Tourism Victoria launches online campaign Melbourne NOW

Uses online media advertising, Electronic Direct Mail (EDMs) and social media platforms

BestMediaInfo Bureau | Delhi | July 27, 2012

The Indian travel industry and its customers will be encouraged to think Melbourne NOW! with a new campaign from Tourism Victoria showcasing the sophistication of the city, its major hallmark events, the authentic nature and wildlife experiences, and food and wine superiority.

The online campaign will challenge the Indian travel industry to create compelling new travel packages to Melbourne and regional Victoria including only-in-Melbourne experiences. Members of the public will have a chance to win one a once-in-a-lifetime trip which will be based entirely on their preferred itinerary. A dedicated website with online media advertising, PR, Electronic Direct Mail (EDMs) and social media platforms will promote the campaign to the travel industry and wider travelling public.

Celia Ho, Regional Manager, South and South East Asia, Tourism Victoria said, “The Melbourne NOW! campaign is being introduced at a time where inbound tourism from India to Australia has been on a steady rise and is forecast to increase by an average of 8 per cent per annum between 2010 and 2020. If realized this will mean approximately 126,100 visitors from India and associated expenditure of almost $500 million to Victoria.”

“As Australia's most romantic and stylish city, host to major sporting and cultural events such as the Australian Open and Formula 1 Grand Prix, and easy access to unique regional experiences – Melbourne is in prime position to capitalise on this growth.”

“The objectives of Melbourne NOW! are to revitalise and increase the Victorian experiences offered by industry to the travelling consumers; to strengthen the profile and desirability of the destination with the target markets; and of course to stimulate immediate bookings to Melbourne with increased length of stay and visitor spend.”

With help from the Tourism Victoria India team, participating travel agents will create new, innovative and sellable travel itineraries to Melbourne/Victoria. Prizes will be awarded to the agents for the most innovative itineraries and those that receive the most number of votes by the customers via the social media consumer interface.  Once the winning travel agency is declared, Tourism Victoria will partner with them to develop unique cooperative marketing campaigns.

Melbourne NOW! Follows a Victorian Government Super Trade Mission led by Premier Ted Baillieu to India in February 2012.  The campaign signifies another step forward in the Victoria Government's India Tourism Strategy to position India as one of Victoria's most valuable tourism markets.

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