discover your own backyard toolkit - Destination Melbourne

More documents

Recommendations

Info

CONTENTS {2} WE ALL HAVE FRIENDS AND RELATIVES • Introduction WHY DISCOVER YOUR OWN BACKYARD? • Ten reasons why Discovering Your Own Backyard does everything a Council wants to do THE LOCAL ECONOMY AND VISITING FRIENDS AND RELATIVES • A significant boost into the local economy. VISITING FRIENDS AND RELATIVES SNAPSHOT • Numbers and dollars THE VISITOR EXPERIENCE JOURNEY • How Councils influence the experience. COMMUNICATIONS AND CAMPAIGN PLANNING GUIDE • Campaign Structure • Auditing Your Backyard • Audit checklist • What do people think? • Community Survey • Top Attractions • Dossier of Top Attractions • Key Messages • Audiences • Your Own People • Council Roles COMMUNICATIONS PLANNING CHECKLISTS • Advertising, Media and Print • Web Publications and Social Media • Promotions • Internal Communications • Measurement and Monitoring resources • Generic Community Survey • Media Release Resources • Style Guide 3 4 8 10 11 13 25 31 Destination Melbourne would like to acknowledge Frankston City Council for their work and support of the VFR campaign. © Destination Melbourne Ltd Discover your own backyard Toolkit written by: Destination Melbourne is the tourism Verne Krastins organisation for Melbourne Sector Connector www.destinationmelbourne.com.au Email: verne@sectorconnector.com.au info@destinationmelbourne.com.au March Mobile: 2011 0411 258 455
We all have friends AND relatives {3} In 2009, over 2.5 million people came to Melbourne to visit their friends and relatives, 83% from within Australia. The domestic component represents almost a third of all domestic travel to Melbourne involving at least a night’s stay, and tops the list of reasons to visit - surpassing holidays, leisure or business as the main purpose. Where did they stay and what did they do? Overwhelmingly, they stayed with their friends and relatives (83.2%), and the most popular activity was to ‘eat out at restaurants’ (60%). We have identified that the critical success factor with Visiting Friends and Relatives is the mindset and behaviour of the host - if we can educate locals to act as effective hosts, we can influence visitor behaviour to encourage them to spend more and stay longer by experiencing more things to see and do. A very council thing to do Visiting Friends and Relatives is a golden opportunity for positive and appreciative engagement with the community, with a range of potential outcomes directly related to the Council’s strategic goals, objectives and aspirations. There is no more effective tourism promotion a Council can do than focusing on the Visiting Friends and Relatives market. Councils have a direct line to the people who create most visitors’ experiences - their residents and business operators. Councils also have a deep understanding of the community’s strengths and attributes.
Page 1: discover your own backyard TOOLKIT
Page 5 and 6: WHY DISCOVER YOUR OWN BACKYARD? {5}
Page 7 and 8: WHY DISCOVER YOUR OWN BACKYARD? {7}
Page 9 and 10: THE local ECONOMY and Visiting FRie
Page 11 and 12: THE VISITOR EXPERIENCE MAP {11} Thi
Page 13 and 14: discover your own backyard Communic
Page 15 and 16: AUDITING YOUR BACKYARD {15} Before
Page 17 and 18: WHAT DO RESIDENTS THINK? {17} CREAT
Page 19 and 20: TOP ATTRACTIONS {19} With an audit
Page 21 and 22: KEY MESSAGES {21} The bottom line o
Page 23 and 24: YOUR OWN PEOPLE {23} Integrating Di
Page 25 and 26: COMMUNICATIONS PLANNING {25} The fo
Page 27 and 28: COMMUNICATIONS PLAN CHECKLIST {27}
Page 29 and 30: COMMUNICATIONS PLAN CHECKLIST {29}
Page 31 and 32: THE DISCOVER YOUR OWN BACKYARD COMM
Page 37 and 38: MEDIA RELEASe resources {37} Launch
Page 39 and 40: Discover YOUR OWN BACKYARD STYLE GU
Page 41: Discover YOUR OWN BACKYARD STYLE GU

discover your own backyard toolkit - Destination Melbourne

Create successful ePaper yourself

Delete template?

Save as template?