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The Minister

The CEO

Melbourne is welcoming more visitors than ever, and for good reason. From our laid-back laneways to our roaring major events, or our lush parks and beautiful streetscapes, we offer something for everyone and the best of everything.

Destination Melbourne is committed to providing the Melbourne visitor industry with opportunities, resources and programs to help grow your business while also enhancing the Melbourne visitor experience. Amongst these opportunities is our hero publication, the Melbourne Official Visitor Guide (OVG). Available in both English and simplified Mandarin, the OVG has seen more than 60 print editions and is also a popular app.

Each year millions flock to Melbourne to attend one of our world-class events, including the Australian Open tennis grand slam, the Formula 1® Rolex Australian Grand Prix, the Melbourne Food and Wine Festival, the Melbourne International Comedy Festival and the Melbourne Cup Carnival, just to name a few. Victoria’s $21 billion visitor economy makes a massive contribution to this state – economically, socially and culturally – and the Victorian Government is working hard to ensure a steady stream of visitors all year round. It means jobs for Victorians and a stronger state. Visit Victoria, the new entity bringing the key players responsible for Victoria’s tourism and major events under one roof, will be a world-leading entity with one clear plan – to grow Victoria’s tourism industry, create jobs and keep us number one for tourism and major events. This year Destination Melbourne continues to offer valuable support to our local tourism industry by fostering industry collaboration, coordinating costeffective marketing activities and delivering awardwinning training programs.

Our quarterly Melbourne Now magazine, produced specifically for regional Victorians, was redesigned in 2015 and has never looked better. Complemented by monthly emails, social media activity and a dedicated website – melbournenow.com.au – we’ve developed a year-round conversation with this important visitor segment. As well as providing a range of print and digital partnership opportunities for you to reach Melbourne’s visitors, Destination Melbourne also runs a broad range of industry-focused events and professional development programs. Through our Melbourne Tourism Industry Leadership Program, future tourism leaders are identified and offered practical learning opportunities. In 2016 we again look forward to hosting the Melbourne Tourism Industry Exchange and are excited to introduce some new opportunities including the Check-in to China program and our inaugural Melbourne LIVE industry forum.

It means more visitors will be inspired to come to this incredible city to stay, work and play.

On behalf of the entire Destination Melbourne team, we look forward to continued partnerships and new beginnings throughout the coming year and beyond.

— Hon John Eren Minister for Tourism and Major Events

— Laura Cavallo CEO Destination Melbourne


GROWING INDUSTRY. INSPIRING VISITORS.

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CONTENTS Melbourne’s Visitor Industry is more powerful when partnerships

01. ABOUT US

are formed so that knowledge

The Board

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and expertise are shared. Throughout this program,

02. MARKETING OPPORTUNITIES

discover how Destination

Opportunities

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Melbourne can assist your

Melbourne Official Visitor Guide

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organisation with marketing

Chinese Official Visitor Guide

11

and partnership opportunities

Melbourne Now

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plus industry development

ACCOM: Melbourne Accommodation Guide

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workshops, forums and

Melbourne Official Visitor Map

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networking events. By working

Cruise Arrivals Guide

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together we will continue to

ATDW Listing

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City Circle Partnership

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Discover Your Own Backyard

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Local Government Marketing Partnerships

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enhance Melbourne’s visitability.

03. INDUSTRY DEVELOPMENT

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Opportunities

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Events Calendar

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Industry Famils

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Visitability 

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Visitability Forums

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Tourism Excellence Workshops

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Melbourne Tourism Week

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Melbourne Tourism Industry Leadership Program

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Melbourne LIVE

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Check-in to China Program

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04. RATES & DATES

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ABOUT US WHAT WE DO

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.

Lead and empower industry to connect, collaborate and excel

WHO WE ARE Destination Melbourne is an independent, not-for-profit tourism organisation dedicated to empowering Melbourne’s visitor industry to continually enhance the visitor experience and inspiring visitors to explore and enjoy greater Melbourne. From producing Melbourne’s official visitor resources 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. Our strategic priorities are: 01 Champion Melbourne’s visitor industry

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 promote excellence, drive growth and lead 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 Industry Leadership Program.

Keep the visitor industry informed and inspired

02 Elevate visitor needs and expectations 03 Empower ongoing industry development 04 Deliver visitor-first products and campaigns 05 Continue outstanding organisational performance

Our team have 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 +

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DESTINATION MELBOURNE 2016-17 PROGRAM

We support the industry to achieve the best possible visitation through actively and effectively promoting experiences to the right people at the right time. Our range of marketing initiatives includes our Melbourne Now campaign to inspire and educate regional Victorians and our award-winning Discover Your Own Backyard campaign for local councils.


The Board Led by Chair Sarah Seddon, our Board of Directors comprises of both highly regarded visitor industry representatives and skills-based executives from a range of sectors and professional backgrounds. Collectively they provide a wealth of experience and are passionate about their role in shaping the strategic development, growth and future success of the Melbourne visitor industry. Engaged and committed, the Board 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: www.destination.melbourne

Sarah Seddon Chair Director of Marketing, Walker Corporation Nick Lewis Deputy Chair Director, Unscripted Tim Sullivan Treasurer Senior Manager, Trade Victoria Nathan Agnew Consultant Bernard Crosbie Director, Crosbie Mediations Richard Stevens Chief Product Officer, LocalAgentFinder Vijay Vaidyanath CEO, City of Yarra George Varughese General Manager, Melbourne Marriott Hotel Cr Beverley Pinder-Mortimer Ex officio City of Melbourne Nicole Bradley Ex officio Group Manager, Brand Strategy & Advertising Visit Victoria



ABOUT US

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MARKETING OPPORTUNI Destination Melbourne’s skilled team of designers, copywriters and marketers are passionate about Melbourne. We produce the only Official Visitor Guide for the city and offer industry the chance to target various types of visitors via a range of marketing opportunities across our publications, tactical consumer campaigns and digital platforms.

Ordering Publications 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@destinationmelbourne.com.au 08

DESTINATION MELBOURNE 2016-17 PROGRAM


G ITIES

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MARKETING

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OPPORTUNITIES Target regional Victorian visitors ++ ACCOM: Melbourne Accommodation Guide 2017 ++ Melbourne Now magazine, website, e-newsletter and tactical campaigns

Target in-market visitors ++ Melbourne Official Visitor Guide + App ++ Melbourne Official Visitor Map ++ City Circle Partnership ++ 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 campaign (available to Local Councils)

To find out more about our program, contact: Tina Seirlis Sales & Partnerships Manager tina@destinationmelbourne.com.au 0450 603 086 John McGaw Senior Business Development Manager john@destinationmelbourne.com.au 0422 934 093



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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. Produced quarterly, it is endorsed by Visit Victoria, City of Melbourne, Melbourne Airport, Melbourne Convention and Exhibition Centre and the Australian Hotels Association. The guide includes a seasonal selection of offers on perforated coupons and is also complemented by an app, which is available to download for iOS and Android devices.

Target Audience ++ Interstate and international visitors ++ Regional Victorians ++ Melburnians

Circulation ++ 250,000 copies per season ++ Digital audience via the app (38,319 downloads in YE December 2015)

Exclusive Distribution ++ Airside at Melbourne Airport’s International Terminal

Distribution ++ Melbourne Airport’s Domestic Terminal

See rates and booking dates on page 32

++ Qantas Tourism Lounge, Melbourne Airport ++ On-board the City Circle Trams ++ PTV Hubs at Southern Cross and Flinders Street Stations ++ Avalon Airport and its Sunbus terminal ++ Melbourne Visitor Centres at Federation Square, Bourke Street Mall and Fitzroy Gardens ++ Conference and events delegates through Melbourne Convention Bureau ++ City and metropolitan hotels and attractions ++ Accredited Visitor Information Centres throughout Victoria

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DESTINATION MELBOURNE 2016-17 PROGRAM


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-ad or discount opportunities. The Chinese Official Visitor Guide is supported by Visit Victoria, City of Melbourne, Melbourne Airport and UnionPay, China’s bank-card network that can be used around the world.

Target Audience ++ Mandarin speakers: international visitors, international students and residents of Melbourne including visiting friends and relatives hosts.

Circulation ++ 60,000 copies per season

Exclusive Distribution ++ Airside at Melbourne Airport’s International Terminal ++ Seasonally through Melbourne China Post newspaper

Distribution ++ Melbourne Visitor Centres at Federation Square, Bourke Street Mall and Fitzroy Gardens ++ Conference and events delegates through Melbourne Convention Bureau ++ City and metropolitan hotels and attractions ++ Accredited Visitor Information Centers throughout Victoria

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MARKETING

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Melbourne Now   Following extensive research into the travel behavior 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 to make Melbourne their ongoing number one travel destination, Melbourne Now was developed especially for those with the means and propensity to travel. Melbourne Now provides regional Victorians with 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.

See rates and booking dates on page 33

MELBOURNE NOW MAGAZINE Melbourne Now is the only magazine created specifically for one of the city’s most important markets: visitors from regional Victoria. Produced seasonally, it provides them 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 ++ Digital audience

Distribution ++ A selection of regional newspapers ++ Cafés, bars and restaurants in regional Victoria ++ Select V/Line stations

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DESTINATION MELBOURNE 2016-17 PROGRAM


MELBOURNE NOW TACTICAL CAMPAIGNS Throughout 2016-17, we will activate three 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. 01 A dedicated campaign landing page featured on melbournenow.com.au will be the main call to action across all campaigns. 02 A dedicated campaign e-newsletter will also be sent per campaign and a regional print media buy will complement digital activity. 03 All campaigns will run for five weeks. A maximum of eight partners may participate per campaign.

Rate $5090 ex GST

MELBOURNE NOW E-NEWSLETTER Sent monthly, these themed electronic mail-outs are another way for advertisers 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 throughout the month that the e-newsletter is sent. Advertising places are limited and sell fast.

Target Audience

CAMPAIGN ONE

CAMPAIGN TWO

CAMPAIGN THREE

Timing Aug–Sep 2016

Timing Nov–Dec 2016

Timing May–Jun 2017

Theme Spring escape – more reasons to stay

Themes Holiday fun – more reasons to stay

Themes Winter warmer – more reasons to stay

Audience Couples

Audience Families

Audience Families

Encouraging travel Sep-Oct 2016

Encouraging Encouraging travel travel Dec 2016-Jan 2017 Jun-Jul 2017

Booking 27 Jun 2016

Booking 12 Sep 2016

Booking 6 Mar 2017

Material 4 July 2016

Material 19 Sep 2016

Material 14 Mar 2017

++ Regional Victorians

Circulation ++ 15,500+ subscribers (as at January 2016)

To find out more, contact: sales@destinationmelbourne.com.au



MARKETING

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ACCOM MELBOURNE ACCOMMODATION GUIDE 2017 PRINT AND DIGITAL PACKAGE The guide provides a comprehensive overview of the hotels and apartments available throughout Melbourne and is distributed throughout regional Victoria. Advertisers not only appear in ACCOM, but also receive map listings in the Chinese Official Visitor Guide and Melbourne Official Visitor Guide, plus are guaranteed a 12 month listing on melbournenow.com.au

Target Audience ++ Regional Victorians

Circulation ++ 50,000 copies per year

Distribution ++ Ballarat Courier ++ Bendigo Advertiser ++ Australian Traveller (regional run) ++ Latrobe Valley Express ++ Warrnambool Standard

Rates Full page Half page Third page Sixth page

$6950 $4160 $2695 $1650

All rates shown ex GST

Dates Booking Material Release

8 Sep 2016 23 Sep 2016 1 Dec 2016

To find out more, contact: sales@destinationmelbourne.com.au

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DESTINATION MELBOURNE 2016-17 PROGRAM


Melbourne Official Visitor Map   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 one million copies printed each year.

Target Audience ++ Interstate and international visitors ++ Regional Victorians ++ Melburnians

Circulation ++ 1,000,000 copies per year

Distribution ++ Melbourne Visitor Centres at Federation Square, Bourke Street Mall and Fitzroy Gardens ++ Flinders Street and Southern Cross Stations ++ On-board the City Circle Trams ++ To conference and event delegates through Melbourne Convention Bureau ++ Accredited Visitor Information Centres throughout Victoria ++ City hotels, attractions and conference venues

Rate Listing

$2550 ex GST

Dates Booking Material Release



4 Apr 2017 13 Apr 2017 Jun 2017

To find out more, contact: sales@destinationmelbourne.com.au

MARKETING

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Cruise Arrivals Guide   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, from brochure stands at Station Pier’s cruise terminal and by inbound shore excursion operators.

Target Audience ++ Cruise ship passengers to Melbourne

Circulation ++ 45,000 copies per year

Rate Listing

$1595 ex GST

Dates Booking Material Release

5 Aug 2016 17 Aug 2016 25 Oct 2016

To find out more, contact: sales@destinationmelbourne.com.au

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DESTINATION MELBOURNE 2016-17 PROGRAM


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 8.5 million visits last year* as well as many of ATDW’s 100+ 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 ++ Listing fees are refunded to Destination Melbourne to spend on marketing Melbourne *Source: Google Analytics

Listing Rates Events and not-for-profit organisations Recognised accredited business* Standard listing

No charge $90 $215

All rates shown are ex GST * Find out more at atdw-online.com.au

To find out more, contact: sales@destinationmelbourne.com.au



MARKETING

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City Circle Partnership   The City Circle Tram is a free and convenient way for visitors to see and hear about attractions during their time in Melbourne. It provides industry with a platform to reach these engaged visitors through advertising and brochure opportunities. We work in partnership with Yarra Trams to coordinate and develop the City Circle Program. Due to the program’s popularity and to best represent seasonal activity, participation is via an Expression of Interest process. Consideration is given towards family-friendly visitor attractions and key metropolitan events, shows and exhibitions.

Annual Premium Plus Contra required

$2850* $7000

Premium $2550* Contra required $7000 Standard $2200* Contra required $7000

Dates EOI In market

May 2016 1 Aug 2016 onwards

Short Term Platinum Plus Contra required

$2200* $1850

Platinum Contra required

$1950* $1850

Premium $1500* Contra required $1600 Standard $1200* Contra required $1600

Dates EOI

Year Round

Participation and proposed contra is by expression of interest, and acceptance of either is at the discretion of Yarra Trams and Destination Melbourne. Where proposed contra is deemed unsuitable, the partner may propose further cash payment in place of the contra value. All rates shown are ex GST *Production costs are in addition to the above

To find out more, contact: Tina Seirlis Sales & Partnerships Manager tina@destinationmelbourne.com.au 0450 603 086

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DESTINATION MELBOURNE 2016-17 PROGRAM


Discover Your Own Backyard In September 2011, Destination Melbourne partnered with the city’s local councils to support and improve the visitor experience. The result is the award-winning Discover Your Own Backyard (DYOB) campaign. DYOB is focused 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 do while in Melbourne. The main objective of the program is to assist local councils in increasing 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 presence on dyob.com.au. Councils can also choose from an array of marketing programs to meet their objectives and budgets. A range of marketing channels are explained in the DYOB Partnership Opportunities 2016-2017 prospectus.

To find out more, contact: John McGaw Senior Business Development Manager john@destinationmelbourne.com.au 0422 934 093 Tina Seirlis Sales & Partnerships Manager tina@destinationmelbourne.com.au 0450 603 086



MARKETING

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Local Government Marketing Partnerships  

Whether you are a council developing your first tourism strategy or an established tourism destination, Destination Melbourne can support your endeavors through a range of marketing and industry development activity. We can assist economic development practitioners and tourism managers to champion the value of tourism internally within their council, educate local businesses and residents, and help market products, festivals and attractions to the local community and beyond.

To find out more, contact: sales@destinationmelbourne.com.au

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DESTINATION MELBOURNE 2016-17 PROGRAM

Tourism is a two-way street: the support local tourism gives to the broader community is critical for Melbourne to grow and prosper as a destination.


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. 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: ++ Advertising within maps and guides ++ Participating as a brand or advertising partner ++ Becoming a Principal, Major or Supporting partner at our industry events ++ Tailored programs for metropolitan councils and regional tourism organisations ++ Attending networking events with our visitor industry

To find out more, contact: John McGaw Senior Business Development Manager john@destinationmelbourne.com.au 0422 934 093 Tina Seirlis Sales & Partnerships Manager tina@destinationmelbourne.com.au 0450 603 086



MARKETING

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INDUSTRY DEVELOPME 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

Events   28 APRIL

P.27

29 APRIL

workshops and our award-winning Melbourne

DESIGN VISITOR EXPERIENCES THAT DELIGHT

P.27

Tourism Industry Leadership Program.

19 MAY

P.27

16 JUNE

P.30

3 AUGUST

P.27

22 AUGUST

P.25

6 SEPTEMBER

P.28

7 SEPTEMBER

P.28

12 OCTOBER

P.25

experience. We do this by providing visitor research statistics, facilitating educational programs and events, Tourism Excellence

TOURISM EXPLAINED

CONTENT MARKETING OPPORTUNITIES ++ Visitability forums ++ Industry famils ++ Tourism Excellence workshops ++ Melbourne Tourism Industry Leadership Program and Graduate Series ++ Melbourne LIVE tourism forum ++ Melbourne Tourism Week ++ Melbourne Tourism Industry Exchange ++ Local Council Tourism Breakfast ++ Check-in to China program

MELBOURNE LIVE

PARTNERSHIP MARKETING

TRANSPORT NETWORKS FORUM

MELBOURNE TOURISM INDUSTRY EXCHANGE

LOCAL COUNCIL TOURISM BREAKFAST

INTEGRATED MESSAGING FORUM 22

DESTINATION MELBOURNE 2016-17 PROGRAM


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Discover the tools you’ll need to work on your business, not just in it.

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Industry Famils Destination Melbourne offers assistance to Melbournebased tourism organisations wishing to host exclusive industry famils. A range of opinion leaders and influential people from within the visitor industry participate in the famils program throughout the year. This is your opportunity to host concierges, representatives of attractions, government organisations or tour operators so they can gain firsthand experience of what your organisation has to offer.

If you would like to showcase your experience to the industry by hosting a famil, contact: Sharna Crosbie Industry Development Manager sharna@destinationmelbourne.com.au

Visitability   In 2011, when Melbourne was first named the world’s most livable city, a discussion began on what it would take for Melbourne to be recognised as the world’s most ‘visitable’ city. From this came the term ‘visitability’, along with a focus on improving the critical services at every point of the visitor journey across Melbourne. 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: 01 Sense of welcome 02 Transport networks 03 Integrated messaging 04 Digital connectivity 05 Accessibility Visitability Principal Partner

To find out more, contact: Sharna Crosbie Industry Development Manager sharna@destinationmelbourne.com.au

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DESTINATION MELBOURNE 2016-17 PROGRAM


Visitability Forums   22 AUGUST

12 OCTOBER

As the backbone of our tourism industry, transport networks create a safe and seamless way for visitors to get around and explore the city and surrounding regions. This is an opportunity to meet with key transport operators, be informed about the very latest news affecting Melbourne’s transport network, and connect with key contacts.

Having a unified industry approach to promoting Melbourne’s brand and visitor offering will ensure a sustainable tourism economy into the future. By connecting Melbourne’s product offering using partnership marketing, consistent messaging and signage, we can create an enjoyable and seamless journey across our city for visitors.

The forum will cover updates on:

This forum will assist businesses to:

++ Results of the latest Public Transport Victoria visitor research and Night Network program

++ Understand the benefits of a fully integrated visitor experience

++ Accessible tram stops and the Free Tram Zone

++ Understand the Melbourne brand message

++ Uber

++ Encourage visitor dispersal through partnership marketing

++ Taxi Services Commission

++ Communicate a consistent Melbourne message to enhance your reputation and increase visitation as part of the overall Melbourne story

TRANSPORT NETWORKS FORUM

++ Melbourne Airport ++ Skybus operations

INTEGRATED MESSAGING FORUM

++ Transport options for those with accessibility needs

Venue Partner Citadines on Bourke, 131-135 Bourke St, Melbourne

Venue Partner Citadines on Bourke, 131-135 Bourke St, Melbourne

Time 3pm–6pm plus networking drinks

Time 3pm–5.30pm plus networking drinks

To find out more, contact: Sharna Crosbie – sharna@destinationmelbourne.com.au



INDUSTRY DEVELOPMENT

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Tourism Excellence Workshops

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DESTINATION MELBOURNE 2016-17 PROGRAM


28 APRIL

29 APRIL

Facilitator: Ray Shleibs

Facilitator: Ray Shleibs

This session is for anyone who would like to know more about the demographics and motivations of visitors to Melbourne, the tourism industry structure and learn about opportunities to engage and network within the visitor industry.

When designing visitor and customer experiences that delight, you first need to foster a deep understanding of your customers' needs and objectives and then apply the latest thinking, concepts and tools. This workshop will help you to create impactful customer-centric experiences that will delight and drive positive social sharing reviews.

TOURISM EXPLAINED

Venue Partner Citadines on Bourke, 131-135 Bourke St, Melbourne Time 3pm–5.30pm plus networking drinks Inclusions Expert facilitator, networking drinks Rate $27 ex GST

DESIGN VISITOR EXPERIENCES THAT DELIGHT

Venue Partner Citadines on Bourke, 131-135 Bourke St, Melbourne Time 9am–5pm Inclusions Expert facilitator, morning and afternoon tea, lunch and take away workbook Rate $180 ex GST

19 MAY

3 AUGUST

Facilitator: Trevor Young

Facilitator: Despina Karatzias with special guest

In this digital age it is increasingly important to create unique content that resonates with visitors both in the planning stage and while they’re in destination. With consumers overwhelmed by travel options and reviews before they even begin their travel booking process, you must find ways to grab their attention. Trevor will teach you the tools to overcome challenges and produce effective content for digital platforms as well as print.

Explore the benefits and opportunities of growing your business through partnerships with other businesses that complement your product. Our special guest will share their personal insights into partnership marketing.

Venue Partner Citadines on Bourke, 131-135 Bourke St, Melbourne

++ Ten step package development formula

CONTENT MARKETING

Time 9am–5pm Inclusions Expert facilitator, morning and afternoon tea, and lunch Rate $180 ex GST

PARTNERSHIP MARKETING

Key learning outcomes include: ++ Knowing your market ++ Packages vs deals

Venue Partner Citadines on Bourke, 131-135 Bourke St, Melbourne Time 9am–5pm Inclusions Expert facilitator, morning and afternoon tea, and lunch Rate $180 ex GST

Tourism Excellence Workshops have limited places available. Visit destination.melbourne/events to book



INDUSTRY DEVELOPMENT

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5–11 SEP 2016

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. Key events include:

6 SEPTEMBER

MELBOURNE TOURISM INDUSTRY EXCHANGE Melbourne’s Tourism Industry Exchange 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. As a delegate you’ll have the opportunity to increase your product knowledge keeping your finger on the pulse of Melbourne’s visitor experiences. Venue TBA (please check our website for details) Exhibitors contact Tina Seirlis Sales & Partnerships Manager tina@destinationmelbourne.com.au Delegates contact Michelle Dall’Ava Industry Development Coordinator michelle@destinationmelbourne.com.au

7 SEPTEMBER

LOCAL COUNCIL TOURISM BREAKFAST An integral part of our engagement with Local Government organisations, this breakfast is an opportunity for councils to learn from expert keynote speakers on a topic which has relevance to their tourism strategies. It’s a great opportunity to network with both local council Economic Development staff, City of Melbourne staff and tourism professionals. Venue TBA (please check our website for details)

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DESTINATION MELBOURNE 2016-17 PROGRAM

“MTILP 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 General Manager Brand and Customer Information Customer Experience Division Public Transport Victoria


MTILP   MELBOURNE TOURISM INDUSTRY LEADERSHIP PROGRAM Now in its eighth year, MTILP is an award-winning venture that provides leadership training for the most promising members of the industry. The primary aim of the program, is to raise professional standards in the local tourism industry. It does this by offering practical learning opportunities for future leaders across a series of eight 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.

MTILP’s Goals: ++ Foster collective leadership in the Melbourne visitor industry ++ Enhance individual leadership skills ++ Provide practical learning opportunities for industry leaders ++ Encourage understanding, cooperation and partnerships between industry and government ++ Strengthen succession management within the industry

MTILP GRADUATE SERIES Once the course has been completed, MTILP graduates are invited to join the MTILP Graduate Series, an ongoing program of support developed to offer further training, social and networking opportunities and one-on-one mentoring with industry leaders.

Applications for MTILP 2017 open October 2016

Principal Partner Melbourne Airport Venue Partner Citadines on Bourke, 131-135 Bourke St, Melbourne

To find out more, contact: Michelle Dall'Ava Industry Development Coordinator michelle@destinationmelbourne.com.au 9869 2419



INDUSTRY DEVELOPMENT

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16 JUN 2016

Melbourne LIVE   THE NEXT GENERATION TOURISM FORUM With its overarching theme of Leadership, Innovation and the Visitor Experience, Melbourne LIVE, the first Melbourne tourism forum of its kind, will focus on the next generation of travellers, trends and developments to ensure Melbourne holds its position as Australia’s leading city destination. Melbourne LIVE will offer an inspirational line-up of experts and leaders from a range of industries, who will share thought-provoking insights on emerging trends across key visitor sectors. Principal Partner Public Transport Victoria Venue Partner RACV City Club, 501 Bourke St, Melbourne

Don’t miss Melbourne LIVE this June! Tickets available now

Tickets Standard: $395 | Early Bird: $350 (closes 1 May)

For further details and to book, visit: www.destination.melbourne/events

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DESTINATION MELBOURNE 2016-17 PROGRAM


AUG–NOV 2016

Check-in to China Program   As our 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 local councils, tourism operators, attractions, hotels, restaurant or retail staff 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 the provision of services. The program will include an eight day study trip to Beijing, Nanjing and Shanghai to meet with key tourism experts who will explain the behaviors and requirements of the Chinese traveller. It will also provide language training, a pre-tour workshop and post tour one-to-one mentoring. Participants will learn about the digital landscape, the key distribution partners, business etiquette as well as understanding what provisions the Chinese visitor expects. This program will be limited to 15 participants.

For expressions of interest and further details, contact: Sharna Crosbie Industry Development Manager sharna@destinationmelbourne.com.au



INDUSTRY DEVELOPMENT

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RATES & DA Melbourne Official Visitor Guide + App p10

Chinese Official Visitor Guide

RATES

DATES

RATES

DATES

Full Page + App

Spring

Full Page

Spring

4 Editions $5598.75 Single $6190

Editorial EOI Booking Material App material Release

4 Editions $3168.75 Single $3595

Editorial EOI Booking Material Release

Full Page Copywriter Advertorial + App 4 Editions $6098.75 Single $6690

Half Page + App 4 Editions $3303.75 Single $3670

Third Page + App 4 Editions $2385 Single $2695

Quarter Page + App 4 Editions $1987.50 Single $2290

10 Jun 2016 8 Jul 2016 18 Jul 2016 12 Aug 2016 1 Sep 2016

Summer Editorial EOI Booking Material App material Release

12 Sep 2016 7 Oct 2016 17 Oct 2016 11 Nov 2016 1 Dec 2016

Autumn Editorial EOI Booking Material App material Release

21 Nov 2016 6 Jan 2017 16 Jan 2017 10 Feb 2017 1 Mar 2017

Winter Editorial EOI Booking Material App material Release

10 Mar 2017 7 Apr 2017 17 Apr 2017 12 May 2017 1 Jun 2017

Half Page 4 Editions $1917.50 Single $2225

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DESTINATION MELBOURNE 2016-17 PROGRAM

30 May 2016 14 Jun 2016 22 Jun 2016 1 Sep 2016

Summer Editorial EOI Booking Material Release

30 May 2016 13 Sep 2016 21 Sep 2016 1 Dec 2016

Autumn Editorial EOI Booking Material Release

28 Feb 2017 7 Nov 2016 15 Dec 2016 1 Mar 2017

Winter Editorial EOI Booking Material Release

To find out more, contact: John McGaw Senior Business Development Manager john@destinationmelbourne.com.au 0422 934 093

p11

Tina Seirlis Sales & Partnerships Manager tina@destinationmelbourne.com.au 0450 603 086

28 Feb 2017 14 Mar 2017 22 Mar 2017 1 Jun 2017


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Melbourne Now Magazinep.12

Melbourne Now e-newsletterp.13

RATES

DATES

RATES

Full Page

Spring

4 Editions $7488.75 Single $8320

Editorial EOI Booking Material Release

Half Page 4 Editions $3852.50 Single $4280

Summer

4 Editions $2272.50 Single $2525

Editorial EOI Booking Material Release

Sixth Page

Autumn

Quarter Page

4 Editions $1575 Single $1730

Listing 10 Jun 2016 12 Jul 2016 20 Jul 2016 2 Sep 2016

Editorial EOI Booking Material Release

12 Sep 2016 11 Oct 2016 19 Oct 2016 2 Dec 2016

$1275

DATES July Booking Material Release

January 6 Jun 2016 16 Jun 2016 7 Jul 2016

August 21 Nov 2016 10 Jan 2017 18 Jan 2017 3 Mar 2017

Winter Editorial EOI Booking Material Release

Advertorial

$765

10 Mar 2017 11 Apr 2017 20 Apr 2017 2 Jun 2017

Booking Material Release

February 4 Jul 2016 14 Jul 2016 4 Aug 2016

September Booking Material Release

 our edition rate includes a 10% discount when purchasing four F editions at the one time. Price indicative of single edition only Editorial EOI submissions will be for consideration only All rates shown are ex GST

5 Sep 2016 15 Sep 2016 6 Oct 2016

For media kits and style guidelines please visit: destination.melbourne All advertisers in Melbourne Now magazine will receive a guaranteed listing on melbournenow.com.au (must have ATDW listing, see p.17)



Booking Material Release

30 Jan 2017 9 Feb 2017 2 Mar 2017

Booking Material Release

27 Feb 2017 9 Mar 2017 6 April 2017

May 3 Oct 2016 13 Oct 2016 3 Nov 2016

December Booking Material Release

3 Jan 2017 12 Jan 2017 2 Feb 2017

April

November Booking Material Release

Booking Material Release

March 1 Aug 2016 11 Aug 2016 1 Sep 2016

October Booking Material Release

Booking 28 Nov 2016 Material 8 Dec 2016 Release 5 Jan 2017

Booking Material Release

3 Apr 2017 13 Apr 2017 4 May 2017

June 31 Oct 2016 10 Nov 2016 1 Dec 2016

Booking Material Release

1 May 2017 11 May 2017 1 Jun 2017

RATE & DATES

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Our Partners   We proudly acknowledge the generous support of all our partners and stakeholders.


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