Tourism Victoria s Melbourne Phase 10 Campaign

Tourism Victoria s Melbourne Phase 10 Campaign

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

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

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

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

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.

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

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

An Integrated Campaign

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

Television & Cinema June 2011 June 2012 60 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

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

Brand Activation

Brand Activation

Brand Activation

Brand Activation

The Players

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

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

Partnership Marketing

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

Print

Print

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

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

Online

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.

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

Social Media

Play Melbourne iphone App

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

30,000 Inspiration and Invitation

2 - Top Holiday Destinations 2.1 - Top 50 most searched for flight destinations - Q2 2011 Movement Rank Destination City / Region Country Market Share of Flight Searches in Australia Q2 2011 Rank Q1 2011 1 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% 12 10 Hawaii United States 0.46% 9 11 Darwin Australia 0.42% 14 12 New York United States 0.40% 15 13 Singapore Singapore 0.38% 13 14 Gold Coast Australia 0.36% 10 15 Adelaide Australia 0.32% 11 16 Bangkok Thailand 0.29% 16 17 Paris France 0.23% 20 18 Canberra Australia 0.23% 24 19 Manila Philippines 0.22% 19 20 Auckland New Zealand 0.22% 17 21 Tasmania Australia 0.19% 18 22 Broome Australia 0.18% 22 23 Queensland Australia 0.14% 25 24 Alice Springs Australia 0.12% 30 25 Queenstown New Zealand 0.12% 37 26 Las Vegas United States 0.11% 21 27 Koh Samui Thailand 0.11% 23 28 Denpasar Indonesia 0.10% DNR 29 Townsville Australia 0.09% 28 30 Hobart Australia 0.09% 27 31 Kuala Lumpur Malaysia 0.08% 29 32 Rome Italy 0.08% 26 33 Hamilton Island Australia 0.08% 34 34 Dubai UAE 0.07% 35 35 Rockhampton Australia 0.06% 45 36 Delhi India 0.06% 44 37 Mackay Australia 0.06% 43 38 Dublin Ireland 0.06% 38 39 Newcastle Australia 0.06% 53 40 Amsterdam Netherlands 0.06% 46 41 Mildura Australia 0.05% 47 42 Tokyo Japan 0.05% 41 43 Hyderabad India 0.04% DNR 44 Vancouver Canada 0.04% 32 45 Mumbai India 0.04% 69 46 Christchurch New Zealand 0.04% 31 47 Norfolk Island Australia 0.04% 50 48 Manchester United Kingdom 0.04% 36 49 Coffs Harbour Australia 0.04% 58 50 San Francisco United States 0.04% 49 2011 Experian Limited. All rights reserved. 33