................................................10

Boutique Accommodation......................................................................................................................................................10

Cruise Shipping..........................................................................................................................................................................10

Golf Tourism................................................................................................................................................................................11

Aboriginal Tourism....................................................................................................................................................................11

Food and Wine...........................................................................................................................................................................12

Spa & Wellbeing........................................................................................................................................................................12

Ski....................................................................................................................................................................................................13

TOURISM VICTORIA PUBLICATIONS .......................................................................................... 13

Wine Regions of Victoria........................................................................................................................................................13

Touring Victoria..........................................................................................................................................................................13

AAA TOURISM ................................................................................................................................ 14

VICTORIA’S CULTURAL GUIDE ................................................................................................... 14

GRANTS AND FUNDING ................................................................................................................ 15

Regional Marketing Program 2009-2012 ........................................................................................................................15

EVENTS............................................................................................................................................ 15

Tourism Victoria Events Program.......................................................................................................................................15

INTERNATIONAL ............................................................................................................................ 16

International Trade Show and Mission Calendar .........................................................................................................16

Inbound Operator Activities...................................................................................................................................................16

DOWNUNDER TRAVEL BULLETIN............................................................................................... 16

ONLINE MARKETING ..................................................................................................................... 17

List tourism businesses and events on visitvictoria.com...........................................................................................17

Web Deals....................................................................................................................................................................................17

Regional eNewsletters............................................................................................................................................................18

Victoria Deals eNewsletter ....................................................................................................................................................18

Online video ................................................................................................................................................................................18

eDMs..............................................................................................................................................................................................18

Digital banners ...........................................................................................................................................................................18

Google Adwords (SEM)..........................................................................................................................................................19

www.tourismvictoria.com.au

1

=


Marketing Opportunities Guide

Trade marketing partnerships..............................................................................................................................................19

VISIONS OF VICTORIA................................................................................................................... 20

Opportunities...............................................................................................................................................................................20

DESTINATION MELBOURNE LIMITED......................................................................................... 21

Key DML marketing programs include .............................................................................................................................21

Publications .................................................................................................................................................................................21

BUSINESS DEVELOPMENT PROGRAMS.................................................................................... 22

CONFERENCES/FORUMS ............................................................................................................. 23

REGIONAL VICTORIA PLANNERS GUIDE .................................................................................. 23

REGIONAL CAMPAIGN COMMITTEE CONTACT DETAILS....................................................... 24

THE REGIONAL MARKETING TEAM AT TOURISM VICTORIA ................................................. 26

www.tourismvictoria.com.au

2

=


Marketing Opportunities Guide

I N TRODUCTION

Tourism Victoria understands the importance of a good working relationship with all sectors of the tourism

industry. As a marketing-focused organisation, we know how vital it is to keep abreast of all marketing

opportunities.

This latest edition of the Marketing Opportunities Guide includes activities available for regional campaign

committees, local and regional tourism associations, industry sector groups and individual business owners.

These activities will help you make the most of marketing and promoting your region and your business.

Previous editions of the guide received excellent feedback from key stakeholders.

This guide is updated bi-annually and is available on Tourism Victoria’s corporate website at

www.tourismvictoria.com.au. The next edition of the guide will incorporate new opportunities that will be

available, based on Tourism Victoria’s ‘Season’ marketing strategies.

If you have any comments on the document or ideas for additional inclusions please contact Fiona Ive at

Tourism Victoria on (03) 9653 9840 or email fiona.ive@tourism.vic.gov.au

I hope you find this guide useful and are able to take advantage of some of the marketing opportunities

outlined.

Gregory Hywood

Chief Executive

www.tourismvictoria.com.au

3

=


Marketing Opportunities Guide

T H E M A STE R AGENCY MEDIA SERVICE CONTRAC T (MAMS)

Communication is changing and becoming more complex. To reach people effectively through the internet,

SMS, interactive and podcasting, as well as through traditional media such as television and newspapers,

expert advice is required.

Collectively the State Government is a big advertiser spending millions of dollars on advertising each year. To

ensure we receive the greatest possible value from the money we spend, the Victorian Government has, for

the last ten years, planned and purchased media and related services through the Master Agency Media

Service contract or MAMS.

The agency contracted by the Victorian Government to deliver MAMS contracts is Mitchell & Partners. This

contract commenced on 1 September 2006 for a period of three years.

Tourism Victoria provides access to the MAMS agency for regions extending or underpinning existing

Tourism campaigns. Regional Campaign Committees (RCC), and local and Regional Tourism Associations

(RTA) are eligible to access media strategy, planning and buying of media through Tourism Victoria.

Advertising rates are often available at less than Victorian Government media advertising rates. To access

these significantly reduced rates, advertising must be booked through Tourism Victoria and be endorsed by

your respective Regional Campaign Committee. The activity also needs to support your region’s existing

marketing activity.

A media booking fee of 3.5% will be incurred for all media activity booked under the MAMS contract. This is

a new fee that will be added to every media schedule.

For more information regarding media strategy and bookings, please contact your relevant Regional

Marketing Coordinator. Please refer to page 26, for contact information.

www.tourismvictoria.com.au

4

=


Marketing Opportunities Guide

‘My Australia’ Magazines

T OURISM AU S TRALIA ADVERTI SI NG OPPORTU N TIES

Tourism Australia has commissioned the production of three new magazines targeting the three life stages

of the Australian ‘Experience Seeker’ target audience. The magazines will be 44 pages in length featuring the

evocative personal and transformational Australian holiday experiences as told by high profile, as well as

ordinary Australians who have achieved extraordinary things.

These stories will be supported by editorial featuring likeminded experiences across the country.

The inspirational narrative will drive domestic tourism from market segments that traditionally head overseas

for their holidays. Content published in the magazines will also be featured on Australia.com and where

applicable, pushed out to journalists globally.

The Target Audience

Each magazine will be developed specifically for one of the three life stages within the target audience. This

approach is to ensure the content within the magazine is tailored to be relevant to the three audiences. They

include;

1. Young singles and couples

2. Families

3. Older singles and couples

Distribution

The magazines will be tipped on or inserted into newsstand and/or subscription magazines of publications that

are high reaching with each of the audiences being targeted. Distribution will be via May and June editions of

the publications as outlined for each publication on the next page.

‘My Australia’ Young singles and couples edition

Circulation: 410,000

Distribution: Cosmopolitan (NSW/Vic), Men’s Health, Women’s Health, OK Magazine and Who Weekly

Advertising Rates: (not including GST)

Double Page Spread: $20,300 Half Page: $6,600 Full Page Colour: $11,000 Sixth Page: $2,000

Booking Deadline: 16 March

Material Deadline: 27 March

‘My Australia’ families edition

Circulation: 355,000

Distribution: Out & About with Kids,

Sydney & Melbourne Magazine, Notebook & Donna Hay

Advertising Rates: (not including GST)

Double Page Spread: $18,500 Half Page: $6,000, Full Page Colour: $10,000 Sixth Page: $1,900

Booking Deadline: 16 March

www.tourismvictoria.com.au

5

=


Marketing Opportunities Guide

Material Deadline: 27 March

‘My Australia’ Older singles and couples

Circulation: 495,000

Distribution: The Weekend Australian Magazine, (metro only), Australian Geographic, Time, Mercedes

Magazine, Delicious and Country Style

Advertising Rates: (not including GST)

Double Page Spread: $24,500 Half Page: $7,800, Full Page Colour: $13,000 Sixth Page: $2,450

Booking Deadline: 16 March

Material Deadline: 27 March

‘Explore’ Magazines

Tourism Australia in partnership with Fairfax has produced six previous editions of the successful Explore

magazine. This year Tourism Australia will not be directly involved with the magazine (they will have no

control over editorial themes, content or advertising). However, this magazine will continue to be solely

focused on domestic holiday content and we encourage you to consider this publication as part of your

marketing activities.

2009 Editions:

Explore VIII - 12 Apr 09 (Explore Kids)

Explore IX – 21 June 09 (Explore close to home)

Distribution:

720,900 copies inserted into The Sun- Herald and The Sunday Age

Rates:

Directory Page: $2,000 1/3 page: $5,000 ½ page: $8,500 Full Page: $16,500 DPS: $22,000 N.B. Outbound

competitor advertising may appear in this magazine

Booking deadlines:

Explore VIII - 6 Mar 09

Explore IX – 15 May 09

For further information about any of the above Tourism Australia opportunities, or to make a booking, please

contact Emma O’Halloran on (03) 9653 9753 or email emma.ohalloran@tourism.vic.gov.au

www.tourismvictoria.com.au

6

=


Marketing Opportunities Guide

PUBLIC RELATI ONS AND MEDI A

Television

Tourism Victoria’s Public Relations Unit provides story ideas for television travel shows such as Postcards,

Coxy’s Big Break, The Great Outdoors and Getaway.

Regional story ideas for The Great Outdoors and Getaway can be provided to Danielle Poulos on

(03) 9653 9773 or email danielle.poulos@tourism.vic.gov.au for consideration.

Regional story ideas for Postcards and Coxy’s Big Break can be provided to Natalia Standfield on

(03) 9653 9814 or email natalia.standfield@tourism.vic.gov.au for consideration.

For further information on television program sponsorship or funding please contact Laura Cavallo on (03)

9653 9864 or email laura.cavallo@tourism.vic.gov.au for consideration.

Pieces of Victoria

Pieces of Victoria is a monthly news bulletin for travel writers produced by Tourism Victoria. It is free of

copyright and highlights new tourism product, activities, special events, tours and accommodation with the

aim of encouraging media to write stories about holiday possibilities in Victoria.

Industry can provide new product and story ideas for consideration to Danielle Poulos on (03) 9653 9773 or

email danielle.poulos@tourism.vic.gov.au

Events Listing

The Public Relations Unit produces an events listing that is distributed to approximately 150 media

representatives across Australia.

To list an event, forward the event information at least four months in advance (including date, description

and contact details) to Natalia Standfield on (03) 9653 9814 or email natalia.standfield@tourism.vic.gov.au

www.tourismvictoria.com.au

7

=


Marketing Opportunities Guide

PRODUCT MARKETI NG

The product marketing team at Tourism Victoria works closely with the industry to manage the following

important marketing activities:

• National Trade Marketing

• Food & Wine

• Arts & Culture

• Theatre

• Boutique Accommodation

• Attractions

• Golf Tourism

• Nature-Based Tourism

• Aboriginal Tourism

• Backpacker Tourism

• Cruise Shipping

• Spa & Wellness

• Ski

As well as marketing these various product segments they also play a lead role in the development of new

products and programs within these segments.

A brief summary of each segment and the Tourism Victoria staff contact details are provided below, as well

as marketing opportunities within each of these product segments that exist.

National Trade Marketing

The national trade marketing team oversee the promotion of Victorian tourism product via the domestic

travel industry. The team develop and manage strategic relationships with wholesale partners, retail chains,

airlines and transport operators to maximise cooperative marketing opportunities.

The trade marketing team is also responsible for the development of new business opportunities with nontraditional

partners, such as special interest operators and on-line channels, whilst providing advice on

national travel industry marketing issues.

For further information contact:

Jo McEwan on (03)9653 9734 or email: joanna.mcewan@tourism.vic.gov.au

David Grattan on (03) 9653 9871 or email david.grattan@tourism.vic.gov.au

Alessandra Higgins on (02) 9287 6502 or email alessandra.higgins@tourism.vic.gov.au

www.tourismvictoria.com.au

8

=


Marketing Opportunities Guide

Backpacker Tourism

The backpacker market is a primary tourism market for Victoria. Over recent years, Victoria has

experienced significant growth in backpacking visitors. Victoria has a 46% market share of the 567,262

backpacker visitors to Australia.

Backpacker operators in Victoria have the opportunity to take a business listing on Tourism Victoria's

backpacker specific website, www.backpackvictoria.com. For listings on this website, refer to the Online

Marketing section.

For other opportunities in relation to the backpacker market, contact Isabelle Fennessy on (03) 9653 9736 or

email isabelle.fennessy@tourism.vic.gov.au

Nature-based Tourism

The nature-based tourism market is a product strength for Victoria. Over recent years, Victoria and

Australia have experienced significant growth in nature-based tourism visitors. For the year ending June

2007, 37 per cent of domestic visitors and 77 per cent of international visitors undertook at least one naturebased

tourism activity. Nature-based tourism includes ecotourism, adventure tourism, extractive tourism (i.e.

fishing), native wildlife tourism and nature retreats. The Nature-based Tourism Strategy 2008-2012 was released

in September 2008 and a new marketing campaign focussing on the Great Ocean Walk is currently in

development and will be launched in spring 2009. The campaign will also provide a opportunity for other

nature-based tourism regions and product to be featured.

Further information on this strategy and the marketing campaign can be obtained by contacting Sean

Daugherty on (03) 9653 9786 or email sean.daugherty@tourism.vic.gov.au

Arts & Culture

This segment coordinates targeted marketing initiatives with arts and cultural heritage product as well as

Tourism Victoria’s “Lost & Found” campaign. This product segment also works with the major cultural

agencies and other key stakeholders across Victoria to promote the “Melbourne Winter Masterpieces”

exhibitions.

Industry liaison also occurs with a number of key cultural groups, including the Cultural Tourism Industry

Group (CTIG), Museums Accreditation Program and Cultural Heritage Forum.

CTIG produce the Cultural Guide to Victoria, which promotes small and large cultural tourism product in

regional and metropolitan areas. For more information on membership and advertising in the next edition of

the guide call (03) 5772 2338 or visit www.victoriaculture.org

For further information contact Jenny Hynes on (03) 9653 9889 or email jenny.hynes@tourism.vic.gov.au

www.tourismvictoria.com.au

9

=


Marketing Opportunities Guide

Theatre

The theatre segment liaises with Victorian Major Events Company to secure theatre productions for

Melbourne and to position Melbourne as Australia’s Theatre Capital. Tourism Victoria works with Theatre

Producers, hotel partners and ticketing agencies to co-operatively market theatre shows in a number of

interstate and regional markets. Tourism Victoria actively works with trade partners including airlines,

wholesalers and retail chains to provide co-operative opportunities.

For further information contact Sabrina Males on (03) 9653 9708 or sabrina.males@tourism.vic.gov.au

Boutique Accommodation

This accommodation segment includes in-house bed and breakfast along with self contained accommodation,

boutique accommodation, farm stays and retreats.

Tourism Victoria supports the segment in a number of ways including providing media and public relations

support, coordinating familiarisations and through Tourism Victoria’s website visitvictoria.com. As part of

special deals and packages online there are opportunities for accommodation businesses to work with their

Campaign Committees to feature accommodation packages on visitvictoria.com.

Industry liaison also occurs with a number of key Bed & Breakfast groups including, Bed and Breakfast,

Farmstay and Accommodation Australia, InnHouse and Melbourne’s Best.

For further information contact Ellena King on (03) 9653 9842 or ellena.king@tourism.vic.gov.au

Cruise Shipping

Victoria’s cruise ship season runs from October to April each year, coinciding with summer, when Melbourne

is alive with activity and events. The Cruise Ship market is one of the fastest growing segments of the global

leisure market. Victoria has been experiencing continued growth within this segment, hosting 44 cruise ship

visits over recent years.

Victoria’s cruise ship program is facilitated through a partnership between the Department of Infrastructure,

Tourism Victoria, The City of Melbourne, tour operators, shipping lines, agents and volunteers.

Tourism Victoria has been working hard to expand the number of ports that cruise ships visit, with Phillip

Island and Geelong now joining Melbourne as destinations for cruise ships. With the addition of these new

ports, Victoria can now be recognised as a total cruising destination.

For Further Information contact Sabrina Males (03) 9653 9708 or sabrina.males@tourism.vic.gov.au

www.tourismvictoria.com.au

10

=


Marketing Opportunities Guide

Attractions

Attractions are effective tourism motivators for visitors to Victoria, having the potential to raise the quality of

visitor experience and increase length of stay. Awareness and exposure of a destination is highlighted by the

existence of quality attractions and can lead to repeat visitation.

A range of marketing activities are undertaken to encourage visitation including Destination Melbourne’s

family campaign featuring Melbourne’s attractions.

For further information contact Gary Allen on (03) 9653 9893 or email gary.allen@tourism.vic.gov.au

Golf Tourism

Golf is a product strength for Victoria. With a range of quality golf courses situated in and around

Melbourne’s surrounds, Tourism Victoria undertakes a number of marketing activities to promote the

segment.

Tourism Victoria is developing Victoria’s Golf Tourism Action Plan 2009 – 2012. This is the second Golf

Tourism Action Plan to be developed by Tourism Victoria and follows the successful implementation of the

previous plan. The Action Plan will be released and made available on the corporate website in Autumn 2009.

For further information contact Gary Allen on (03) 9653 9893 or email gary.allen@tourism.vic.gov.au

Aboriginal Tourism

Victoria’s Aboriginal culture and heritage is unlike that of any other part of Australia. The State is home to a

range of unique and contemporary Indigenous tourism experiences. Aboriginal tourism businesses showcase

the vibrancy of Victoria’s Aboriginal culture and provide opportunities to learn about Indigenous history,

stories and the contemporary lives of Aboriginal people.

Victoria’s Aboriginal Tourism Development Plan 2006-2009 aims to grow Aboriginal tourism and provide a

pathway to success for new and established businesses in the tourism industry.

Core marketing activity includes the production of the Aboriginal Victoria consumer brochure, the

development of content for the Identities Project, the creation of video content for www.visitvictoria.com

ongoing media activity and providing opportunities for businesses to take part in trade shows such as ATE

and international trade missions.

For further information contact Karyn Ross, Senior Marketing Officer, Indigenous Tourism on (03) 9653 9769

or email karyn.ross@tourism.vic.gov.au

www.tourismvictoria.com.au

11

=


Marketing Opportunities Guide

Food and Wine

As one of Victoria’s primary product strengths, Food and Wine is a core component in many of Tourism

Victoria’s areas of activity, including national and international marketing, online marketing, public relations,

events, industry development and investment projects.

Brand Health survey results indicate that Victoria is the leading State for ‘quality regional food and wine

experiences’ and in second position as the State most associated with ‘boutique wineries’. Melbourne is also

the clear leader as the capital city offering ‘quality food experiences and world class restaurants’.

Melbourne’s dining experiences are a key attribute in the overall marketing of Melbourne. Regional Victoria’s

food and wine experiences are marketed through relevant regional campaigns as well as holistic State-wide

activity. The centrepiece of the latter is the Wine Regions of Victoria brochure. It is a comprehensive, high

quality guide to Victoria’s 21 wine regions, wineries and associated businesses, such as restaurants,

accommodation and tours.

Other marketing activity includes the creation of content for the Identities Project, supporting television

programs such as Mercurio’s Menu, providing media and public relations support, coordinating familiarisations

and tactical advertising to promote the Wine Regions of Victoria brochure.

Tourism Victoria is currently developing a food and wine campaign that will hero Victoria’s High County,

whilst also providing opportunities for other food and wine regions to underpin the campaign.

For further information contact Jon Baxter, Manager Food and Wine Tourism (03) 9653 9797 or

jon.baxter@tourism.vic.gov.au.

Spa & Wellbeing

Spa & Wellbeing are emerging product strengths for Victoria. With the concentration of mineral springs in

the Daylesford/Hepburn Spring area and geothermal waters along the Victorian coast, Victoria is well placed

to capitalize on the growing consumer demand for these experiences.

Tourism Victoria has a dedicated Spa and Wellbeing webpage www.visitvictoria.com/spa. Tourism Victoria

supports the segment in a number of ways including providing media and public relations support and

undertakes cooperative marketing with the Spa & Wellbeing industry both within Australian and overseas.

Industry liaison occurs with the Australasian Spa Association, ASpa.

Tourism Victoria is currently developing a campaign which will hero the Daylesford and Macedon Ranges

region, of which Spa and Wellbeing will be a key feature. Further opportunities will be developed to enable

other spa and wellbeing destinations to leverage the campaign.

For further information contact Ellena King on (03) 9653 9842 or email ellena.king@tourism.vic.gov.au

www.tourismvictoria.com.au

12

=


Marketing Opportunities Guide

Ski

The Board for Alpine Resorts Tourism (BART) assumes the lead financial and management responsibility for

the development of a coordinated approach to the promotion of Victoria’s alpine resorts. The board consists

of representatives from Mt Buller-Mt Stirling, Falls Creek, Mount Hotham, Lake Mountain, Mt Baw Baw Resort

Management Boards and Ski Lift Companies; the Alpine Resorts Coordinating Council, Tourism Victoria and

an independent Chair.

A marketing strategy to increase awareness of and desire to travel to Victoria’s alpine resorts has been

developed by the Board for Alpine Resorts Tourism. The program has three major objectives:

1. To increase market share of the regular skier markets out of Sydney, Brisbane, Adelaide and Perth;

2. To grow the ski market in Victoria in the long term by targeting school children and their families; and

3. To increase awareness of Victoria’s snowfields to key international markets including Singapore, Malaysia,

India and the Middle East.

A dedicated website www.skivic.com is designed to provide consumers with a variety of information to easily

plan their Victorian snow holiday.

For any queries regarding the Alpine Resorts Tourism Marketing Program, contact Sean Daugherty on (03)

9653 9786 or email sean.daugherty@tourism.vic.gov.au

T OURISM VICTORIA PUBLICATIONS

Wine Regions of Victoria

Wine and food tourism in Victoria has enjoyed strong growth. During 2007 alone, 1.3 million international,

and 9.7 million domestic visitors sampled Victoria’s wineries, restaurants and cafes.

The Wine Regions of Victoria brochure provides detailed information on each wine region and the wineries and

food within the region. The information is intended to assist visitors to plan their trip to regional Victoria.

Tourism Victoria’s research indicates that 77% of visitors to wineries plan their trip in advance.

The 9 th edition of Wine Regions of Victoria was launched in October 2008. The 10 th edition of Wine Regions of

Victoria is scheduled for production in 2010.

For more information contact Ellena King on (03) 9653 9842 or email ellena.king@tourism.vic.gov.au

Touring Victoria

Tourism Victoria has released two versions of the Touring Brochure, one for the international market and one

for domestic travellers. The brochures are distributed predominantly through the Victorian Tourism

Information Service (VTIS) as a call to action for Tourism Victoria’s touring campaigns.

For more information contact Suzannah Marinkovic on (03) 9653 9867 or email

suzannah.marinkovic@tourism.vic.gov.au

www.tourismvictoria.com.au

13

=


Marketing Opportunities Guide

A A A TOURISM

AAA Tourism, on behalf of Australia’s Auto Clubs, manages the renowned STAR Rating Scheme for the

Australian accommodation industry. In addition, AAA Tourism manages Australia’s most comprehensive

accommodation database and is the major publisher of online content and travel guides, available through

the Auto Club websites, (www.mynrma.com.au, www.racv.com.au, www.racq.com.au, www.raa.com.au,

www.rac.com.au, www.ract.com.au and www.aant.com.au), retail network and other selected outlets.

Publications:

National Accommodation Guide

National Tourist Park Guide

For more information contact AAA Tourism on (03) 8601 2274 or

email advertising@aaatourism.com.au or visit www.aaatourism.com.au

V ICTORIA’S CULTURAL GUIDE

The Cultural Tourism Industry Group (CTIG) produces Victoria's Cultural Guide every 12 months.

The 2008-2009 guide was launched on 3 July 2008. The 2009-2010 guide will be released in July 2009.

For more information contact Jenny Ryssenbeek, Cultural Tourism Industry Group on

(03) 5772 2338 or email ctig@victoriaculture.org or visit the website www.victoriaculture.org

www.tourismvictoria.com.au

14

=


Marketing Opportunities Guide

GRANTS AND FU ND ING

Regional Marketing Program 2009-2012

The Regional Marketing Program 2009-2012 (RMP) addresses issues identified in Tourism Victoria’s Regional

Tourism Action Plan and aims to create a platform that is more flexible and provides greater ownership and

autonomy to Regional Campaign Committees and Regional Tourism Boards. The new program allows for

greater communication and collaboration between Regions and Tourism Victoria. The purpose of the RMP is

to raise awareness and increase visitation, yield and dispersal to destination Victoria. The funding allows

Regions to implement and further develop existing regional branding and tactical marketing campaigns. The

program is viewed as a partnership between state government, industry and local government to ensure a

coordinated approach to marketing to maximise the benefits to regions.

For more information contact Phil Harman on (03) 9653 9817 or email phil.harman@tourism.vic.gov.au or

visit www.tourismvictoria.com.au

E VENTS

Tourism Victoria Events Program

Tourism Victoria's Events Program assists event organizers, local government and other relevant groups to

increase visitor numbers, length of stay and visitor yield at events. Funding is allocated through a cooperative

marketing agreement. The primary aims are to enhance the event's tourism marketing strategy as well as to

assist with event delivery and development. While event organisers can apply to Tourism Victoria for funding

at any time, they are initially encouraged to contact Brendan Downey, Group Manager Events, on (03) 9653

9883 or email brendan.downey@tourism.vic.gov.au, to discuss their proposal application.

The Events Program Guidelines are available at www.tourismvictoria.com.au/eventsprogram

One component of Tourism Victoria's Events Program is the Country Victoria Events Program (CVEP). The

CVEP has been developed to assist smaller events held in regional Victoria which Tourism Victoria believes

may have the potential to develop into significant regional events able to attract intrastate and interstate

visitors. The CVEP provides up to $10,000 per event. Closing dates for application for the CVEP are April 1

and October 1, annually.

Event organisers can apply for CVEP funding by contacting Naomi Barter, Events Marketing Coordinator, on

(03) 9653 9742 or email naomi.barter@tourism.vic.gov.au or visit www.tourismvictoria.com.au

www.tourismvictoria.com.au

15

=


Marketing Opportunities Guide

INTERNATIONAL

International Trade Show and Mission Calendar

Each year many trade shows and mission activities are held in Australia and around the world in key tourism

markets. The International Trade Show and Mission Calendar, displays a regularly updated list of trade shows,

missions and workshops. Please find the calendar on the Tourism Victoria website: www.tourism.vic.gov.au

For more information please contact Li Wei on (03) 9653 9776 or email li.wei@tourism.vic.gov.au

Inbound Operator Activities

Tourism Victoria organises a number of activities each year, designed to allow business interaction between

the Victorian Industry and Inbound Tour Operators, who are a vital link in the distribution chain. Some of the

activities are conducted in partnership with the Australian Tourism Export Council (ATEC)

(www.atec.net.au). Details can be located on the International Trade Show and Mission Calendar.

For more information contact Li Wei on (03) 9653 9776 or email li.wei@tourism.vic.gov.au

D OWNU NDER TR AVEL BULLETI N

The Downunder Travel Bulletin is a fortnightly publication which details the latest product news and

developments to international product decision makers in key international markets.

Available in both print and online, Downunder Travel Bulletin provides an affordable and convenient means of

communicating product updates. Tourism Victoria supports a number of ‘Victorian Regional Focus’ features

each year in the publication in order to assist export-ready product to reach the international industry in a

cost effective manner.

Full distribution details are available on the website: www.instantdownunder.com/prospectus and archived

copies can be viewed at: www.instantdownunder.com

For further information please contact Mr Graeme King on (02) 9967 4070 or email

graeme.king@instantdownunder.com

www.tourismvictoria.com.au

16

=


Marketing Opportunities Guide

O NLINE MAR KETI NG

List tourism businesses and events on visitvictoria.com

www.visitvictoria.com is the official Government tourism website for Melbourne and Victoria offering

comprehensive information on attractions, destinations, maps, what’s on where and when, and what to do

when you get there, as well as over 3,000 accommodation, attraction, event and tour listings.

Operators have the opportunity to create their own listing, complete with images, a full description, facilities,

rates and maps that can be updated at any time. Tourism Victoria also offers businesses their own personalised

web address.

Product listings are free for events and not-for-profit organisations. A standard product listing is $250 per

year (incl. GST). Businesses accredited through programs endorsed by the Tourism Accreditation Australia

Ltd are eligible to receive a discount of $150, only paying $100 per year (incl. GST). For details on

accreditation programs, please contact Tourism Accreditation Board of Victoria (TABV) on (03) 9620 4199

or info@tourismaccreditationvic.com.au. Events can elect to set up a comprehensive event listing or create a

summary event listing (excluding photos) by sending details to events@tourism.vic.gov.au

Product listings on visitvictoria.com can elect to have their information stored with the Australian Tourism

Data Warehouse (ATDW), and distributed to travel and tourism websites across Australia including

www.australia.com and www.pleasetakemeto.com. This is a FREE service that offers a great opportunity to

extend the reach of your listing and target a wider domestic and international market.

To register or edit your listing, Log in at www.my.visitvictoria.com

For more information, contact the visitvictoria.com Support Desk on 1300 306 366 or email

onlinecomments@tourism.vic.gov.au. The Support Desk operates 9am-5pm Monday-Friday (business trading

hours).

Web Deals

Deals and packages was introduced on visitvictoria.com in November 2007 to allow increased industry

participation and linkages with offline/print marketing campaigns. Deals are featured throughout the site, on

the dedicated deals and packages section and the operator’s product listing. Deals may be booked online or

referred to operator’s website. In 2008, a total of 423,000 deals searches were made making deals the second

most searched content on visitvictioria.com, putting it ahead of generic accommodation searches and behind

maps/route planner; the most popular search.

www.tourismvictoria.com.au

17

=


Marketing Opportunities Guide

Regional eNewsletters

Email newsletters are an effective way of communicating key messages to a dedicated, permission-based

audience. Each region that participates in eNewsletters has its own database, collected via acquisition

campaigns, usually eDMs (Electronic Direct Mail), where recipients have opted-in to receive future messages

pertaining to the region. The eNewsletter is an effective way to strengthen the brand messaging in an eDM or

preceding media and further encourage conversion of deals and/or visitation to the region. In 2008, most

regions engaged in quarterly eNewsletter activity.

Victoria Deals eNewsletter

In addition to region eNewsletters, Tourism Victoria sends a monthly eNewsletter dedicated to promoting

deals and packages across Victoria. This covers state-wide content and is sent to a national database of

approximately 40,000* members. Tourism Victoria continues to invest in an ongoing acquisition strategy to

grow this database.

Online video

In January 2008, the visitvictoria.com Video room launched. Tourism Victoria continues to support the use of

video as a key tourism marketing tool. The online marketing product team can upload operator videos made

for web onto their product listing free of charge. Other tourism videos filmed in appropriate format for use on

web can be uploaded to the visitvictoria.com video room at online marketing editorial discretion, or

distributed via other channels such as youtube.com to support campaign activity.

eDMs

Electronic direct mail (eDM) provides a cost effective solution for reaching targeted email databases. eDMs can

be used to focus on; the promotion of an event or broadcast a key message, acquisition of email addresses to

add to an eNewsletter database, or profiling operator deals and direct response offers. Distributed via

permission email databases such as The Great Aussie Survey and SMSPup, these mass mailouts can reach

audiences of 10,000 to over 50,000 – tailored to budget. It is important to consider the key message and

secure buy-in content of the eDM before selecting a database and match to an incentivised or unincentivised

one accordingly.

Digital banners

Tourism Victoria is increasingly using digital banners as a way to advertise in online display media. In response

to this, the online marketing unit have appointed a panel of digital design agencies to manage a cost effective

solution for design and production of direct response banners. The style of these banners will reflect the brand

look and feel, but must be directly linked to a compelling retail offer, competition or strong call to action.

www.tourismvictoria.com.au

18

=


Marketing Opportunities Guide

Google Adwords (SEM)

Search engine marketing (SEM) promotes websites by increasing visibility on search engine result pages,

primarily using Google Adwords pay per click advertising. Tourism Victoria manages Google Adwords

campaigns via a central account and can tailor the campaign period according to budget.

Trade marketing partnerships

Online trade promotions for regions will be reflected on visitvictoria.com and Tourism Victoria will continue

to promote Fly Drive campaigns online. The online marketing unit and trade marketing unit work closely on

content distribution strategies with third party trade sites such as totaltravel.com and expedia.com and can

offer additional online marketing opportunities as they arise.

New Online Technologies

Tourism Victoria will work closely with the regions to educate and advise on new and emerging online

technologies and how they could be used, where applicable, in marketing opportunities.

For further information contact:

Michael Hauser on (03) 96539726 or email michael.hauser@tourism.vic.gov.au

Andrew James on (03) 96539806 or email andrew.james@tourism.vic.gov.au

www.tourismvictoria.com.au

19

=


Marketing Opportunities Guide

V I SIONS OF VICTO RIA

Tourism Victoria manages an online image library, Visions of Victoria, which hosts Tourism Victoria’s

photographic and video libraries. Visions of Victoria is a useful tool for providing images and video to clients

including television, magazines, newspapers, designers and conference organisers.

Visions of Victoria operates 24 hours a day, seven days a week. Anyone with internet access can use this

library.

Visions of Victoria is a user pays system. Fees go towards the operation of the system and any profits are

used to purchase images. After a review of charges for the tourism industry, the policy has been amended to

allow access to downloads free of charge. Please note copyright restrictions may apply on certain images.

Fees apply for provision of videos or CDs.

Opportunities

A number of opportunities exist with Visions of Victoria:

• Portals

Visions of Victoria is providing the opportunity for organisations to create an economical online library.

Visions of Victoria will host and provide access to the library via a search page.

This opportunity is available to a number of organisations. For more information contact Geoff Byrne at

Media Equations on (03) 9673 8111.

• Loading of Images

Providing images to be loaded onto Visions of Victoria is another opportunity to promote your region’s

products and strengths to clients you may not normally be able to reach. Organisations can provide

Visions of Victoria with digital images. Once approved, these will be loaded onto the system free of

charge and with free access to download.

Transparencies can also be loaded onto Visions of Victoria.

NB: Selection of images is at the discretion of Visions of Victoria.

For more information regarding Visions of Victoria, please contact Robert Mason on (03) 9653 9877 or email

robert.mason@tourism.vic.gov.au or visit www.visionsofvictoria.com.au.

www.tourismvictoria.com.au

20

=


Marketing Opportunities Guide

D E S TI N ATION MELBOURNE LIMITED

Destination Melbourne Ltd (DML) is Melbourne’s Regional Tourism Organisation.

Destination Melbourne provides leadership, industry development and successful co-operative marketing of

Greater Melbourne by working in partnership with the industry.

DML was established in 2001 as a not for profit company overseen by a skills based board of directors, with a

vision to ‘Inspire industry to grow Melbourne as an outstanding global visitor experience’.

Key DML marketing programs include

• Seasonal Campaigns

- Family Campaign – ‘You Can’t Do This At Home’

- Tactical Fast Art campaign- Winter Campaign

Publications

• Melbourne Official Visitors’ Guide

• Melbourne Official Visitors’ Map

• Melbourne Style Magazine

• Melbourne Accommodation guide

• Insiders Guide to Melbourne

• Melbourne Convention and Visitor Centre Melbourne Map

For more information, including the current 2009-2010 Tourism Marketing Program prospectus, please

contact John McGaw on (03) 98692444 or email info@destinationmelbourne.com.au or visit

www.destinationmelbourne.com.au

www.tourismvictoria.com.au

21

=


Marketing Opportunities Guide

B U SINE S S DE VELOPMENT PROGRAMS

The Victorian Tourism Awards program is the longest running and highest funded business development tool

for tourism businesses in Victoria. Throughout the years, Victorian tourism industry leaders have

committed their business to celebrate excellence and submit themselves to peer review through the awards

program.

The industry has benefited from the significant investment made by the Victorian Government and sponsors in

this flagship business excellence program.

The Awards help to raise standards through a structured submission process of self-assessment by preparing a

written document which is then reviewed by industry peers who respond carefully to defined national criteria.

The program culminates in a night that recognises and promotes outstanding achievement by those at the

heart of the industry.

To ensure that you are kept up to date about any developments, workshops and other forms of assistance

available to entrants in the Victorian Tourism Awards please complete the Nomination form on the Victorian

Tourism Awards website www.victoriantourismawards.com.au

For more information contact Nicole McLean, Tourism Awards Manager on (03) 9653 9789 or email

nicole.mclean@tourism.vic.gov.au.

Tourism Excellence has been designed to help tourism businesses and destinations get the best from their

workforce, deliver the best possible visitor experience, grow tourism by working together, and ensure a

sustainable industry.

Seven themes (modules) have been developed as a web-based self-development tool, that focus on ways to

achieve overall excellence.

Each module contains a tool kit that identifies key resources, grants and learning opportunities and useful case

studies provided by business operators.

For more information visit www.tourismexcellence.com.au or contact Gino Fulco on (03) 9653 9868 or email

gino.fulco@tourism.vic.gov.au.

www.tourismvictoria.com.au

22

=


Marketing Opportunities Guide

C O N FERENCES/ FO RUMS

The annual Victorian Tourism Conference gathers together tourism industry professionals to discuss issues at

the forefront of the industry, strengthen networks and learn skills to create a more sustainable and

professional tourism industry.

Victorian Tourism Conference: Is held annually, dates for May 2009 to be confirmed.

For more information contact Tourism Alliance Victoria on (03) 9650 8399 or email

info@tourismalliance.com.au or visit www.tourismalliance.com.au

REGIONAL VICTORIA PLANNERS G UIDE

The Regional Victoria Planners Guide is produced by the Regional Victoria Conference Group (RVCG), a

collective group of conference venues, accommodation providers, tour operators, local councils and Regional

Tourism Organisations who have identified the need for a coordinated and cooperative industry approach to

the marketing and promotion of business events for regional Victoria.

The Planners Guide is a dedicated guide that showcases conference venues, services and destinations

throughout regional Victoria. The guide highlights the sheer strength of what regional Victoria has on offer

from the large scale convention to the intimate business event or staff training session including pre and post

touring options.

Sales have now closed for the 2008/2009 edition of the Regional Victoria Planner’s Guide, however to

express interest in future editions or for more information on the RVCG and other cooperative marketing

opportunities contact the RVCG on (03) 9650 8399 or email rvcg@rvcg.com.au

www.tourismvictoria.com.au

23

=


Marketing Opportunities Guide

REGIONAL CAMPAIGN C OMMITTEE CONTACT DE T AILS

For individual businesses looking for more specific information regarding opportunities within your region,

please contact the relevant campaign committee. Contact details are as follows:

Gippsland

Daylesford and The Macedon Ranges

Contact: Helen Rose Contact: Joy Durston

Phone: (03) 5156 1303 Phone: 0438 873 023

Email: dgiadm@bigpond.net.au Email: enquiries@dmrtourism.com.au

Goldfields

Mornington Peninsula

Contact: Jo Pincus Contact: Kellie Barrett

Phone: (03) 9489 3664 Phone: (03) 5987 2683

Email: see1@vic.australis.com.au Email: kellie@tourism.mornpen.vic.gov.au

Grampians

Phillip Island

Contact: Kylie Schurmann Contact: Kim Storey

Phone: 0428 733 312 Phone: (03) 5952 2729

Email: kschurma@parks.vic.gov.au Email: dpi@waterfront.net.au

Great Ocean Road

The Murray

Contact: Tish Black Contact: Maureen Bennett

Phone: 0400 113 011 Phone: (03) 5480 2010

Email: tishblack@bigpond.com Email: maureen@therightexposure.com.au

Yarra Valley and The Dandenong Ranges Victoria’s High Country

Contact: Lincoln Wilson Contact: Helen Rose

Phone: (03) 5962 5996 Phone: (03) 5156 1303

Email: info@yrrml.com.au Email: admin@nevt.com.au

Melbourne (Destination Melbourne Limited)

Contact: John McGaw

Phone: (03) 9869 2444

Email: info@destinationmelbourne.com.au

www.tourismvictoria.com.au

24

=


Marketing Opportunities Guide

Major Touring Routes & Alliances

Great Southern Touring Route

Great Alpine Road

Contact: Roger Grant, Chairman Contact: Karin Grima

Phone: (03) 5223 2069 Phone: (03) 5755 0555

Email: rgrant@geelongcity.vic.gov.au Email: karing@alpineshire.vic.gov.au

Sydney-Melbourne Coastal Drive

Capital & Country Touring Route

Contact: Emma Harry Contact: Merran Socha

Phone: (03) 5662 5698 Phone: (03) 5744 3999

Email: emhcommunications@bigpond.com Email: msocha@suncountryonthemurray.com.au

Sydney-Melbourne Touring

Contact: Emma Harry

Phone: (03) 5662 5698

Email: emhcommunications@bigpond.com

www.tourismvictoria.com.au

25

=


Marketing Opportunities Guide

T H E REGIONAL MARKETI NG TE AM AT TOURISM VICTORIA

Phil Harman

Group Manager Regional Marketing

Phone: (03) 9653 9817

Email: phil.harman@tourism.vic.gov.au

Suzannah Marinkovic

Regional Marketing Manager:

Sydney-Melbourne Touring, and Strategic Alliances

Phone: (03) 9653 9867

Email: suzannah.marinkovic@tourism.vic.gov.au

Shae Keenan

Regional Marketing Manager:

Goldfields and Daylesford & the Macedon

Ranges

Phone: (03) 9653 9816

Email: shae.keenan@tourism.vic.gov.au

Natalie Duke

Regional Marketing Coordinator:

Phillip Island

Phone: (03) 9653 9834

Email: natalie.duke@tourism.vic.gov.au

Anita Verde

Regional Marketing Manager:

Yarra Valley & the Dandenong Ranges,

Gippsland and Grampians

Phone: (03) 9653 9882

Email: anita.verde@toursim.vic.gov.au

Nigel Aldons

Regional Marketing Manager:

Great Ocean Road, High Country and

Murray

Phone: (03) 9653 9770

Email: nigel.aldons@tourism.vic.gov.au

Jonathan Brabner

Regional Marketing Coordinator

Phone: (03) 9653 9882

Email: jonathan.brabner@tourism.vic.gov.au

Felicity Irwin

Regional Marketing Coordinator:

Mornington Peninsula

Phone: (03) 9653 9795

Email: felicity.irwin@tourism.vic.gov.au

www.tourismvictoria.com.au

26

=

More magazines by this user
Similar magazines