TOURISM VICTORIA ANNUAL REPORT
TOURISM VICTORIA ANNUAL REPORT
TOURISM VICTORIA ANNUAL REPORT
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2008 Formula 1 ING Grand Prix, Melbourne 2008.<br />
Major events provide excellent branding<br />
and profiling for Melbourne through<br />
signage, vignettes and sweeping footage<br />
of the city being shown to a massive<br />
television audience worldwide. This is<br />
coverage Tourism Victoria could literally<br />
not afford to buy. Tourism Victoria<br />
is growing awareness of Melbourne<br />
through visibly branded major events.<br />
A significant achievement of the year<br />
was the presence of the Melbourne<br />
brandmark at leading international<br />
sporting events. Melbourne was on<br />
show worldwide through out the<br />
Australian Open Tennis Championships<br />
in January 2008. At the tournament<br />
the Melbourne brandmark featured<br />
on six courts, including Centre<br />
Court and Vodafone Area, on signage<br />
throughout the event and in advertising<br />
and promotions. This activity was<br />
complemented with an advertisement<br />
that showcased Melbourne as a world<br />
class city with accessibility to nature,<br />
which screened on ESPN and ESPN2<br />
in North America and Asia during<br />
the tournament. This was in addition<br />
to in-program vignettes and branding<br />
opportunities associated with new<br />
internet and mobile phone media.<br />
The 2008 Formula 1 ING<br />
Grand Prix featured the brandmark<br />
on over track and pit straight signage.<br />
Permanent over track signage featuring<br />
the Melbourne brandmark was also<br />
secured at the circuit at Phillip Island<br />
which received comprehensive<br />
coverage during the 2008 Yamaha<br />
Superbike World Championships.<br />
Brand Services continued to<br />
expand its library of photography<br />
and video resources to support<br />
the brand message across the year.<br />
These resources are available for the<br />
marketing of Melbourne and Victoria<br />
by Brand Victoria partners, enabling<br />
consistent branding in international<br />
marketing materials – one of the core<br />
aims of the Brand Victoria program.<br />
Brand Services also developed four<br />
individual Brand Style Guides for each<br />
of the core Brand Victoria partners –<br />
Skilled Migration, Invest Victoria, Tourism<br />
Victoria, and International Education.<br />
The guides are designed to assist users<br />
of the brand in dealing with all brand<br />
elements, enabling them to produce<br />
communications that are consistent<br />
and represent Melbourne according<br />
to the key identified strengths in each<br />
sector. For designers and staff currently<br />
working with the Melbourne brand<br />
an inaugural Brand Victoria Designers<br />
Forum was held in July 2007.<br />
International<br />
sporting events<br />
showcased Melbourne<br />
to a massive television<br />
audience worldwide<br />
MARKETING<br />
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