MARKET OVERVIEW

KEY STRATEGIC ACTIVITIES
Ultimately Tourism Victoria’s core objective in the UK remains to defend and further develop
Melbourne and Victoria’s market position, particularly in the tough trading environment,
continuing to grow Victoria’s share of arrivals and length of stay through a strategy of improved
trade exposure and increased consumer awareness using a multi channel marketing approach with
a strong digital component.
Consumer Marketing
Work closely with Tourism Australia on their Country Media Programme to maximise the
number of media visits and exposure for Melbourne.
Through Tourism Victoria’s appointed PR company for the UK and Ireland, Bgb
Communications, actively seek targeted opportunities in order to position Melbourne and
Victoria in selected consumer media and maintain strong media relationships.
Focus on key target segments and Hallmark Events to leverage consumer opportunity.
Develop the usage of the new Brand Victoria destination brand in all consumer activity, and
present strong and consistent imagery of Melbourne and Victoria.
Increase the level of consumer promotions undertaken, utilizing a mix of media - traditional
print and radio, and increasing the use of new media such as pod casts and vod casts, and
Tourism Victoria’s video content.
Maximise e-commerce opportunities by developing www.visitmelbourne.com/uk (UK variant)
as a consumer tool that reflects Tourism Victoria’s market activity and assists in directing the
consumer towards conversion via trade partners. Continue to provide and refresh the site
with relevant and accurate content.
Develop opportunities to provide the consumer with options for conversion through the
development of special offers and packages, providing a call to action via key tour operator
partners.
Growth awareness and motivate the consumer through targeted activity on social media sites
such as Trip Advisor UK.
Develop consumer promotions and third party affiliate relationship marketing to establish and
grow a consumer database through email acquisition. Tourism Victoria’s UK opted in database
has reached 60,000+ email addresses.
Provide market content for the UK’s quarterly consumer eNewsletter created to provide a
tool to build online relationships with existing and prospective visitors, and provide a platform
for a tactical approach with selected trade partners.
Tourism Victoria’s UK dedicated Video Room is found at www.visitmelbourne.com/uk-tv.
2011 will continue to see Tourism Victoria’s focus on the distribution of video content to
other URLs with links back to www.visitmelbourne.com/uk-tv. The success of this distribution
31 UK & Ireland 2010