Discover Your Own Backyard connects with over 500,000 passionate local Melburnians every month.
The Discover Your Own Backyard (DYOB) campaign encourages locals to become informed hosts by educating them about what is available in their own neighbourhoods, and inspiring them to explore and discover more with their visiting friends and relatives (VFRs).
For VFRs, their hosts — the people who live in the community — are the greatest influence on what they do while in Melbourne. DYOB works by engaging and connecting with Melburnians to become ambassadors for their neighbourhoods, concentrating visitation and spend locally.
The VFR market is a key driver to the visitor economy in Melbourne:
*Source: DYOB Research Report, 2016 — based on Tourism Research Australia data.
No matter what you are trying to achieve, DYOB offers products to help you reach your goals:
GOAL 1: Want to be top of mind?
Our Annual Packages provide a year-round opportunity to connect with highly engaged Melburnians across DYOB platforms, leveraging both paid and owned channels.
GOAL 2: Want to tell your story?
Connect with our highly engaged DYOB audience by developing sharable storytelling content that brings life and personality to your business.
GOAL 3: Want to get people involved?
Generate excitement and local pride in our DYOB audience with opportunities that drive residents to take action.
GOAL 4: Want to spread the word?
Have something worth shouting about? These opportunities give you wide-reaching exposure.
GOAL 5: Want to power it up?
We also have options to power up anything that you purchase, to really take it to the next level.
Event and business listings on the DYOB site are populated via the Australian Tourism Data Warehouse (ATDW). This allows businesses to have ownership over their content and provides the ability to make updates as needed. ATDW listings are free for events and not-for-profits. More information about ATDW click here or ask Costanza.
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