TOURISM VICTORIA ANNUAL REPORT

product marketing
cooperative marketing with national
trade partners, consumer marketing,
media familiarisations and attendance
at trade shows.
Tourism Victoria has also assisted with
the tourism marketing of Priscilla, Queen
of the Desert – The Musical which ran
for 26 weeks and Guys and Dolls which
ran for 19 weeks, with a focus on
marketing in regional Victoria, South
Australia and Tasmania.
Travel Industry & Partnerships
Tourism Victoria continued to work with
travel trade to promote Melbourne
and Victoria. The organisation fostered
business relationships with tour
wholesalers, travel agents, airlines, tour
and transport operators and motoring
organisations.
Tourism Victoria negotiated a marketing
agreement with Tiger Airways that
delivered a range of targeted marketing
outcomes including overhead bin
advertising, which visually transports
Tiger Airways passengers into some
of Melbourne’s famous entertainment
venues, highlighting Melbourne’s
reputation as Australia’s events capital.
Advertisements were placed on
overhead lockers on one of Tiger’s
planes, featuring images photographed
from the seats at Melbourne’s Regent
Theatre, Federation Square’s BMW
Edge and the Melbourne Cricket
Ground. Each photo taken from a
unique perspective, shows passengers
the exact view from the venue seat
corresponding to their seat number
on the plane.
Qantas Holidays, Virgin Blue and Blue
Holidays continued to underpin the
It’s Easy to Lose Yourself in Melbourne
campaign throughout the year. Theatre
continues to be an important segment
for the travel-trade. Campaign activity
included promotion of theatre
productions such as Phantom of the
Opera, Spamalot and Guys and Dolls.
WICKED (top right)
Spa & Wellness
The spa and wellness tourism segment
continued to develop in Victoria, with
a number of new tourism products
opening during the year. Tourism
Victoria undertook cooperative
marketing with the spa and wellness
industry in the Herald Sun and spa and
wellness products were included in
Melbourne and Daylesford marketing
activities. Tourism Victoria continued to
work closely with the Australasian Spa
Association and distributed Victoria’s
Geothermal and Natural Mineral Water
Tourism Investments Opportunities
produced by the Investment unit.
Theatre
Tourism Victoria supported Miss
Saigon, Phantom of The Opera, Monty
Python’s Spamalot and WICKED. The
primary objective is to maximise ticket
sales to the individual theatre shows
and increase visitation to Melbourne
from the key markets of New South
Wales and Queensland and the
secondary markets of South Australia,
Western Australia, Tasmania and New
Zealand. Activities undertaken include
Tourism Victoria and Mildura Tourism
joined with QantasLink, Hertz and local
tourism operators to deliver a fly/drive
campaign to Mildura. The promotion
was highly successful, with QantasLink
selling more than 1,100 tickets over
a two-week sale period. As a result, a
second sale period was offered.
Tourism Victoria also partnered with
Jetstar to deliver an Avalon Airport/
Great Ocean Road campaign featuring
three and five day fly/drive packages.
As a result of the cooperative marketing
agreements with travel trade partners,
Tourism Victoria was able to leverage
more than $800,000 in funds to support
domestic marketing campaigns.
In 2007, Tourism Victoria’s domestic trade
marketing team were finalists in the
category Best Tourist Office – National
at the National Travel Industry Awards.
These prestigious awards acknowledge
outstanding contributions in the delivery
of service to the travel industry.
The fly/drive campaign
to Mildura sold more
than 1,100 tickets over
a two-week sale period
MARKETING
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