TOURISM VICTORIA ANNUAL REPORT

domestic marketing
Domestic overnight
visitor expenditure
increased by 7.7% to
reach $8.4 billion
Tactical campaigns for both the
Great Ocean Road and Geelong and
The Bellarine were rolled out over the
past year. Significant brand activity
has been scheduled for 2008–09.
This campaign will feature print
(magazine and newspaper) and online
advertising in the Melbourne, regional
Victoria and New South Wales markets.
Regional Marketing Program
The Regional Marketing Program
(RMP) which commenced in July
2007 is aimed at implementing and
further developing regional brand
and tactical campaigns for each region
of Victoria. The philosophy of the
program is a partnership between
State Government, industry and local
government to ensure integration of
marketing messages and maximisation
of available funds.
The objectives of the RMP include:
• ensuring Regional Campaign
Committees and Tourism Victoria
work in partnership to develop
and implement regional marketing
strategies including implementation
of brand campaigns
• raising co-operative dollars from
industry to maximise the impact of
integrated brand campaign activities
• providing an incentive for local
government and regional tourism
associations to commit funding to
the implementation of integrated
brand campaigns.
The RMP funding of $6.5 million for
the period of July 2007 – June 2009 is
divided into three allocations:
• $5 million – Brand and tactical
marketing allocation
• $1 million – Additional brand allocation
• $500,000 – visitvictoria.com online
incentive allocation.
Regional Campaign Committees
were required to submit applications
outlining their funding request and
marketing activities over the two-year
period. Marketing plans are being
implemented for each region, with
an emphasis on integrating Tourism
Victoria’s regional brand campaigns and
campaign committee tactical marketing
initiatives.
Touring Routes
Tourism Victoria has worked closely
with regional bodies and Tourism New
South Wales over the past year to
establish Sydney Melbourne Touring
which will be responsible for marketing
the three major touring routes
between Sydney and Melbourne.
These are the Sydney Melbourne
Coastal Drive, Capital and Country
and the Great Alpine Road. This new
organisation will have the marketing
clout to help raise the profile of these
touring routes to key international
markets that use Sydney as a gateway
to Australia.
MARKETING
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