DYOB PARTNERSHIP OPPORTUNITIES 2016/2017 1
INDEX DYOB OPPORTUNITIES 3 ANNUAL SUBSCRIPTION 5 DIGITAL MEDIA PACKAGE 6 COMMUNITY PERCEPTIONS DIGITAL SURVEY 7 COMMUNITY ENGAGEMENT PACKAGE 8 INSTAGRAM COMPETITION PACKAGE 9 PRINT MEDIA PROMOTION 10 TV PROMOTION DYOB VIDEO PACKAGE 11 ENGAGE WITH THE REGIONAL VFR 14 ADDITIONAL OPPORTUNITIES 15 MELBOURNE OFFICIAL VISITOR GUIDE 16 CHINESE OFFICIAL VISITOR GUIDE 17 MELBOURNE NOW MAGAZINE 18 IMPORTANT INFORMATION 19
DYOB OPPORTUNITIES 2016/2017 Based on feedback provided by our Discover Your Own Backyard local government stakeholders, and having undertaken an extensive review of past marketing activity, the team at Destination Melbourne are very pleased to present the Discover Your Own Backyard (DYOB) program for 2016/2017. Highlights include: The continuation of the Annual Subscription, An enhanced Digital Media package, A diverse range of marketing opportunities to choose from And for the first time the opportunity to engage directly with potential regional Victorian visitors. A further evolution of DYOB will see Destination Melbourne increasingly focused on championing the needs of the visitor and encouraging our DYOB partners to do the same. Together, we aim to deliver engaging campaigns and communications for the hosts of the Visiting Friends and Relatives (VFR) segment in your community, along with the visitors themselves. To achieve this we must think like the VFR hosts and the visitors if we re going to continue to grab their attention. We look forward to continuing to partner with you and to a successful 2016/2017 and beyond. From the Destination Melbourne Team 3
DYOB OPPORTUNITIES 2016/2017 Why Partner with Destination Melbourne on Discover Your Own Backyard? Destination Melbourne is Melbourne s independent, not-for-profit tourism organisation with a broad network of connections across metropolitan Melbourne. We are Melbourne s leading tourism organisation, encouraging Melbourne s visitor industry to deliver targeted experiences that are in step with visitor needs and expectations. Our Vision: To maximise Melbourne s visitor potential, by championing visitor needs, the visitor experience and the visitor industry. Our key strategic priorities are to: Champion Melbourne s visitor industry Elevate visitor needs Empower ongoing Industry Development Deliver visitor first products and campaigns Be an outstanding organisation Discover Your Own Backyard Campaign Overview Through the Discover Your Own Backyard (DYOB) campaign, which launched in 2011, Destination Melbourne collaborates with local councils across Melbourne with the overarching mutual objective: To increase the economic contribution to the Visiting Friends and Relatives (VFR) segment across Melbourne, and: To empower local residents with increased knowledge of local authentic visitor experiences increasing the likelihood that the VFR and host spend will increasingly remain within the local community To foster community pride and encourage positive word of mouth about local attractions and experiences Strategies implemented to achieve this objective are: Provide councils with the tools and platforms to communicate to hosts of VFR visitors Educate residents about the things to see and do in their local area so that they become ambassadors and knowledgeable hosts for their visiting friends and relatives Educate regional Victorians about the different areas of Melbourne and encourage them to be VFR visitors Increase awareness amongst businesses of the value of the VFR segment and the visitor economy in general VFR Research and Findings For the year ending December 2014, Melbourne received over 9.2 million Visiting Friends and Relatives (VFR) visitors, who stayed for nearly 22.7 million nights and spent an estimated $3.0 billion in the region. VFR (36.7%) was the largest purpose for domestic overnight visitors to Melbourne, followed by holiday (29.4%) and business (28.0%). Compared to the year ending December 2013, the share of VFR visitors was up by 0.7%. In terms of visitor nights in Melbourne, VFR (38.6%) was the largest purpose, followed by holiday (29.8%) and business (22.7%). Compared to the year ending December 2013, the share of VFR nights experienced as slight decrease of 1.1%. Intrastate VFR contributed 49.4% of visitors and 30.3% of nights (42.8% and 26.9% respectively came from regional Victoria). Compared to the year ending December 2013, intrastate VFR visitors were up by 20.4% and nights were up by 15.3%, this suggests a growing opportunity to target VFRs from regional Victoria. Source: Data Insights report, VFR Travel to Melbourne year ended December 2014 4
DYOB ANNUAL SUBSCRIPTION The Discover Your Own Backyard (DYOB) Annual Subscription provides a solid base for participating councils to connect with Melbourne s lucrative Visiting Friends and Relatives (VFR) segment. By leveraging the established DYOB brand and partnering in tailored promotions, your council can activate customised VFR strategies within your locality. The Annual Subscription is your foot in the door to DYOB and should ideally be used in conjunction with the Digital Package (see following page) and other DYOB activations. The DYOB Annual Subscription is based on a timeframe of 12 months (or part thereof, depending on contract approval date) within the period of 1 July 2016 to 30 June 2017. Current DYOB toolkit A comprehensive source, the toolkit shows how to harness a council s greatest tourism asset its own residents and businesses. Annual Visiting Friends and Relatives research report Each year Destination Melbourne commissions tailored research on the VFR segment. The report is based on information from the National Visitor Survey (NVS) and International Visitor Survey (IVS) to provide valuable insights into the travel behaviours of Melbourne s lucrative VFR market based on Melbourne s sub-regions. Ongoing website maintenance and enhancements for dyob.com.au This includes continued investment in Search Engine Optimisation (SEO), ongoing maintenance, software updates and hosting. Overall annual report on all DYOB activity, provided at the end of the financial year, the report delivers a summary of the previous 12 months of DYOB activity. A basic static presence for your council on the DYOB website and a live link in the council menu. This does not include event or attractions listings. One link to your own council website is included. Rate: $2,500 ex GST 5
SHARE WITH A FRIEND Image: City of Yarra SUBSCRIBE DIGITAL MEDIA PACKAGE The Digital Media package provides partners with the opportunity to have a presence on all the Discover Your Own Backyard (DYOB) digital platforms, including;»dyob» website DYOB Facebook page DYOB Instagram account DYOB Twitter account Weekly DYOB Inspire Me blog Monthly DYOB e-newsletter The DYOB Digital Media Package is based on a timeframe of 12 months (or part thereof depending on contract approval date) within the period of 1 July 2016 to 30 June 2017. A dynamic council specific landing page on dyob.com.au Unlimited listing of attractions and events Links to up to 3 council websites DYOB video hosting Minimum of 2 weeks of banner exposure on dyob.com.au homepage (artwork can be supplied or created by DML at additional cost of $150 per hour) (New for FY2016/17) Ability to host special offers for residents from local businesses Minimum of 3 social media posts per month on either Facebook or Instagram (previously 1 post) Minimum of 4 Inspire Me blog posts per year, which include 1 comprehensive story of approximately 600 words and 3 mentions (previously 2 blog posts and 1 mention) Minimum of 4 e-newsletter mentions per year (e-newsletter sent monthly) (previously 2 e-newsletters) Quarterly overall digital reports Rate: $3,500 ex GST Optional add on: Per batch of 10 website listings includes copy writing, image sourcing, liaising with businesses (as nominated by councils) Rate: $1,000 ex GST Follow us on Facebook EXPLORE, EXPERIENCE, DISCOVER YOUR OWN BACKYARD This June... As Melbourne launches into the depths of winter there is a lot happening to get you off the couch and out exploring your backyard. Winter festivals fill the calendar with music, arts and food and wine. And that isn t all as we retrace our steps and set out to inspire with our best blogs of the year check out our tasty breakfast trail, discover Melbourne s best burger and brews or decorate your home is unique style, there is so much to get you through the colder months. DISCOVER be inspired JOIN THE BREAKFAST TRAIL Discover more... EXPLORE the hidden gems MAKE YOUR HOUSE A HOME Discover more... BREWS AND BEERS Discover more... BURGERS IN THE BURBS Discover more... WOMINJEKA Discover Our Indigenous Culture For the indigenous community, the city now known as Melbourne has been home since the beginning of time. The sprawling metropolis of this urban city rests upon the ancestral lands of the clans of the Boonerwrung and Wurundjeri people. Experience Melboure s rich indigenous culture at many some of the many galleries, parks and museums across the city. EXPERIENCE the best on offer 30 May - 8 June JAZZ OUT WEST 21-22 June WINTER WINEFEST 1 June - 31 August WINTER ARTS FESTIVAL 15 June EMERGE FESTIVAL EXPERIENCE, EXPLORE, DISCOVER Stay connected with Discover Your Own Backyard facebook.com/discoveryourownbackyard 6
COMMUNITY PERCEPTIONS DIGITAL SURVEY A DYOB Community Perceptions Survey provides Council with the opportunity to benchmark community awareness of local experiences and attractions. This activity can also assist Council with validating the perceived top local authentic experiences, which can then be focused upon by Council as part of an engaging DYOB marketing campaign. For the purpose of the survey, Council is responsible for creating the questions, although Destination Melbourne may provide some guidance in this year to ensure the objectives can be met. To maximise the benefits of the survey outcomes, it is recommended that the survey is conducted each year to enable trends to be tracked, and any shifts in preferred local attractions and experiences. DYOB Survey Project Management inclusive of the following: Survey Monkey survey creation Creation of 1 x Facebook post, including 1 round of text changes Sponsored post targeting Council residents across a specific 4 week period (timing to be advised by Council) Compilation of Survey results report Rate: $2,000 ex GST N.B. Survey questions are to be developed by Council. N.B. To encourage survey participation, a survey prize is recommended. If planning to include a survey prize, the prize would need to be sourced by Council to a recommended value of $500 to $1000. The prize must be valid for at least 4 months from the closing of the survey period. 7
COMMUNITY ENGAGEMENT PACKAGE For Councils actively participating in the DYOB Program, a consistent physical brand presence across the business and local community is recommended to ensure the branding and campaign sentiment is maintained across the year, in addition to other DYOB campaign activity being undertaken. Destination Melbourne is able to provide a suite of councilspecific print-ready collateral that will be provided as Council to then use via your own print supplier. This enables all councils, to print the volume that is required to meet the needs of your business and resident community. Print ready artwork for an A3, full colour, DYOB branded poster featuring content provided by councils Print ready artwork for DYOB branded landscape, A5, full colour window decals including content provided by councils Print ready artwork for DL size, full colour, DYOB branded flyers including content provided by councils Two rounds of changes included with each element (additional changes will be made at the cost of $150 per hour) Rate: $2,500 ex GST 8
INSTAGRAM COMPETITION PACKAGE Running a competition via Instagram is an effective way to engage with your local residents and businesses. It can also help you build an image library for future promotions. Over the promotional period entrants are asked to take pictures relating to a certain theme such as their favourite restaurant or café or whatever it is that you d like to highlight. All images are to be tagged as #discover (council/suburb name). The competition will also be cross promoted via Facebook. The participating councils will also have the option to promote the competition with printed materials via local businesses. At the end of the competition a full report is provided on the performance of the promotion including number of entries and level of engagement through comments, likes and reposts. Competition hosting for one month through analytics tool Iconosquare 2 custom designed web tile (includes 2 round of changes. Additional changes will be made at the cost of $150 per hour) Print ready artwork for DL size, full colour, DYOB branded flyers including content provided by councils (includes two rounds of changes. Additional changes will be made at the cost of $150 per hour) Full report post competition Rate: $2,400 ex GST N.B. Cost does not cover prizes. 9
PRINT MEDIA PROMOTION TELEVISION PROMOTION There are various ways to highlight your council s offerings depending on your budget, options include: Advertorial coverage in The Weekly Review Take readers on a journey through the eyes of an ambassador, coverage includes; Editorial content written by a journalist from The Weekly Review Five profiles of local businesses or experiences Images selected by The Weekly Review. The article will also be replicated on The Weekly Review website. Rate: Quote available upon request (price dependent on publication circulation) Postcards Produced by Channel 9 Postcards reaches an average audience of 250,000. An episode is valued at more than $250,000 of airtime and production. To leverage your Postcards segment Destination Melbourne will promote the coverage via social media, an online competition and content on the DYOB website. Booking your Postcards segment with Channel 9 Management of an online competition (prizes to be donated preferably by businesses highlighted in the segment) Minimum of 3 social media posts on either Facebook or Instagram Coverage in Inspire Me blog Rate: $17,000 ex GST (pricing is indicative only) N.B. Chanel 9 maintains copyright of all footage. 10
DYOB VIDEO PACKAGE: 15 TO 30 SECOND VIDEO Video provides a highly effective way to engage an online audience. By producing a DYOB branded video not only can you engage with VFR hosts and potential visitors, you can also share it with local businesses so they can help spread the DYOB message. A 15-30 second video works well in a social media environment. Two hour shoot One attraction or business Client briefing 1 meeting / 1 hour Site visit 1 hour Development of run sheet pre shoot Talent briefing Cameraman, 1 producer, 1 assistant cameraman present during the shoot A Destination Melbourne representative to be present at the shoot Basic graphics and name ribbons Music sourced and licensed Editing including 2 rounds of amendments Supply of high and low res version of finished and approved 15-30 second video via file transfer i.e. Dropbox Promotion of video via DYOB social media and website Rate: $3,500 ex GST or $2,500 ex GST using your pre-existing footage N.B. Costs do not include sourcing talent or talent fees or the supply of raw footage. Pre-existing supplied footage must be deemed suitable by Destination Melbourne before proceeding. 11
DYOB VIDEO PACKAGE: 1 TO 2 MINUTE VIDEO / HALF DAY SHOOT Video provides a highly effective way to engage an online audience. By producing a DYOB branded video not only can you engage with VFR hosts and potential visitors, you can also share it with local businesses so they can help spread the DYOB message. A 1-2 minute video allows you to showcase some key messages for your council. One video approx. 1-2 minutes in length Up to 4.5 hour shoot (including a 30 minute break) Up to 3 talent piece to camera interview or 1 voice over Inclusion of up to 3 businesses / attractions, maximum 10 minutes travel time between each Intro and end frames including DYOB and council branding One Camera man, 1 producer, 1 assistant cameraman present during the shoot A Destination Melbourne representative to be present at the shoot Assistance with script writing and development of run sheet Talent briefing either in person or over phone Client briefing and site visit 1 meeting/ 2 hour Basic graphics for map and name ribbons Editing Music sourced and licensed Two rounds of amendments Supply of high and low res version of finished and approved 1-2 minute video via file transfer i.e. Dropbox Promotion of video via DYOB social media and website Rate: $6,500 ex GST N.B. Costs do not include sourcing talent or talent fees or the supply of raw footage. 12
DYOB VIDEO PACKAGE: 2 X 1-2 MINUTE VIDEO / FULL DAY SHOOT Video provides a highly effective way to engage an online audience. By producing a DYOB branded video not only can you engage with VFR hosts and potential visitors, you can also share it with local businesses so they can help spread the DYOB message. A 1-2 minute video allows you to showcase some key messages for your council. Two videos approx. 1-2 minutes in length Up to 8 hour shoot (including 2 x 30 minute breaks) Up to 6 talent piece to camera interview or 1 voice over Inclusion of up to 6 businesses / attractions, maximum 10 minutes travel time between each Intro and end frames including DYOB and council branding One Camera man, 1 producer, 1 assistant cameraman present during the shoot A Destination Melbourne representative to be present at the shoot Assistance with script writing and development of run sheet Talent briefing either in person or over phone Client briefing and site visit 1 meeting/ 2 hour Basic graphics for map and name ribbons Editing Music sourced and licensed Two rounds of amendments per video Supply of high and low res version of finished and approved 1-2 minute videos via file transfer i.e. Dropbox Promotion of videos via DYOB social media and website Rate: $12,000 ex GST N.B. Costs do not include sourcing talent or talent fees or the supply of raw footage. 13
ENGAGE WITH THE REGIONAL VFR DIGITAL CAMPAIGN Educating the host of VFR visitors has always been at the core of the DYOB brand and campaign. As the campaign and our Council destinations mature, there is opportunity to go beyond this audience and engage directly with the visitor, encouraging them to visit their friends and relatives in your municipality. This opportunity opens a new and exciting avenue to make a two pronged attack on the intrastate VFR market: a. Inspire and encourage potential VFR visitors from regional Victoria to come to your municipality b. Continue to inform VFR residents / hosts During FY16/17 there will be up to 4 opportunities to take up this package. Where possible only one council would be featured at any given time. Places will be filled on first come first served basis. Custom content on melbournenow.com.au to be featured for up to 60 days, a website aimed at attracting regional Victorian Lifestyle Leaders to visit Melbourne (only one council to be featured at a time) Editorial feature in Melbourne Now edm database of approximately 15,000 as at November, 2015 (content to be discussed with Destination Melbourne, so as to fit style of edm) 3 x social media promoted posts across Melbourne Now social media platforms Opportunity to run a competition via Melbourne Now social media platforms for 1 month (Council responsible for provision of prize minimum value of $500) 3 x social media promoted posts via DYOB platforms to remind residents to invite their friends and relatives Rate: $5,000 ex GST facebook.com/melbournenow 14
ADDITIONAL OPPORTUNITIES FOR LOCAL GOVERNMENT Targeting Leisure Visitors inclusive of VFR Local Government Marketing Partnerships In our capacity as Melbourne s leading tourism organisation, Destination Melbourne is responsible for producing all of the Official Visitor information for the city. This exciting range of marketing opportunities will suit Councils with a destination brand designed to attract international, interstate or intrastate leisure visitors in general, inclusive of VFR, but also in addition to VFR. Specifically, for Councils interested in supporting the Melbourne Official Visitors Guide on an annual basis, Destination Melbourne is able to tailor a Local Government Marketing Partnership inclusive of DYOB and the Official Guide, along with any other opportunities of interest. A minimum participation level is required to qualify as a Partnership. A Local Government Partnership not only allows for ease of management for all bookings with Destination Melbourne, but also recognises by way of included goodwill, the increased support from your Council. Contact our team to discuss your marketing objectives for these key visitor segments and determine the best way to approach these markets in Partnership with Destination Melbourne. 15
MELBOURNE OFFICIAL VISITOR GUIDE Melbourne Official Visitor Guide Since 2001, Destination Melbourne has proudly published the one and only Melbourne Official Visitor Guide, fondly known as the OVG. Available via an exclusive distribution network, the OVG reaches interstate, international and regional Victorians as well as Melburnians. One million copies are produced each year, 250,000 copies each quarter, along with the OVG App which has achieved more than 120,000 downloads. The OVG showcases the seasonal experiences on offer within Melbourne, along with how to explore our city and metropolitan area, overall providing the vital information that enhances the visitor experience. MELBOURNE in Spring Official Visitor Guide Melbourne Cup Carnival Endorsed by Tourism Victoria, City of Melbourne, Melbourne Airport, Melbourne Convention Bureau, and the Melbourne Convention and Exhibition Centre, the OVG provides visitors to Melbourne with a comprehensive overview of what to see and do across the CBD, the surrounding precincts and metropolitan area, and parts of Regional Victoria. Opportunities exist from an exclusive double page advertorial spread within our Village Voices section (exclusive to Council and subsidised via the Local Government Marketing Partnership) through to single season brand advertising. More information about the OVG in general, can be viewed here Rates shown also include coverage in the App for that season or year. Double page advertorial, 4 editions special rate on application Full page, 4 editions Full page, 1 edition $22,395 ex GST $6,190 ex GST N.B. The position of advertorial within the guide depends on the content and theme. 16
CHINESE OFFICIAL VISITOR GUIDE Chinese Official Visitor Guide If you want to communicate directly with one of the fastest growing groups of visitors to Melbourne, the Chinese Official Visitor Guide to Melbourne is the most widely circulated marketspecific destination guide in the state. It provides information on Melbourne s events, attractions, shopping and dining precincts, in simplified Mandarin. The Chinese Official Visitor Guide is supported by Tourism Victoria, City of Melbourne, Melbourne Airport and UnionPay International, China s debit-card network that can be used around the world. 墨尔本 之夏官方旅游指南澳网公开赛 240,000 copies of The Guide are produced annually (60,000 copies per season), with target audiences of Chinese-speaking international visitors, international students and Chinesespeaking residents. Similar to the OVG, the Chinese OVG boasts a strong and exclusive distribution network. More information about the Guide, can be viewed here Rates shown include translation: Double page advertorial, 4 editions special rate on application Full page, 4 editions Full page, 1 edition $12,675 ex GST $3,595 ex GST N.B. The position of advertorial within the guide depends on the content and theme. Summer Official Visitor Guide (December February) Chinese Edition 17
MELBOURNE NOW MAGAZINE Melbourne Now Magazine Melbourne Now (253,000 copies produced quarterly), is the only magazine created specifically for one of the city s most important markets: visitors from regional Victoria. It provides them with the timely, motivational material necessary for planning their time in Melbourne. The magazine features detailed information on key Melbourne events, from theatre shows to exhibitions, as well as seasonal updates on dining, shopping and attractions. Also highlighted is a range of enticing packaged accommodation offers to encourage readers to stay in Melbourne during the season. Melbourne Now is also supported by a dedicated Melbourne Now website and social media. Opportunities exist from an exclusive double page spread allowing for one page of advertorial and one opposing page for a brand ad (exclusive to Council and subsidised via the Local Government Marketing Partnership) through to single season brand advertisement. More information about the Guide in general, can be viewed here Aces High Australian Open 2016 SUMMER 2016 melbnow.com.au + Melbourne s best summer cocktails Family fun in the sun Rate: Double Page Feature, 1 edition Full page, 4 editions Full page, 1 edition Half page, 4 editions Half page, 1 edition Special Rate on Application $29,995 ex GST $8,320 ex GST $15,410 ex GST $4,280 ex GST Artistic Heavyweights Warhol and Weiwei go head to head 18
IMPORTANT INFORMATION The DYOB Brand The DYOB brand is wholly owned by Destination Melbourne. Use of the brand is available only with the permission of Destination Melbourne. Project Delivery For councils choosing to participate in our exciting new DYOB Program for 2016/17, please note that all booked activity must be completed within the course of the financial year. Bookings and Rates All opportunities are subject to availability. All rates shown are correct at time of publishing. Rates are subject to change. Sales Contacts Tina and John are your first port of call for DYOB and all Marketing activity and other business opportunities with Destination Melbourne. Expressions of Interests can be made by contacting: John McGaw Senior Business Development Manager 0422 934 093 john@destination.melbourne Tina Seirlis Sales and Partnerships Manager 0450 603 086 tina@destination.melbourne 19