Regional Marketing and Development Plan - Tourism Victoria

REGIONAL MARKETING AND DEVELOPMENT PLAN
2009-2010
PHILLIP ISLAND
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 0

TABLE OF CONTENTS
Introduction............................................................................................................................................................................................................................................................................................. 2
Improving regional industry structures.................................................................................................................................................................................................................................... 3
Industry structures....................................................................................................................................................................................................................................................................... 3
Improving the supply and quality of tourism experiences.......................................................................................................................................................................................... 4
Investment and infrastructure............................................................................................................................................................................................................................................... 4
Signing.................................................................................................................................................................................................................................................................................................. 4
Increasing consumer demand for regional tourism experiences............................................................................................................................................................................ 5
Destination marketing............................................................................................................................................................................................................................................................... 5
E- Marketing..................................................................................................................................................................................................................................................................................... 7
Touring / Alliance marketing................................................................................................................................................................................................................................................. 8
Events .................................................................................................................................................................................................................................................................................................. 8
Research............................................................................................................................................................................................................................................................................................. 9
Addressing skills, service standard and environmental sustainability..................................................................................................................................................................10
Tourism Excellence...................................................................................................................................................................................................................................................................10
Sustainability...................................................................................................................................................................................................................................................................................10
Activity schedule.................................................................................................................................................................................................................................................................................11
Contact details.....................................................................................................................................................................................................................................................................................13
Note:
The Regional Marketing Program and Tourism Excellence Program are funded through grant allocations from Tourism Victoria. The
activities from these programs are delivered by the relevant regional campaign committee or region tourism board and have not been
included in the Regional Marketing and Development Plans.
Due to the timing of the draft Regional Marketing and Development Plans, full detail of activities to be undertaken as part of the
Bushfire Recovery have not been included. These will be included in the final plan to be released in April or updated plans to be
forwarded to the industry in January 2010.
To meet the January timeline indicated above, a review of plans will be completed during December.
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 1

INTRODUCTION
Tourism Victoria developed and recently released the Regional Tourism Action Plan 2009-2012 which
provides a roadmap to guide the future of Victoria’s regional tourism industry for the next three years.
Following extensive discussions with regional stakeholders during the Regional Tourism Action Plan 2009-
2012 new Regional Marketing and Development Plans (RMDPs) have been prepared to assist industry.
The RMDPs provide the information required to adequately budget and plan for activity and will enable
industry to more effectively leverage from, or participate in the proposed activity for Tourism Victoria.
Additionally, it will ensure that the marketing spend of each region is maximised, coordinated and more
consistent across stakeholders.
The actions outlined in the RMDPs underpin the overall strategic commitments of the State
Government’s 10 Year Tourism and Events Industry Strategy and further support the direction of the
Tourism Victoria Business Plan 2008-2011 and Regional Tourism Action Plan 2009-2012.
Key actions for the next financial year are structured under the major priorities of the Regional Tourism
Action Plan 2009-2012:
Improving regional industry structures
Improving the supply and quality of tourism experiences
Increasing consumer demand for regional tourism experiences
Addressing skills, service standards and environmental sustainability
While Tourism Victoria has made every effort to ensure activities are accurate the RMDPs are subject
to change due to budget and market requirements. Current events such as the global financial crisis and
bushfire activity have reinforced the need to be adaptive and responsive to market forces. It is expected
the RMDPs will be reviewed in December 2009 with updated RMDPs being made available to regional
stakeholders in January 2010.
We look forward to the continued partnership between the Victorian tourism industry and Tourism
Victoria as we action and implement the key planks of the Regional Tourism Action Plan 2009-2012.
Gregory Hywood
Chief Executive
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 2

IMPROVING REGIONAL INDUSTRY STRUCTURES
INDUSTRY STRUCTURES
Improving industry structures is important in enabling more effective coordination of tourism activities at a regional level. A new model has
been developed in consultation with industry that involves the creation of a single peak regional tourism board in each campaign region.
As outlined in the Regional Tourism Action Plan 2009-2012, it is not expected that industry structures will evolve in Phillip Island until 2010-
2011.
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 3

IMPROVING THE SUPPLY AND QUALITY OF TOURISM EXPERIENCES
INVESTMENT AND INFRASTRUCTURE
A number of priority investment and infrastructure projects were identified for Phillip Island in the recent Regional Tourism Action Plan 2009-
2012. The investment and infrastructure priorities were identified through a process of consultation with stakeholders and investor groups.
Tourism Victoria will continue to work with State Government agencies, Local Government, investors and industry to develop and facilitate
proposals that seek to capitalise on the identified key priorities and market opportunities.
Activity Overview Target market Cost to participate Timing
Support development for the
following projects:
> Ongoing development of high
quality accommodation facilities
linked to Phillip Island’s key
attractions;
> Infrastructure upgrades of the
Phillip Island nature parks and
associated private sector
investment opportunities; and
> Cowes – Stony Point
Passenger-Car ferry service
project.
Working with key investors to facilitate various
regional accommodation investments.
Assisting Department of Sustainability and
Environment and Phillip Island Nature Park with
investment and feasibility issues.
Assisting Bass Coast Shire Council and
Mornington Peninsula Shire Council with the
scoping and process to achieve relevant
approvals for the Cowes to Stony Point Car
Ferry.
$100,000 funding assistance.
- - Ongoing
- - Ongoing
- - Approval process to
commence in 2009
SIGNING
Improving signing in regional Victoria is important to assist tourists to navigate their way around the State. It is critical that the tourist signing
in regional Victoria is effective and is able to provide reassurance to unfamiliar drivers. The Destination Pictorial Signing Project involves
updating pictorial and trail-blazing signing at destinations of international and interstate significance (including Phillip Island). The project is
expected to be completed by June 2009.
Tourism Victoria will continue to provide strategic advice on the placement of tourist signing within destinations and assist VicRoads in the
implementation of the Statewide Tourist Signing Guidelines.
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 4

INCREASING CONSUMER DEMAND FOR REGIONAL TOURISM EXPERIENCES
DESTINATION MARKETING
The Victorian Government’s 10 Year Tourism and Events Industry Strategy recognises interstate and international markets providing future
growth opportunities for Victoria. Given that many regional tourism businesses are small operators, there is limited capacity to undertake
stand alone marketing activities. As such, Tourism Victoria provides a number of co-operative marketing activities to access key domestic
and international markets.
Tourism Victoria is also raising awareness of regional destinations, attractions and experiences through a new integrated marketing strategy.
The new approach will ensure a consistent and complementary interstate marketing framework is delivered for Melbourne and Victoria’s
regions. It will comprise of a number of platforms which will provide new leverage opportunities for Victoria’s regional tourism industry as
noted in figure 1.
There will be opportunities for Philip Island to leverage the new nature-based campaign which will aim to raise awareness of Victoria as a
nature-based tourism destination. There will also be opportunities to underpin the seasonal fashion, fun and outdoor campaign which will
promote outdoor and coastal experiences. Tourism Victoria will advise Phillip Island of specific opportunities once the campaign platforms
have been finalised.
Figure 1. Marketing framework for regional Victoria
Phillip
Island
Victoria’s
High Country
Daylesford & spa campaign
Major interstate campaign featuring Daylesford
as Victoria's hero village and spa and well-being
destination.
Mornington
Peninsula
Ski
villages
Victoria’s
High Country
Gippsland
FOOD & WINE
ENTREPRENEUR CAMPAIGN
NATURE-BASED
CAMPAIGN
DAYLESFORD &
SPA CAMPAIGN
Daylesford and Macedon Ranges
Mornington Peninsula
and other spa regions
Great Ocean Road
Victoria’s High Country
Phillip
Island
Grampians
Goldfields
The
Murray
Yarra
Valley
Nature-based campaign
Building awareness of Victoria as a credible
nature-based tourism destination by
highlighting the Great Ocean Walk and other
key products.
Food & wine entrepreneur campaign
Using food & wine entrepreneurs to promote
key destinations across Victoria. First year will
feature destinations (yet to be determined)
within Victoria’s High Country.
Food & wine adventures seasonal campaign
Marketing regional Victoria’s product strength
in food & wine.
Cultural discovery seasonal campaign
Promoting arts, theatre and cultural heritage as
well as Victorian ski villages.
Fashion, fun & outdoor seasonal campaign
Leveraging Victorian summer calendar of
events with focus on outdoor and coastal
experiences.
VILLAGES OF VICTORIA
Various destinations across Victoria
Villages of Victoria
The Villages of Victoria initiative will promote
the unique and varied village experiences
throughout the State. The initiative will aim to
build consumer confidence of regional
experiences and provide a vehicle to underpin
all the campaign platforms.
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 5

Activity Overview Target market Cost to participate Timing
Major marketing activity
Regional marketing program
A funding grant will be allocated to Phillip Island
via the $6 million Regional Marketing Program
2009-2012.
Various marketing opportunities such as print,
online and radio advertising, collateral may be
available through Destination Phillip Island.
Interstate
Intrastate
- June 2009 – July 2010
Funding allocations will be
announced following
application and planning
requirements
Please contact Destination Phillip Island for more information.
Backpacker
Using the concept of Leisure and Work Hubs, it is
anticipated that a regional backpacker campaign
will be created.
Intrastate
Interstate
International
$5,000 To be confirmed
There will be online opportunities to underpin
this but at this stage there are no further details.
Adventure Travel and Backpacker Expo in Sydney
and Melbourne.
$3,000 - $5,000
per expo
November 2009
Sydney
Regional backpacker products will be invited to
attend and promote their regions and product.
Two page editorial feature for Phillip Island in the
new Safari Pete’s Melbourne and Victoria
guidebook.
February 2010
Melbourne
$2,000 May 2010
Publication is a pilot aimed at international
backpacker and student market.
Trade marketing
Domestic trade co-operative
marketing
Domestic trade training
opportunities
Domestic Travel Industry
eNewsletter
Regional Spotlight
Qantas Holidays (possibly Jetstar) Families
Campaign encouraging interstate families to
experience Melbourne and a region.
Campaign will feature 3 regions in close proximity
to Melbourne.
Update of Travel Academy Training module
(travelacademy.com.au) for Phillip Island.
eNewsletter sent to premium retail partners,
domestic wholesalers and airline product and
marketing staff showcasing Phillip Island and
bookable product in the region.
Interstate $2,000 March 2010
- - July 2009
- - To be confirmed
Public relations and destination communications
Domestic promotional activities
Domestic familiarisations
Other public relations
opportunities
International
Cooperative marketing campaigns
Trade shows/missions
Opportunity to highlight new product, new tours,
accommodation and/or deals in monthly media
bulletin - Pieces of Victoria.
Individual familiarisation opportunities are being
discussed with Tyrrell Public Relations company
(Destination Phillip Island) and Cox Marketing
(Phillip Island Nature Park).
Familiarisations with Sunday Herald Sun (focus on
accommodation and overnight stay) and The Age.
Sponsorship opportunity for new television
program – Postcards Australia. Will broadcast
across the WIN network dedicated to Australian
travel and air on Saturday afternoons.
Trailfinder campaign with brochure support. Done
in conjunction with Yarra Valley and Mornington
Peninsula.
Lawand Brochure Support – participation in the
Lawand Tourism Destination Directory.
DTN – drive brochure for the Stella trade Group.
Australia’s Tourism Exchange (Australia) –
Australia’s premier tourism trade events to
showcase product, meet overseas contacts and
negotiate business deals.
Regional Sales Mission United Kingdom Europe –
in market sales mission involving trade training of
travel agents and meetings with product
managers.
National
media
Intrastate
Interstate
- On request
Stories provided one month
prior to distribution
- To be confirmed
Intrastate As required To be confirmed
Interstate
Intrastate
$7,000 per 5.5
minute segment
March 2009
Show commences
United kingdom –
direct to consumer
magazine
$5,000 December 2009
Gulf market $1,000 November –
December 2009
United States of $4,000 To be confirmed
America
Eastern and western $7,000 June 2010
hemisphere
UK/Europe –
product managers &
agents
$15,000 September – October
2009
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 6

Oz Talk New Zealand – annual workshop
incorporating two trade days and one consumer
day.
Corroboree Europe 2010 (Australia) – trade
training event for 320 travel agents from across
UK/Europe/South Africa, held in Australia.
New Zealand mega familiarisation workshop
(Australia) – interactive workshop for up to 60
New Zealand agents.
New Zealand trade
and consumers
UK/Europe – travel
agents
New Zealand –
retail and wholesale
agents
$4,000 April 2010
$3,500 May 2010
$4,000 September 2009
Part of suggested Sydney Melbourne Touring activities.
Japanese Victorian Roadshow – The previous
format has changed and the Roadshow is
expected to be held in Melbourne. Workshop
and familiarisations will be with key agents in the
Japan market.
Japan – trade To be confirmed October 2009
International trade familiarisations
Roadshow to be confirmed.
National Association for Travel Agents Singapore
(NATAS) consumer show.
Oz Talk North America – annual workshop in Los
Angeles to train United States / Canadian
wholesale agents
Yinala – workshop and familiarisation for 40 of the
Gulf Region’s travel trade.
New Zealand mega familiarisation – pre and post
Workshop familiarisations for up to 6 regions (10
agents per group).
Cooroboree North America – pre and post
workshop familiarisations for up to 3 regions.
Corroboree Europe 2010 – following trade
training for travel agents from across
UK/Europe/South Africa.
International
consumers
United States of
America trade
$1,500 September 2009
March 2010
$5,000 August 2009
Gulf market – trade $2,000 March 2010
New Zealand –
retail & wholesale
trade
North America –
Aussie specialist
agents
UK / Europe travel
agents
$4,000 September 2009
$2,000 September 2009
$5,000 May 2010
E- MARKETING
Online marketing is developing as a highly cost effective means of destination promotion. Visitvictoria.com is the official Government tourism
website for Melbourne and Victoria with regional gateways providing important tools for informing consumers about where to travel and
what to do whilst there. It is critical that the regional tourism industry in Victoria is well positioned to take advantage of the online medium
as it grows in significance as an avenue to influence consumer choice.
A key priority for Phillip Island will be developing a strategy to integrate as well as improve business uptake of visitvictoria.com and
visitphillipisland.com. This will involve working with Destination Phillip Island to maximise and integrate eMarketing activities into
visitvictoria.com.
Activity Overview Target market Cost to participate Timing
Visitvictoria.com
Online editorial full content review
Local tourism online web strategy
Visitvictoria.com business listing
Images and content for all Phillip Island pages on
visitvictoria.com to be reviewed to best reflect
the region.
Requests for adhoc changes can be made to
visitvictoria.com pages or creation of content but
may incur a charge.
Linking visitvictoria.com listing content to other
regional and sub-destination tourism websites.
A twelve month business listing on
visitvictoria.com.
Regions will be credited the cost of all new and
renewed online listings every quarter.
- - January 2010
- - Expected to
commence mid 2009
- $250
July 2009 – June 2010
standard businesses
$100
accredited businesses
Nil
Not-for-profit
Businesses and events
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 7

Web Analytics
Website statistics and reporting on
visitvictoria.com and all Phillip Island webpages.
- -
Monthly
Basic reporting
Detailed online analysis of campaign activity with
results presented to region.
Adhoc reports can be requested but may attract
a charge based on requirements.
Adhoc reports may
attract a charge
depending on
requirements
Quarterly
Campaign reporting
Education
Online marketing workshops
Minimum of two workshops per region per year
facilitated by Tourism Victoria.
Content of workshops to be confirmed.
- Event costs only
For example room hire,
catering, equipment,
resources
By mutual agreement
with region
Online booking
Online booking
Online booking education
Online marketing e-kit
Online booking capabilities will allow users to
search, book and pay for accommodation, tours
and attractions on visitvictoria.com via the
Tourism Exchange Australia (TXA) agreement.
Tourism Victoria will supply access to an online
booking industry consultant to work to improve
and educate operators in online booking.
Tourism Victoria and the Australian Tourism
Data Warehouse have produced a series of
online marketing tutorials for tourism operators
covering everything from the basics of developing
a good website to advanced topics like search
engine marketing and online product
opportunities.
- - Ongoing
First phase of online booking
expected in April 2009
- - Ongoing
By mutual agreement with
region
- - Ongoing
Available on Tourism Victoria’s
corporate site
TOURING / ALLIANCE MARKETING
Many regions in Victoria have recognised the value of touring routes and regional alliances, prompting the creation of several strong touring
routes and strategic alliances across the State. The use of touring routes and strategic alliances has been particularly effective in providing
regional destinations with a vehicle to cooperatively leverage activity to target international and interstate markets.
Activity Overview Target market Cost to participate Timing
Sydney Melbourne Touring
General Service Agreement developed and grant
allocated for touring route promotion of all
Sydney Melbourne Touring which includes Phillip
Island.
International
To be determined
by touring body
July 2009
$100,000 has been allocated from Tourism Victoria. This is a
combined allocation for Sydney Melbourne Touring which will
benefit Phillip Island.
EVENTS
Events play a critical role in growing tourist arrivals to the State and subsequently enabling dispersal of an increased number of visitors into
regional Victoria. Events are a key part of Victoria’s tourism brand and the State has continued to own the title of Australia’s events capital.
A Country Racing Tourism Strategy is being developed by Tourism Victoria, Country Racing Victoria and Racing Victoria. The strategy is
expected to be completed by late 2009 and will map out ways to increase attendance at regional race events and extend visitor nights.
The Victorian Government’s main source of event funding for this region is allocated from the Major Events CAP, which supports both the
Superbike World Championship and the Australian Motorcycle Grand Prix. Tourism Victoria’s Events Unit assists with the tourism
development of these events.
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 8

RESEARCH
The promotion and delivery of research related services is an integral part of Tourism Victoria. Reports, presentations and detailed results
on a variety of tourism research topics, such as domestic and international visitation, visitor forecasts and consumer awareness assist regions
understand historical trends and guide future direction.
Activity Overview Target market Cost to participate Timing
Regional Market Profile
Year ending December 2009
National Visitor Survey (NVS)
Regional and Sub-regional fact
sheets
Updated Quarterly
International Visitor Survey (IVS)
Regional and Sub-regional fact
sheets
Updated Quarterly
Survey of Tourist Accommodation
(STA)
Regional and Sub-regional
Factsheets
Updated Quarterly
Tourism Forecasting Committee
(TFC): Forecast Summary
Factsheet
The fact sheet provides a comprehensive profile
of visitors to the Phillip Island campaign region
incorporating various data sources.
These reports track domestic overnight visitor
numbers, nights, daytrips, expenditure and
growth for Victoria and its tourism regions.
The NVS survey is collected throughout the year and published
quarterly by Tourism Research Australia.
These reports track international overnight visitor
numbers, nights, expenditure and growth for
Victoria and its tourism regions.
The IVS survey is collected throughout the year and published
quarterly by Tourism Research Australia.
This report provides a performance overview of
Hotels Motels and Serviced Apartments of 5-14
rooms and 15+ rooms for Victoria and its
tourism regions. Results compare the current
quarter with the same quarter the previous year.
The STA data is collected throughout the year and published
quarterly by the Australian Bureau of Statistics.
The forecast report for Victoria is based on the
TFC forecast and represents the most likely
outcome for inbound, and domestic travel given
past trends, economic indicators and the impact
of policy and industry changes.
- - May 2010
- - September 2009
December 2009
March 2010
June 2010
- - September 2009
December 2009
March 2010
June 2010
- - October 2009
February 2010
April 2010
July 2010
- - December 2009
June 2010
The TFC Forecasts are published twice per annum.
Regional Awareness and
Perceptions Study (RAPS)
Tracking research on consumer awareness of
destinations/campaign regions and association of
product to regional destinations.
- $5,000
Provided through Regional
Marketing Program
February 2010
Findings released
Fieldwork expected in
November – December 2009
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 9

ADDRESSING SKILLS, SERVICE STANDARD AND ENVIRONMENTAL SUSTAINABILITY
TOURISM EXCELLENCE
The new Tourism Excellence Program was launched in late 2008 to improve synergies between programs and create a competitive
advantage for Victoria through improved service standards and visitor satisfaction. The Program involves an integrated approach, bringing
together elements such as customer satisfaction, staff skills and business development that, combined, will contribute to the broader tourism
objectives of market development and increased visitor yield.
Activity Overview Target market Cost to participate Timing
Tourism Excellence Program
Tourism Excellence based workshops and
programs.
Workshops to be determined by Destination
Phillip Island.
Industry - July 2009 – June 2010
$15,000 has been allocated from Tourism Victoria.
Tourism audits to benchmark individual
businesses to industry standards.
Industry - July 2009 – June 2010
$4,000 has been allocated from Tourism Victoria.
SUSTAINABILITY
Tourism Victoria will continue to undertake and support a number of sustainable tourism activities including the delivery of Tourism
Excellence workshops to assist in raising awareness of sustainable practices.
Tourism Victoria has been working on a broad Sustainable Tourism Strategic Plan which will encompass the environmental, social and
economic sustainability directions for the tourism industry. This plan is currently being developed and is expected to be released mid 2009.
Activity Overview Target market Cost to participate Timing
Tourism destination carbon
footprint toolkit
Distribution of toolkit to assist industry better
gauge the carbon footprint of tourism activity
and help improve performance.
- - July – August 2009
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 10

ACTIVITY SCHEDULE
Below is an outline of key activities and opportunities for Phillip Island during the 2009-2010 financial year:
July August September October November December
Domestic travel industry Regional Spotlight eNewsletter
Carbon footprint toolkit distributed
OzTalk North America (USA)
NZ mega familiarisation
workshop with pre/post
familiarisation (Australia)
Cooroboree North America
2009 with pre/post
familiarisation (Australia)
National Association for Travel
Agents Singapore consumer
show
Regional Sales mission (United Kingdom and Europe)
Victorian Roadshow to Japan
Australian Travel Mission to China
Adventure Travel and
Backpacker Expo in Sydney
Participation in the Lawand Tourism Destination Directory
Trailfinder campaign with
brochure support
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 11

January February March April May June
Review of Phillip Island pages
on visitvictoria.com
Adventure Travel and
Backpacker Expo in Melbourne
Regional Awareness and
Perceptions Study (RAPS)
Yinala workshop with
familiarisation (Australia)
Qantas Holidays Families
campaign
Oz Talk New Zealand (NZ)
Two page editorial feature in
new safari Pete’s Melbourne and
Victoria guidebook.
Cooroboree Europe 2010 with
trade familiarisation (Australia)
Regional Market Profile
released
Australian Tourism Exchange
(ATE)
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 12

CONTACT DETAILS
EXECUTIVE MANAGER CONTACT
LI WEI
Group Manager International Markets
P: 9653 9776
E: li.wei@tourism.vic.gov.au
REGIONAL MARKETING CONTACT
SHAE KEENAN
Regional Marketing Manager
P: 9653 9816
E: shae.keenan@tourism.vic.gov.au
INDUSTRY STRUCTURES
Tom Smith
E: tom.smith@tourism.vic.gov.au
TOURING / ALLIANCE MARKETING
Suzannah Marinkovic
E: suzannah.marinkovic@tourism.vic.gov.au
INVESTMENT & INFRASTRUCTURE
Jasmin Pearsall
E: jasmin.pearsall@tourism.vic.gov.au
EVENTS
Brendan Downey
E: brendan.downey@tourism.vic.gov.au
PRODUCT AND TRADE MARKETING
Alexis Thompson
E: alexis.thompson@tourism.vic.gov.au
RESEARCH
Laura Cain
E: laura.cain@tourism.vic.gov.au
PUBLIC RELATIONS AND DESTINATION
COMMUNICATIONS
Rachel Brennan
E: rachel.brennan@tourism.vic.gov.au
INTERNATIONAL
Kenji Takamori
E: kenji.takamori@tourism.vic.gov.au
TOURISM EXCELLENCE
Gino Fulco
E: gino.fulco@tourism.vic.gov.au
SUSTAINABILITY
Stuart Toplis
E: stuart.toplis@tourism.vic.gov.au
E-MARKETING
Andrew James
E: andrew.james@tourism.vic.gov.au
REGIONAL DEVELOPMENT AND MARKETING PLAN 2009-2010 13