DESTINATION MELBOURNE ANNUAL ACCOMMODATION PACKAGE MEDIA KIT 201 9
MELBOURNE HOTEL SUPPLY As at August 2018, there are already 16 new properties across the CBD and inner Melbourne under construction which will make more than 2,500 rooms available for visitors. And this is just the tip of the iceberg with another 30+ projects approved, but not yet under construction, which will bring a further 6,750+ rooms to inner Melbourne from 2019 and beyond. As visitation to Melbourne is growing, so too is the supply of hotel rooms. This occurs in a climate of increased activity from the sharing economy, and commission-based bookings to OTAs. There are presently a further 28 proposed projects in the pipeline which would deliver another 4,500 rooms. In total for inner Melbourne, under construction, approved, and proposed are 65 properties. Greater Melbourne is also growing with another 11 projects either under construction, proposed or approved, bring another 1950 rooms into play. 13,750 ROOMS YOUR BRAND + DIRECT BOOKINGS TOP OF MIND IN 2019 The team at Destination Melbourne recognise that there will never be a more important time for Melbourne s hoteliers and serviced apartment operators to genuinely develop a stronger connection with potential new and past guests. Highlighting your individual brand and the value in booking direct, whilst maintaining a loyal direct relationship, is more critical than ever. In recognition of this, Destination Melbourne has developed the exciting new Annual Accommodation Package for 2019, inclusive of a digital only option. Targeting the valuable Regional Victorian market and the local Melbourne market, the Annual Accommodation Package options will help you to create and grow brand awareness and encourage direct bookings. Including those under construction, approved, and proposed. DESTINATION MELBOURNE // ANNUAL ACCOMMODATION PACKAGE 2019 2
DESTINATION MELBOURNE S ANNUAL ACCOMMODATION PACKAGE The Annual Accommodation Package provides the opportunity to target Regional Victorian Lifestyle Leaders, a lucrative market for Melbourne s visitor economy. It also provides the opportunity to reach Melburnians. THE FACTS 6,100,000 NIGHTS Regional Victorians spent in Melbourne (year ending March 2018) TARGET MARKET: LIFESTYLE LEADERS The Regional Victoria market is diverse so it s important that marketing efforts are directed to people who have the means and propensity to travel. Research has identified Lifestyle Leaders as the key target market within Regional Victoria. DID YOU KNOW? Lifestyle Leaders are forward thinking, interested in discovering new experiences through travel, and are more likely to share those experiences with, and influence their family and friends. The hero call to action for the Annual Accommodation Package is melbournenow.com.au. The site is specifically aimed at Regional Victorians, encouraging them to come to Melbourne more often and stay longer. GET INVOLVED Accommodation Package Options: 1. Digital Only 2. Digital + Print ///// 9,540,000 DAY TRIPS Regional Victorians took to Melbourne (year ending March 2018) ///// $2 BILLION+ DAYTRIPS + OVERNIGHT VISITS Regional Victorians spent in Melbourne (year ending March 2018) ////////// LIFESTYLE LEADER OVERVIEW STATUS Like status symbols to demonstrate achievement and success BRAGGING RIGHTS Love knowing what s. hot and what s not. First to know, even if not first to act PROGRESSIVE Experimental and fashion oriented. Up to date with latest tech trends CURIOUS Seek out new experiences and everyday latest tech trends ACTIVE + SOCIAL Enjoy an active and social life, extensive social networks TECHNOLOGICAL Inseparable from their devices DESTINATION MELBOURNE // ANNUAL ACCOMMODATION PACKAGE 2019 3
OPTION ONE DIGITAL ONLY 1 JAN 2019 31 DEC 2019 /////////////// /////////////// TARGET AUDIENCE + + Regional Victorians INCLUSIONS + + ATDW Listing (see pg 8) valued at $295 inc GST + + Listing on the Melbourne Now website, melbournenow.com.au (for 12 months) + + Presence on the Melbourne Now website, melbournenow.com.au (for 12 months) ensuring your property is accessible from a dedicated accommodation page + + Invitation to submit tactical offers to be promoted via melbournenow.com.au (max 15 properties each quarter, offers submitted on an EOI basis) + + Promotion of the dedicated accommodation section of melbournenow.com.au via the monthly Melbourne Now edm (across 12 edms, database size 27,000 as at August 2018) + + Paid social media advertising to promote the dedicated accommodation section on the Melbourne Now website, melbournenow.com.au (for 12 months) + + Opportunity to participate in competitions targeting Regional Victorians (property to donate prize/s) + + Endorsed by Destination Melbourne across 2019 as preferred properties for visiting delegates and speakers RATES Rate per property: $1750 ex GST Early bird rate for TAA/AAoA members: $1675 ex GST DEADLINES Early Bird Booking Deadline: 27 Sep 2018 Final Booking Deadline: 15 Oct 2018 TO BOOK NOW CONTACT OUR SALES TEAM A D D - O N: SOCIAL MEDIA ADVERTISING PACKAGE Amplify your Annual Accommodation Package via the power of social media. See pg 7 for details. Participation Rate: $1500 ex GST DESTINATION MELBOURNE // ANNUAL ACCOMMODATION PACKAGE 2019 4
OPTION TWO DIGITAL + PRINT BUNDLE 1 JAN 2019 31 DEC 2019 //////////////// TARGET AUDIENCE + + Regional Victorians + + Melburnians INCLUSIONS Print Providing all-important exposure to international and interstate guests, celebrating your property as their home base + + Guaranteed line listing inclusion in Official Visitor Guide to Melbourne 1 + + Map plot inclusion in Official Visitor Guide to Melbourne 1,2 + + Guaranteed line listing inclusion in Chinese Official Visitor Guide to Melbourne 1 + + Map plot inclusion in Chinese Official Visitor Guide to Melbourne 1,2 1 Total combined distribution of 1.24m copies per year, correct as at August 2018 2 Provided the property is within the area covered by relevant maps /////////////// /////////////// Digital + + Minimum 1 x guaranteed organic social media post on Melbourne Now Facebook or Instagram + + A guaranteed Discover Your Own Backyard website listing (for 12 months) + + Opportunity to participate in competitions targeting Melburnians via the Discover Your Own Backyard campaign (property to donate prize/s) + + 5% discount for any Melbourne Now Magazine advertising from quarter page through to full page + + Plus all the exciting inclusions outlined in the Digital Only Package, as follows: o ATDW Listing (see page 8) valued at $295 inc GST o Listing on the Melbourne Now website, melbournenow.com.au (for 12 months) o Presence on the Melbourne Now website, melbournenow.com.au (for 12 months) ensuring your property is accessible from a dedicated accommodation page o Invitation to submit tactical offers to be promoted via melbournenow.com.au (max 15 properties each quarter, offers submitted on an EOI basis) o Promotion of the dedicated accommodation section of melbournenow.com.au via the monthly Melbourne Now edm (across 12 edms, database size 27,000 as at August 2018) o Paid social media advertising to promote the dedicated accommodation section on the Melbourne Now website, melbournenow.com. au (for 12 months) o Opportunity to participate in competitions targeting Regional Victorians (property to donate prize/s) o Endorsed by Destination Melbourne across 2019 as preferred properties for visiting delegates and speakers RATES Rate per property: $2300 ex GST Early bird rate for TAA/AAoA members: $2200 ex GST DEADLINES Early Bird Booking Deadline: 27 Sep 2018 Final Booking Deadline: 15 Oct 2018 TO BOOK NOW CONTACT OUR SALES TEAM MULTI PROPERTY OFFER (must be same brand/owner) Rate for 3+ properties (per property) $1975 ex GST Rate for 4+ properties (per property) $1850 ex GST Rate for 8+ properties (per property) $1675 ex GST Rate for 12+ properties (per property) custom pricing* *Contact Tina or Emma to discuss Note: Maximum OVG and COVG line listings per multibundle: 6 DESTINATION MELBOURNE // ANNUAL ACCOMMODATION PACKAGE 2019 5
UPGRADE OPPORTUNITIES AVAILABLE TO BOTH DIGITAL ONLY + PRINT/DIGITAL BOOKINGS Embrace the power of social media through a targeted two-month Social Media Advertising package. Reach Regional Victorians to create and grow brand awareness or promote special offers. Target your audience with your specific message through our trusted channels. /////////////// /////////////// INCLUSIONS + + Paid Facebook advertising for two months o We will work with you to define your targeting parameters and advertising goal (e.g. ad reach, timing, listing views vs video views) + + Set-up of ad campaign + + Content creation and management + + Results provided post activity + + Participation Rate: $1500 ex GST MELBOURNE NOW MAGAZINE ADD-ON Melbourne Now is distributed each season to 253,000 Regional Victorians. Per season, this is five times the previous distribution of the previous print ACCOM Guide. Annually, this is 20 times greater exposure. A 5% discount is applied to the following ad options, if you are an Option 2: Print & Digital advertiser. ////////// MELBOURNE NOW MAGAZINE ADD-ON RATES Ad type per edition Standard Rate / ed Rate available to Option 2 / ed Quarter Page template $2650 ex GST $2517.50 ex GST Half Page template or brand ad $4450 ex GST $4227.50 ex GST Full Page brand ad $8495 ex GST $8070.25 ex GST Full Page - advertorial $9045 ex GST $8620.25 ex GST For bookings of four consecutive editions in the one financial year, a further loyalty discount is available. Rates not yet available for Spring 2019 onwards. Click here for information on Melbourne Now Magazine ATDW The Australian Tourism Data Warehouse (ATDW), created by Tourism Australia and all Australian State and Territory Government Tourism Organisations, is the distribution hub for Australian tourism business and destination information. Benefits of an ATDW listing A listing presence australia.com, visitvictoria. com and melbournenow.com.au combined, these three sites alone receives millions of visits a year plus the possibility of distribution via 50 other ATDW distributor sites currently displaying Victorian content including: + + Search Engine Optimisation (SEO) of your website. This means your website can appear higher in Google Search results due to your link relationship with highly credible official tourism websites. + + Control of your brand. Create and update your listing as often as you like and manage how your business is represented online. + + Business Intelligence. Monitor the performance of your listing on visitvictoria. com and Australia.com *Source: Google Analytics DESTINATION MELBOURNE // ANNUAL ACCOMMODATION PACKAGE 2019 12
ADDITIONAL OPPORTUNITIES Destination Melbourne offers additional marketing opportunities that you may wish to consider. Interested in promoting your food and beverage offering? Do you want to target visitors during Melbourne s low seasons or do you want to target Melbourne s number one inbound market and reach Chinese Visitors? For innovative marketing solutions, contact a member of our Sales team. YOUR CONTACTS Tina Seirlis Director of Partnerships, Sales & Engagement 0450 603 086 tina@destination.melbourne Supriya Bakshi Business Development Manager 0439 017 423 supriya@destination.melbourne Emma Gray Business Development Manager 0418 220 568 emma@destination.melbourne Yolanda Baker Business Development Coordinator 9869 2415 yolanda@destination.melbourne