TOURISM VICTORIA ANNUAL REPORT
TOURISM VICTORIA ANNUAL REPORT
TOURISM VICTORIA ANNUAL REPORT
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USAGE OF <strong>TOURISM</strong> <strong>VICTORIA</strong> INFORMATION SERVICES<br />
INTERNET USAGE BY INTERNATIONAL VISITOR TO <strong>VICTORIA</strong><br />
July 2002 – June 2008<br />
% OF LEISURE VISITORS TO <strong>VICTORIA</strong><br />
2008<br />
2007<br />
2006<br />
2005<br />
2004<br />
2003<br />
3,341<br />
3,371<br />
4,072<br />
3,605<br />
5,179<br />
3,721<br />
6,514<br />
3,505<br />
8,205<br />
226,997<br />
4,342<br />
138,139<br />
6,026<br />
327,415<br />
433,927<br />
443,330<br />
440,584<br />
14,824<br />
2007<br />
43%<br />
2006<br />
2005<br />
2004<br />
2003<br />
34%<br />
31%<br />
23%<br />
15%<br />
33%<br />
49%<br />
62%<br />
64%<br />
68%<br />
visitvictoria.com Calls to 132 842 Brochures ordered<br />
Internet Booking<br />
Internet Information<br />
in detail<br />
Tourism Victoria’s new Regional<br />
E-Marketing program<br />
In 2007–08 Tourism Victoria<br />
commenced a new Regional<br />
E-Marketing Program which provided<br />
more than $280,000 from listing fees<br />
on visitvictoria.com back to regions<br />
for marketing activities. It also supplied<br />
a range of packaged e-marketing<br />
opportunities to Regional Campaign<br />
Committees and operators.<br />
Over the last 15 years, marketing<br />
campaigns run by Regional Campaign<br />
Committees have been based on the<br />
principle of cooperative marketing.<br />
Tourism Victoria have matched industry<br />
funds through the development of<br />
jigsaw brochures, complemented by<br />
marketing campaigns executed through<br />
traditional marketing channels.<br />
Over recent years, Tourism Victoria<br />
has seen the creation of significant<br />
new online marketing opportunities<br />
via the online medium. The Regional<br />
E-Marketing Program aims to move<br />
cooperative marketing online by<br />
offering regions better visitvictoria.com<br />
campaign integration, sophisticated<br />
e-marketing packages and a range<br />
of opportunities that can be priced<br />
and sold by campaign committees to<br />
tourism businesses.<br />
The integration of regional consumer<br />
web content and promotion into<br />
visitvictoria.com aims to provide a<br />
consistent, cost effective and supported<br />
web presence for regional tourism<br />
marketing throughout Victoria.<br />
Due to the growing dominance of<br />
e-marketing as a key marketing tool,<br />
an e-marketing package was developed<br />
for Victoria’s regions. The package<br />
provides a range of options that can be<br />
packaged and sold as part of a Regional<br />
Campaign Committee prospectus<br />
and through other regional marketing<br />
campaigns and initiatives. This includes a<br />
dedicated package and deals section on<br />
regional pages incorporating interactive<br />
Google Maps, accommodation features,<br />
regional e-newsletters and centralised<br />
management of campaign development<br />
and co-ordination, using branded<br />
templates.<br />
MARKETING<br />
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