Visitability Forum: Communication

Wednesday 25 October
1.00pm - 4.00pm

Venue:

Crowne Plaza Melbourne

1-5 Spencer Street, Melbourne

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A forum on the Visitability pillar of communication

Thinking like a visitor when designing your communication channels will ensure you’re providing consistent messaging and relevant information across all platforms to provide a welcoming and seamless experience for visitors. 

There are three elements to focus on: signage and way finding, marketing collateral [key product/service information] and brand positioning.  

This forum will provide you with examples of how to communicate with your visitors so that they have a seamless and enjoyable experience and share positive reviews about your product and our destination. 

Our guest speakers will provide you with the tools you need to design and implement effective communication to ensure the visitor experience is seamless and consitent from the moment they first connect with your business to the moment they depart.

Watch our Visitability here.

Agenda

1.00pm - 1.15pm: Laura Cavallo - CEO, Destination Melbourne

Welcome and screening of Destination Melbourne's Visitability short video

1.15pm - 1.35pm: Bruce Herbes – Visual Voice       

Key things you need to know to develop an effective, legible and easy to understand way finding system.

1.35pm – 1.50pm: Kaye Tuddenham – Transport for Victoria  

TFV has brought together planning, management and coordination of Victoria's transport system and its agencies, including; VicRoads and Public Transport Victoria. Kaye will explain the benefits to both industry and visitors of integrating these major transport services. 

1.50pm - 2.20pm: David Geoffrey Hall - Melbourne Festival – case study

Melbourne Festival is one of Australia's leading international arts festivals and has implemented a visitor first approach to the roll out of their communications and marketing collateral.

2.20pm – 2.50pm: Michael Sewards

Michael is the joint CEO and a Director of AATS Group, trading as SkyBus, with operations presently in Melbourne, and Auckland, New Zealand and soon to be Gold Coast, Qld. 

2.50pm – 3.15pm:  Q&A with panel

3.15pm - 4.00pm: Networking

4.00pm: Close 

More about the speakers and the content


Bruce Herbes – Wayfinding Strategist and Designer

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Visualvoice was established in Melbourne, in 1995, initially to prepare architectural visualisations. In 2004 Visualvoice worked with the City of Melbourne to develop a ‘3D digital map’ of the city, unique at the time. This became the first pedestrian wayfinding system for Melbourne CBD and was the first of a new generation of pedestrian maps. 

Since then, Visualvoice’s expertise and strategic planning of wayfinding projects has helped promote cities, activity centres and precincts, trails and sustainable transport (predominately walking and cycling) through signage, print and digital media for local governments nationally.

Visualvoice’s aim is to raise the bar in spatial communication and navigation by promoting often unknown connections and enabling greater place discovery.

The outcome for residents can be behavioural change such as increased levels of walking and cycling through better local area knowledge while the outcome for visitors can enhance and empower their experience of place.


Kaye Tuddenham – Transport for Victoria  

Like Transport for London and similar agencies around the world, TFV has brought together planning, management and coordination of Victoria's transport system and its agencies, including; VicRoads and Public Transport Victoria. It now provides a single source for information about our road, train, tram, bus, taxi and freight networks, making it simpler and easier for Victorians and visitors to get the transport information they need.

Kaye will explain the benefits to both industry and visitors now they're integrating these major transport services. With disruption occurring across the city in coming years, they’ll update us on their planned communication channels. Communication will be optimised to advise visitors of disruptions in real time to assist with journey planning. They'll also share their way finding and technology improvement plans for the future.  

As Director of Brand and Partnerships, Kaye's experience spans over 20 years, having worked in both the private and public sectors.  Kaye oversees marketing, brand and partnerships across the transport portfolio at the newly formed Transport for Victoria.

Kaye works closely with the visitor industry, to understand their needs and to develop ways to improve the overall experience.

Kaye has lead transformational projects such as the development of the PTV brand, introduction of coloured network maps, and roll out of the highly identifiable integrated public transport livery. The visitor industry is a key stakeholder for TfV.I n a period of increased disruption, it’s vital to maintain the economic benefits of one of Victoria’s fastest growing sectors.


David Geoffrey Hall - Melbourne Festival – case study

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Melbourne Festival is one of Australia's leading international arts festivals and has implemented a visitor first approach to the roll out of their website, marketing collateral and event information. Their Head of Marketing David Geoffrey Hall provides some key insights into:

  • The effective use of communication tools to build the brand story, inform visitors of  key information and empower visitors to maximise their experience 
  • How to provide information on the inclusivity of your product/service to visitors with a disability
  • Leveraging Melbourne’s reputation to encourage visitor dispersal and spend 

Melbourne Festival’s audience engagement strategy focuses on the entire customer journey: from picking up a hard copy brochure or browsing the website, through purchasing a ticket, attending the event, a post-show supper or drink, and the further year-round engagement. Whether it’s email, in person, social media or direct mail, the Festival’s marketing strategies are structured to ensure meaningful touch points with audiences. David Geoffrey Hall will talk through some of the Festival’s strategies, successes and learnings.

David Geoffrey Hall is an arts marketing professional based in Melbourne. Professionally trained in journalism, he worked in public relations before joining Perth International Arts Festival in a digital marketing role in 2010. He started at Melbourne Festival in 2012 and has held the position of Head of Marketing since late 2015. David has a passion for data driven marketing, audience engagement, and art as activism.


Michael Sewards-  Joint CEO and a Director of AATS Group, trading as SkyBus, 

As joint CEO and a Director of AATS Group, Michael oversees operations in Melbourne, and Auckland, New Zealand and soon to be Gold Coast, Qld.

SkyBus currently provide over 5 million passenger trips annually in their Airport Express services, plus an additional 4.5 million annual trips within their Commerical (Carpark and Airside Bussing) Division.

Prior to commencing this role (with fellow CEO Adam Begg) in September 2014, Michael was Director of the Heritage Corporate Group of companies, the pre-eminent advisor to key owners, operators and stakeholders within the Australian bus industry for a period of 21 years.

Michael holds a Bachelor of Commerce from The University of Melbourne. 

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