TOURISM VICTORIA ANNUAL REPORT

The Medieval Imagination, Illuminted Manuscript.
students to free skiing and snow play
with the purchase of an adult lift ticket
or ski lesson for the same day.
The Alpine Junior Rangers Grade Five
Alpine Pass was valid for the 2008
winter season at five of Victoria’s
premier mountain resorts: Mount Baw
Baw, Mt Hotham, Mt Buller, Falls Creek
and Lake Mountain.
Attractions
Tourism Victoria coordinated a number
of marketing activities to promote
Victoria’s key attractions, including
partnering again with key regional
attractions for a radio promotion
on 3AW, Fox FM and Gold FM and
providing support for attractions to
participate in a series of interstate
consumer shows in conjunction with
Destination Melbourne and Tourism
Alliance Victoria attraction group.
Arts & Cultural Heritage
Tourism Victoria undertook cooperative
marketing in interstate markets and
New Zealand to promote the fourth
instalment of the Melbourne Winter
Masterpieces series. In 2007, for the
first time, the Melbourne Winter
Masterpieces series was extended
beyond the National Gallery of Victoria
(NGV) to include a second major
Melbourne cultural institution, the
Australian Centre for the Moving Image
(ACMI) at Federation Square. The two
exhibitions featured were Guggenheim
Collection: 1940s to Now at the NGV
and Pixar: 20 Years of Animation at ACMI.
Expanding the series succeeded in
broadening the audience for Melbourne
Winter Masterpieces across two
great international blockbusters at
two renowned arts facilities. Hosting
Guggenheim Collection: 1940s to Now
was real coup for Victoria as it was
exclusive to Melbourne, not seen
in any other capital city in Australia.
Pixar: 20 Years of Animation was also an
Australian exclusive. Attendances across
both exhibitions totalled 327,400.
Melbourne Winter Masterpieces has
established itself as one of Victoria’s
biggest events of the year and is a
cultural landmark in the State’s major
events calendar. More than a million
people – over a quarter of them from
interstate or oversesas – have visited
Melbourne Winter Masterpieces over
the last four years.
Tourism Victoria also undertook
cooperative marketing in interstate
markets to promote the State Library
of Victoria’s biggest ever exhibition:
The Medieval Imagination: Illuminated
Manuscripts from Cambridge, Australia
and New Zealand, which attracted
more than 110,000 visitors.
Following the success of Lost and Found,
Volume I, e-marketing campaign Lost
and Found, Volume II was launched in
winter 2007. Lost and Found is an email
publication that explores the creative
spaces, events and places that make
Melbourne worth a visit. An online
and print advertising campaign was
implemented in order to increase the
number of Lost and Found subscribers
and increase traffic to visitvictoria.com.
au/culture. Lost and Found has been one
of Tourism Victoria's most successful
e-marketing campaigns, generating a
database in excess of 5,500 names
and above average open and clickthrough
rates.
Melbourne continues
to be the leading
city recognised for
international sporting
and cultural events
MARKETING
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