Visitability Forum: Communication

Wednesday 25 October
1.00pm - 4.00pm


Crowne Plaza Melbourne

1-5 Spencer Street, Melbourne

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This forum is on our 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 and brand positioning, key product/service information.  

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.


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  

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.  

1.50pm-2.20pm: 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 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   

2.20pm – 2.50pm: Visit Victoria - TBA

The marketing division manages the development and implementation of the state's overarching marketing strategy and performs a crucial leadership role in the coordinated promotion and branding of Melbourne and Victoria. Visit Victoria takes a consumer-led, research driven approach, creating integrated programs. Their programs leverage the state's brand strengths and provide the foundation for delivering against the core objectives. These are to maximise visitation, length of stay, expenditure and regional dispersal. 

During this presentation you will gain insights on:

  • Establishing your brand and integrating your brand within all communication channels of your business
  • Leverage from Visit Victoria’s communication channels and key branding messages   

2.50pm – 3.15pm  Q&A with panel

3.15pm-4.00pm Networking


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