MARKET OVERVIEW

Tourism Victoria Overview
Objectives
KEY STRATEGIC ACTIVITIES
Tourism Victoria’s core objective in the German speaking markets is to protect, maintain and
increase Melbourne and Victoria’s market share.
Maximise international visitation through the development of innovative online and cross
media consumer promotions.
Increase visitation to regional Victoria and increase yield through increasing length of stay and
visitor expenditure.
Improve destination awareness through fresh images, video and podcast content in both print
and online environments.
Drive visitation to www.melbourne.com/de.
Increase the use of online media to communicate directly with the consumer.
Embrace the surge in online travel bookings through innovative online campaigns that include
both awareness and tactical/sales elements, for example special offers.
Support the Nature Based Tourism Strategy.
Educate and motivate the German travel trade on selling Melbourne and Victoria.
Provide Victorian stakeholders with market knowledge and create opportunities for
involvement in trade and consumer campaigns, press and trade famils, in-market visits and
training.
Maximise Melbourne and Victoria’s position with Tourism Australia’s local marketing activity,
including maximising Victoria’s inclusion in their new “There’s nothing like Australia”
campaign.
Consumer Marketing Strategy
Media and public relations are the core of Tourism Victoria’s consumer marketing strategy in
Europe. Tourism Victoria’s priority is to maximize media exposure through targeted media
outlets using the services of Tourism Victoria’s dedicated PR company Uschi Liebl PR. Key
messages are nature & wildlife, outdoor activities, journeys (self drive routes), Melbourne (as
the trendy gateway) and food & wine (niche market).
Maximise awareness of Melbourne and Victoria through a close working relationship with
Tourism Australia’s in market PR Company, Faktor 3, and through the Country Media
Programme.
Together with Tourism Victoria’s airline partners work on individual media familiarisations to
Melbourne & Victoria.
With social networking and online shopping still on the rise, Tourism Victoria will penetrate
this communication platform and aim to spread destination messages throughout the
consumer buying cycle, for example during the information search and decision making
process and conversion through special package deals and air fares.
18
Germany 2010