Tourism Victoria s Melbourne Phase 10 Campaign

Transcription

1 Tourism Victoria s Melbourne Phase 10 Campaign

2 The Jigsaw Campaign You ll Love Every Piece of Victoria jigsaw campaign developed in 1993 Victoria = Sum of diversity = Choice Target high yield tourists Short breaks to Melbourne Tourism Victoria s jigsaw campaign is now the world s longest running destination marketing campaign

3 Building the brand Very strong growth in brand reputation of Melbourne Allowed advertising to building the emotional brand values Ads sought to work on two levels: - emotional brand values - challenge people intellectually

4 Building the brand Victoria s marketing activity focussed on building the brand brand equity = financial yield Other states tourism commissions undertook tactical price based advertising Victoria s approach resulted in the growth of a strong brand

5 Competition Sydney was the biggest competitor for short breaks. Objective was to push the brands apart. Melbourne = Stylish, sophisticated, romantic Sydney = Big, bright, fun

6 Strategic direction Situation Preference for Melbourne at an all-time high Problem People think they know Melbourne Been there, done that Tasks Convert preference encourage repeat visitation Evolve the brand stylish, sophisticated, romantic, creative to active, and energetic Position Melbourne as a premium brand dial up authenticity, innovation and Made in Melbourne qualities to further differentiate from Sydney.

7 Target audience Phase 10 continues to target Creative Opinion Leaders: They are creative both in terms of their involvement in cultural and creative pursuits and their openness to risks, new experiences and new ideas. They want to be in the know, value individuality and authenticity and can spot a fake in an instant. Their extensive social networks and extroverted nature means that once they ve visited a destination, they will generate positive word of mouth for us among their friends and family. They are high yield

8 Creative direction Opportunity Conversion is best served by challenging curiosity increase the more active, adventurous and creative aspects of Melbourne in a participatory way. Proposition The more curious you are, the more you ll be rewarded. Creative idea Make Melbourne feel like a game that rewards curiosity, risk-taking and experimentation with unusual experiences, pieces and artefacts. Outtake There is still much more to find in Melbourne all you need is a curious disposition and an open mind. Line Play Melbourne

9 An Integrated Campaign

10 Campaign Elements Fully integrated campaign Television/Cinema Advertisement Brand Activation competition and microsite Partnership marketing Online Radio Print iphone App Social media Public relations

11 Television & Cinema June 2011 June Second Advertisement in launch phase 30 Second Advertisement ongoing in bursts throughout the year 15 Second Advertisement cooperatively tagged with Virgin Australia retail call to action, in bursts throughout the year

12 Brand Activation Microsite and Competition Developed to engage our target market s curiosity, drive conversion and encourage spontaneous exploration of Melbourne A 52 week competition offering the chance to win a weekend in Melbourne including flights, accommodation, transfers and further surprises A campaign microsite which hosts the competition game, provides new news and features trade partner deals

13 Brand Activation

14 Brand Activation

15 Brand Activation

16 Brand Activation

17 The Players

18 Super Prize One Melbourne Winter Masterpieces Prize included: - Return Flights, Suite at the Sofitel Melbourne - Producer House Seats to see Love Never Dies - Dinner at Movida with special guest Ben Lewis who plays the Phantom - Backstage tour, meet and greet cast - Surprise elements: - Earlybird entry to Tutankhamun - Champagne Breakfast - Merchandise Pack

19 Partnership Marketing Key partnerships for the launch of Phase 10: Interstate Intrastate

20 Partnership Marketing

21 Print June 2011 June 2012 Full page colour placements in Sydney Morning Herald and weekend insert magazines in launch phase Double Page Advertorial Spreads in Sydney, Adelaide and Brisbane in weekend insert magazines Regular 1/3 columns in weekend insert magazines in Sydney, Adelaide and Brisbane

22 Print

23 Print

24 Radio Austereo Partnership June 2011 June 2012 Integrated as live content highlighting the activation message at key bursts throughout the year and super prize messages. Content will also be integrated on Austereo website and broadcast through their direct mail pieces. Placements across high audience segments including Breakfast & Drive Jules Lund Austereo s Melbourne ambassador

25 Online A mixture of high reach and niche placements including Ninemsn Yahoo7 Sydney Morning Herald, Brisbane Times The Australian Facebook Facebook, NineMSN and SMH highest referrers after Google Niche websites providing the most engaged visitors

26 Online

27 Social Media Social Media activity underpins all elements of the campaign. Play Melbourne is promoted via Tourism Victoria s Facebook, Twitter YouTube and edm channels, and consumers are encouraged to promote the campaign through their social media platforms as part of the competition Play Melbourne edms will be sent out on a monthly basis to competition entrants Tourism Victoria will also be leveraging social media platforms of trade and media partners like Virgin Australia and Austereo.

28 Social Media Do people like us? 10,500 Facebook likes 1,164 mentions on Twitter 12,135 video views on YouTube

29 Social Media

30 Play Melbourne iphone App

31 RESULTS SO FAR 149,621 Play Melbourne visits 100,763 Visitors Inspiration and Invitation

32 30,000 Inspiration and Invitation

33 2 - Top Holiday Destinations Top 50 most searched for flight destinations - Q Movement Rank Destination City / Region Country Market Share of Flight Searches in Australia Q Rank Q Melbourne Australia 2.61% 2 2 Bali Indonesia 2.26% 1 3 London United Kingdom 1.86% 3 4 Sydney Australia 1.72% 4 5 Phuket Thailand 1.10% 8 6 Brisbane Australia 1.05% 5 7 Perth Australia 0.81% 6 8 Los Angeles United States 0.62% 7 9 Cairns Australia 0.62% Hawaii United States 0.46% 9 11 Darwin Australia 0.42% New York United States 0.40% Singapore Singapore 0.38% Gold Coast Australia 0.36% Adelaide Australia 0.32% Bangkok Thailand 0.29% Paris France 0.23% Canberra Australia 0.23% Manila Philippines 0.22% Auckland New Zealand 0.22% Tasmania Australia 0.19% Broome Australia 0.18% Queensland Australia 0.14% Alice Springs Australia 0.12% Queenstown New Zealand 0.12% Las Vegas United States 0.11% Koh Samui Thailand 0.11% Denpasar Indonesia 0.10% DNR 29 Townsville Australia 0.09% Hobart Australia 0.09% Kuala Lumpur Malaysia 0.08% Rome Italy 0.08% Hamilton Island Australia 0.08% Dubai UAE 0.07% Rockhampton Australia 0.06% Delhi India 0.06% Mackay Australia 0.06% Dublin Ireland 0.06% Newcastle Australia 0.06% Amsterdam Netherlands 0.06% Mildura Australia 0.05% Tokyo Japan 0.05% Hyderabad India 0.04% DNR 44 Vancouver Canada 0.04% Mumbai India 0.04% Christchurch New Zealand 0.04% Norfolk Island Australia 0.04% Manchester United Kingdom 0.04% Coffs Harbour Australia 0.04% San Francisco United States 0.04% Experian Limited. All rights reserved. 33

34