TOURISM VICTORIA ANNUAL REPORT

INTERNATIONAL MARKETING
For every dollar Tourism
Victoria spent, more than
$2.56 in partnership
funding was received
Trade Marketing
Tourism Victoria undertook a series of
cooperative campaigns in conjunction
with the international wholesale and
retail travel industry and airlines. Tourism
Australia and other state and territory
tourist offices were financial contributors
to many of these. For every dollar
that Tourism Victoria spent on these
campaigns in 2007–08, more than $2.56
in partnership funding was received.
Highlights from the year included:
United Kingdom
• Tourism Victoria worked in
conjunction with Tourism Tasmania
and the Stella Group – Travel 2 and
Harvey World Travel to conduct a
multi-media advertising promotion
that resulted in an increase of
almost 200% in touring passengers
compared to 2007.
• The Discover the Other Oz
partnership of Tourism Victoria,
South Australian Tourism
Commission and Tourism Northern
Territory worked with Flight Centre
UK to offer the consumer an
alternative to the traditional reef,
rock and Opera House itinerary
combination. This initiative was
promoted via Flight Centre's
extensive High Street retail
presence, exposure in the Flight
Centre catalogue, and direct and
consumer marketing activity. The
campaign gave Tourism Victoria the
chance to put Victoria on the map
with new staff of Flight Centre, along
with the general public. The program
generated an increase of more than
50% in land bookings for Victoria
over the previous year.
North America
• Tourism Victoria, in partnership with
Invest Victoria and Tourism Australia,
secured coverage for Victoria on
the US Golf Channel series, Golf
with Style. The broadcast continued
Tourism Victoria’s success of
promoting Victorian golf experiences
as world-class and unique. The
series was a competition where
16 golfers escaped to 13 of the
best golf destinations in the world
for daily rewards from presidential
suites to spa treatments. The finale
of the series was filmed in Victoria,
broadly promoting not only the
world-class golf experiences, but a
broad range of the State’s vibrant
and sophisticated experiences. The
Victorian program aired at least 10
times in North America, since first
being aired in November 2007.
• Tourism Victoria launched a new US
marketing campaign in conjunction
with Tourism Australia and Qantas,
during G’Day USA: Australia Week
in Los Angeles. The campaign
profiled Victoria as a destination that
is easily accessible and affordable
from the west coast of the US.
Tourism Victoria also sponsored a
golf event in Los Angeles during
Australia Week, building on Victoria's
reputation for golf tourism.
MARKETING
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