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The CE O The Minis te r There’s something for everyone in Melbourne. From our world-class sporting events to fashion, art and dining experiences, it’s little wonder that Melbourne is the world’s most liveable city, and one of the best places to travel to. The Victorian Government continues to support major sporting and cultural events as part of its commitment to maintaining Melbourne’s world renowned major events calendar, and growing our $21 billion visitor economy. Visit Victoria, the state’s new tourism entity, is reshaping the way Melbourne and regional Victoria are marketed nationally and internationally to ensure the ongoing economic development of our state. Visit Victoria supports the ongoing success of perennial favourites the Australian Open, the Melbourne Food and Wine Festival, Virgin Australia Melbourne Fashion Festival and Spring Racing Carnival. In 2017 the city celebrates new events such as The World’s 50 Best Restaurant Awards and the Chevrolet Brasil Global Tour with Brazil v Argentina football spectacular. Our calendar of events is impressive, but we’re always working hard to grow it further because we know a busy calendar means a strong state. I congratulate Destination Melbourne once again for its valuable support of our local tourism industry. By fostering industry collaboration, marketing solutions and award-winning training programs, Destination Melbourne will help to ensure the future of the visitor economy in Victoria. I would like to thank you for making Melbourne such a liveable city to work, stay and play and a memorable place to visit. — The Hon John Eren MP Minister for Tourism and Major Events
At Destination Melbourne we are committed to providing the Melbourne visitor industry with the most effective opportunities, resources and programs to help grow your business. Coupled with a strong focus on visitors – encouraging them to explore our wonderful city through positive experiences – we aim to inspire the industry to excel and reach its full potential. In 2017/18 these opportunities include our hero publication, the Melbourne Official Visitor Guide (OVG) which inspires visitors on the ground to explore the vast range of experiences on offer. Available in both English and simplified Mandarin, the OVG has seen over 90 print editions. In addition to these flagship guides, our stunning quarterly Melbourne Now magazine provides the opportunity to reach one of the city’s most valuable markets: visitors from regional Victoria. Complemented by monthly e-newsletters, social media activity and a dedicated website, Melbourne Now provides regional visitors with relevant and inspirational material to plan their time in Melbourne. As well as providing a wide variety of marketing opportunities for you to reach Melbourne’s visitors, we offer you a broad range of industry-focused events and professional development programs to ensure we continually build our capacity and maximise Melbourne’s visitor potential. Through our award-winning Melbourne Tourism Leadership Program, we foster future tourism leaders through practical learning opportunities. In 2017, we once again look forward to delivering our unique Check-in to China program, our focus on visitability, improving Greater Melbourne’s visitor experiences, the Melbourne LIVE tourism industry forum and hosting the Melbourne Tourism Industry Exchange. On behalf of the entire Destination Melbourne team, we look forward to continued partnerships and new beginnings throughout the coming year and beyond. — Laura Cavallo CEO Destination Melbourne
Melbourne’s visitor industry is more powerful when partnerships are formed so that knowledge and expertise are shared. Throughout this program, discover how Destination Melbourne can assist your organisation with marketing and partnership opportunities plus industry development workshops, forums and networking events. By working together we will continue to enhance Melbourne’s visitability.
Growing Industry. Inspiring Visitors.
The illustrations in this program, are elements from our recently painted mural in the Destination Melbourne board room. The mural was painted by artist Al Stark. To see more of his work visit: alstarkruins.blogspot.com.au
Contents 01 About Us
06
Who We Are
06
What We Do
06
The Board
07
02 Marketing Opportunities
08
Opportunities
09
Melbourne Official Visitor Guide
10
Chinese Official Visitor Guide
11
Melbourne Now
12
ACCOM: Melbourne Accommodation Guide
14
Melbourne Official Visitor Map
15
Cruise Arrivals Guide
16
ATDW Listing
17
Discover Your Own Backyard
19
How to Connect With Destination Melbourne
and Melbourne’s Visitors
03 Industry Development
21
22
Opportunities
22
Visitability
24
Visitability Forums
25
Tourism Excellence Workshops
26
Melbourne Tourism Week
27
Melbourne Tourism Leadership Program
29
Melbourne LIVE
30
Check-in to China Program
31
04 Rates & Dates
32
05 Our Partners
34
About Us Who We Are
What We Do
Destination Melbourne is the independent, not-forprofit tourism organisation dedicated to empowering Melbourne’s visitor industry to continually enhance the visitor experience and inspiring visitors to explore and enjoy Greater Melbourne.
Destination Melbourne works with Melbourne’s visitor industry to encourage excellence and collaboration through our industry development programs, creative marketing solutions and innovative products, which ultimately drive positive and valuable visitor experiences.
From producing Melbourne’s Official Visitor Guides and Maps, to delivering a range of industry development and marketing programs, Destination Melbourne’s focus is on visitors – encouraging them to explore our wonderful city and ensuring they have a seamless and positive visitor experience.
Lead and empower industry to connect, collaborate and excel
Our strategic priorities are to: 01 Champion Melbourne’s visitor industry 02 Elevate visitor needs and expectations 03 Empower ongoing industry development 04 Deliver visitor-first products and campaigns 05 Continue outstanding organisational performance
We facilitate industry wide collaboration; working to connect and empower the Melbourne visitor industry across all sectors. Through our unparalleled access to businesses, tourism bodies and key decision makers across greater Melbourne, we can assist you to build partnerships, invest in new initiatives and create positive and valuable visitor experiences. We are a dedicated team committed to promoting excellence, driving growth and leading a range of industry and personal development opportunities. These include our Visitability Program, a range of industry events, networking groups and the award-winning Melbourne Tourism Leadership Program.
Keep the visitor industry informed and inspired Our team has significant knowledge of the visitor experience. We are on hand to support the Melbourne visitor industry through strategic analysis, advice and invaluable insights. We undertake targeted visitor research and regularly analyse and interpret key visitor data and industry reports to keep you informed and help elevate your visitor offering.
Deliver marketing solutions for the visitor industry We support the industry to achieve the best possible visitation through actively and effectively promoting experiences to the right people at the right time. We target all in-market visitors to Melbourne, along with inspiring regional Victorians to choose Melbourne as a leisure destination.
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DESTINATION MELBOURNE 2017 / 18 PROGRAM
The Board Led by Chair Sarah Seddon, our Board of Directors comprises both highly regarded visitor industry representatives and skills-based executives from a range of sectors and professional backgrounds. The Board is engaged, committed and demonstrates an energetic approach to driving Destination Melbourne forward and achieving the organisation's vision of championing visitor needs, the visitor experience and the visitor industry.
Meet the Team To find out what makes the hard-working and creative Destination Melbourne team tick, visit destination.melbourne/ about-us
Sarah Seddon Chair Founder & Director, Sabre Collective Tim Sullivan Treasurer Manager, Business Events, Trade Victoria, Department of Economic Development, Jobs, Transport and Resources Bernard Crosbie Director, Crosbie Mediations Richard Stevens Chief Product Officer, LocalAgentFinder Vijay Vaidyanath CEO, City of Yarra Chris Kearney Regional General Manager, Victoria, SEA LIFE Melbourne & Otway Fly Treetop Adventures Simon Gandy Chief of Aviation, Melbourne Airport Nicole Bradley Ex officio Group Manager, Brand Strategy & Advertising, Visit Victoria Cr Philip Le Liu Ex officio, City of Melbourne
ABOUT US
07
Marketing Opportunities Destination Melbourne’s skilled team of designers, copywriters and marketers are passionate about Melbourne. We exclusively produce the only Official Visitor Guide for the city and offer industry the chance to target key visitor segments via a range of marketing opportunities across our guides, maps, consumer campaigns, database and digital platforms.
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DESTINATION MELBOURNE 2017 / 18 PROGRAM
Opportunities Target regional Victorian visitors ++ ACCOM: Melbourne Accommodation Guide 2018 ++ Melbourne Now magazine, website, e-newsletter and tactical campaigns
Target in-market visitors ++ Melbourne Official Visitor Guide ++ Melbourne Official Visitor Map ++ ATDW Listing
Target in-market Chinese visitors ++ Chinese Official Visitor Guide
Target Melbourne’s cruise visitors ++ Cruise Arrivals Guide
Educate visiting friends and relatives’ hosts ++ Discover Your Own Backyard
To find out more about our programs, contact: Tina Seirlis Sales & Partnerships Manager tina@destination.melbourne 0450 603 086 Emma Gray Sales Executive emma@destination.melbourne 0418 220 568
Ordering Guides & Maps If you would like to receive copies of any of our free guides and maps, you can order them in either small or bulk quantities. You can also register to receive regular orders.
Contact info@destination.melbourne or order online at destination.melbourne/ contact/publications-request
MARKETING OPPORTUNITIES
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Melbourne Official Visitor Guide Melbourne’s flagship guide is recognised as the authentic and official guide for Melbourne. The guide provides visitors to Melbourne with a comprehensive overview of things to see and do across the city and surrounding regions as well as a seasonal selection of offers on perforated coupons. The Official Visitor Guide is produced quarterly and is endorsed by Visit Victoria, City of Melbourne, Melbourne Airport, Melbourne Convention and Exhibition Centre and the Australian Hotels Association.
Target Audience ++ Interstate and international visitors ++ Regional Victorians ++ Melburnians
Circulation
See rates and booking dates on page 32
++ 250,000 copies per season, 1,000,000 per year
Exclusive Distribution* ++ Airside at Melbourne Airport’s International Terminal ++ Block Arcade ++ Melbourne Convention and Exhibition Centre ++ Southgate
Distribution* ++ Terminal 4, Melbourne Airport (from July 2017 onwards) ++ Australian Visitor Centre and Qantas Terminal at Melbourne Airport ++ PTV Hubs at Southern Cross and Flinders Street Stations ++ Avalon Airport arrivals terminal ++ Melbourne Visitor Hubs ++ Conference and events delegates through Melbourne Convention Bureau ++ City and metropolitan hotels and attractions ++ Docklands Visitor Centre ++ Accredited Visitor Centres throughout Victoria ++ SkyBus, Southern Cross Station and Melbourne Airport 10 DESTINATION MELBOURNE 2017 / 18 PROGRAM
*Examples of distribution are shown, and are not limited to the above
Chinese Official Visitor Guide The Chinese Official Visitor Guide is the most widely circulated market-specific destination guide in Victoria. It provides information on Melbourne’s events, attractions, shopping and dining precincts, as well as those in regional Victoria, in simplified Mandarin. The guide also includes a seasonal selection of offers on perforated coupons (printed in both English and simplified Mandarin), with value-add or discount opportunities. The Chinese Official Visitor Guide is supported by Visit Victoria, City of Melbourne and Melbourne Airport.
Target Audience ++ Mandarin speakers: international visitors, international students and residents of Melbourne including visiting friends and relatives hosts.
Circulation ++ 60,000 copies per season, 240,000 per year
Exclusive Distribution* ++ Airside at Melbourne Airport’s International Terminal ++ Seasonally through Melbourne Chinese Post newspaper ++ Melbourne Convention and Exhibition Centre
Distribution* ++ Melbourne Visitor Hubs ++ Conference and events delegates through Melbourne Convention Bureau ++ City and metropolitan hotels and attractions ++ Accredited Visitor Centres throughout Victoria ++ Avalon Airport arrivals terminal ++ SkyBus, Southern Cross Station and Melbourne Airport *Examples of distribution are shown, and are not limited to the above
MARKETING OPPORTUNITIES
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Melbourne Now Following extensive research into the travel behaviour of regional Victorians and their relationship with Melbourne as a tourism destination, we created Melbourne Now – a year-round marketing program designed to specifically target this market. Created to inspire regional Victorians, especially for those with the means and propensity to travel, Melbourne Now provides new reasons to visit the city, the motivation and tools to explore it more deeply and, at the same time, the opportunity to develop their emotional connection to Melbourne.
12 DESTINATION MELBOURNE 2017 / 18 PROGRAM
Melbourne Now Magazine Melbourne Now magazine is produced seasonally and provides regional Victorians with timely, inspirational and accessible material necessary for planning their time in Melbourne. It also complements and drives visitors to our website melbournenow.com.au
Target Audience ++ Regional Victorians
Circulation ++ 253,000 copies per season, 1,112,000 per year ++ Digital audience
Distribution ++ A selection of major daily regional newspapers ++ Cafés, bars and restaurants in regional Victoria ++ Select V/Line stations
See rates and booking dates on page 32
Melbourne Now e-Newsletter
Melbourne Now Tactical Campaigns
These themed electronic mail-outs are sent monthly and provide another way for businesses to reach regional Victorians. Individual listings within the e-newsletter link back to full product listings on melbournenow.com.au. E-newsletter content can also be found on the site under the ‘Featured’ section during the month that the e-newsletter is sent. Placements within e-newsletters are limited and book quickly.
Throughout 2017/18 we will activate two tactical campaigns under the Melbourne Now brand. With a predominately digital media buy, the campaigns will have a multi-channel strategy to reach regional Victorians. Through display advertising, Facebook advertising, native advertising, paid search ads, remarketing, organic search, and search engine optimisation, we will raise awareness and influence potential travellers during the research, evaluation and decision making phases. Campaigns will run for a minimum of five weeks and a maximum of 12 partners may participate per campaign.
New for 2017/18, all e-newsletter listings and advertorials will receive one social post on Melbourne Now’s dedicated social media channels (Facebook or Instagram).
++ Regional Victorians
Campaigns will be in market November / December 2017 and May / June 2018 and are intended to encourage travel during and post-campaign.
Circulation
Rate
++ 20,000 subscribers (as at April 2017)
$6,500 ex GST
To find out more, contact:
To register your interest, contact:
sales@destination.melbourne
Tina Seirlis Sales & Partnerships Manager tina@destination.melbourne 0450 603 086
Target Audience
Emma Gray Sales Executive emma@destination.melbourne 0418 220 568
MARKETING OPPORTUNITIES
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ACCOM 2018 Melbourne Accommodation Guide (ACCOM) 2018 Print And Digital Package The guide provides a comprehensive overview of the hotels and apartments available throughout Melbourne and is distributed throughout regional Victoria.
Distribution ++ Ballarat Courier ++ Bendigo Advertiser ++ Warrnambool Standard
Added Benefits
++ Australian Traveller (regional run)
As an ACCOM advertiser you will receive added value with further promotion of your property across a variety of mediums to the value of more than $2000 ex GST. These include:
++ Albury Border Mail
++ Australian Tourism Data Warehouse (ATDW) listing ++ Standard listing on melbournenow.com.au
Rates Full page Half page Third page Sixth page
$6995 $4195 $2795 $1745
++ Map listings in both Official Visitor Guide and Chinese Official Visitor Guide
All rates shown ex GST
Target Audience
Booking Material Release
++ Regional Victorians ++ Value adds provide profile across all in-market visitors to Melbourne
Circulation ++ 50,000 copies per year
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Dates 14 September 2017 26 September 2017 1 December 2017
To find out more, contact: sales@destination.melbourne
Melbourne Official Visitor Map 2018/19   The Melbourne Official Visitor Map provides visitors with a comprehensive overview of how to get around central Melbourne. Covering the CBD and its immediate surrounds, the map details the train and tram services, including myki, provides visitor information and features key attractions around town. The Melbourne Official Visitor Map is the result of Destination Melbourne, Public Transport Victoria and Inner Melbourne Action Plan collaborating on a single piece of visitor collateral. It is the most widely distributed map in Melbourne, with 1,000,000 copies printed each year.
Target Audience ++ Interstate and international visitors
Rate Listing $2650 ex GST Premium listing* $5550 ex GST
Dates Booking Material Release
4 April 2018 12 April 2018 12 June 2018
*Available via expressions of interest
To find out more, contact: sales@destination.melbourne
++ Regional Victorians ++ Melburnians
Circulation ++ 1,000,000 copies per year
Distribution ++ Melbourne Visitor Hubs ++ Flinders Street and Southern Cross Stations ++ To conference and event delegates through Melbourne Convention Bureau ++ Accredited Visitor Centres throughout Victoria ++ City hotels, attractions and conference venues
MARKETING OPPORTUNITIES
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Cruise Arrivals Guide   2017/18 Cruise Season The Cruise Arrivals Guide is a map and brochure in one, designed to help passengers plan their shore visit. As the only guide tailored to the needs of cruise ship visitors, it contains public transport information, a series of maps (including one that shows how to reach the CBD from Station Pier) and recommendations for attractions, entertainment, restaurants and shopping itineraries. Each year, 45,000 copies of the Cruise Arrivals Guide are distributed at the visitor information desk and from brochure stands at Station Pier’s cruise terminal.
Target Audience ++ Cruise ship passengers to Melbourne
Circulation ++ 45,000 copies per year
Rate Listing $1650 ex GST Premium listing* $3550 ex GST
Dates Booking Material Release
17 July 2017 26 July 2017 12 October 2017
*Available via expressions of interest
To find out more, contact: sales@destination.melbourne
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ATDW Listing Australian Tourism Data Warehouse Benefits of an ATDW listing include: ++ A presence on one of the most visited travel sites in Australia – visitvictoria.com – which received 8.2 million visits last year* as well as many of ATDW’s numerous distributor sites ++ Search Engine Optimisation (SEO) of your website. This means your website will appear higher in Google Search results ++ The ability to create and update your listing as often as you like ++ Business Intelligence. Monitor the performance of your listing on all ATDW distributor sites *Source: Google Analytics
Listing Rates Events and not-for-profit organisations Recognised accredited business* Standard listing
No charge $90 $225
All rates shown are ex GST * Find out more at atdw-online.com.au
To find out more, contact: Yolanda Baker Sales Coordinator yolanda@destination.melbourne 9869 2415
MARKETING OPPORTUNITIES
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18 DESTINATION MELBOURNE 2017/ 18 PROGRAM
Discover Your Own Backyard In 2011 Destination Melbourne partnered with the city’s local councils to initiate a program to support and improve the visitor experience across Greater Melbourne. The result is the unique and award-winning Discover Your Own Backyard (DYOB) campaign. DYOB focuses on the visiting friends and relatives (VFR) market. For these types of visitors, their hosts – the people who live in the community – are the greatest influence on what they experience while in Melbourne. The main objective of the program is to assist Melbourne’s municipalities by increasing local residents’ awareness of the visitor-related products and experiences in their region and encourage them to act as local ambassadors. Local councils that subscribe to DYOB receive access to exclusive VFR research in addition to a dedicated presence on dyob.com.au. Councils can also choose from an array of marketing programs to further activate DYOB across their region, in line with their objectives and budgets. During 2017/18 a brand new DYOB website and visual identity will be launched, this marks a significant investment in the program and commitment to Melbourne’s VFR market by Destination Melbourne.
A range of marketing channels are explained in the DYOB Partnership Opportunities 2017/18 prospectus.
To find out more, contact: Tina Seirlis Sales & Partnerships Manager tina@destination.melbourne 0450 603 086 Emma Gray Sales Executive emma@destination.melbourne 0418 220 568
MARKETING OPPORTUNITIES
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20 DESTINATION MELBOURNE 2017/ 18 PROGRAM
How to Connect With Destination Melbourne and Melbourne’s Visitors Destination Melbourne is the first port of call for businesses, organisations and government (local and state), across the Melbourne metropolitan area that are seeking to engage further with Melbourne’s visitors and our tourism industry. We can also assist regional tourism boards, economic development practitioners and tourism managers to promote their destinations across all of Melbourne’s in-market visitor arrivals, with the intent to inspire dispersal beyond Melbourne CBD. Our marketing and partnership opportunities are available on a seasonal or year-round basis and we would love to hear more about your marketing strategy and how we can best assist you with reaching your target segments. There are many opportunities available for like-minded businesses, from partnering across our key events and campaigns to becoming a supporter of our guides and maps. At a corporate level, we can also customise partnership packages in line with your business needs. Our partners are often provided with guaranteed placements and exclusive opportunities.
Some of our opportunities include: ++ Marketing your business within maps and guides ++ Participating as a brand or advertising Partner, including customised Partnerships ++ Becoming a Principal, Major or Supporting Partner of our industry events
To find out more, contact: Tina Seirlis Sales & Partnerships Manager tina@destination.melbourne 0450 603 086 Emma Gray Sales Executive emma@destination.melbourne 0418 220 568
++ Tailored programs for metropolitan councils and regional tourism organisations ++ Attending networking events with our visitor industry
MARKETING OPPORTUNITIES
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Industry Development Destination Melbourne’s industry development team is committed to assisting local councils and businesses to learn essential skills that will assist them in elevating their visitor experience. We do this by facilitating educational programs and events such as our Tourism Excellence workshops and our Melbourne Tourism Leadership Program, as well as providing visitor research statistics. Opportunities: ++ Visitability ++ Visitability forums ++ Tourism Excellence workshops ++ Melbourne Tourism Week ++ Melbourne Tourism Industry Exchange (MTIE) ++ Melbourne Tourism Week Lunch ++ Melbourne Tourism Leadership Program and Graduate Series ++ Melbourne LIVE 2018 ++ Check-in to China Program
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Discover the tools you need to work on your business, not just in it.
INDUSTRY DEVELOPMENT 23
Visitability Melbourne being named the world's most liveable city for the first time in 2011 ignited a discussion about what it would take to be recognised as the world's most ‘visitable’ city. From this came the term ‘visitability’, a concept focused on improving the critical services at every point of the visitor journey in Melbourne and across Victoria.
02 Transport networks
Destination Melbourne leads the Visitability Reference Group, which works with industry towards delivering the best visitor experiences possible. The group is focused on five factors that contribute to an outstanding visitor experience:
03 Integrated messaging
01 Sense of welcome Sense of welcome is the first impression a visitor gets of a destination, service or product, including your website. Visitability is about ensuring your visitors feel highly valued, and that the connection at each stage is warm, friendly, and – where possible – personalised.
The role of Visitability is to advocate for transport operators to keep visitors' needs top of mind when delivering products and services, to ensure that networks are easy and safe to navigate and that route and fare information can be easily found. Integrated messaging, or the integrated provision of visitor services, aims to ensure that visitors receive consistent messaging and information from all aspects of their visit to provide a seamless experience. This factor is focused on three elements in particular: signage and way finding, printed and online products and key messaging. 04 Digital connectivity Visitors worldwide increasingly rely on modern technology to plan, book, travel to and share their holiday experiences. Ensuring businesses are visible online and are using up to date technology is critical to Melbourne’s relevance and ongoing success as a destination. For example, access to free, reliable WiFi is widely expected by today’s traveller. 05 Accessibility As well as providing socially responsible visitor services, an aging population and the importance of inclusiveness provides us with a compelling business case for making Victoria’s visitor industry more accessible and inclusive to all travellers. We encourage all businesses to consider improvements in each pillar of Visitablility to provide an overall inclusive, integrated and positive experience for visitors.
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Visitability Forums   Throughout the year we deliver Visitability forums, providing industry with an overview of one of the five key pillars of Visitability. In 2017/18 we will run sessions on Digital Connectivity and Integrated Messaging.
To find out more, contact: Sharna Crosbie Industry Development Manager sharna@destination.melbourne 9869 2410
INDUSTRY DEVELOPMENT
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Tourism Excellence Workshops Tourism Excellence is a series of workshops designed to: help businesses and destinations get the best from their workforce, deliver the best possible visitor experience, grow tourism by working together, and ensure a sustainable industry. “Excellence is not a skill. It is an attitude.” Ralph Marston We understand that the changing nature of visitor needs, as well as the evolving tourism landscape relate directly to the training needs of industry. For this reason, we consult with industry in the development of our Tourism Excellence workshops. If there is a particular topic that your staff require training in, contact us to see if we can assist. We thank Crowne Plaza Melbourne for their support of this program across 2017.
We run four workshops per year on various topics. Previous examples include: ++ Partnership marketing ++ Social media and digital marketing ++ Customer service ++ Product design and development ++ International market insights
To see what’s coming up, please visit our website: destination.melbourne/events
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“We are proud to be working with Destination Melbourne, getting involved in the community and supporting local tourism.” Crowne Plaza Melbourne 2017 Tourism Excellence Venue Partner
Melbourne Tourism Week Melbourne Tourism Week is an opportunity to celebrate Melbourne’s diverse tourism offering, connect with members of the industry and be inspired to continuously elevate the city’s visitor experience.
Tuesday 5 September 2017
Melbourne Tourism Industry Exchange Melbourne’s Tourism Industry Exchange (MTIE) provides you with the opportunity to network with industry and educate the front line staff who influence visitors. As exhibitors you will connect with visitor information staff, City of Melbourne volunteers, hotel concierges and tourism representatives from across the city. You will also have the opportunity to network with other exhibitors and increase your product knowledge of Melbourne’s visitor industry. Venue Partner Melbourne Cricket Ground
For expressions of interest and further information: Exhibitors contact: Yolanda Baker Sales Coordinator yolanda@destination.melbourne 9868 2415
Friday 8 September 2017
Melbourne Tourism Week Lunch The Melbourne Tourism Week Lunch launches in 2017. We’ve evolved the past Local Government Tourism Breakfast as a means of bringing all sectors of industry together for a celebratory lunch wrapping up Tourism Week, whilst also hearing from an expert keynote speaker. It’s a great opportunity to network with a range of tourism professionals, from the City of Melbourne, local councils and our broader visitor industry.
To discuss Melbourne Tourism Week Partnership opportunities, please contact: Tina Seirlis Sales and Partnerships Manager tina@destination.melbourne 0450 603 08
Venue TBA (announcement will be made via Destination Melbourne’s social media channels)
INDUSTRY DEVELOPMENT
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28 DESTINATION MELBOURNE 2017/ 18 PROGRAM
MTLP Melbourne Tourism Leadership Program The Melbourne Tourism Leadership Program (MTLP) is a ground-breaking professional and personal development program, providing professionals with a demonstrated interest in tourism an opportunity to grow as leaders within the industry. Now in its ninth year, and with thanks to Principal Partner Melbourne Airport, the overarching vision for MTLP is to equip and empower emerging and passionate leaders from across the visitor industry with the leadership skills, tools and techniques required to steer the future development of tourism into the next generation. It does this by offering practical learning opportunities for future leaders across a series of 11 workshops throughout the year. Through the program, participants will engage with senior managers and CEOs, tour local and regional areas, and interact with different sectors of the industry.
MTLP’s Goals: ++ Provide individuals with the emotional intelligence and management tools they need to be more effective leaders ++ Increase personal, business and the collective wellbeing of leaders and their teams ++ Develop collective leadership in the Melbourne visitor industry ++ Provide practical learning opportunities for industry leaders ++ Generate commitment to sustainability, innovation and entrepreneurship MTLP won RACV Victorian Tourism Awards in 2012 and 2016 for Tourism Education and Training. Principal Partner Melbourne Airport Major Partner Visit Victoria Local Government Partner City of Melbourne
To find out more about our program, contact: Michelle Dall'Ava Industry Development Coordinator michelle@destination.melbourne 9869 2419
Applications for MTLP 2018 open 16 October 2017
please visit www.destination.melbourne to learn more or email michelle@destination.melbourne to go on the waiting list
MTLP Graduate Series Once the Melbourne Tourism Leadership Program has been completed, graduates are invited to join the MTLP Graduate Series, an ongoing program of support, developed to offer further training, social and networking opportunities. In 2017, the Graduate program will focus on how to work effectively with Unconscious Bias, a topic that is becoming more prevalent in the workplace. We all operate under the influence of biases every moment of every day, and the more they remain unconscious, the less likely we are to make the best decisions we are able to make. Date 31 May & 15 November, 2017 Graduate Series Venue Partner Crowne Plaza Melbourne
“ MTLP will challenge the way you think and change your perspective in so many ways. It will be one of the best journeys you take.” Kaye Tuddenham Transport For Victoria
INDUSTRY DEVELOPMENT
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Melbourne LIVE 2018 In 2018 Melbourne LIVE will be in its third year, bringing the concepts of Leadership, Innovation and the Visitor Experience to the fore once again. An inspirational line-up of experts and leaders from a range of industries will share thought-provoking insights and emerging trends. Attended by delegates from across Melbourne’s visitor industry, partnering with Destination Melbourne on the event is a great opportunity to reach decision makers, front line staff and key influencers. The inaugural Melbourne LIVE held in 2016 was deemed a great success, with the theme “The Next Generation” focusing on the travel and consumer behaviour of millennials. Amongst an impressive line-up of speakers, keynote addresses were given by Don Skeoch, CMO of Los Angeles Tourism & Convention Board and Holly Ransom, expert on the millennial segment.
“ Speakers were of a high calibre and planted thought provoking seeds.” Brendan Sanders Melbourne Cricket Club
With thanks to Principal Partner Transport For Victoria Melbourne LIVE 2017 will be held on 15 June. The theme of “THINK ABOUT IT”, and our speakers including Signe Jungersted, Director of Development at Wonderful Copenhagen, will urge delegates to think about: ++ Tourism’s impact on our destination and community ++ How to develop resilience strategies and sustain growth ++ How we can preserve our authentic experiences ++ The benefits to your bottom line from energy and resource efficiency ++ How you can become a smart and innovative leader Venue Partner RACV City Club, 501 Bourke St, Melbourne Tickets for event on 15 June 2017 $395 inc GST Principal Partner Transport For Victoria Innovation Partner www.melbourne Major Partner Visit Victoria Local Government Partner City of Melbourne Supporting partner RedSpot
For expressions of interest regarding 2018 sponsorship opportunities: Tina Seirlis Sales & Partnerships Manager tina@destination.melbourne 0450 603 086
For further details and to book, visit: www.destination.melbourne/events
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Check-in to China Program As Melbourne’s number one inbound market, it is imperative that the Melbourne visitor industry is well equipped to service the growing number of Chinese visitors to our city. This four-month program is aimed at individuals from local councils, tourism operators, attractions, hotels, restaurants or retail outlets who would like to be educated about the Chinese visitor economy, culture and business etiquette. It has been designed to ensure that tourism professionals are equipped to not only welcome the Chinese visitor but ensure their every need has been taken into account in the product development stage as well as in the provision of services. The program will include an eight to ten day study tour to China to meet with key tourism experts who will explain the behaviours and requirements of the Chinese traveller. Prior to departure participants receive language training and are involved in a pre-tour cultural workshop. Post tour they receive one-to-one mentoring in regards to their organisation’s Chinese visitor strategy. Participants will learn about China’s digital and cultural landscape, key tourism distribution partners, business etiquette as well as understanding what provisions Chinese visitors expect. This program is limited to 15 participants. With thanks to our Check-in to China exclusive Airline Partner Xiamen Air and Language Partner Confucius Institute.
For expressions of interest and further information: Participants contact:
“ Check-in to China surpassed all expectations. Since returning, our business has reviewed its strategy for the Chinese market and made a number of improvements.” Lisa Oatham SkyBus
Sharna Crosbie Industry Development Manager sharna@destination.melbourne 9869 2410
Partnership contact: Tina Seirlis Sales & Partnerships Manager tina@destination.melbourne 0450 603 086
INDUSTRY DEVELOPMENT
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Rates &   Dates Melbourne Official Visitor Guide p10
Chinese Official Visitor Guide p11
Rates
Dates
Rates
Full Page
Spring
4 Editions
$5625 Editorial EOI per edition Booking Material Single $6250 Release
Full Page + Copywriter Advertorial 4 Editions
$6125 per edition
Single $6750
Half Page 4 Editions
$3388.5 per edition
Single $3765
Third Page 4 Editions
$2515.5 per edition
Single $2795
Quarter Page 4 Editions
$2151
Full Page 9 Jun 2017 30 Jun 2017 10 Jul 2017 1 Sep 2017
Summer Editorial EOI Booking Material Release
8 Sep 2017 28 Sep 2017 9 Oct 2017 1 Dec 2017
Autumn Editorial EOI Booking Material Release
4 Editions
Spring $3303 per edition
Single $3670
Half Page 4 Editions
$2065.50 per edition
Single $2295
Editorial EOI Booking Material Release
Summer Editorial EOI Booking Material Release
Editorial EOI Booking Material Release
19 May 2017 4 Sep 2017 13 Sep 2017 1 Dec 2017
10 Nov 2017 28 Nov 2017 7 Dec 2017 1 Mar 2018
Winter 9 Mar 2018 28 Mar 2018 9 Apr 2018 1 Jun 2018
Editorial EOI Booking Material Release
per edition
Single $2390
To find out more, contact: Tina Seirlis Sales & Partnerships Manager tina@destination.melbourne 0450 603 086
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19 May 2017 6 Jun 2017 14 Jun 2017 1 Sep 2017
Autumn 17 Nov 2017 8 Dec 2017 18 Dec 2017 1 Mar 2018
Winter Editorial EOI Booking Material Release
Dates
DESTINATION MELBOURNE 2017 / 18 PROGRAM
Emma Gray Sales Executive emma@destination.melbourne 0418 220 568
10 Nov 2017 5 Mar 2018 14 Mar 2018 1 Jun 2018
Melbourne Now Magazine p12
Melbourne Now e-newsletter p13
Rates
Dates
Rates
Full Page
Spring
Listing
4 Editions
$7555.50 per edition
Single $8395
Half Page 4 Editions
$3946.50 per edition
Single $4385
Quarter Page 4 Editions
$2335.50 per edition
Single $2595
Sixth Page 4 Editions
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