Chinese Official Visitor Guide Four Edition Media Kit 2016 /17 CHINESE OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 1

Chinese Official Visitor Guide Four Edition Media Kit 2016 /17 CHINESE OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 1

Overview Connecting the growing Chinese visitor segment with Melbourne China is now Victoria s largest international source market with more than 455,700 overnight visitors coming to Melbourne in 2015 and double digit growth continues to be predicted in 2016. For YE September 2015, the number of overnight visitors increased 24.7% on the previous year and it is estimated that they spent 13.1 million visitor nights (an increase of 29.3% on the previous year). Visitors from China also accounted for the largest proportion of expenditure in Victoria for YE September 2015, spending $2.1 billion, and accounting for 33.6% of international visitor expenditure to the State, as well as having the highest level of expenditure per visit. The Chinese edition of the Official Visitor Guide provides Chinese visitors with a comprehensive understanding of the things to see and do while in Melbourne, with information on Melbourne s events, attractions, shopping and dining precincts. The guide also provides key travel information for regional Victoria representing a wealth of visitor experiences. The Chinese Official Visitor Guide readership is a mix of international students, Chinese speaking residents and international visitors. Visitors from China also accounted for the largest proportion of expenditure in Victoria *Source: International Visitor Survey. Year end September 2015. Melbourne Official Visitor Guide (Chinese) is supported and endorsed by the following organisations: CHINESE OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 2

Market Profile WHAT IS YOUR GENDER? WHAT IS YOUR AGE RANGE? WHO ARE YOU TRAVELLING WITH? Male (41%) 15 24 (6%) Female (59%) 25 34 (11.5%) 35 44 (22%) 45 54 (28.5%) 55 64 (22%) 65+ (9.5%) Friends or relatives (27%) Business (3%) Alone (25%) Couple (23%) Family (22%) WHAT IS YOUR REASON FOR VISITING VICTORIA? WHAT TYPE OF TRANSPORTATION WAS USED? Holiday (58.3%) Aircraft (47%) Visiting Friends and Relatives (19.1%) Business (8.3%) Education (11%) Other (3.3%) Charter/ tour bus (25%) Long distance train, coach, bus (1%) Private or rental car/ campervan (26%) Other (17%) *Source: Visit Victoria International Market Profile: China. Year Ending September 2014 CHINESE OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 3

TOP 15 ACTIVITIES UNDERTAKEN WHILST IN VICTORIA Shopping for pleasure 84% Go to the beach 78% Eat out/dine at a restaurant and or cafe 85% Sightseeing/look around 76% Visit botanical or other public gardens 66% Visit national parks/state parks 54% Visit museums or art galleries Visit history/heritage buildings, sites or monuments 40% 43% Go to markets 47% Visit wildlife parks/zoos/aquariums 42% Visit casinos 21% Visit farms 30% Bush walking/rainforest walks Visit amusements/theme parks 29% 29% Charter boat/cruise//ferry 25% *Source: Visit Victoria International Market Profile: China. Year Ending September 2014. CHINESE OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 4

Chinese Official Visitor Guide SIZE + + A5 104 pages PRINT RUN + + 60,000 copies per season + + 240,000 copies per annum ADVERTISING SPACE AVAILABLE + + Full page + + Half page Destination Melbourne is the industry leader when it comes to effective advertising. I have advertised in many publications, none of which come up to the level of success Destination Melbourne achieves. The dedication and passion of their staff is complemented by the ever reliable year-round distribution of their publications. The Chinese Official Visitor Guide works very well for me. Bill Dawson Australian By Design KEY FEATURES + + Dedicated editorial focusing on key experiences for the Chinese market + + Information on travelling around Melbourne and regional Victoria + + Recommended itineraries + + Detailed maps including Melbourne City Centre and Regional Victoria + + Coupons (EOI available to four edition advertisers only) DEADLINES SEASON BOOKING EDITORIAL EOI MATERIAL RELEASE Spring 14 Jun 2016 30 May 2016 22 Jun 2016 1 Sep 2016 Summer 13 Sep 2016 30 May 2016 21 Sep 2016 1 Dec 2016 Autumn 7 Dec 2016 14 Nov 2016 15 Dec 2016 1 Mar 2017 Winter 14 Mar 2017 14 Nov 2016 22 Mar 2017 1 Jun 2017 CHINESE OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 5

Distribution & Participation Rates Destination Melbourne distributes a minimum of 240,000 copies of the Chinese Official Visitor Guide every year. The guide is distributed both exclusively and non-exclusively at several key points of arrival throughout Melbourne. DISTRIBUTION POINT EXAMPLES + + Exclusive distribution at the International Terminal, Melbourne Airport + + Seasonal distribution through Melbourne China Post + + Melbourne Visitor Information Centre Federation Square + + Melbourne Visitor Information Booth Bourke Street Mall + + Direct distribution to conference delegates through Melbourne Convention Bureau + + City and metropolitan hotels and attractions + + Accredited Visitor Information Centres throughout Victoria SIZE OF ADVERT SINGLE EDITION FOUR EDITION SPECIAL RATE* SAVING PER YEAR Half $2225 $1917.50 $1230 Full $3595 $3168.75 $1705 NOTE: Where required, translation is included with your booking. * Four Edition Special Rate includes a 10% discount when purchasing four editions of the Chinese Official Visitor Guide at the one time. Price indicative of single edition only. Sales Contacts John McGaw Senior Business Development Manager 0422 934 093 john@destination.melbourne Tina Seirlis Sales & Partnerships Manager 0450 603 086 tina@destination.melbourne CHINESE OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 7

Advertising Specifications & Proofing SUPPLY SPECIFICATIONS Advertisers can supply their artwork translated already, or we can have it translated free of charge. If translation is required, please ensure artwork is supplied as a packaged InDesign file containing all links and fonts. AD SIZES WORD LIMIT LOGO/IMAGE/QR Full Page Full supplied or templated 148mm (wide) x 210mm (high) with 5mm bleed Half Page Fully supplied or templated 126mm (wide) x 89.5mm (high) 250 words (including headings, copy and address details) 90 words including contact details 1 logo 1 high res hero image Up to 4 supplimentary images for consideration 1 logo 1 high res image (portrait) * Please note: Length of words can sometimes make word count vary. Image montages or images with text over the top will not be accepted. Destination Melbourne reserves the right to edit any submissions and make corrections, omit material, or do minor reorganisation required to achieve the consistent look and feel as per the style guide. PROOFING OF ADVERTISEMENTS When a proof is ready for advertiser review/approval, an email notification including a hyperlink to access the dmhub will be sent. Advertisers are granted the opportunity to make 2 rounds of changes. Changes made beyond the second round will incur an additional fee of $60 per proof. Material submission questions? Yolanda Baker Sales Intern 9869 2415 yolanda@destination.melbourne CHINESE OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 8

Click here to view the Chinese Official Visitor Guide Style Guide