Media Kit MAGAZINE CAMPAIGNS EDM WEBSITE

Media Kit MAGAZINE CAMPAIGNS EDM WEBSITE

Overview. Based on extensive research, a consistent, year-round calendar of marketing activity has been developed to motivate regional Victorians to plan and book a trip to Melbourne. Melbourne Now aims to inspire Regional Victorians and change their travel behaviour, turning day trips into overnight stays, encouraging weekends or long weekends away. The call to action for all Melbourne Now marketing activity is a branded website. Get Involved! Melbourne Now Opportunities: Regional Victorians took 9,116,000 DAY TRIPS to Melbourne (year ending September 2017) Regional Victorians spent 5,293,000 NIGHTS in Melbourne (year ending September 2017) 1 MELBOURNE NOW MAGAZINE 2 TACTICAL MARKETING CAMPAIGNS 3 MONTHLY EDM Melbourne Now is an integrated marketing program that targets Regional Victorians with a focus on inspiring their travel to Melbourne. 4 WEBSITE Regional Victorians spent almost $2 BILLION on daytrips & overnight visits to Melbourne (year ending September 2017) Source: National Visitor Survey, year ending September 2017, Tourism Research Australia MEDIA KIT 2018 OVERVIEW 2

PSYCHOGRAPHIC PROFILE 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. Lifestyle Leader Overview + + Lifestyle Leaders are more likely than other Regional Victorians to prefer to holiday in Melbourne + + Based on a particular mindset, they cut across all regions, ages and lifecycle groups + + Where people are at in their lives, their roles and responsibilities and their goals and ambitions, are determining drivers in how they view travel + + They can be targeted through their motivational drivers, specific passions and interests + + They are progressive, curious, socially and technologically active, adhere to and seek status, follow and propagate trends + + More discretionary spending than others that allows them to travel more frequently + + They are forward thinking, interested in discovering new experiences through travel, and are more likely to share those experiences with and seek to influence their family and friends 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 Source: Mitchells Media MEDIA KIT 2018 LIFESTYLE LEADERS 3

FEATURES + DEADLINES SIZE: A4 Portrait (210mm x 297mm) 32 pages PRINT RUN: + + 253,000 copies per season + + 1,012,000 copies per annum Magazine. Melbourne Now magazine is an inspirational magazine that provides readers with timely information to help them plan a trip to Melbourne. It is a cost effective and targeted way of reaching the intrastate market. Produced quarterly, each edition contains detailed information on Melbourne s key experiences for the season, including theatre, shopping, events, dining, exhibitions and attractions. The magazine also features a range of enticing accommodation offers to encourage readers to stay in Melbourne. 97% of readers rate the magazine as Excellent or Very Good KEY FEATURES: + + Seasonal accommodation offers + + Melbourne s key visitor attractions + + Dates and editorial on festivals, shows, exhibitions and sporting events + + Extensive events calendar + + Insider interview ADVERTISING SPACE AVAILABLE: + + Full page + + Quarter page + + Half page + + Sixth page DEADLINES: Spring + + Editorial EOI s: 7 June 2018 ** + + Booking: 5 July 2018 + + Material: 17 July 2018 Readership Summer + + Editorial EOI s: 6 September 2018 ** + + Booking: 4 October 2018 + + Material: 16 October 2018 GENDER 85% Female 15% Male AGE 45 54 (32%) 35 44 (22%) 55 64 (22%) HOUSEHOLD Couple no kids living at home (27%) Couple / single parent with kids under 15 yrs (24%) Source: Melbourne Now Magazine Readership Survey Summer 2017/18 PROPENSITY TO TRAVEL 86% visited Melbourne in the last 6 months LENGTH OF STAY 54% stayed between 1-6 days TRANSPORT MODE 55% travelled to Melbourne by car on their last trip SPENDING HABITS 50% spent more than $300 on their last trip to Melbourne Autumn + + Editorial EOI s: 15 November 2018 ** + + Booking: 13 December 2018 + + Material: 15 January 2019 Winter + + Editorial EOI s: 7 March 2019 ** + + Booking: 4 April 2019 + + Material: 16 April 2019 ** Editorial submissions will be for consideration only. MEDIA KIT 2018 MAGAZINE 4

RELEASE DATES AUTUMN 2018 melbnow.com.au Premium V/Line Stations + + Spring: From 1 September 2018 + + Summer: From 1 December 2018 + + Autumn: From 1 March 2019 + + Winter: From 1 June 2019 Saturday Geelong Advertiser + + Spring: 1 September 2018 + + Summer: 1 December 2018 + + Autumn: 2 March 2019 + + Winter: 1 June 2019 Friday Shepparton News, Albury Border Mail, Mildura Sunraysia Daily, Bendigo Advertiser + Ballarat Courier + + Spring: 7 September 2018 + + Summer: 7 December 2018 + + Autumn: 8 March 2019 + + Winter: 7 June 2019 Sunday Herald Sun Regional Run + + Spring: 2 September 2018 + + Summer: 2 December 2018 + + Autumn: 3 March 2019 + + Winter: 2 June 2019 Select Mornington and Gippsland cafes, bars and restaurants + + Spring: From 3 September 2018 + + Summer: From 3 December 2018 + + Autumn: From 4 March 2019 + + Winter: From 3 June 2019 La Trobe Valley Express + + Spring: From 6 September 2018 + + Summer: From 6 December 2018 + + Autumn: From 7 March 2019 + + Winter: From 6 June 2019 Sporting feast Fuel up before or after the game + It s all happening in Melbourne Plan your visit now The compassionate consumer Shopping with a conscience HERE S CHEERS! Melbourne s tastiest espresso martinis Advertising Specifications Participation Rates Ad Size Single Edition Four Edition* Saving Per Year Full page $8495 ex GST $7646 ex GST $3398 ex GST Half page $4450 ex GST $4005 ex GST $1780 ex GST Quarter page $2650 ex GST $2385 ex GST $1060 ex GST Sixth page $1850 ex GST $1665 ex GST $740 ex GST FULL PAGE AD + + Fully supplied PDF + + 210mm x 297mm + + 3mm bleed HALF PAGE AD + + Fully supplied PDF + + 186mm x 128mm + + No bleed required QUARTER PAGE + + Templated + + 470 characters (plus contact details) + + 1 high res image (landscape) SIXTH PAGE + + Templated + + 250 characters (plus contact details) + + 1 high res image (landscape) + + All advertisers will receive a guaranteed listing on the Melbourne Now website (must have an ATDW listing see p.9) + + Four Edition Special Rate includes a 10% discount when purchasing four editions of the Melbourne Now magazine at the one time. + + *Price indicative of single edition only. 253,000 Copies distributed each season MEDIA KIT 2018 MAGAZINE 5

Tactical Marketing Campaigns. Two themed Melbourne Now tactical marketing campaigns will run throughout FY2018/19. The integrated campaigns targeting Regional Victorians will involve a paid media buy, social media activity and communications to drive consumers to a dedicated section of the Melbourne Now website. Each campaign may be of interest, but is not limited to, hotels, attractions, dining, and seasonal shows and exhibitions. Participation will be on an Expression of Interest (EOI) basis only. Destination Melbourne reserves the right to accept or reject any EOI. SUMMER CAMPAIGN Timing: 29 Oct 16 Dec 2018 Theme: Summer escape more reasons to stay For travel during: Dec 2018 Feb 2019 AUDIENCE Regional Victorian Lifestyle Leaders WINTER CAMPAIGN Timing: 6 May 23 June 2019 Theme: Winter escape more reasons to stay For travel during: Jun Aug 2019 FEATURES + DEADLINES CAMPAIGN INCLUSIONS + + Inclusion in the paid media buy across digital media (likely to include Facebook Ads, Programmatic and Remarketing) + + Exposure on Melbourne Now website + + Inclusion in dedicated campaign edm + + Social media exposure via Melbourne Now dedicated Facebook and Instagram platforms + + Inclusion in campaign competitions + + Opportunity to submit images for possible editorial inclusion + + Post-campaign report PARTNERSHIP OPPORTUNITIES AVAILABLE + + Twelve partnership opportunities per campaign DEADLINES: Summer Campaign + + Booking Deadline: 10 August 2018 + + Material Deadline: 3 September 2018 Winter Campaign + + Booking Deadline: 15 February 2019 + + Material Deadline: 8 March 2019 Participation Rates Campaign partner Twelve partner opportunities available per campaign Per campaign $6650 ex GST + contra to the value of $1000 Roy Lichtenstein Drowning girl 1963, oil and synthetic polymer paint on canvas, 171.6 x 169.5 cm. The Museum of Modern Art, New York, Philip Johnson Fund (by exchange) and gift of Mr. and Mrs. Bagley Wright, 1971. Estate of Roy Lichtenstein / Lichtenstein. Licensed by Viscopy, 2018 MEDIA KIT 2018 TACTICAL MARKETING CAMPAIGNS 6

edm + Social. Sent in the first week of each month to an ever-expanding database, the Melbourne Now edm reaches the inboxes of more than 20,000 highly engaged Regional Victorians who contribute to an impressive open rate of 16%. The average click rate is 3.5%, almost double the industry standard (1.5%). In addition, edm advertisters also receive a post on the Melbourne Now Facebook which has a following of more than 22,000. This opportunity provides the chance to reach over 40,000 followers and subscribers. Each of the edm s is themed highlighting more reasons to stay in Melbourne. Connected to the Melbourne Now website, the edm drives people to the site and your listing within. ADVERTISING SPACE AVAILABLE: + + Templated listings available + + Up to two advertorial opportunities per edition + + Solus edm opportunities available; please speak to Sales & Partnerships team for more information Important note: each advertiser must have an ATDW listing in order to participate in the edm as your Melbourne Now website listing is automatically populated via the information in your ATDW listing. Participation is via an Expression of Interest (EOI) basis only. Destination Melbourne reserves the right to accept or reject any EOI. Click here for more information. 92% rate the Melbourne Now enewsletter as Very Good or Excellent. John Gollings Readership Facebook Stats GENDER 4 in 5 readers are female (82%) AGE 55 64 (42%) 65+ years (23%) 45 54 (20%) Source: Melbourne Now edm Reader Survey 2017 HOUSEHOLD Couple no kids living at home (45%) Single person 30+ years (17%) PROPENSITY TO TRAVEL 75% visited Melbourne in the last 3 months LENGTH OF STAY 55% spent between 1 day and 2 weeks or longer during their last trip TRANSPORT MODE 42% travelled to Melbourne by car on their last trip SPENDING HABITS 74% spent more than $100 during their last trip More than 22,000 followers 9,848,049 impressions in 2017 MEDIA KIT 2018 EDM 7

EDM THEMES + DEADLINES JULY 2018 Winter in Melbourne 15 June 2018 25 June 2018 AUGUST 2018 Sports Fever 20 July 2018 30 July 2018 SEPTEMBER 2018 Spring in Melbourne 17 August 2018 27 August 2018 OCTOBER 2018 Living it up in Melbourne 14 September 2018 24 September 2018 NOVEMBER 2018 Christmas Season 19 October 2018 29 October 2018 DECEMBER 2018 Summer in Melbourne 16 November 2018 26 November 2018 JANUARY 2019 Cultural Melbourne 07 December 2018 17 December 2018 FEBRUARY 2019 Events Capital 18 January 2019 25 January 2019 MARCH 2019 Easter in Melbourne 15 February 2019 25 February 2019 APRIL 2019 Art in Melbourne 15 March 2019 25 March 2019 MAY 2019 Couples 15 April 2019 29 April 2019 + + JUNE 2019 Family Fun 17 May 2019 27 May 2019 LISTING TOP TIPS + Use a high res image depicting people engaging with your product (create an emotional connection) + Provide concise copy to hook the reader to want to read more (the read more links to your ATDW listing on melbournenow.com.au, where you should be telling the full story of your product or experience) NOTE: + + All edm advertisers will be featured on the Melbourne Now website (must have an ATDW listing see p.10) + + Unique advertorial ideas and images may be pitched to Destination Melbourne who will then write the advertorial piece. + + Facebook post content at editorial discretion of Destination Melbourne Roberto Seba / Tourism Australia / Time Out Australia Booking deadlines are a guide only. Subject to availability Participation Rates Ad Size Listing (templated) + Facebook post Advertorial Opportunity + Facebook post Single Edition $950 ex GST $1450 ex GST + Our regional Victoria research suggests strong deals are extremely important for this budget conscious market + The research also identified that hotel package inclusions such as car parking and late checkout are very important for this market. 97% of readers said the edm content inspires them to visit Melbourne and 75% said that the accommodation offers make them more inclined to stay overnight. MEDIA KIT 2018 EDM 8

ATDW listing 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. Dispersed to hundreds of nationally-approved tourism websites and mobile apps, the ATDW provides tourism businesses with the chance to promote their company and enhance their online presence. Benefits of an ATDW listing + + A presence on over 50 ATDW distributor sites currently displaying Victorian content including one of the most visited travel sites in Australia visitvictoria.com which received 9.2 million visits last year*. + + Search Engine Optimisation (SEO) of your website. This means your website will appear higher in Google Search results. + + 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 Participation Rates Events and not-for-profit organisations Free Free Recognised Accredited Businesses* $100 inc GST $120 inc GST Standard listing $250 inc GST $295 inc GST * Find out more at atdw-online.com.au How to register Visit atdw-online.com.au Until 30 June After 1 July NEED HELP WITH YOUR ATDW LISTING? Yolanda Baker Sales Coordinator 9869 2415 yolanda@destination.melbourne MEDIA KIT 2018 ATDW 9

Proofing Artwork. When a proof is ready for advertiser review/ approval, an email notification including a hyperlink 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. Sales Contacts Expressions of Interests can be made by contacting: TINA SE IRLIS Sales & Partnerships Manager 0450 603 086 tina@destination.melbourne E MMA GR AY Sales E xecutive 0418 220 568 emma@destination.melbourne To view the Melbourne Now Magazine Style Guide CLICK HERE