DYOB Partnership Opportunities 2015/2016 by Destination Melbourne

DYOB PARTNERSHIP OPPORTUNITIES 2015/2016

Updated 16 November 2015

INDEX

Campaign Overview

DYOB Annual Subscription

Digital Media Package

Social Media Competition Packages

Community News Print Package

Precinct Promotion

Ambassador Promotional Package

Promotion and PR

TV Promotion

Research 12

CAMPAIGN OVERVIEW

Destination Melbourne Ltd (DML) is Melbourne’s Tourism Organisation. It works with business, community and government to help grow Melbourne as a compelling destination of outstanding global visitor experience. DML specialises in cooperative marketing and visitor publications, industry leadership and industry development, including training programs, networking events and forums. In 2009 DML recognised the VFR market as a strong opportunity for tourism growth in metropolitan Melbourne. Domestically, visiting friends and relatives (VFR) is the largest motivating factor for people visiting Melbourne. The VFR market is worth $3 billion to Melbourne’s economy. DML ran workshops inviting all Melbourne metropolitan councils to discuss the VFR opportunity and were encouraged to develop a cooperative marketing campaign. 27 local councils participated in the consultation and planning process. The ‘Discover Your Own Backyard’ campaign was launched by DML in September 2011, in partnership with local councils, with the aim to educate residents about things to see and do in their area. Campaign objective is: To increase the economic contribution of VFR visitors to Melbourne, by providing DYOB campaign resources to councils. The strategies to achieve the objective are: Strategy 1: Educate residents about the things to see and do in their local area Strategy 2: Increase awareness of the value of tourism/visitors in the local area Strategy 3: Encourage residents to act as ambassadors for their region to their visiting friends and relatives The program includes resources and promotional material to assist councils in raising knowledge and awareness amongst residents of the VFR market. Together we are building community pride in residents and encouraging greater yield.

RESEARCH AND FINDINGS The VFR market provides a significant opportunity to increase the economic contribution of visitors to metropolitan Melbourne: In the YE Dec 14 »» Melbourne received almost 9.2 million VFR visitors - up by 2.2% on YE Dec 13 »» VFR visitors stayed for nearly 22.7 million nights - up by 19.5% on YE Dec 13 »» In total, VFR visitors spent an estimated $3 billion in Melbourne - up by 7.1% on YE Dec 13 Residents have the greatest influence over VFR behaviour and decisions: »» The hosts’ knowledge determines the visitor experience, even more than the destination itself »» If residents act as effective hosts, they will encourage their friends and family to spend more money and stay longer in the local area Local Government is best placed to educate residents to become better hosts since: »» Councils have a deep understanding of the community’s strengths and attributes »» Councils have a direct communication line to the people who create most visitors’ experiences - their residents and operators »» DYOB is a fantastic opportunity for positive engagement between the community and councils The following proposal is to be used as a guide to the DYOB campaign packages available in the 2015/2016 financial year. Please note that packages are subject to change and can be modified to suit council resources, budgets and timelines.

DYOB 2015/2016 SUBSCRIPTION

The Discover Your Own Backyard 2015/2016 Subscription enables all councils to activate VFR strategies within their localities, underpinned by the established Discover Your Own Backyard website and brand. The DYOB Local Government 2015/2016 Subscription represents the opportunity for Melbourne’s councils to maintain a 24/7 year round presence across the Discover Your Own Backyard program. This cost effective subscription makes it possible for councils to engage with DYOB at a base level and contribute to the overall growth and promotion of the campaign.

»» Discover Your Own Backyard Toolkit (sent to you when you sign up) »» Annual VFR research (see page 12) »» Ongoing website maintenance and enhancements (software updates and SEO) »» Overall annual report (individual council reports are available subject to price on application) »» Supporting DML to explore partnership opportunities to grow DYOB brand awareness. Example: Partnerships with Parks Victoria, MyMP Radio and Australia Made Campaign Valued at $2,500 + GST (or pro rata)

DIGITAL MEDIA PACKAGE The Digital Media Package provides councils with the opportunity to leverage off the extensive social media and online promotion of the successful Discover Your Own Backyard campaign.

Digital Media Package includes:

The DYOB Digital Media Package is based on 12 months’ promotion (or part thereof) commencing on the date the contract is approved.

»» Links to up to three council-run websites

»» Council specific landing page on dyob.com.au »» Unlimited listing of attractions and events »» Hosting of council-specific DYOB video »» Host special offers for residents from local businesses »» Minimum of one social media post per month on either Facebook or Instagram »» Minimum of two Inspire Me stories per year (one mention, and one comprehensive story) »» Minimum of two eDM mentions per year (eDM sent monthly) »» Quarterly overall digital reports (individual council reports are available subject to price on application) $3,000 + GST (or pro rata) Add Ons: »» 25 Website listings – includes copy writing, image sourcing, liaising with business $2,000 + GST (equates to $80 + GST per listing)

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EXPLORE, EXPERIENCE, DISCOVER YOUR OWN BACKYARD

This June... As Melbourne launches into the depths of winter there is a lot happening to get you off the couch and out exploring your backyard. Winter festivals fill the calendar with music, arts and food and wine. And that isn’t all as we retrace our steps and set out to inspire with our best blogs of the year – check out our tasty breakfast trail, discover Melbourne’s best burger and brews or decorate your home is unique style, there is so much to get you through the colder months.

DISCOVER

EXPLORE

be inspired

the hidden gems

JOIN THE BREAKFAST TRAIL Discover more...

MAKE YOUR HOUSE A HOME

WOMINJEKA

Discover more...

Discover Our Indigenous Culture

BREWS AND BEERS

For the indigenous community, the city now known as Melbourne has been home since the beginning of time. The sprawling metropolis of this urban city rests upon the ancestral lands of the clans of the Boonerwrung and Wurundjeri people. Experience Melboure’s rich indigenous culture at many some of the many galleries, parks and museums across the city.

Discover more...

BURGERS IN THE BURBS Discover more...

EXPERIENCE

the best on offer 30 May - 8 June JAZZ OUT WEST

21-22 June

WINTER WINEFEST

1 June - 31 August WINTER ARTS FESTIVAL

Image: City of Yarra

15 June

EMERGE FESTIVAL

EXPERIENCE, EXPLORE, DISCOVER

Stay connected with Discover Your Own Backyard facebook.com/DiscoverYourOwnBackyard

SOCIAL MEDIA COMPETITION PACKAGES INSTAGRAM Instagram competitions are a great way to build your online audience and get businesses and residents engaged with your campaign. Through Instagram management tool, Iconosquare, we are able to host Instagram competitions and track engagement, entries, comments, likes and reposts. Over the promotional period we ask residents to take a picture of their favourite things to see and do in the municipality #discover(insert council name). The entries can then be used to further promote your region online, while building your image library and growing a captive audience that you can continue to communicate to. Instagram Package includes: 1 MONTH

2 MONTHS

Competition Hosting Price is dependent on exchange rate at time of booking.

$700 + GST (approx 550 Euro)

$1,500 + GST (approx 950 Euro)

DML Design (Web tiles for the Instagram and website)

$150 + GST

DML Project Management Includes administration and social media promotion

$2,000 + GST

$2,500 + GST

TOTAL COST

$2,850 + GST

$4,150 + GST

FACEBOOK COMPETITIONS Facebook competitions are a great way to build social media engagement around a festival or an event. To increase engagement through a Facebook competition, Destination Melbourne suggests a prize package is offered which is of high value. Facebook Competition Package includes: »» Project management »» Design of web tiles »» Selection of winners »» Contacting winners »» Tracking and reporting »» Paid Facebook advertising (optional) Should you wish to explore Facebook competitions in more detail, prices can be sourced on request.

COMMUNITY NEWS PRINT PACKAGE The Discover Your Own Backyard campaign has been supported by The Weekly Review since its inception. The Weekly Review lifestyle feel is complementary to the DYOB campaign brand and theming. The following advertorial package is based on The Weekly Review partnership, however print advertising and supporting editorial quotes can be sourced on request. Over the last three years DYOB’s partnership with The Weekly Review has evolved, and as such the advertising and editorial content has fused together to become an integrated feature of the magazine.. The newly re-branded Star Weekly sees this joint venture between the existing Weekly and Star publications in the North and West of Melbourne. * Rates available upon request

An Advertorial Feature includes: »» Full page advertorial that takes readers on a journey as told by a local ambassador. Themes can be product, location, or seasonally based »» Half page of editorial content will be written by a The Weekly Review journalist »» Half page will profile five favourite shops/restaurants/ businesses that are complementary to the editorial. ‘Where To Go’ places will either be nominated by Ambassador or by council representative »» The Weekly Review staff will source all images for this section »» Article to be replicated online with MREC (Medium Rectangle) web tile on The Weekly Review website »» Top five locations will also feature on the “In your area” listings on the Property Portal (reviewproperty.com.au) which will link back to the DYOB website.

PRECINCT PROMOTION The DYOB Precinct promotions provides a platform for councils, trader associations and precincts to leverage off the DYOB platforms and highlight activities and the range of things to see and do in their local area. The precinct specific campaign period would run over a short time frame of 2 – 3 weeks, with targeted, high frequency promotion. Precinct promotion includes: »» Design of precinct mud map highlighting key areas of interest. To be used as part of the Inspire Me blog. The map includes design and three rounds of amendments. »» Up to 25 Business Listings on DYOB website – Includes copy writing, sourcing of imagery and liaising with businesses. »» Inspire Me blog – i.e “A Day in Keilor Village” or “10 Things to do on High Street” »» Run a 25 Words or Less competition* – Includes development of terms and conditions »» All activity will be promoted on the DYOB eDM, DYOB website, social media platforms (Instagram and Facebook) »» At the completion of the campaign period the council and/or trader association will receive a report highlighting, competition entries, visitation to website and level of engagement on social media $5,000 + GST *Does not include prize package

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Y Mommo’s Pizza Senserrick’s Fruit Village Gem Jewellers Cafe Dolce

HUNTER STREET

ARABIN STREET

KENNEDY STREET

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Sweet Lulus

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Red Bird Gift Store Keilor Hotel Keilor Motel Organ Pipes National Park Overnewton Castle Brimbank Park

AMBASSADOR PROMOTIONAL PACKAGE Community ambassadors are a great way to communicate the DYOB message. A structured program of activity would be scheduled to leverage from your community ambassador’s networks.

Ambassador Promotional Package includes:

»» One printed editorial in The Weekly Review, Star Weekly or Leader Newspaper* »» One additional Inspire Me story

What’s in it for the community ambassador?

»» Ambassador map digital itinerary developed through Jauntful

»» Become an advocate for the local council region in which they live, and help raise awareness of things to see and do in their area

»» Guest social media commentator on DYOB Facebook and Twitter

»» Increase exposure throughout the community

»» Press release sent to local radio and newspapers (print and online)

»» Ability to profile venues, experiences and events that they love

»» Half day video shoot

»» Highlight topics of which they are passionate about – public transport, sustainable living, arts, culture, outdoor activities, sport etc. $5,000 + GST* *Print advertorial is not included in the ambassador package, with the rate subject to individual page rates per publication. .

Examples of previous community ambassador’s videos: »» Gary Mehigan »» Jacinta Parsons

PROMOTION AND PR In order to build campaign brand awareness it is important to build brand recognition within the community. This can be achieved through promotion in local community newsletters, stickers in trader shop windows or a booth at a community event, and will assist in helping residents to engage with the campaign. Destination Melbourne staff can assist councils by drafting press releases, presenting at community events, or even manning a stall at a festival or event. Rates available on request.

TV PROMOTION CHANNEL 9

DYOB Video

The Channel 9 show Postcards reaches an average audience of 250,000. Each episode airs at 5.30pm Sunday and is then repeated the following Saturday afternoon on GEM.

Video marketing has become one of the most effective and inexpensive ways to promote your region.

The episode is valued at over $250,000 of airtime and production. The presenters include Brodie Harper, Shane Crawford, Glen Moriarty and Rebecca Judd. To leverage off the wide reach of Postcards, Destination Melbourne will help support the promotion via a social media competition, and supporting content on the DYOB website. Channel 9 Postcard Package includes: »» Competition package related to products featured (prizes to be supplied by featured businesses) »» Inspire Me blog including products featured $10,000 + GST

The Discover Your Own Backyard’s campaign model includes producing a three- to five-minute promotional video about your place, or short one minute videos highlighting specific themes and destinations. With a promotional video in hand, you are free to distribute it widely in the community, especially targeting residents, stakeholders and anyone involved in creating the visitor experience. We supply councils with a copy of the video to supply to the talent and businesses featured in the video, encouraging everyone to distribute it via their own networks. It will also be to your benefit to distribute the video widely to venues, businesses, centres and anywhere people gather, or which may have a TV screen, accompanied by a cover letter promoting the DYOB message. For instance: real estate agents, property developers, medical clinics, community centres, council receptions, workplaces, cinemas, libraries, hairdressers, new resident kits and at community meetings and events. Half day shoot (approx. 4 ½ hrs) – $5,000-$7,000 + GST Full day (approx. 8hrs) – $10,000-$12,000 + GST

RESEARCH

Each year Destination Melbourne commissions research via Data Insights on the VFR market. This report analyses ‘visiting friends and relatives’ (VFR) travellers to Melbourne. The results are compared against non-VFR travellers. Some results are provided by Melbourne’s five sub-regions (East, Inner, North, South and West) The travel information for Melbourne is collected and reported by three separate sectors: Domestic overnight; International overnight; and Domestic daytrips. Consequently, each sector is analysed individually. For an indication of total VFR travel to Melbourne, the report also provides information about total travel to the region (i.e. domestic overnight and international overnight and domestic daytrip). The report is based on information from the National Visitor Survey (NVS) and International Visitor Survey (IVS) - both datasets are managed and published by Tourism Research Australia (TRA).

As overnight visitors to Melbourne may have more than one reason for visiting, the variable ‘all destination purpose of visit’ has been used to give the best possible estimate of all VFR travel. The data used is subject to sampling variability. Users are advised to consult the data confidence tables contained in publications relevant to the datasets or otherwise available from TRA before drawing any conclusions or inferences, or taking any action, based on the data. Only available as part of the annual subscription