Official Visitor Guide

Transcription

1 DE ST I N AT I O N ME LBO UR NE Melbourne Official Visitor Guide Media Kit

2 Overview Melbourne receives over 12.4 million overnight visitors from domestic and international markets per year. Destination Melbourne provides you the opportunity to connect with these incoming visitors via its flagship Melbourne Official Visitor Guide. Endorsed by Visit Victoria and the City of Melbourne, our authentic and Official Guide is distributed across 1 million copies per year at leading visitor touch points throughout Greater Melbourne. In 2017, key visitor research undertaken highlighted that 75% of visitors did not pre-book their activities prior to arrival. The Guide is picked up by motivated inmarket visitors seeking inspiration. In this new and exclusive after-hours event, spend an incredible night out with some of the world s most iconic animals. Adventure onto the Savannah for a guided tour, feast with friends, and enjoy an immersive performance that showcases the soul of Africa. The Guide has dedicated sections: Arts & Culture, Events, See & Do, Shop, Eat & Drink, Neighbourhoods, and Regional Victorian destinations. This provides you with the opportunity to be highlighted in the relevant section. OVG PRINT PUBLICATION 250,000 copies per season 1,000,000 copies per annum OFFICIAL VISITOR GUIDE The seasonal Official Visitor Guide plays an important role in the decision-making cycle, as a leading targeted Melbourne visitor resource, it can assist your business to reach and generate awareness of your distinct offer to in-destination visitors. NOVEMBER MARCH The guide is also a quick and user-friendly tool, providing key information easily compared to wading through multiple digital channels and reviews. BOOK NOW Melbourne Summer 2019 Love Laneways Melbourne s secret spaces Holding Court The Australian Open comes to town Coupons Discounts for the city s best experiences zoo.org.au/sunsetsafari Proceeds from Sunset Safari help Zoos Victoria support international conservation partners such as Rhino Fund Uganda. OVG Summer 2019 Cover 8pp.indd 4 30/10/18 12:15 pm Melbourne Official Visitor Guide is supported and endorsed by the following organisations: 2

3 Print Publication SIZE + + A5 152 pages PRINT RUN ,000 copies per season + + 1,000,000 copies per annum KEY FEATURES + + Endorsed as the Official Visitor Guide to Melbourne + + Detailed editorial and quality imagery + + Calendar of events + + Recommended itineraries + + Tips on sustainable travel and transport information + + Coupons (EOI available to annual advertisers only) + + Information on Melbourne and Regional Victoria s leading destinations + + Detailed maps including Melbourne City Centre, Melbourne Laneways, and Regional Victoria ADVERTISING SPACE AVAILABLE + + Full page (fully supplied, templated or opportunity to upgrade to copywriter advertorial) + + Half page (templated only) + + Third page (templated only) + + Quarter page (templated only) Premium opportunities (see page 7) EDITORIAL SUBMISSIONS + + Submit to: editorial@destination.melbourne + + Please note submission does not guarantee inclusion We recently shifted our tourist print marketing across to Destination Melbourne s English and Chinese Official Visitor Guides with great results to date. Our visitation is up 6% over last year Tonina Terranova Marketing Managerr, Spencer Outlet Centre 3

4 Readership WHAT IS YOUR GENDER? Male (28%) Female (71%) (Key decision makers) Through our readership surveys conducted each edition we have gained significant insights into the OVG readership base. The Melbourne Official Visitor Guide appeals to a broad number of market segments including; international and interstate visitors, Melburnians, regional Victorians, international students, and business delegates. WHAT IS YOUR AGE RANGE? (26.2%) (27.9%) (21.3%) (11.5%) (8.2%) 65+ (3.3%) WHO ARE YOU TRAVELLING WITH? Alone (26.7%) 75% of international visitors to Melbourne do not pre-book their activities* *Source: Greater Melbourne s Destination Management Visitor Plan, Executive Summary Family (43.3%) Friends (6.7%) Couple (23.3%) 4 4

5 Targeted Distribution & Promotion Destination Melbourne distributes the Melbourne Official Visitor Guide exclusively and non-exclusively at hundreds of locations throughout Melbourne, inclusive of the highly sought after international airside (ie customs and baggage collection precinct) at Melbourne Airport s International Terminal, therefore reaching visitors as soon as they arrive. Key locations include and are not limited to: ++ International terminal, Melbourne Airport ++ Domestic terminal, Melbourne Airport ++ Melbourne Convention and Exhibition Centre ++ Avalon Airport Arrivals Terminal ++ Skybus Melbourne Airport and Southern Cross Station ++ Hotels, serviced apartments and visitor attractions across Melbourne Our unique Official status provides access for our 1 million copies per year to be distributed across hundreds of key locations. ++ Retail precincts throughout Greater Melbourne ++ Melbourne Visitor Hubs at Townhall, Bourke Street Mall, Queen Victoria Market and Fitzroy Gardens ++ Accredited Visitor Centres throughout Victoria ++ Visit Victoria Offices nationally and internationally ++ Conference and business event delegates via Melbourne Convention Bureau 5

6 Advertising Opportunities The OVG provides a strong value for money opportunity for Victorian businesses. With a circulation of 250,000 copies, the cost per full page is approximately 3 cents per copy. ANNUAL PACKAGES AD SIZE Full Page STYLE Fully supplied or templated PER SEASON FULL RATE $6350 $5715 Half Page Templated $3850 $3465 Third Page Templated $2895 $2606 Quarter Page Templated $2490 $2241 ANNUAL EARLY BIRD PER SEASON RATE (SAVE 10%) Early bird booking deadline Book by 23 November 2018 date to receive a 10% loyalty discount when making an annual booking.* Upgrade your full page to an advertorial written by DM copywriters for $550 per edition Ask us about precinct and neighbourhood opportunities. *Based on booking 4 consecutive editions 6

7 Premium Advertising Placements For those who are seeking to stand out from the pack, you may wish to consider an exclusive or premium placement in the Official Visitor Guide to Melbourne. PREMIUM POSITIONS AVAIL ABLE ++ Inside front cover DPS ++ Second DPS ++ Centre spread ++ Back cover ++ Inside back cover DPS ++ Regular DPS ++ Page opposing contents Please note that custom opportunities are also available. Contact us to discuss the best placement for your upcoming campaign. CONTACTS Tina Seirlis Director of Partnerships, Sales & Engagement Emma Gray Tourism Business Development Manager

8 Seasonal Deadlines EDITORIAL AND ADVERTORIAL DATES SEASON EDITORIAL EOI DEADLINE ADVERTORIAL BOOKING DEADLINE ADVERTORIAL MATERIAL DEADLINE Winter February February February 2019 Spring 2019 TBA Summer 2019/20 Autumn 2020 TBA TBA BOOKING AND RELEASE DATES SEASON STANDARD BOOKING DEADLINE STANDARD MATERIAL DEADLINE RELEASE Winter March April June 2019 Spring 2019 TBA Summer 2019/20 Autumn 2020 TBA TBA For Early Bird annual booking deadline see page 6. 8

9 Advertising Specifications & Proofing You will be sent a material reminder for your OVG booking one week prior to the material deadline. PROOFING OF ADVERTISEMENTS When a proof is ready for advertiser review/ approval on the dmhub platform, an notification will be sent with a hyperlink to access the dmhub. Click here to view the Melbourne Official Visitor Guide Style Guidelines Advertisers are granted the opportunity to review their OVG print proof twice. Changes made beyond the second proof at the clients request will incur an additional fee of $60 per proof. MATERIAL SUBMISSION QUESTIONS? Maria Lucia Osorno Customer Support Intern maria@destination.melbourne 9