mornington peninsula regional tourism industry partnership prospectus

Transcription

1 mornington peninsula regional tourism industry partnership prospectus

2 The Mornington Peninsula is listed as one of the top 20 must do destinations to visit worldwide by National Geographic Magazine in 2015 did you know? Tourism contributes: $ 1.26 billion Visitor Expenditure 10,184 Tourism Jobs 26 MOTELS & SERVICED APARTMENTS VS There are: 24,000 HOLIDAY HOMES When asked: 62% 62% OF VISITORS SURVEYED ARE VERY SATISFIED WITH THEIR STAY

3 OUR MISSION Mornington Peninsula Regional Tourism works with local tourism businesses to build a sustainable industry through innovation and advocacy. Mornington Peninsula Regional Tourism (MPRT) is the peak tourism body and lead voice for tourism in the region, delivering robust and identifiably beneficial partnerships. MPRT aims to balance environmental sustainability and destination growth, and is led by the Mornington Peninsula Regional Tourism Board (MPRTB) in partnership with Mornington Peninsula Shire (MPS) and Frankston City Council (FCC). The MPRTB has five key strategic platforms for the region - Investment Attraction, Destination Management, Advocacy, Industry Development and Destination Marketing. Our growing industry partnership base of more than 350 tourism businesses include product and services such as: accommodation, tours, marine activities, spas, wineries, cafes, restaurants, fresh and value added produce, galleries, golf, retail shops, and adventure activities. Funds are generated through industry partnerships and council contributions as well as grant funding from Tourism Victoria. All revenue received is invested back into destination marketing and industry development activities all designed to ensure an exceptional experience for the local, interstate and international visitors to the region. Mornington Peninsula Regional Tourism delivers outstanding destination marketing and industry development activities together with high quality visitor services and a regional online booking service. OUR VISION To be recognised as Victoria s premier escape destination, renowned for its nature, lifestyle and gourmet food and wine experiences. 3

4 destination marketing As a partner of MPRT you gain access to a range of marketing activities that promote the region and our partner products and experiences. Top ranking regional website visitmorningtonpeninsula.org is a dynamic, multi platform friendly website which makes it extremely user friendly for visitors who are planning a trip, or travelling within the region. Industry Partners receive their own business listing page with images, video and social share links. This gives the business high exposure to thousands of online information seekers every month. 2.4 Million web page views p.a Jan-Dec 2014 events & news promotion Event and News items can be submitted online, anytime to be displayed on the regional website. Listings are free but have to fulfil certain criteria to be eligible. Industry Partners can also submit small fliers and DL brochures to be displayed in the What s On sections of the region s accredited Visitor Centres. visitor information centres In partnership with Mornington Peninsula Shire Council and Frankston City Council, MPRT offers Industry Partners the option of representation at the accredited Visitor Centres located in Dromana and Frankston. The centres have both staff and local ambassadors with extensive knowledge of the region who attend to thousands of visitor enquiries each year. over 141,000 visitors served During All Industry Partners can showcase their business by providing a brochure for display (DL) within the appropriate regional attribute themed area in the Mornington Peninsula Visitor Information Centre (Dromana) and can choose a level of partnership that includes brochure display at the Frankston Visitor Information Centre. Promotional signage displays To assist in dispersing visitors across the region MPRT errects display signage at various high profile locations across the region both indoor and outdoors. These displays highlight the diverse range of activities that can be enjoyed and feature regional touring maps along with technology that allows the visitor to access online information. Media and public relations MPRT provides high profile, targeted exposure through various media channels and PR activities via our contracted professional PR agency. MPRT also works closely with Tourism Victoria and Tourism Australia to develop targeted and effective familiarisation tours, acting as a liaison for industry, trade and media contacts. MPRT regularly pitches, coordinates and conducts familiarisation visits for media and the travel trade; eg wholesalers, inbound travel agents and frontline bookings staff. Social Media Channels MPRT actively promotes the destination through social media. The region has dedicated Facebook, Twitter, Instagram, Pinterest and You Tube channels. These develop a community of interested people and act as a hub for people who are planning to visit, have visited, or simply love the region! Cooperative campaigns Tactical marketing campaigns underpin the destination marketing messaging. These campaigns are a cost effective way for businesses to provide a direct call to action for visitors and a demonstration of collaboration between different facets of industry and MPRT. 4

5 visitmorningtonpeninsula.org Lorem ipsum dolor sit amet, consectetuer euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. #findyourwaymorningtonpeninsula T: Factory 1, 6 Latham Street, Mornington VIC 3931 info@bluebaycheese.com bluebaycheese.com T: Factory 1, 6 Latham Street, Mornington VIC 3931 info@bluebaycheese.com bluebaycheese.com T: Frankston-Flinders Rd, Balnarring info@ciaobellapizza.com.au T: Harrisons Road, Dromana VIC 3936 info@crittendenwines.com.au Find us on page 15 T: M: Mornington-Flinders Rd, Main Ridge VIC 3928 greg@greenolive.com.au Blue Bay Cheese is an award-winning dairy producer from the Mornington Peninsula. All products are made in a traditional way without any artificial additives or preservatives. Our products are Kosher certified and non-animal rennet is used in products. Our popular range includes vintage cheddars, blue cheeses, brie, goats cheeses and yoghurts. Open to the public Thur-Fri 9am- 5pm, Sat 9am-2pm. Your Winery in Rosebud on Top of the World. There is no better starting point to the magnificent wine region of the Peninsula than to visit Blue Range Estate and taste our award-winning wines.this vineyard has 360 views overlooking Port Phillip and Bass Strait. Open for Lunch and Tastings 11am-4pm during summer school holidays and public holidays. Voted Best Pizza in Victoria two years running! Finalists 2012/2013. Offering wood-fire Italian pizza and ever changing à la carte menu at night and on weekends, and wine friendly food by day. Casual setting with terrace and garden. Extensive wine list covering Peninsula and Italian favourites. Open Thurs to Sun for lunch and dinner. Also open Tues and Wed for dinner (except in winter). Closed Mondays (and Tues in winter). Crittenden Estate is one of the Peninsula s first vineyard plantings and an iconic family owned wine business. Our exciting cellar door has a vast range of traditional and alternative varieties on tasting and for purchase. Home also to the award-winning Stillwater Restaurant and luxury boutique accommodation, Lakeside Villas at Crittenden Estate. At Green Olive at Red Hill we love great food food that nurtures your heart and soul. We grow olives, grapes, herbs and vegies, raise sheep and chooks and turn amazing produce into a range of tapas and goodies you ll love. You can share our passion for great food by attending one of our Cooking Classes, book online. Open every day for lunch 9am to 5pm Nov to April. May to Oct 9am to 5pm Wed to Sun. Conversation font Mundo Sans Light, ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio qui blandit. Praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut wisi enim ad minim veniam, quis Nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis te feugait nulla facilisi. Nam liber tempor cum soluta Joe Bloggs nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer assum. eu feugiat nulla at vero eros et accumsan et iusto odio dignissim qui blandit. Perched above everything Rye has to offer is a chic retreat close to all you need for the best holiday or quick break. Aquabelle offers the perfect location and style for a romantic couple s stay, a family holiday or a girls getaway weekend. The beach view is mesmerising and close by you ll find world class golf courses, the Peninsula Hot Springs, wineries and the area s most picturesque coastline waiting to be explored. Discover more or book online at aquabelle.com.au T: Point Nepean Road, Rye info@aquabelle.com.au aquabelle.com.au Nestled in a peaceful valley, at the end of a long, olive tree-lined drive, this unique property offers French Provincial country style. The gardens of roses and lavender, and an all-weather tennis court are flanked with vineyard. Dine at the outdoor wood-fired oven, or the long table in the Vineyard picking herbs from the kitchen garden to garnish your lunch. Whatever the occasion a romantic getaway for two, or a larger group of friends. T: or Bittern-Dromana Rd, Merricks North 3926 sioned@boutiqueretreats.com.au Exclusive accommodation for couples set on 40 acres of bushland and picturesque gardens. Private and secluded cottages with stunning views of the bay or countryside, double spas and fireplaces, plus luxurious bed and breakfast suites around the main homestead. Tennis court and tropical swimming pool. Guests lounge bar and open fire. Directly opposite Peninsula Hot Springs and situated in the heart of golf, beaches, vineyards and all major attractions. Special packages available see our website. RACV HHHHI T: F: Browns Road, Rye sales@hilltonia.com.au Modern spacious rooms with luxurious king size beds and private courtyards set among three acres of landscaped gardens. Enjoy the large indoor heated swimming pool, spa and gymnasium only a short stroll from the pristine beaches of Port Phillip. In room dining and restaurant offering modern cuisine with locally sourced produce. T: F: Tanti Avenue, Mornington info@brooklandsofmornington.com.au Trade & Travel show attendance MPRT works closely with international travel trade companies (wholesalers, inbound tour operators, travel agencies, airlines, online distributors, etc) by attending specialised trade expos to promote tourism businesses who are specifically export ready. The emphasis of this work is to educate the travel trade about the Mornington Peninsula and build midweek and low season overnight packages in key international markets. Where appropriate MPRT also attends relevant consumer travel shows in order to promote the region to interested visitors in a personalised setting. MORNINGTON PENINSULA Official Touring and Trails Map Frankston Mornington Red Hill Flinders Hastings Rosebud Rye Sorrento EXAMPLE ONLY Official Touring Map Official Regional Touring map The MPRT Regional Touring Map is the most requested in region piece of collateral. It is designed to effectively disperse visitors, not only around the region itself but as a referral tool from business to business. The Regional Touring Map will have a high print run and comprehensive distribution at key locations within region. All Industry Partners signed up by 31 August 2015 are included on this map. Official Visitor Guide The Official Visitor Guide is used by potential visitors as an offline planning and dreaming tool. There is a focus on delivering this guide into Melbourne and to other key markets out of region. Industry Partners are invited to buy advertising in the Official Visitor Guide. The guide features two distinct sections TO DO and TO STAY. These are printed together as the one booklet and will be available online as two separate guides. ATTRIBUTE FULL PAGE STORY CRITTENDEN CRITTENDEN ESTATE Lorem ipsum dolor sit amet, consectetuer euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation. SUB HEADING SUB HEADING SUB HEADING 20 #winefoodfarmgate DID YOU KNOW? Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. FULL PAGE LEFT HAND SIDE ONE FULL PAGE RIGHT HAND SIDE ONE FULL PAGE LEFT HAND SIDE TWO 4 FOOD AND WINE EXPERIENCES A MAIN HEADING HERE Lorem ipsum dolor sit amet, cons ectetuer euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. ACCOMMODATION QUARTER PAGE ADVERTS B BLUE BAY CHEESE BLUE RANGE ESTATE WINES AQUABELLE APARTMENTS HILLTONIA HOMESTEAD CIAO BELLA PIZZERIA & WINE BAR CRITTENDEN ESTATE GREEN OLIVE AT RED HILL TOP WALKING TRAILS This is Effra Regular Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod. A quote in the ex subheading amet sit bolder font DID YOU KNOW? Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.magna. EXAMPLE ONLY Lorem ipsum dolor sit amet, consectetuer euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Joe Bloggs 10 7 #findyourwaymorningtonpeninsula 16 #winefoodfarmgate 25 #findyourwaymorningtonpeninsula MAIN HEADING HERE TUSSIE MUSSIE VINEYARD RETREAT BEST WESTERN PLUS BROOKLANDS OF MORNINGTON Official Visitor Guide - To Do & To Stay 5

6 Regional Booking Service MPRT operates an online booking service which is managed by the staff at the Mornington Peninsula Visitor Information Centre. The Regional Booking Service uses Bookeasy, which is hosted on MPRT s website Industry partners who operate accommodation, activities, attractions, tours or events can join the Regional Booking Service at no additional set up cost. The Regional Booking Service offers visitors real-time availability and rates, allowing them to book and pay immediately. The commission payable on bookings made through the Regional Booking Service is 10% of the total value of the booking. Whilst on average, 60% of bookings are made via the website, a significant amount of bookings are also made over the phone or in person with booking staff at the Mornington Peninsula Visitor Information Centre. Eligibility for participation You are an Industry Partner with MPRT (or applying to become). Your business must have an ABN. If you do not have an ABN you can apply online via There are no fees for applying via this website. You agree to pay the 10% commission fee on all bookings made by the service. For accommodation - your property must be available year round for holiday letting (not only during specific dates). Your accommodation, activity, attraction, tour or event tickets must be able to be instantly bookable online. What do you get? Initial set up of your business online by MPRT Booking Staff Your own console with unique username and password to manage your availability, rates and conditions Training and on-going phone/ support Links to popular Property Management Systems Opportunity to channel your property to other sites eg booking.com or wotif.com Your business is promoted and sold in person at the Mornington Peninsula Visitor Information Centre No credit card or online bank charges. The Service takes payment from your guest which is paid via direct debit to you within days Your accommodation, activity, attraction, tour or event tickets are available to customers online 7 days a week, 24 hours a day. Regional Booking Service contact: Anne-Marie Haluszka T: E: annemarie@tourism.mornpen.vic.gov.au 6

7 industry development Throughout the year, MPRT provides access to a variety of industry development opportunities and tourism business workshops. INDUSTRY UPDATES MPRT delivers twice yearly tourism update events which outline the results of marketing activity undertaken, key industry developments from the previous year and plans for the following year. enewsletters Industry Partners receive regular MPRT enewsletters featuring updates on activities, upcoming opportunities and the latest industry news, trends, opportunities and facts. Industry portal This exclusive MPRT web resource gives Industry and Business Partners access to the latest tourism research results, useful training materials, and information about promotion and marketing opportunities. The Industry Portal is a great way to stay connected and informed of MPRT activities. RESEARCH MPRT provides access to a wide range of critical tourism research data to help tourism businesses plan and implement marketing more effectively. MPRT conducts bespoke research to identify changes in the tourism industry and opportunities for new development. networking events MPRT knows that business to business networking is an essential component to growing your business. Throughout the year Industry Partners, Business Partners and Subscribers are invited to attend tourism industry networking functions. Hosted by a different business each time, these networking functions are a great opportunity to meet and network with people from a variety of tourism and business sectors. Industry and Business Partners receive two free tickets to attend each networking Event. TOURISM INDUSTRY WORKSHOPS Workshops and seminars on tourism related subjects are offered throughout the year to Industry Partners, Business Partners and Industry Subscribers to help develop relevant skills and learn from experts in their field. These workshops are heavily subsidised by MPRT and Industry Partners receive three free sessions as part of their partnership buy in package. (Excl Professional Development Days) MPRT also run workshops and mentoring sessions to assist our Industry Partners to link together to create (bookable) packages to further develop tourism experiences in our region. NEW PROFESSIONAL DEVELOPMENT DAY PROGRAM Full day session of six concurrent workshop sessions Networking sessions at morning and afternoon tea Lunch with a panel of guest speakers Annual marketing report from MPRT Local Tourism Association trade floor for collateral distribution SESSION ONE: Tuesday 21 July 2015 Details will be sent to Industry Partners via enews and further information can be found on the Industry Portal. Dates, locations and costs of each workshop will be detailed on the Industry Portal at the beginning of each quarter. Note: each workshop is subject to participation numbers and the schedule may change throughout the year. 7

8 industry Partner buy in levels Mornington Peninsula Regional Tourism offers flexible industry partnership and subscriber levels which allows greater access for all businesses. INDUSTRY PARTNER Industry Partner Additional Options MARKETING BUY IN OPTIONS TO DO Activities, Attractions, Tours or Major Events One website business listing on Regional Website One DL Brochure in Dromana VIC Regional Touring Map - campaign closed Three Free Industry Development workshops Regular industry update eblasts Exclusive Industry Portal access Two free tickets to Industry Networking events Tourism Awards submission support Tourism industry advocacy Support letters (for grant submissions etc) VIC Staff and Ambassador training opportunities Exclusive buy in to marketing campaigns eversion of Official Visitor Guide for your website and to send to customers COST $80 TO STAY Regional Booking Service Participation Accommodation providers One website business listing on Regional Website One DL Brochure in Dromana VIC Regional Touring Map - campaign closed Three Free Industry Development workshops Regular industry updates eblasts Exclusive Industry Portal access Two free tickets to Industry Networking events Tourism Awards submission support Tourism industry advocacy Support letters (for grant submissions etc) VIC Staff and Ambassador training opportunities Trip Advisor direct feed on website listing eversion of Official Visitor Guide TO DO for your website and to send to customers buy Frankston Visitor Centre upgrade Buy advertising in Official Visitor Guide TO DO Buy advertising in TO Stay Official Visitor Guide Tourism Victoria e-engagement buy in visitvictoria.com & edms Campaign buy in closed Campaign buy in closed $ 400 $ 400 NOW ON SALE UNTIL 30/09 COST 10% commission See web link for inclusion details Campaign buy in closed Support Campaign activity with bespoke tactical buy in opportunities Detail to come once campaigns finalised 8

9 KEY INDUSTRY PARTNER BENEFITS More inclusive levels in industry partnership model Improved consumer facing website Structured industry development and education program Three innovative destination marketing campaigns to buy Motivational Official Visitor Guide All Industry Partners are listed on the regional map Mentoring, support and business development Strong integration of digital marketing Online industry resource exclusive for industrypartners Represented by experienced regional tourism team OTHER WAYS TO BE INVOLVED business PARTNER B2B Services Industry Portal access and regular tourism eblasts Two free tickets to Industry Networking events Business profile in an industry update eblast Business profile on Industry Portal Opportunity to promote specials rates and offers to Industry Partners via MPRT communications INDUSTRY subscriber $200 FREE Quarterly dedicated Tourism eblast Invites to tourism industry workshops (additional cost) Invites to Networking Events (additional cost) Invites to Industry Development Day and Annual Industry Update (additional cost) Some fine print regarding the purchase of Industry Partnerships The puchase of an Industry Partnership relates to one primary aspect of your business. If your operation consists of several different activities (see regional attributes explanation on p7) and you wish to promote them individually, you will need to purchase an additional Partnership. These will be offered at a discounted rate, please contact us for further information. DOWNLOAD THE APPLICATION FORMS ONLINE Industry Partnership general enquiries should be directed to: Anne-Marie Haluszka Tel: info@mprtb.com 9