MEDIA RELEASE: Melbourne Now summer tourism campaign rolls out to regional Victorians

Melbourne Now summer tourism campaign rolls out to regional Victorians

Destination Melbourne’s ‘Melbourne Now’ summer campaign targeting regional Victorians has been launched. 

Over seven weeks, regional Victorians will be enticed to visit Melbourne this summer, through a personalised digital marketing campaign offering a range of interest based itineraries, featuring some of Melbourne’s most iconic experiences.

The regional Victorian market is highly valuable to Melbourne. In the year ending June 2017, Melbourne attracted 11.7 million visitors from regional Victoria (2.9 million overnight visitors and 8.8 million daytrip visitors) *. Overnight visitors accounted for 6.3 million overnight stays, an increase of 8.6% on the previous year, while day trip visitors declined by 3% compared to the previous year. This illustrates that regional Victorians are extending their time in Melbourne and converting day trips to overnight stays.

The campaign aims to further grow Melbourne’s regional Victorian market and continue conversion.

“Melbourne Now was created following extensive research into the travel behaviour of regional Victorians and their relationship with Melbourne as a tourism destination.

“Our summer campaign is part of a year-round Melbourne Now marketing program designed to specifically target the lucrative regional Victoria market and to provide Melbourne’s visitor industry with an effective and on-going way to reach those visitors” said Laura Cavallo, CEO, Destination Melbourne.

An innovative campaign microsite has been developed showcasing exciting Melbourne itineraries based on the personal preferences of the user. Diverse options include; Girl’s Weekend, Adventure with Littlies, Cultural Quest, Romantic Getaway, Music Lover’s Retreat and Sporty Family Getaway.

Partnering in the campaign and featured in the itineraries are some of Melbourne’s hero events, experiences and accommodation providers including; Australian Open, Arts Centre Melbourne, Melbourne Zoo, Chadstone shopping centre, Melbourne Museum, St Kilda Esplanade Market, The Langham Melbourne, Double Tree by Hilton, Pan Pacific, Four Points Docklands and Jazz Corner Hotel. Public Transport Victoria are also a major partner for the campaign. 

Across regional Victoria, potential visitors will see Melbourne showcased across their screens with digital advertising and social media promotions driving people to the campaign microsite and inspiring them to come to Melbourne this summer. A partnership has also been struck with radio station Bay 93.9FM with on-air competitions to further create excitement. 

To complement the tactical campaign and to keep regional Victorians up to date year-round, additional Melbourne Now touchpoints include a seasonal print magazine, monthly eDMS, dedicated social media channels and the website Destination Melbourne are already planning a winter campaign with expressions of interest currently open.  

*Source: National Visitor Survey, year ending June 2017, Tourism Research Australia.