Melbourne Destination Program

Melbourne
Destination
Program

Contents
Minister & Chairperson’s Message 2
Destination Melbourne 4
The 2012 - 2015 Strategy 6
The Team 8
The Board 9
Marketing Program 10
Brand Melbourne 12
Publications 14
Campaigns 24
Digital 28
Connect with Industry 32
Publication Schedule 34
Design 36
Events 38
Industry Leadership 40
MTILP 42
Local Government 44
Tapping into Tourism 45
Visiting Friends & Relatives 46
The Pursuit of Excellence 48
Business Development Workshops 49
Mystery Shopping Program 49
Sustainability 50
Tourism Accreditation Program 51
The RACV Victorian Tourism Awards 51
Victoria Tourism Week 52
Melbourne Tourism Industry Exchange 53
Global Destinations Forum 54
Partnership Program 55
Collaboration & Co-operation 56
Melbourne Tourism Partnership 62
Our Partners 64
Useful Contacts 68
Melbourne
An amazing place to live.
A wonderful place to work.
A great place to visit.
We are a sustainable city that celebrates
knowledge, innovation, culture and sport.
As visitors provide lifeblood for this city, our
industry provides heart and soul. We want
the world to come and share our spirit, be
in the moment and feel the four seasons.
This program is your guide to Melbourne’s
visitor industry.
Get involved; be engaged. Let people
know what you have to offer.
Be inspired and play your part in helping
Melbourne grow.

2 Message
Message from the Minister
HON LOUISE ASHER MP
Minister for Tourism and Major Events
Melbourne continues to offer an unparalleled range of
attractions combining an enviable lifestyle with extensive
business opportunities; unique cultural, dining and retail
experiences; and one of the world’s most prestigious major
events calendars.
Delivering a premium visitor experience is essential to
generate repeat visitation and positive word of mouth. In
order to meet the diverse needs of our visitors, Destination
Melbourne plays a vital role linking the industry with visitors
through a variety of cooperative marketing activities.
The 2012-13 Destination Melbourne Program is a valuable
resource in the tourism industry tool kit. It offers a wealth of
useful information to help promote your product to interstate
and international visitor markets and highlights a wide variety
of exciting marketing initiatives and networking events on offer.
The Victorian Government is pleased to support Destination
Melbourne as part of its commitment to working in
co-operation with the tourism industry to maximise the benefits
for Victoria. We recognise that the $15.2 billion tourism sector
makes a significant contribution to the State economy and that
Melbourne is one of our premier drawcards.
Melbourne has been ranked the most liveable city in the
world according to the Economist Intelligence Unit liveability
survey – an outstanding achievement which cements
Melbourne’s place on the global stage.
With many new events, attractions and initiatives planned
for 2012-13, there is a tremendous opportunity to boost
our State’s already impressive tourism performance further.
Destination Melbourne continues to work collaboratively with
Tourism Victoria to leverage new opportunities through the
Play Melbourne tourism marketing campaign and strengthen
Melbourne’s profile as a dynamic and vibrant city.
I commend Destination Melbourne on this comprehensive
program and encourage you to make full use of it to market
your business to visitors and thereby help grow Melbourne’s
status as a ‘must visit’ global destination.
Message from the Chairperson
TINA LEONARd
Chairperson, Destination Melbourne
In 2011 Destination Melbourne celebrated ten years of business. In 2012 we start a new decade
full of optimism and energy. This is only possible because of the ongoing support from and
engagement by the industry.
As Destination Melbourne commences implementation of its new strategic plan, we are excited
by the ambitious goals we have set for the business over the next three years.
The Program provides the visitor industry with the opportunity to engage in innovative and
cooperative marketing, networking and business development opportunities.
We appreciate that operating conditions will continue to challenge, but we all have a choice.
We can let the world around us determine our existence, or we can drive our own course.
Destination Melbourne has a very clear vision. A collective aspiration for Destination Melbourne
and the visitor industry. If Melbourne is to realise this vision, we all have to stretch. Destination
Melbourne are challenging people to think differently about the way tourism works in Melbourne.
We invite you to work with us in this year of change and growth. Be an active participant in our
Program and do your bit to help us grow this wonderful industry together.

4
Destination Melbourne
destination
Melbourne
destination
Melbourne
Innovation | Accountability | Integrity | Excellence | Respect
Destination Melbourne is a not for profit company overseen by a skill-based board.
The majority of our 11 directors are drawn from the industry.
Our turnover is approximately $3.5 million per annum, we work on a fee for service
basis and we have never charged the industry a membership fee. The vast majority of
our income comes from the advertising we sell to industry.
One of the fundamental changes to Destination Melbourne in recent times has been
our transition from campaign committee to regional tourism organisation. This means
that we take more responsibility for Melbourne’s development as a global visitor
destination through leadership and industry development activities.
Through our recent strategic planning process we have set an ambitious agenda for
2012. Some of our key priorities include:
» Embracing the digital revolution and producing a mobile Official Visitor Guide that
can be used easily on Smartphones;
» Establishment of a ‘visitability’ index, which assists Melbourne to benchmark its
performance as one of the world’s most visitable cities; and
» Building on the success of ‘Tapping into Tourism’ and ‘Discover Your Own Backyard’
campaign by working closely with Local Government across Melbourne to support
the visitor experience and encourage yield and dispersal.
Destination Melbourne works with the City of Melbourne, Melbourne Convention
+ Visitor Bureau, Tourism Victoria and Victorian Major Events Company through
the Melbourne Tourism Partnership. We see this forum growing in importance as
neighbouring cities to the north become more competitive.
We also have established partnerships and initiatives with Australian Hotels
Association, Committee for Melbourne, Conservation Volunteers Australia, Melbourne
Airport, RACV Victorian Tourism Awards, Travellers Aid and Victoria University.
We are active members of the peak industry body Victorian Tourism Industry Council
and our employees provide leadership in a number of different forums including the
Australian Tourism Accreditation Program and Young Tourism Network.
This is by no means an exhaustive list. Destination Melbourne is a small business
with a big role. We can only do what we do by working in partnership with leading
organisations across Melbourne.
Our business is built on the principles of ‘paying it forward’ and ‘looking after
our neighbours’. We continue to work on our environmental and corporate social
responsibilities and plan to retain our earth check accreditation.
Join us in the pursuit of excellence and assist Melbourne in becoming a compelling
global destination of outstanding visitor experiences.

6 Destination Melbourne
The 2012 - 2015
Strategy
Our Vision
Melbourne is a compelling global destination of outstanding
visitor experiences.
Our Purpose
Destination Melbourne inspires Melbourne by:
» Playing a pivotal role in generating visitor expenditure and dispersal;
» Being the catalyst for new ways of working and thinking about providing
an outstanding visitor experience;
» Creating a culture that encourages government, industry and
community to work together to support Melbourne’s reputation as a
global, welcoming city.
Our Values
Innovation | Accountability | Integrity | Excellence | Respect
Our Goals
The new strategy has identified five key goals, these goals support our
vision, purpose and values.
Our Vision
+ Purpose
+ Values
1
2
3
4
5
Industry Leadership
Lead Melbourne’s visitor industry
Visitor Experience
Champion Melbourne’s visitor experiences
Co-operative Marketing
Promote Melbourne as a compelling global destination
Industry Development
Inspire growth in Melbourne’s visitor industry
Organisational Performance
An outstanding and innovative organisation

8
Destination Melbourne
The Team
The culture at DML is one of inclusiveness and transparency.
The Team and Board are passionate about the industry. We are always
looking for ways to improve the Melbourne experience for visitors.
Visit our profiles on destinationmelbourne.com.au to read what really
inspires us.
Chris Buckingham Chief Executive
Grant Arbuckle Marketing Officer (Part Time)
Kim Cameron Marketing Intern
Denise Castro Industry Development Manager
Jacqueline DiBlasi Graphic Designer
David Ellis Financial Controller
Belinda Mammone Lead Graphic Designer
John McGaw Senior Business Development Manager
Kellie Monger Marketing Manager
Lisa Newman Media & Communications Manager
Tracy O’Brien Office Manager
Chloe Tubbs Marketing Coordinator
Lisa Velardo Industry Development Coordinator
“ Destination Melbourne is on the journey from good to great. We are unified by our
values and shared commitment to delivering our new strategic plan.
Chris Buckingham, CEO,
destination Melbourne
“
The Board
Tina Leonard (Chairperson) Legal Counsel Enterprise Business Services
Clive Dwyer (Deputy Chairperson) Director, Business Development Melbourne Convention & Exhibition Centre
Kyle Johnston Senior Consultant Coffey Sport and Leisure
Peter Jones Managing Director Peter Jones Special Events
Brian King Professor of Tourism, Industry &
Community
Victoria University
Greg Moore General Manager Crown Promenade Hotel
Kay Rundle Chief Executive Officer City of Port Phillip
Sarah Seddon Group Marketing Manager Atlantic Group [v] of Companies
Richard Smith Director Mellar Marketing
Damian Tkalec Executive General Manager,
Corporate Development
Melbourne Airport
Scott Vickers-Willis Executive Director The Techne Group
Dorana Wirne (Ex Officio) General Manager,
Product and Destination Marketing
Tourism Victoria

10 Marketing Program
Marketing
Program
Get involved
This marketing program provides you
with the tools you need to promote
your product to Victorian, interstate and
international visitor markets at their place
of origin and on arrival in Melbourne.
It reflects our commitment to developing
integrated and innovative marketing
campaigns that provide results. You will
find details of key campaigns, digital
opportunities and publications, including
cost of participation, booking and material
deadlines and campaign roll out dates.
For more information on how to particapte
in our marketing program please contact:
John McGaw | 0422 934 093
Lisa Newman | 0450 603 086

12 Brand Melbourne
Brand
Melbourne
Destination Melbourne is committed to a unified brand structure for Melbourne.
We continue to support greater alignment between Melbourne’s leading brands.
Destination Melbourne works in partnership with City of Melbourne and Tourism
Victoria to promote Brand Melbourne through tactical campaigns, our publications
and digital marketing activities.
The Melbourne Offer
Market research shows Melbourne continues to be seen as Australia’s most vibrant,
creative and ‘edgy’ city. While these findings help to reinforce Melbourne’s image
as a significant cultural tourism destination, research also indicated many interstate
consumers felt they knew the city too well.
This research is the foundation for Play Melbourne - the tenth phase of Victoria’s
highly successful Jigsaw campaign. Building on the success of the It’s easy to
lose yourself in Melbourne campaign, Play Melbourne depicts a city that is vibrant,
energetic and colourful and encourages visitors to reawaken their curiosity and
explore Melbourne on a whim.
Reinforcing Melbourne’s reputation as a city of endless possibilities, the campaign
centres on the idea that if you are curious enough to take a chance, you’re bound to
discover one of Melbourne’s many treasures.
The campaign, which commenced in June 2011, targets Creative Opinion Leaders
who have extensive social networks and are strong generators of positive word of
mouth. It aims to entice them to play Melbourne, and share their experience with
their friends.
The $14 million campaign was launched with a 60-second television commercial
which aired nationally across free-to-air television networks and subscription
channels. Key target markets for the campaign are Sydney, Adelaide, Brisbane and
Perth, and it will launch in New Zealand in early 2012.
City of Melbourne
The City of Melbourne delivers a range of marketing and communication activities
through annual seasonal and destination marketing programs, aimed at driving
visitation and supporting the city’s events, attractions and local businesses.
Campaigns position Melbourne as the leading destination of choice and are primarily
targeted at Melburnians who live within 20 kilometres of the city, and visitors once they
arrive in Melbourne.
Brand Victoria
Brand Victoria is the international destination brand for the State of Victoria. It is
designed to position the State as a destination of choice for international students,
investors, skilled migrants and visitors. The brand is represented by a brand mark and
associated brand messages that are utilised by government agencies and private
organisations to enable a cohesive approach to marketing Melbourne and Victoria’s
competitive international products.

23
16
4
10
Publications
The Melbourne Official Visitor Guide (OVG) is the industry’s
flagship publication. It is a practical guide that gives visitors a
comprehensive overview of things to see and do in Melbourne
and surrounding regions. The guide is produced quarterly
and showcases the experiences on offer during each season.
Destination Melbourne distributes more than one million
printed copies every year at key points of arrival throughout
Melbourne. It is the cornerstone of every effective tourism
marketing strategy.
OVG digital
Each season the Official Visitor Guide is also available as an
iPad App. The application features all of the content in the
print version of the Guide with basic functional technology.
This initiative was driven by our commitment to innovation,
enhancing the visitor experience and providing new
opportunities for our advertisers to reach and engage with
the tourism market. In the first six months, the guide was
downloaded from iTunes over 5,000 times.
To support the increasing numbers of visitors with
Smartphones, Destination Melbourne will launch the Official
Visitor Guide as a Smartphone App. from Spring 2012. Content
on the Smartphone will be drawn from the print version and will
allow users to research, plan and purchase experiences before
they arrive in Melbourne.
24
8
10
Official Visitor Guide
11
16
11
10
15
11
12
12
13
13
14
14
15
15
9
16
16
fold line
A B C d e f G H i J K
distribution
The guide is endorsed by City of Melbourne, Tourism Victoria,
Melbourne Airport, Melbourne Convention + Visitor Bureau,
fold line
oBc
Melbourne Convention and Exhibition Centre and Australian
Hotels Association.
Exclusive
» International Terminal Melbourne Airport (190,000* p.a.)
» Skybus - Tullamarine Airport and Southern Cross Station
(175,000* p.a.)
» City Circle Tram (120,000* p.a.)
» Sunbus - Avalon Airport (5,000* p.a.)
» Melbourne Convention and Exhibition Centre
fold line
fold line
MELBOURNE
Front cover
in Spring
Offi cial Visitor Guide
Spring racing carnival
15/07/11 12:49 PM
Non Exclusive
» Melbourne Visitor Information Centres - Federation Square
and Bourke Street Mall (127,000* p.a.)
» Avalon Airport (8,400* p.a.)
» Direct distribution to conference delegates through MCVB
» City and metropolitan hotels and attractions
» Accredited Visitor Information Centres throughout Victoria
» Tourism Victoria offices nationally and internationally
» Victorian Tourism Information Service (VTIS)
» Backpacker hostels
» The Block Arcade
*Distribution figures are sourced from our two distribution warehouses,
Scope and Brouchuresdm
Print Run
250,000 copies per edition
Size of Publication
A5 - 148 pages
OVG Coupons
Coupons are a seasonal collection of special offers produced
as an insert in the Official Visitor Guide. They provide visitors
with incentives to encourage greater dispersal and yield.
The coupons are also a great way for advertisers to track the
response to their participation in the Guide. The coupons are
offered free of charge to advertisers that participate in all four
editions of the guide.
OVG Special Event and Conference Promotions
The Official Visitor Guide can also be customised for major
events and conferences with a special wrap or editorial
feature. This is a cost effective way of providing visitors with a
customised guide providing core event and visitor information.
The minimum wrap run is 1,000 copies.
perf line fold line perf line
autumn coupon
offers & deals
perf line perf line
perf line
perf line
perf line
perf line
SPORTS CAR RENTALS & DRIVE DAYS
SPORTS CAR RENTALS AUSTRALIA
10% discount on all full priced bookings
for both rentals and drive days.
3/68 Green Street, Cremorne
1300 747 785
www.scra.com.au
For more information refer to page 28 of this guide
T&C: Valid until end of 2012.
FREE VINTAGE TRAM TOUR
CENTRAL DEBORAH GOLD MINE
AND BENDIGO TRAMWAYS
Present this coupon when you purchase an
Underground Adventure Mine Tour to redeem
your o er.
76 Violet Street, Bendigo
(03) 5443 8322
www.central-deborah.com
For more information refer to page 120 of this guide.
T&C: No under 8s. Minimum of 2 participants required.
10% RETAIL SHOP MERCHANDISE
SHRINE OF REMEMBRANCE
Present this voucher and receive a 10%
discount o any purchase at the Shrine of
Remembrance Retail shop.
Birdwood Avenue, Melbourne
(03) 9661 8100
www.shrine.org.au
For more information refer to page 34 of this guide.
T&C: Minimum spend $20.
perf line
perf line perf line
50% OFF OPALS, PEARLS AND DIAMOND
JOHNSTON JEWELLERS
proudly sponsored by
50% o all the regular prices of pearl, opal
and diamond jewellery on presentation
of this voucher.
perf line
124 Exhibition Street, Melbourne
(03) 9650 7434
www.johnstonjewellers.com.au
For more information refer to page 60 of this guide.
T&C: Excludes clearance goods. Valid until 31/05/2012
perf line
10% OFF SKYDECK 88 ENTRY
EUREKA SKYDECK 88
Experience the awe inspiring views from
the Southern Hemisphere’s highest viewing
platform – with the world’s only Edge Experience.
7 Riverside Quay, Southbank
(03) 9693 8888
www.eurekaskydeck.com.au
For more information refer to page 46 of this guide.
T&C: Does not include the Edge Experience. Not valid with any other
o er. Valid until 31/05/2012.
20% OFF ADMISSION
MELBOURNE AQUARIUM
Receive 20% o admission when you
visit Melbourne Aquarium.
Cnr King and Flinders Street, Melbourne
(03) 9923 5925
www.melbourneaquarium.com.au
For more information refer to page 43 of this guide.
T&C: O er valid until 31/05/2012, not valid in conjunction with any
other o er. Only valid on individual admission.
$30 OFF YOUR TANDEM SKYDIVE
SKYDIVE THE BEACH MELBOURNE
Present this coupon upon check-in to receive
$30 o your tandem skydive PLUS receive a
free Skydive the Beach Melbourne t-shirt!
St Kilda Marina, Marine Parade, St Kilda
1300 798 843
www.skydivethebeachmelbourne.com
For more information refer to page 24 of this guide.
T&C: Bookings essential. One coupon per person. Direct bookings only.
Not available with any other discount or o er. Expires 30/06/2012.
FREE DESSERT
CAFÉ ITALIA
Receive a free dessert of your choice, with
every meal purchased over $17.
56-66 University Street, Carlton
(03) 9347 0638
www.cafeitalia.com.au
For more information refer to page 78 of this guide
T&C: Valid Sunday - Thursday, only one coupon required per table.
(dessert special not included). Valid to 31/05/2012.
Date Event Name Venue & Further Information Date Event Name Venue & Further Information Date Event Name Venue & Further Information Date Event Name Venue & Further Information
Wed 29 Sep Spring Racing Carnival Private media launch
Sat 16 Oct PJA & Blue Pyrenees Avoca Cup Avoca Racecourse 0402 997 926
Sun 31 Oct Kilmore Sportingbet Spring Race Kilmore Racecourse 03 5783 0700
Sat 6 Nov Emirates Stakes Day Flemington 1300 72 75 75
Launch
www.springracingcarnival.com.au
www.countryracing.com.au/clubs/avoca
Day
www.countryracing.com.au/clubs/kilmore
www.melbournecup.com
Thu 30 Sep Visitors' Centre and Flemington 1300 72 75 75
Sun 17 Oct Darley Seymour Cup Seymour Racecourse 03 5799 1681
Sun 31 Oct T'Gallant Peninsula Cup Mornington Racecourse 03 5975 3310
Sat 6 Nov Ballan Cup @ Geelong Geelong Racecourse 03 5229 4414
Heritage Walk Launch www.melbournecup.com
www.countryracing.com.au/clubs/seymour
www.mrc.net.au
www.countryracing.com.au/clubs/ballan
Thu 30 Sep Hatstravagance
The Atrium, Flemington 1300 72 75 75
Sun 17 Oct Miller Contractors & Plant Hire Horsham Racecourse 03 5358 5288
Mon 1 Nov Cup Eve Gala Dinner Grand Hyatt Melbourne 1300 72 75 75
Sun 7 Nov Out of Africa Race Day Cranbourne Racecourse 03 5996 1300
bought to you by Yellowglen www.melbournecup.com
Horsham Cup
www.countryracing.com.au/clubs/horsham
www.melbournecup.com
www.countryracing.com.au/clubs/
Fri 1 Oct The Age Caulfield Ladies Carousel, Albert Park Lake 03 9257 7100
Tue 19 Oct Tatts Cox Plate Breakfast with the Moonee Valley Racecourse 1300 79 79 59
cranbourne
Mon 1 Nov Emirates Melbourne Cup Parade Swanston St, Melbourne 1300 72 75 75
Luncheon
www.caulfieldracing.com.au
Best & Radio Sports 927 Barrier www.coxplate.com.au
www.melbournecup.com
Sun 7 Nov NMIT Ararat Gold Cup Ararat Racecourse 03 5358 5288
Draw
www.countryracing.com.au/clubs/ararat
Sat 2 Oct Melbourne Cup Carnival Flemington 1300 72 75 75
Tue 2 Nov Emirates Melbourne Cup Day Flemington 1300 72 75 75
Preview Day featuring the www.melbournecup.com
Wed 20 Oct Centrebet.com Geelong Cup Geelong Racecourse 03 5229 4414
www.melbournecup.com
Sat 13 Nov Sandown Classic Day Betfair Park 03 9257 7100
G1 Turnbull Stakes
www.countryracing.com.au/clubs/geelong
www.melbourneracingclub.net.au
Tue 2 Nov Melbourne Cup Day @ Moe Moe Racecourse 03 5120 1333
Sat 2 Oct Gunbower Cup Gunbower Racecourse 03 5482 2487
Wed 20 Oct Tatts Cox Plate Ball Moonee Valley Racecourse 1300 79 79 59
www.countryracing.com.au/clubs/moe
Sat 13 Nov Betfair Dunkeld Races - featuring Dunkeld Racecourse 0400 557 625
www.countryracing.com.au/clubs/gunbower
www.coxplate.com.au
Royal Mail Hotel William Thomson www.countryracing.com.au/clubs/
Tue 2 Nov Melbourne Cup Day @ Bairnsdale Bairnsdale Racecourse 03 5152 4057
Sat 2 Oct Murtoa Cup Murtoa Racecourse 03 5358 5288
Thu 21 Oct Tatts Cox Plate Business Luncheon Moonee Valley Racecourse 1300 79 79 59
Dunkeld Cup
dunkeld
www.countryracing.com.au/clubs/bairnsdale
www.countryracing.com.au/clubs/murtoa
www.coxplate.com.au
Sun 14 Nov Donald Cup Donald Racecourse 03 5358 5288
Tue 2 Nov Melbourne Cup Day @
Wangaratta Racecourse 03 5722 1242
Sun 3 Oct McCormick Benalla Gold Benalla Racecourse 03 5762 2543
Fri 22 Oct David Jones Ladies' Fashion Moonee Valley Racecourse 1300 79 79 59
www.countryracing.com.au/clubs/
Wangaratta
www.countryracing.com.au/clubs/wangaratta
Cup
www.countryracing.com.au/clubs/benalla
Luncheon
www.coxplate.com.au
donald
Sun 3 Oct Patties Foods Bairnsdale Bairnsdale Racecourse 03 5152 4075
Sat 23 Oct RK Macey St Arnaud Cup St Arnaud Racecourse 03 5358 5288
Tue 2 Nov Melbourne Cup Day @ Wodonga Wodonga Racecourse 02 6056 1214
Sun 21 Nov Sportsbet.com.au Ballarat Cup Ballarat Racecourse 03 5334 6273
Cup Day
www.countryracing.com.au/clubs/bairnsdale
www.countryracing.com.au/clubs/starnuad
www.countryracing.com.au/clubs/wodonga
www.countryracing.com.au/clubs/
ballarat
Sat 9 Oct Pakenham Guineas Day Pakenham Racecourse 03 5941 1207
Sat 23 Oct Tatts Cox Plate Day Moonee Valley Racecourse 1300 79 79 59
Tue 2 Nov Moama Bowling Club's Melbourne Echuca Racecourse 03 5482 2487
www.countryracing.com.au/clubs/pakenham
www.coxplate.com.au
Cup Day Races @ Echuca www.countryracing.com.au/clubs/echuca
Sat 9 Oct The Age Caulfield Guineas Caulfield Racecourse 03 9257 7100
Sun 24 Oct Eastcoast Plumbtec Sale Cup Sale Racecourse 03 51442962
Tue 2 Nov Melbourne Cup Day @ Horsham Horsham Racecourse 03 5358 5288
For the Full events calendar visit:
Day
www.caulfieldracing.com.au
www.countryracing.com.au/clubs/sale
www.countryracing.com.au/clubs/horsham
www.springracingcarnival.com.au
Sat 9 Oct GRAINassist Manangatang Manangatang Racecourse 03 5032 2110
Sun 24 Oct Sungold Milk Terang Cup Terang Racecourse 0400 557 625
Tue 2 Nov Melbourne Cup Day @ Mildura Mildura Racecourse 03 5032 2110
For Further inFormation and tickets For the spring
Cup Day
www.countryracing.com.au/clubs/manangatang
www.countryracing.com.au/clubs/terang
www.countryracing,com.au/clubs/mildura
racing carnival around melbourne and victoria visit:
Sun 10 Oct Kilmore Regional Cup Kilmore Racecourse 03 5783 0700
Tue 26 Oct Breakfast with the Stars The Terrace Restaurant, Flemington 1300 72 75 75 Wed 3 Nov VRC Oaks Club Lunch Crown Palladium 1300 72 75 75
www.caulfieldracing.com.au
www.countryracing.com.au/clubs/kilmore
www.melbournecup.com
www.melbournecup.com
www.coxplate.com.au
www.melbournecup.com
Sun 10 Oct TAB Big6 Cranbourne Cup Cranbourne Racecourse 03 5996 1300
Wed 27 Oct Jayco Bendigo Cup Bendigo Racecourse 03 5448 4209
Wed 3 Nov Compass Windows Kyneton Cup Kyneton Racecourse 03 5422 1866
www.countryracing.com.au
Day
www.countryracing.com.au/clubs/cranbourne
www.countryracing.com.au/clubs/bendigo
www.countryracing.com.au/clubs/kyneton
Wed 13 Oct Schweppes Thousand Caulfield Racecourse 03 9257 7100
Sat 30 Oct AAMI Victoria Derby Day Flemington 1300 72 75 75
Thu 4 Nov Crown Oaks Day Flemington 1300 72 75 75
Guineas Day
www.caulfieldracing.com.au
www.melbournecup.com
www.melbournecup.com
Thu 14 Oct GPG Mobil Moe Cup Moe Racecourse 03 5120 1333
Sat 30 Oct Elders Mt. Wycheproof Cup - Mt Wycheproof Racecourse 03 5032 2110
Thu 4 Nov Pakenham Gazette Oaks Day Pakenham Racecourse 03 5941 1207
www.countryracing.com.au/clubs/moe
Derby Day in the country www.countryracing.com.au/clubs/mtwycheproof
www.countryracing.com.au/clubs/pakenham
Sat 16 Oct BMW Caulfield Cup Day Caulfield Racecourse 03 9257 7100
Sat 30 Oct Moyne Shire Derby Day Mortlake Mortlake Racecourse 0400 557 625
Thu 4 Nov Warrnambool Mazda Oaks Day Warrnambool Racecourse 03 5562 2211
www.caulfieldracing.com.au
Cup
www.countryracing.com.au/clubs/mortlake
www.countryracing.com.au/clubs/warrnambool
www.springracingcarnival.com.au
FolD FolD FolD
ParticiPation cost - incluDes Digital & Print
(excluDing gst)
SIZE OF ADVERT 4 EDITIONS PER EDITION
Print Run 1,000,000 250,000
Full Page $20,455 $5,680
Half Page $11,650 $3,235
Third Page $8,325 $2,315
Quarter Page $6,765 $1,880
perf line fold line
perf line
Fold Fold Fold
Coupon Outside_OVG Autumn 2012.indd 6-7
Coupon Outside_OVG Autumn 2012.indd 2-3 15/12/11 3:36 PM
perf line
perf line fold line
perf line
perf line fold line perf line
perf line
geTTing TheRe RaCing PaCKages
Melbourne racecourses are within easy reach of the CBD.
Caulfield
During the Spring Racing Carnival, public transport runs
The Melbourne Spring Racing Carnival begins at Caulfield. Year on year, the
Caulfield Spring Racing Carnival dominates Australia’s sporting calendar as
frequently and is easy to use.
one of its premier events. But it represents more than just a chance to see
first class racing. Caulfield is also the ideal entertaining environment.
The Parade lounge Marquee
Caulfield RaCeCouRse MaTCh youR floWeRs To
• Offering a vibrant racing atmosphere and prime trackside views
Trains: Frankston, Cranbourne and RaCe days
• Enjoy a delicious grazing menu and beverage package
Pakenham lines depart regularly from During the 50 days of the carnival there
• DJ entertainment
Flinders Street to Caulfield Station, are 10 that have a signature flower. Wear
• Admission and complimentary race book
opposite the course. The journey takes the bloom of the day to spruce up your
The Age Caulfield guineas day: $310pp
approximately 15 minutes.
suit lapels, your hat or decorate your hair.
schweppes Thousand guineas day: $245pp
Tram: Board the number 3 tram from
BMW Caulfield Cup: $425pp
Swanston Street in the city. The journey
For all your floral needs visit:
further information: www.caulfieldracing.com.au or call 1300 GO RACE
takes approximately 25 minutes.
www.marketfresh.com.au/flowers
Moonee Valley RaCeCouRse
Moonee Valley
Train: The Craigieburn line train runs
White freesia
There is no better racetrack in Australia to witness first-class
from Flinders Street station to Moonee
Melbourne Cup Carnival
thoroughbred racing than Moonee Valley. Tatts Cox Plate Day offers a
Preview Day featuring the
Ponds station. The course is a 10-minute
range of entertainment and dining packages with spectacular views of the
Turnbull Stakes (G1)
walk down Puckle Street, across Moonee
racecourse and beyond to Melbourne’s city skyline.
Flemington Racecourse
Ponds junction to Dean Street, turn
The Cheval enclosure
left into McPherson Street for the main
orchid
• First class viewing of the David Jones Fashions on the Field
entrance.
Melbourne’s GPO Girls Night Out
• Live music
Trams: The number 59 tram from
Moonee Valley Racecourse
• Great food, beverages, and fashion
Elizabeth Street arrives directly at
All for only $220 per person
Moonee Ponds junction. MVRC main
lavender
The Age Caulfield Guineas Day
further information: www.coxplate.com.au or call 1300 79 79 59
For 50 fabulous days and nights Each raceday is a colourful spectacle,
entrance is a 200 metre walk.
Caulfield Racecourse
during spring, Victoria unveils the most and some are steeped in tradition.
fleMingTon RaCeCouRse
spectacular racing, fashion and social Where better to find a new outfit than
dutch Blue iris
Trains: Race trains depart from Flinders
flemington
Schweppes Thousand
The Melbourne Cup Carnival is an unparalleled four day celebration of
event in Australia. Attracting the world’s in Melbourne, one of the world’s great
Street, stopping at Southern Cross
Guineas Day
racing, style, fashion and glamour. The Melbourne Cup Carnival runs from
Station and North Melbourne, then
finest thoroughbreds, trainers and fashion and shopping cities.
Caulfield Racecourse
Saturday 30 October until Saturday 6 November and this year marks
express to Flemington.
jockeys, fashion designers, milliners,
the 150th running of the Melbourne Cup - an important milestone in
The Spring Racing Carnival showcases
Trams: The number 57 tram departs
White Rose
the nation’s history.
celebrities and entrepreneurs, the all that is great about Victoria with
from the corner of Elizabeth and Flinders
BMW Caulfield Cup Day
Spring Racing Carnival is an exciting meetings staged in the capital city of
Streets. Trams stop at Flemington Drive
Caulfield Racecourse
Riverside enclosure Packages
• Located at the western end of the racecourse, along the banks of the
seven weeks of fashion, celebration and
off Epsom Road.
Melbourne and at picturesque country
ferries: Ferry services operate
Cecil Brunner Rose
Maribyrnong River.
of course horse racing!
racecourses across the state. Frock up
Tatts Cox Plate Day
from the city to Flemington along the
• This outdoor enclosure is the ideal place for small groups who seek a
Moonee Valley Racecourse
relaxed atmosphere.
This year marks the 150th running and escape the city to attend one of
Maribyrnong River.
of the Melbourne Cup - the world’s the 68 country race meetings around
visit: www.cityrivercruises.com.au
aaMi Victoria derby day: $295pp
Cornflower
emirates Melbourne Cup day: $340pp
richest premier staying handicap. Victoria this Spring Racing carnival.
CounTRy RaCe days
AAMI Victoria Derby Day
Crown oaks day: $240pp
Flemington Racecourse
A race that stops a nation is the So pick an outfit, don a hat and join
Train: Country trains depart Southern
emirates stakes: $160pp
peak event of the Carnival. Around the
Cross and link Melbourne with the
the thousands of elegantly dressed
yellow Rose
further information: www.melbournecup.com or call 1300 727 575
city the carnival party includes fashion
country centres. For more information
Emirates Melbourne Cup Day
racegoers at this year’s Spring Racing
about routes, fares and timetables within
Flemington Racecourse
parades, hosted breakfasts, luncheons Carnival.
Victoria, visit: www.vline.com.au
Country
and dinners.
Car: If you are planning to drive to a
Pink Rose
Spring Racing in the country is a great affordable day out at the races
Crown Oaks Day
Fashion is synonymous with the Spring
country race day, make sure you know
where there is fun and fashion and you can get up close and personal
Flemington Racecourse
about the CityLink express tollway that
with the horses. With 68 race meetings to choose from over the carnival
Racing Carnival. Expect to see elegant
there is something for everyone from food and wine, live music, free family
links Melbourne’s three major freeways,
couture, eccentric and comic costumes
Red Rose
activities and corporate hospitality to suit every budget.
the Westgate, Monash and Tullamarine.
Emirates Stakes Day
and fantastic head wear.
To find out more or to purchase a pass
Flemington Racecourse
get your heart racing today visit: www.countryracing.com.au
visit: www.citylink.com.au or call 13 26 29.
or call 1300 139 402
FolD FolD FolD
Fold Fold Fold
50% OFF YOUR
DOCKED
Get 50% o your f
Wednesdays, Thu
Level 2/106 Harbour
(03) 9642 1882
www.docked.com.au
For more informatio
T&C: Valid between 7pm a
ONE EXTRA PAS
TOURS ON TR
One extra passeng
1 hour or greater
756a Bourke Street, D
(03) 9670 6930
www.toursontrike.com
For more informatio
T&C: No other discounts ap
Valid until 31/05/2012
30% DISCOUNT
DRACULA’S C
Take this coupon
a 30% discount o
designed souvenir
100 Victoria Street, C
1800 Draculas
www.draculas.com.au
For more informatio
T&C: Not to be used with a
O er ends 31/10/2012
FREE GPS NAVIG
NETWORK CA
FREE GPS navigati
any vehicle.
(03) 9326 0631 or 18
For more informatio
T&C: Valid until 31/05/201

18
Publications
Melbourne
Style
Melbourne Style Magazine motivates people from regional
Victoria to visit Melbourne. It is a cost effective way of reaching
the intrastate market. Produced quarterly, each edition
focuses on the key themes of the season, providing the
consumer with timely information for visiting or planning their
next trip to Melbourne. It brings to life the key strengths of
Melbourne, the people, the places, the arts, theatre & culture,
attractions, parks, shopping and dining that define
the Melbourne experience.
distribution
The magazine is released in the first week of the season
through regional insertions in the Herald Sun. It covers all
of Regional Victoria including Geelong. The Herald Sun is
Victoria’s number one selling newspaper, with a total readership
of 1,338,000 (Monday - Friday)*.
Melbourne Style edMs
Our research has found that one of the most popular
sections among readers of Melbourne Style is the seasonal
accommodation offers. Each season, Melbourne Style
advertisers have the opportunity to participate in a range of
eDMs (electronic direct mail) that will target the intrastate
market to reinforce the themes and offers each season.
These eDMs will provide advertisers with an additional
opportunity to reach the interstate market.
*Source: Roy Morgan Research September 2010.
Melbourne
Summer
Style
ParticiPation cost (excluDing gst)
Summer nights
in Melbourne
SIZE OF ADVERT 4 EDITIONS PER EDITION
Print Run 960,000 240,000
Full Page $27,360 $7,600
Half Page $14,220 $3,950
Quarter Page $8,280 $2,300
Sixth Page $5,040 $1,400
Accommodation
Guide
The Melbourne Accommodation Guide showcases the
range of accommodation available in Melbourne. It includes
comprehensive information on key features of each property
and any accreditations and star ratings. The guide’s distribution
strategy is tailored to influence the top end of the business and
leisure market.
All advertisers receive a listing and map placement in the
Melbourne Official Visitor Guide, a quarter page listing in
the OVG iPad App. and a free online listing on
visitvictoria.com, the most visited state website in Australia.
Advertisers also have an exclusive opportunity to promote on
Trip Advisor, the world’s most comprehensive and utilised travel
planning guide. Destination Melbourne has advertising space
on the Melbourne homepage which is exclusive to advertisers
of the Accommodation Guide.
distribution
» Distribution through niche publications capturing the business
and leisure market
» Accredited Visitor Information Centres throughout Victoria
» Victorian Tourism Information Service (VTIS)
» Domestic and international trade events
» Conference marketing
Print Run
50,000
Size of Publication
A4 - 44 pages
Booking deadline
9 November 2012
Material deadline
14 November 2012
Publication Release date
January 2013
ParticiPation cost (excluDing gst)
SIZE OF ADVERT PER EDITIONS
Print Run 50,000
Full Page $6,410
Half Page $3,780
Third Page $2,440
Sixth Page $1,390

20
Publications
Official Visitor Map Melbourne &
Surrounds Map
The Official Visitor Map provides a comprehensive overview
of how to get around Melbourne. The map covers the inner
city and immediate surrounds, detailing Melbourne’s train and
tram services and features key attractions within the CBD and
city fringe.
distribution
» Melbourne Visitor Information Centres - Federation Square
and Bourke Street Mall
» Flinders Street and Southern Cross railway stations
» City Circle tram
» Direct distribution to conference and event delegates via
Melbourne Convention + Visitors Bureau
» Melbourne conference venues
» City and metropolitan hotels and attractions
» Accredited Visitor Information Centres throughout Victoria
» Victorian Tourism Information Service (VTIS)
Print Run
750,000
Size of Publication
DL (fold out to 28 panels)
2012 Map 2013 Map
Booking deadline: Booking deadline
10 April 2012
13 April 2013
Material deadline
Material deadline
17 April 2012
20 April 2013
Publication Release date Publication Release date
June 2012
June 2013
MELBOURNE
Official Visitor Map
Discover Melbourne
2012 ParticiPation cost (excluDing gst)
SIZE OF ADVERT PER EDITIONS
Print Run 750,000
Standard Ad $1,100
The Melbourne & Surrounds Visitor Map provides an ideal
itinerary for exploring regions just a short drive from Melbourne.
It’s the perfect guide for those wanting to travel a little further
afield and discover the attractions, accommodation and culture
on offer in Regional Victoria.
distribution
» Melbourne Visitor Information Centres - Federation Square
and Bourke Street Mall
» Flinders Street and Southern Cross railway stations
» V/Line
» Skybus visitor Terminal
» Direct distribution to conference and event delegates via
Melbourne Convention + Visitors Bureau
» Melbourne conference venues
» City and metropolitan hotels and attractions
» Accredited Visitor Information Centres throughout Victoria
» Victoria Tourism Information Service (VTIS)
Print Run
200,000
Size of Publication
DL (fold out to 24 panels)
Sponsored by Metlink Sponsored by Metlink
2012 Map 2013 Map
Booking deadline: Booking deadline
10 April 2012
13 April 2013
Material deadline
Material deadline
17 April 2012
20 April 2013
Publication Release date Publication Release date
June 2012
June 2013
MELBOURNE &
SURROUNDS
Official Visitor Map
Beyond Melbourne
2012 ParticiPation cost (excluDing gst)
SIZE OF ADVERT PER EDITIONS
Print Run 200,000
Standard Ad $910

22
Publications
Cruise Arrivals Guide
In 2011 - 2012, Melbourne experienced a record number of
cruise ship arrivals with over 56 vessels containing over 70,000
passengers and crew. The cruise ship market is one of the
highest yielding segments, with direct expenditure for the
2010-11 season totalling $68.5 million*. It is predicted that the
industry will continue to grow in size over the next few years.
The Melbourne Cruise Arrivals Guide provides cruise ship
passengers with information on activities and experiences
that can be undertaken while they are in Melbourne. As cruise
passengers are generally in Melbourne for less than a day,
the guide features product and experiences in close proximity
to the city. It is an invaluable resource for passengers and
crew featuring a map from Station Pier to the inner city, and
information on attractions, dining and shopping in Melbourne.
Source: Economic Impact Assessment of the Cruise Shipping Industry
in Australia, 2010 - 2011
distribution
» Visitor Information desk at cruise terminal at Station Pier
» Inbound tour operators arranging shore excursions
» Distributed on some cruises prior to arrival in Melbourne
Print Run
25,000
Size of Publication
DL (fold out to 24 panels)
Booking deadline
13 July 2012
Material deadline
20 July 2012
Publication Release date
September 2012
MELBOURNE
Cruise Arrivals Guide
Discover the city and beyond
2012 ParticiPation cost (excluDing gst)
SIZE OF ADVERT PER EDITIONS
Print Run 25,000
Standard Ad $1,100
MCEC Map
The Melbourne Convention and Exhibition Centre (MCEC) is
one of the most architecturally stunning and environmentally
savvy convention and exhibition centres in the world.
The centre plays a lead role in supporting Melbourne’s
Business Events industry, the highest yielding sector of
the tourism industry. Business events create employment,
encourage dispersal into regional Victoria and generate $1.2
billion annually for the Victorian economy*.
Visit our town for an
The MCEC Map provides industry with the opportunity to tap outlet and specialty
into this high yield market. It’s a comprehensive, high quality shopping experience.
useFul inForMAtion
guide to inner Melbourne and is produced and designed
Melbourne Visitor Centre at Federation Square
The MVC offers a wide range of free brochures, maps and event
guides with plenty of suggestions and friendly advice on what to see
specifically for conference and exhibition and do in Melbourne delegates and Victoria. Souvenirs and internet visiting
access are
available, along with an accommodation and tour booking service.
the MCEC. Distributed exclusively through Open daily from 9am to 6pm, the excluding Melbourne
Christmas Day.
Melbourne Visitor Booth in the Bourke Street Mall
Located in the heart of the Bourke Street Mall, friendly volunteers
Convention and Exhibition Centre, the will provide map you with maps and is information perfect on shopping, attractions for
and events.
advertisers located within easy reach Mon to Sat of 9am to the 5pm and Sun MCEC.
10am to 5pm, excluding Good
M-Connect
Mon to Sat 10am to 4pm and Sun noon to 3pm, excluding Good
Friday and Christmas Day.
Melbourne Greeter Service
MCEC is the only convention centre The in Melbourne Australia Greeter Service is a free multilingual, that two to has four
hour walking orientation of the city. English orientations depart daily
at 9.30am from the Melbourne Visitor Centre at Federation Square,
a Smartphone App. specially tailored excluding for Good Friday delegates and Christmas Day. Bookings are to essential, the
visit www.thatsmelbourne.com.au/greeter or phone 9658 9658.
Melbourne City Tourist Shuttle
building. The App. provides information on the venue as well
The free shuttle bus is a great way to see many of Melbourne’s best
attractions. You can hop on and off at any of the 13 stops along the
route at key city locations. The complete trip takes approximately
as maps, transport and visitor information. Advertisers in the
90 minutes and includes an informative audio commentary. The bus
runs every 30 minutes between 9.30am and 4.30pm daily excluding
Christmas day.
MCEC Map receive a listing in the destination information
section of the App.
*Source: MCVB
distribution
» Exclusively through the Melbourne Convention and
Exhibition Centre
Print Run
200,000
Size of Publication
DL (fold out to 24 panels)
Booking deadline
24 April 2012
Material deadline
1 May 2012
Publication Release date
June 2012
Friday and Christmas Day.
City Ambassadors
Dressed in their distinctive red uniforms, the City Ambassadors
provide a mobile information service in the central city.
More information
03 9658 9658
www.thatsmelbourne.com.au/touristinformation
tourism@melbourne.vic.gov.au
TOO MUCH TEXT
• Australia’s favourite outlet and specialty
shopping destination
• Visit the Tourism Lounge to pick up your free
Tourism Club Card offering even further discounts
and complimentary services and refreshments.
Open 7 days a week
Mon-Thurs 10.00am-6.00pm
fri 10.00am-9.00pm
Sat 10.00am-6.00pm, Sun 10.00am-5.00pm tourismclub there’s
Entry off Footscray Road, Melbourne Docklands
harbourtownmelbourne.com.au Ph (03) 9328 8600
no town like it
Committed to being green
Did you know that the MCEC is the first convention centre in the
world to achieve a 6 Star Green Star environmental rating? We take
environmental issues seriously and this is reflected in our architecture,
the way we work and the green alternatives that we offer our clients.
Just present your event accreditation at any MCEC customer service
desk for your VIP Pass.
Would you like to experience Melbourne as a VIP?
All registered delegates and exhibitors at the MCEC can discover
Melbourne as a VIP with the MCEC VIP Pass filled with exclusive offers
to the sights, tastes and secrets of this city.
You can follow the team on their travels to Victorian wineries and
suppliers through their blog at fromfarmtofork.net.au
Food and wine
All our catering is done in-house, right down to baking our own breads
and making our own ice cream. Our award-winning food and wine team
bring the best Victorian produce to the table and develop inspiring,
seasonally driven menus.
The city is at your finger tips through M Connect. Jump online for
everything you need to know about exploring Melbourne, from
tram times to what’s hot in the city.
*conditions apply
Free Wi-Fi with M Connect
Stay connected to the world with free access to wireless internet at
the MCEC, the first centre in Australia to offer free Wi-Fi*.
There is nothing conventional about the Melbourne Convention and
Exhibition Centre!
Visitors and Melburnians alike are always struck by the architectural
brilliance of the iconic Melbourne Convention and Exhibition Centre
(MCEC). But there is more to this space then a stunning exterior.
Melbourne Convention AnD exhibition
Centre
Melbourne Convention
exhibition Centre
Melbourne
visitors MAP
VICTORIA • A USTRALIA
2012 ParticiPation cost (excluDing gst)
SIZE OF ADVERT PER EDITIONS
Print Run 200,000
Panel Ad $4,200
Standard Ad $915
visitinG Melbourne
Take a break from your conference and venture
of discovery. There’s a lot to love about Melbour
choice of restaurants and cafes, funky laneways, f
diverse inner city precincts. Here’s some informa
the most of your visit.
Dining
From cheap eats to fine dining, rooftop bars to u
city has it covered.
Whether you’re looking for a little taste of home
something exotic, you’re spoilt for choice when
cuisine.
Many Melbourne precincts are associated with fo
atmosphere of Lonsdale Street and the Italian ch
Lygon Street to the wide array of Chinese resta
Bourke Street in Chinatown.
Melbourne also offers exceptional fine dining, se
and panache at restaurants marrying modern Au
European and Asian techniques. Take a stroll alon
Southgate, or a quick tram ride to Docklands, w
striking views of the city skyline and the waterfro
Coffee
Melbourne is the undisputed coffee capital of Au
takes its passion for the buzzy brown stuff very
many laneways across the city for a hidden café
Bars and nightlife
Throughout Melbourne’s boulevards and lanes y
fabulous little spots for getting together with col
Once-forgotten warehouses and laneways have
new venues while the city pulses with cocktail lo
underground dance dens and live music venues.
Recline on an old couch in a retro lounge bar o
beer in a pub. And of course the city is open all
is the ultimate party town.
Collins street PreCinCt
Treat Yourself to Collins Street!
Around 1895, Melbourne was described as “mag
by the flamboyant English journalist George Sala
Then, in the early 1900’s the term “Marvellous M
best words to describe our great city. They still a
which best captures that theme is Collins Street
Lieutenant Governor David Collins (1754 - 1810
and in the decades that have followed, Collins St
character which Melburnians and frankly Austral
Collins is the Premier Street of Melbourne and i
To Melburnians, Collins Street is the “Heart and
European Style City.
We invite you to treat yourself to Collins Street
enjoy the shopping - all the best names are here
Take a ride on our trams to get a feel of Collins
Spring to Spencer and then back again.
Renowned Melbourne newspaper journalist, Kei
early 1990’s of Collins Street -
“It is possible to buy anything in Collins Street, b
a million on the stock exchange, lose a million w
a ticket on the Queen Elizabeth 2, buy a cappuc
at a grand hotel, catch a tram, take out an insura
bushels of wheat, talk to God in at least three d
Night-time in Collins Street is also a spectacle, m
specially lit and another feature is the floodlightin
plane trees.
“Collins”, the book is available for purchase via t
www.collinsstreet.com.au. This 250 glossy paged
the history of Collins Street in words and fascina
within Australia and surface mail to overseas at $
Please don’t leave Melbourne without treating y
Collins Street - The Premier Street of Marvellou

24 campaigns
Campaigns
Destination Melbourne creates a series
of seasonal and annual campaigns
each year to promote Melbourne and
encourage visitation. The campaigns
provide opportunities for the Melbourne
tourism industry to work together and
access advertising campaigns that
would otherwise be cost prohibitive.
Winter Campaign
Melbourne is Australia’s most popular domestic holiday destination,
with 10 percent of Australians having at least one holiday in Melbourne
over the past 12 months*.
Each year Destination Melbourne and Tourism Victoria implement a
campaign for accommodation providers to participate in, which is
aimed at increasing visitation to and overnight stays in Melbourne
during winter.
The campaign leverages from Tourism Victoria’s Play Melbourne
marketing campaign, by promoting accommodation packages that
underpin the campaign idea.
The intrastate campaign will target the Roy Morgan sub-segment of
Creative Opinion Leaders with extensive advertising across a range of
media channels. The Winter Campaign will focus on key Melbourne
experiences, including: dining, bars, café culture, Melbourne Winter
Masterpieces, events, shopping and cultural experiences.
Additionally, there will be further opportunities to leverage Tourism
Victoria’s Play Melbourne campaign interstate throughout the year.
For more information contact:
Lisa Newman | 9869 2444 | lisa@destinationmelbourne.com.au
*Source: Roy Morgan Research, September 13, 2011
“
Advertising FeAture
Men ride bicycles along a second-storey wall,
vibrant designs surround doorways to cafes
- welcome to Hosier Lane. The laneway is
famed as one of the city’s best-known public
art spaces and most-photographed attractions,
but some of it’s more intriguing surprises are
only discovered by those who are a little more
curious. Needless to say, it’s the perfect place to
begin exploring the city. Already familiar with
local stalwarts MoVida and Misty Bar, I instead
enter the relaxed surrounds of the newly
opened Hoboken Café. The signature dish of
red beans and rice served in enamel bowls is
perfect fodder for fuelling a walk.
Between the paste-ups and artwork in
adjacent Rutledge Lane, an open door is far too
inviting not to explore. Up the wooden stairs
I find Until Never, an independent gallery
showing the work of emerging contemporary
practitioners, most of whom started as street
artists.
More galleries and gorgeous stores line
Flinders Lane, once home of Melbourne’s
garment trade. I duck into the Cathedral
Arcade, with its stained glass and leadlight
Six great excuses
to experience
Melbourne
The 2011 Destination Melbourne Winter Campaign was polished, well driven with
extensive online and print coverage especially in regional and interstate markets
and more importantly, it achieved results. We saw a considerable increase in the
number of winter accommodation packages sold year on year.
Liberty Phillips
Marketing Manager, Formerly Park Hyatt
hidden laneways
Laneways, some only wide enough for pedestrians, crisscross
Melbourne’s CBD. Take a stroll, admire the art and unearth some
of the hidden gems for which the city is famed.
ceiling. It’s like stepping into another time,
especially when I head upstairs to the
enormous vintage clothing store (the largest in
Australia, it’s said), Retrostar. Beaded cardigan
or preloved bowling shirt? Go on, then, I’ll take
both.
Degraves Street, lined with tables of lattesipping
shoppers and students, has a charm
all its own, but I’ve been told of treasure
further along: a pedestrian subway that is an
unlikely hub of creativity. On either side of the
This is a Destination Melbourne Ltd initiative Melbourne
Photographer: Ben King
rendezvous Hotel Melbourne
This award-winning hotel is the ultimate
Citadines on Bourke is perfect for a stay in
destination located in the very heart of the city. Melbourne this winter. Keep warm with a 3 night
Package includes overnight accommodation in stay for the price of 2 nights. Get more out of
a deluxe room, gourmet buff et breakfast for two, Melbourne at Citadines with the fl exibility and
valet car parking and a $20 gift voucher for two comfort of an apartment and the convenience
per stay at Pure Energy Day Spa.
of a hotel.
Book Now
T: 1800 060 786
E: res.melbourne@RendezvousHotels.com
W: RendezvousHotels.com
From $205 * per deluxe room
per night
T&C: *Quote “Destination Melbourne”. Subject to availability and
conditions apply. Valid until 30 December 2011.
Campbell Arcade is Platform, a series of glass
cases curated by artists. The aroma of fresh
espresso and the soothing sounds of Bon Iver
draw me further along to Cup of Truth, one
of Melbourne’s famed hole-in-the-wall cafes.
There’s a grouping of stores here too: local
designers at Cat’s Meow, Subject to Change and
Corky Saint Clair; vintage at Some Like it Hot;
and ’zines at Sticky Institute.
People in Melbourne will tell you not to doubt
your instinct; that if you feel as if you should
walk down that laneway, just do it. Rumours
abound that cocktail wizard Matt Bax (of
Der Raum fame) has a new venture in the
apparently deserted alleyway Presgrave Place.
Bar Americano is a blink-and-you’ll-miss-it
affair, serving coffee and meals during the day,
and aperitivos and masterfully mixed drinks
after hours. Taking a breather, this is where
I contemplate the evening ahead. Dinner at
funky Flinders Lane Thai diner Chin Chin is
high on the agenda, as is a show. love never
dies at the Regent Theatre or rock of ages at the
Comedy Theatre? Who can choose? Luckily,
there’s always tomorrow…
Citadines on Bourke Melbourne
Book Now
T: 1800 766 377
E: citadines.australia@the-ascott.com
W: citadines.com.au
From
$ 411 *
per 3
night stay
T&C: *Packages are net, room only. Packages are subject to
availability. Conditions apply. Valid until 30 September 2011.
Win one of six weekend
escapes to Melbourne
including two nights
accoMModation and
breakfast.
Tell us in 25 words or less :
“What makes Melbourne a great place for a
weekend escape?”
enTer aT:
visitvictoria.com/melbourneescape
Park Hyatt Melbourne
Warm your winter months with a luxurious
overnight stay at Park Hyatt Melbourne. Indulge
with moscato and decadent desserts delivered
to your room, buff et breakfast, valet parking and
complimentary use of Park Club Health & Day
Spa’s indoor pool, steam room and sauna.
Book Now
T: 13 12 34
E: pacifi c.reservations@hyatt.com
W: melbourne.park.hyatt.com
From $373 *
per night
T&C: *Quote “ME872”. Subject to availability and conditions apply.
Valid until 31 August 2011.
The Hotel windsor
Built in 1883, The Hotel Windsor is Australia’s
grand hotel, located at the “Paris end” of the city.
Experience the elegance and charm with a stay
at The Hotel Windsor and choose one of our
exclusive Windsor tea blends worth up to $39 or
our Windsor scarf valued at $35.
Book Now
T: (03) 9633 6002
E: reservations@thehotelwindsor.com.au
W: thehotelwindsor.com.au
From
T&C: *Subject to availability, quote promotional code “WARM”.
Valid until 2 September 2011.
Melbourne Marriott Hotel
interContinental Melbourne
The rialto
Spoil yourself this winter with our “perfect
Experience luxurious Club InterContinental.
experience package”. Stay in one of our brand Overnight accommodation for two including
new Premier rooms and enjoy a red & white breakfast, afternoon tea and evening canapés.
wine pack with a glass of sparkling wine on Explore Melbourne’s vibrant art scene visiting
arrival, valet parking, free internet* and a 10% photographer Matt Irwin’s studio selecting a
discount on all food.
piece of Melbourne from Matt’s 7x7 hand signed
canvas collection to take home.
Book Now
Book Now
T: 1800 331 118 | (03) 9660 1128
T: 1800 781 066
E: melbourne.reservations@marriotthotels.com E: reservations.melha@ihg.com
W: melbournemarriott.com.au
W: intercontinental.com/melbourne
From From
$ * 195 $259 *
$ *
per night
per night
450 per night
T&C: *Free internet if you sign up for Marriott Rewards. Terms and T&C: *Subject to availability. Studio visits to be completed Mon - Fri
conditions apply. Subject to availability. Valid until 29 September 2011. 12pm - 6pm, Sat 11am - 5pm. Valid until 30 September 2011.
From boutique labels and sleek bars to laneway culture, retro homewares
and culinary stars, there’s even more reason to head south this winter.
“It’s just near the station.” With those
none-too-specifi c directions front of mind,
I jump off the train in South Yarra and go
looking for the newest of Melbourne’s
laneways. While those in the city have
been there for many years, the concept has
been taken out of the CBD to create Yarra
Lane, the hottest new eating precinct in
town.
Strolling the contemporary lane, there are
providores, cafés and restaurants. Rustic
cool is the only way to describe coffee
supremo Salvatore Malatesta’s Outpost.
It features St Ali single-estate coffees
prepared in a variety of fashions, including
the siphon method for those who like to
taste the beans’ intricacies. Having revved
the system with an espresso (some of us
can’t go past its simplicity), it’s time to try
one of the lane’s biggest drawcards, the
funky Asian noodle bar, MoPho. Delicious
aromas fi ll the air, and the Shanghai
Three GREAT
EXCUSES to experience
MELBOURNE
This is a Destination Melbourne Ltd initiative
noodles with scallops, bacon and chilli are
simply divine.
ADVERTISEMENT
Melbourne
the new southside
Around here, Toorak Road and Chapel
Street are, of course, well known as glam
retail precincts, with both designer
labels - Scanlan & Theodore and Collette
Dinnigan, for example - and highstreet
stores like Country Road. Nearby,
however, is another street undergoing
a revival. During the nineties, Greville
Street was the centre of Melbourne’s
alternative scene, but venues closed
and mainstream stores moved in. Now,
once again, it’s attracting the cool crowd.
Locally produced jewellery begs to be
tried on at Urban Jungle, a quirky store
selling, well, lovely things; it’s a great
complement to next door’s A Shop Called
Milton, with its homewares, fashion and
art. A unique art gallery is also new to the
scene here. Signed & Numbered has very
little art on the walls, but sells limited-
Park Hyatt Melbourne
T&C: *Quote “ME872”. Subject to availability and conditions apply.
Valid until 31 August 2011.
edition prints from wooden boxes that
customers fl ick through. As the day winds
down, it’s time to relax. St Edmonds is
an industrial cool café/bar in a converted
garage hidden off Greville Street. Sitting
there, enjoying a glass of wine and a plate
of ceviche is a great fi nish to another
perfect Melbourne day.
Coming up in Melbourne
Two more reasons to spend a weekend in
the city:
• During Melbourne Open House (30-31
July), 75 buildings usually closed to the
general public are open for inspection
and behind-the-scenes tours. And it’s
all free.
• Check out Melbourne’s emerging
designers at the Up & Comers
Fashion Market held at St Ali in South
Melbourne. The next one will be held
10-11 September.
Citadines on Bourke Melbourne
T&C: *Packages are net, room only. Packages are subject to availability.
Conditions apply. Valid until 30 September 2011.
“
Image: South Melbourne’s St Ali
Win ONE OF
SIX weekend escapes
to MELBOURNE
including two
nights
ACCOMMODATION
AND BREAKFAST.
TELL US IN 25 WORDS OR LESS :
“What makes Melbourne a great place
for a weekend escape?”
ENTER AT:
visitvictoria.com/melbourneescape
Rendezvous Hotel Melbourne
Warm your winter months with a luxurious overnight stay at Citadines on Bourke is perfect for a stay in Melbourne this This award-winning hotel is the ultimate destination located
Park Hyatt Melbourne. Indulge with moscato and decadent winter. Keep warm with a 3 night stay for the price of 2 nights. in the very heart of the city. Package includes overnight
desserts delivered to your room, bu et breakfast, valet parking Get more out of Melbourne at Citadines with the fl exibility accommodation in a deluxe room, gourmet bu et breakfast
and complimentary use of Park Club Health & Day Spa’s and comfort of an apartment and the convenience of a hotel. for two, valet car parking and a $20 gift voucher for two per
indoor pool, steam room and sauna.
stay at Pure Energy Day Spa.
Book Now
Book Now
Book Now
T: 13 12 34
T: 1800 766 377
T: 1800 060 786
E: pacifi c.reservations@hyatt.com
E: citadines.australia@the-ascott.com
E: res.melbourne@RendezvousHotels.com
W: melbourne.park.hyatt.com
W: citadines.com.au
W: RendezvousHotels.com
From From
From $373 *
$ * per 3
per night
411 $205 * per deluxe room
night stay
per night
T&C: *Quote “Destination Melbourne”. Subject to availability and conditions apply.
Valid until 30 December 2011.

26 campaigns
Attractions
Campaign
You can’t do this at Home
You can’t do this at Home is the brand of our seasonal Family
Campaigns. The campaign objective is to increase traffic from regional
Victoria to Melbourne throughout the summer and autumn school
holidays.
The brand You can’t do this at Home features prominently on
creative and has strong brand equity in the regional market.
In addition to increasing traffic from regional Victoria to Melbourne,
the Family Campaign provides a cost-effective advertising
opportunity for Melbourne based attractions to reach one of their
most important markets.
The campaign creative includes a unique redeemable offer for each
attraction which promotes visitation and allows the business to track
the success of the campaign. A competition is run each season that
regularly receives in excess of 1000 entries.
Past campaigns have partnered with a variety of media including the
Herald Sun, Southern Cross Network, Austereo, kidspot.com and
visitvictoria.com.
The campaign features up to twelve attractions per season and is
regularly supported by V/Line.
For more information contact:
Lisa Newman | 9869 2444 | lisa@destinationmelbourne.com.au
“ Melbourne Museum is a regular participant in Destination Melbourne’s Family
Campaign. We see this as a great opportunity to leverage our marketing spend
and drive family visitation from both metro Melbourne and regional Victoria.
Maree Martin
Marketing Manager, Melbourne Museum
“
win
FREE FAMILY PASSES
destinationmelbourne.com.au/family
GALACTiC CiRCUS
All Action School Holiday Pass (AAP) is back
these school holidays - 3 activity choices for
one low price!
Ground Floor Crown Entertainment
Complex - Southbank
www.galacticcircus.com.au
13 26 95
FREE ENTRY - OPEN 7 DAYS
AAP is $27 in centre or pre-purchase online for $24
T&C: Pass is valid 10am - 6pm these school holidays - for full
terms and conditions visit our website.
POLLY wOODSiDE
Step aboard, join the crew and experience life at
sea in the 1800s. An interactive gallery, exciting
events and costumed, guided tours add to the
fun on the real ship.
2A Clarendon Street, South Wharf
www.pollywoodside.com.au
(03) 9699 9760
ONE FREE CHILD WITH
EACH PAYING ADULT
T&C: Quote “FREE CHILD” and receive one free child with
every standard admission ticket (adult or concession) purchased.
Not valid for special events. Valid until 31 January 2012.
Go to
LUnA PARK MELBOURnE
With 18 rides and attractions Luna Park
continues to be one of Melbourne’s favourite
destinations for family fun.
18 Lower Esplanade, St Kilda
www.lunapark.com.au
1300 888 272
20% DISCOUNT ON AN
UNLIMITED RIDE PASS
T&C: One ride ticket discount per voucher. Available until
5 February 2012. Not valid with any other offer.
PUFFinG BiLLY RAiLwAY
Enjoy a traditional steam train journey as you
travel through the magnifi cent Dandenong
Ranges. Receive one free Puffi ng Billy fl ag
upon redemption of this advertisement at our
Belgrave Booking Offi ce.
1 Old Monbulk Road, Belgrave
www.puffi ngbilly.com.au
(03) 9757 0700
DISCOUNTED FAMILY FARE
(2 adults, 4 children) from $89
T&C: Valid until 15 April 2012. Not valid for fi rst class travel, special
events, group bookings or in conjunction with any other special offer.
MEDiBAnK iCEHOUSE
Medibank Icehouse’s Summer Chills and Thrills
is the perfect place to escape the summer heat.
With daily public skating and the new exciting
thrill ride, ice tubing. Located just across the
road from Harbour Town Shopping Centre.
105 Pearl River Road, Docklands
www.icehouse.com.au
1300 756 699
FREE 15 MINUTE
BEGINNERS LESSONS*
T&C: *Numbers are limited, participants accepted on a fi rst in
basis only. Lessons run for 15 minutes. Times are listed on website.
SCiEnCEwORKS
Explore a world of dinosaurs at Scienceworks!
See animatronic dinosaurs in the
Explore-a-saurus exhibition, daily Dinosaur
Detective shows and more activities for the
whole family.
2 Booker Street, Spotswood
www.museumvictoria.com.au/scienceworks
13 11 02
2 FOR 1 CHILD ENTRY
TO EXPLORE-A-SAURUS
T&C: Full conditions on website. Offer valid until 5 February 2012
on child tickets to Explore-a-saurus only. Present ad to redeem.
MELBOURnE MUSEUM
Come and laugh, dance and sing along with
Tiddalik the Thirsty Frog in a live performance
these school holidays. Also not to be missed
are the towering dinosaurs, lions, spiders and
explosive 3D volcano. Great family fun!
11 Nicholson Street, Carlton
museumvictoria.com.au
13 11 02
FREE HOLIDAY FUN
FOR KIDS
T&C: Kids, Students and Concessions are free. Adults $10.
HARBOUR TOwn
SHOPPinG CEnTRE
Harbour Town Shopping Centre has over 180
brand direct and specialty stores and a fantastic
kids entertainment including centre activities
and family entertainment.
Docklands Drive, Docklands
www.harbourtownmelbourne.com.au
(03) 9328 8600
FREE HARBOUR TOWN
SHOPPING BAG*
T&C: *Quote “FAMILY” when collecting your VIP card in the
Tourism Lounge. One per person. Valid until 31 December 2012.

28 Digital
digital
Destination Melbourne provides cost
effective digital marketing opportunities
that engage with consumers and provide
services that interact with clients.
digital Marketing
visitvictoria.com
visitvictoria.com is one of the most successful state tourism websites in the country.
Over 6.4 million visitors from Australia and international markets viewed 24 million
pages in the year ending December 2011, with approximately 530,000 visits
per month*.
In July 2011, Tourism Victoria launched a new visitvictoria.com website with
improved design, navigation, mapping, dynamic features and interactive modules.
The new site integrates video and social media features and provides new
opportunities to integrate emerging technologies and digital innovation.
Businesses listed on visitvictoria.com benefit from increased online exposure,
integration with mapping, online booking capabilities, distribution to other
tourism websites and Tourism Victoria marketing activities and improved search
engine optimisation.
Cost-effective, tactical marketing opportunities include:
» Listings
» Deals & Packages
Visit my.visitvictoria.com/register to register your listing online. It should not take much
more than 45 minutes to set up. It is the most cost-effective way of promoting your
business.
Cost of Participation
accredited Businesses: $90 +GST
non accredited Businesses: $227.25 +GST
events: Free
Duration of listing: 12 months
For more information contact:
Lisa Newman | 9869 2444 | lisa@destinationmelbourne.com.au
*Source: Google Analytics

30 Digital
Listings, deals & Packages
Since the addition of the Deals & Packages section on visitvictoria.com in 2007, deals
have become one of the most popular pages on visitvictoria.com. Deals & Packages
offer industry a strategic and cost-effective tactical marketing opportunity, to promote
their offer to a captivated audience. The new visitvictoria website features deals more
widely across the entire site, in the dedicated Deals & Packages section, and in
operator’s individual product listings. Deals can be booked online or referred to the
operator’s website.
You must have a visitvictoria listing to leverage the Deals & Packages pages.
cost of Participation: $250 +GST
Duration of listing: 3 months
visitvictoria.com deals eNewsletter
visitvictoria.com Deals is Tourism Victoria’s primary consumer eNewsletter.
The dedicated monthly Newsletter is delivered to over 60,000 opted in consumers
throughout Australia. The eNewsletter highlights featured deals, plus destinations in
Melbourne and regional Victoria.
While the eNewsletter does not offer paid advertising, businesses have the
opportunity to be featured in the eNewsletter, if they have an existing listing on the
website, and their deal offers a unique tourism experience and/or provides a unique
deal or offer. Each month, the editor will select deals on this basis and the deal’s
synergy with planned editorial content.
Social Media
Tourism Victoria have developed an integrated social media strategy that provides
ongoing targeted communication with key tourism markets domestically and
internationally via Facebook, Twitter and YouTube. Operators may have the opportunity
to be featured in social media communication, if they have an existing listing on the
visitvictoria website and provide deals that offer a unique experience, event or offer.
The social media team manage and compile the social content on an ongoing basis.
visitvictoria.com - website

32 Digital
Connect with
Industry
Website
Destination Melbourne’s new website launched in 2011. The brief for the
website was inspired by the 2010 MTILP Summit, “I always go to the DML
website first because it’s up-to-date, full of useful information and allows me
to connect with industry to find out the best ways to attract visitors, grow my
career and business.” The new website engages businesses with current
industry news, a comprehensive industry events calendar, extensive job
opportunities and up-to-date research on Melbourne.
Online Industry Event Calendar
Destination Melbourne supports an extensive calendar of industry events
designed to build connectivity and collaboration. The events calendar provides
the opportunity for businesses to promote their event to the industry.
www.destinationmelbourne.com.au/events
Inspiring Industry eNewsletter
Each month Destination Melbourne distributes Inspiring Industry - an
eNewsletter featuring upcoming marketing opportunities, industry news,
opinion pieces, event information and tourism product updates.
We also distribute regular bulletins and media releases that give you access
to industry news.
To receive media releases and the Inspiring Industry eNewsletter, register
online at: www.destinationmelbourne.com.au
To promote a news story or event contact:
Kim Cameron | 9869 2444 | info@destinationmelbourne.com.au
Facebook
The Destination Melbourne Facebook page features the latest news, social
events, photos and activities across the industry. It is a great way of seeing
what the team at Destination Melbourne are up to and keeping in touch with
the lighter side of things.
Get connected at: www.facebook.com/destinationmelbourne
Twitter
Follow Destination Melbourne on Twitter: @DestMelbourne to hear up-to-the
minute updates, opinions and follow conversations.
destination Melbourne Blog
The team, especially Chris, regularly posts blogs on the big issues.
In 2012 we will see industry leaders join Chris and provide opinions on their
area of expertise.
We encourage you to get an RSS feed of Destination Melbourne’s blog page
and read them for yourself... your comments are welcomed and encouraged.
www.destinationmelbourne.com.au/blog
LinkedIn
Join the Destination Melbourne LinkedIn company page to connect with our
business, follow us and stay updated, to see what kind of people work at
DML, and even review our products and services.
Join our LinkedIn group at:
www.linkedin.com.au/company/destinationmelbourne

36 Design
“ Good design is a lot like clear thinking made visual.
Edward Tufte
“
Are you working
too hard?
VICTORIA
suppliers accommodation event planner venues
Let MM+ES do the work for you, for FREE...
Let our expert Melbourne Meetings + Events Service team solve
your event needs by helping you organise your next meeting in
Melbourne or Victoria free of charge.
Our dedicated team provides a one-stop shop for planning
events. We have indepth knowledge of more than 270 leading
venues, accommodation suppliers, transport providers,
catering services and entertainment throughout Melbourne
and regional Victoria.
Call our team on 1300 555 857 or visit the
Melbourne Convention + Visitors Bureau
website at: www.mmes.com.au
regional_PG09_210x297_ad.indd 1 30/11/09 5:05 PM
design
Our designers are a vital part of the team at Destination Melbourne. They design
each and every piece of our collateral - from our suite of publications through to
brand pieces, event invitations and promotional presentations.
Our designers also create the material for a selection of campaigns and develop
complete collateral solutions for various projects.
The design team also extend their expertise to third-party projects offering complete
creative solutions for publications, campaigns and event collateral. Recent third party
projects include:
» national tourism awards gala Program and invitation: National Tourism Alliance
» Victorian tourism awards gala Program and accommodation Flyer: Tourism Victoria
» spring racing carnival special Promotions: Victorian Racing Club (VRC)
» Magazine advertorial: L’Oreal Melbourne Fashion Festival
» ‘52 short Breaks’: Herald Sun
» tutankhamun gold card Promotional collateral: IMG and Collins Street Precinct
» regional Planners guide: Business Events Victoria
» Melbourne Planners guide: Melbourne Convention + Visitors Bureau
If you need a creative design solution for your business contact:
Kellie Monger | 9869 2444 | kellie@destinationmelbourne.com.au
Shop
Melbourne Style
Looking for an excuse to refresh your
wardrobe? Melbourne is Australia’s
undisputed fashion capital with
independent boutiques, bespoke tailors
and designer stores fi lling the city’s arcades
and laneways.
Melbourne is a city that has festival fever. Fashion, food, fi lm, art and
music are all honoured with celebrations in unique Melbourne style.
Come and see why Melbourne is the home of the L’Oreal Fashion
Festival with our historic network of laneways and arcades boasting the
unique, the exotic and the quirky. The GPO on Bourke Street Mall is a
great place to start, with Willow, Alpha 60, Gorman and Life With Bird
among the many Australian designers with stores on site. Those with a
creative bent should try Manchester Lane, where you can fi nd Claude
Maus, Plane, Zoologie and Design A Space, which showcases
more than 70 independent designers. Visit the famous Chapel Street
precinct and follow in the footsteps of the celebrities and fashion
bloggers who regularly stroll the strip visiting the high-end fashion
boutiques and chain Business stores. Events
Melbourne has a myriad of accommodation options to suit every type
of visit and budget. The Causeway 353 Hotel is located in the heart of
Victoria
Melbourne’s shopping district and is the perfect base from which to visit
the grand department stores of Bourke Street Mall.
Explore the graceful C/O interiors Tourism and stunning Alliance architecture Victoria of one of
Melbourne’s fi nest hotels, PO Box Rendezvous. 18136 Stay in the heart of the
laneways at Punthill Flinders Lane or on the same street as Chanel and
Hermes at the InterContinental Collins Street Hotel Rialto East, Melbourne. Melbourne Sleep where the
stars shop at The Como Victoria on Chapel 8003 Street Australia or if you need to renew and
recharge make the trip down to the historic Mansion Spa and Hotel in
Werribee. Ph: +61 3 8662 5425
Experience, discover and shop in fashionable Melbourne.
Fax: +61 3 8662 5449
Email: info@businesseventsvictoria.com
Web: www.businesseventsvictoria.com
-
-
PUNTHILL
FLINDERS LANE
per deluxe room From
per night
$205 per night $175
Fashion, Culture, Food, Wine
and Music Capture the true
ambience of Melbourne when
staying at Punthill Flinders
Lane.
Stay in a Studio, One or Two
Bedroom Apartment and
receive a complimentary
bottle of sparkling wine and
late check out.
267 Flinders Lane, Melbourne
1300 731 299
info@punthill.com.au
www.punthill.com.au
Terms & Conditions: *Quote
Terms & Conditions:
“Destination Melbourne”. Subject to Website bookings enter “Style” as
availability, conditions apply.
the promotional code. Valid until 30
Valid until 30 December 2011.
June 2011. Subject to availability.
*
From
RENDEZVOUS
HOTEL MELBOURNE
From
per night
$279
This award winning hotel is the
ultimate destination located in
the very heart of the city.
Overnight accommodation for
two, gourmet buffet breakfast
for two, valet car parking, $20
gift voucher for two per stay at
Pure Energy Day Spa.
328 Flinders Street, Melbourne
1800 060 786
res.melbourne@RendezvousHotels.com
www.RendezvousHotels.com/Melbourne
Terms & Conditions: *Subject to
availability, conditions apply.
*
INTERCONTINENTAL MANSION HOTEL
THE COMO
HOTEL CAUSEWAY
MELBOURNE
& SPA AT WERRIBEE
MELBOURNE
THE RIALTO
PARK
From
per night
$385
From
per room,
$350 per night
From
per night
$168
Contemporary luxury and
The ultimate getaway
Stay in the heart of
Some Hotels leave chocolates
fi ve star style have a new
package for those with a
Melbourne! Unique boutique
on the pillow. We leave $100.
destination in the heart of
passion for fashion. Enjoy
hotel located in the heart
Overnight Accommodation, full
Melbourne.
chic accommodation on the of Melbourne’s fashion and
a la carte breakfast in Joseph’s
Opulent Deluxe room,
doorstep of Melbourne’s best shopping district.
and a $100 hotel credit.
indulgent 2pm check out,
shopping precincts.
Accommodation in an
Spend your $100 on a room
two cocktails of your choice,
Our ‘Shopping Package’
Executive Room including
upgrade, a delicious meal
extravagent buffet breakfast for
includes: overnight
continental buffet breakfast,
in Joseph’s Restaurant or a
two & valet parking.
accommodation and breakfast free use of gymnasium
luxurious treatment at
The Spa, the choice is yours.
for 2, two cocktails, exclusive and steam room and daily
495 Collins Street, Melbourne
Como shopping bag and a
newspaper.
03 8627 1400
K Rd Werribee
reservations.melha@ihg.com
L’Occitane gift pack.
03 9731 4000
www.intercontinental.com/melbourne
275 Little Collins Street, Melbourne
reservations@mansionhotel.com.au
630 Chapel Street, South Yarra
Toll Free: 1800 650 688
www.mansionhotel.com.au
03 9825 2222
reservations@causeway.com.au
Free call: 1800 033 400
www.comomelbourne.com.au
www.causeway.com.au
Terms & Conditions: Quote
Terms & Conditions: Minimum daily
Terms & Conditions: Subject to
“Leisure Escape”. Minimum 2 nights spend $350 per night.
availability and conditions apply.
before 2 October 2011. Subject to
Not valid over special event periods.
availability, conditions apply.
Valid until 30 September 2011.
This is a Destination Melbourne Ltd initiative
2010 > 2011 Regional Victoria Planner’s Guide Meetings, Conferences & Events
2010>2011
Regional Victoria
Planner’s Guide
Meetings, Conferences & Events
Cover Final 4-2-2010.indd 1 4/02/10 9:08 AM
An Exhibition from
GOLD CARD
Present your Tutankhamun
Gold Card to receive your rewards.
An Exhibition from
GOLD CARD
The exhibition is organised by the National Geographic Society, Arts and Exhibitions
International and IMG, with cooperation from the Egyptian Supreme Council of Antiquities
TheBIGEvent 2008 Qantas Australian
Tourism Awards
NTA Program.indd 1 6/2/09 10:43:09 AM
18
Finalists
26 Qantas Award
for Excellence in
Sustainable Tourism
VIC Conservation Volunteers Australia
WA Kooljaman at Cape Leveque
NSW Lane Cove River Tourist Park
SA Sinclair’s Gully
QLD Skyrail Rainforest Cableway
TAS The Overland Track
25
New Tourism
Development
QLD Buchanan Park Events Complex
NSW Greater Blue Mountains Drive
WA Natural Olive Oil Soap Factory
VIC Novotel Forest Resort Creswick
SA Port Lincoln Hotel
TAS Tasman Island Cruises
LMFF - Full Page Magazine Advertorial BEV - Regional Planners Guide 10/11 Gold Card Promotion National Tourism Awards Gala Program
NTA Program.indd 18 6/2/09 10:43:21 AM

38 events
Destination Melbourne’s 10th birthday - 2011
Events
Destination Melbourne delivers a wide range of industry events throughout the
year. Our events are promoted via our website calendar and the Inspiring Industry
eNewsletter.
destination Melbourne Industry Famils Program
Destination Melbourne facilitates a series of famils throughout the year.
They provide the visitor industry with the opportunity to network, engage
and learn about new product developments. Previous famils have included:
» The Royal Botanic Gardens » Medibank Icehouse
» Queen Victoria Suzuki Night Market » Chill On Ice Lodge + Ski Lounge
» Melbourne Aquarium
» Luna Park
For more information contact:
Chloe Tubbs| 9869 2444 | chloe@destinationmelbourne.com.au
Industry Launches
Destination Melbourne has the capability to co-host events that give the industry
an exclusive preview of a new product, exhibition or event. Past launches have
included: Tutankhamun and the Golden Age of the Pharaohs, Polly Woodside,
Titanic and Pompeii.
For more information contact:
Kellie Monger | 9869 2444 | kellie@destinationmelbourne.com.au
Afterdark Party
Destination Melbourne are proud supporters of the RACV Victorian Tourism
Awards and we also like a party. Therefore, it’s a perfect fit that we host the official
after party. It is a great chance to catch up with fellow industry friends, show off
your dance moves and celebrate the tourism industry’s achievements.
Date: November 19, 2012
Travellers Aid Trivia Night
Destination Melbourne hosts an annual trivia night to raise money for Travellers
Aid, an integral support service that assists people who are stranded, in danger
or facing some other kind of travel-related emergency. Last year almost $7,000
was raised for the charity. This year we are aiming to set a new record. Get a team
of 10 together and join us for a fun night of brain training and networking while
raising money for a vital service.
Date: May 9, 2012
For more information contact:
Chloe Tubbs| 9869 2444 | chloe@destinationmelbourne.com.au

40 industry leadership
Industry
Leadership
Our program is designed to increase
skills within the tourism industry, create
networking opportunities for business and
foster collaboration throughout the city.

42 industry leadership
Melbourne Tourism
Industry Leadership
Program
Destination Melbourne delivers a ground breaking leadership development program
that gives people with a demonstrated interest in tourism the opportunity to grow
as leaders.
Our vision is to develop leaders from across the tourism industry that have the
passion and drive to provide ongoing leadership for Melbourne and Victoria.
The primary focus is on giving people the tools they need to be more effective
leaders in the industry.
Overarching Program goals include:
» Developing collective leadership in the Melbourne tourism industry
» Encouraging understanding, cooperation and partnerships between industry
and government
» Providing practical learning opportunities for industry leaders
» Generating commitment to sustainability, innovation and entrepreneurship within
the tourism sector
» Enhancing individual leadership skills
» Strengthening succession management within industry
MTILP Graduation - 2011
Melbourne Tourism Industry Leadership Program (MTILP)
Participants partake in:
» Five full-day workshops
» Three, two day residentials at the beginning, middle and conclusion of the program
» Official launch and a graduation ceremony
A wide range of themes are covered and participants will hear from a range of
inspirational speakers as well as having the opportunity to strengthen their industry
networks and develop themselves as leaders.
Registration deadline:
Applications for the 2013 program will open in October 2012.
The program will commence in February 2013 and conclude in October 2013.
For more information visit: www.destinationmelbourne.com.au
Proudly sponsored by Melbourne Airport and supported by Tourism Victoria and
City of Melbourne.
For more information please contact:
Lisa Velardo | 9869 2444 | lisav@destinationmelbourne.com.au
Sponsored by Supported by

44 local government
Local
Government
Local Tourism Breakfast, Victorian Tourism Week - 2011
Tapping into Tourism
Destination Melbourne produces Tapping into Tourism, a guide to help Local
Government and trader groups across Melbourne tap into the multi-billion dollar
visitor industry.
Developed after extensive engagement with Local Government across Melbourne,
Tapping into Tourism is a free guide that provides community leaders with a
comprehensive introduction into how the visitor industry works.
Key sections in the guide include:
» Communicating the value of visitors
» Local case studies
» Becoming part of the visitor industry
» Starting up in tourism
» Understanding the market
To download your copy of Tapping into Tourism visit: www.destinationmelbourne.com.au
Visitor Strategy development
Destination Melbourne can assist with visitor strategy development, marketing
campaigns and industry development activities for metropolitan councils and
trader groups.
For more information contact:
Kellie Monger | 9869 2444 | kellie@destinationmelbourne.com.au
14 Tapping into Tourism
local tourisM
Destination Melbourne is a passionate advocate for engagement and
collaboration across the tourism industry.
Your region may have a Local Tourism Organisation and/or a Regional
Tourism Organisation. Destination Melbourne is the Regional Tourism
Organisation for Melbourne, but recognises that the value in parts
of Melbourne organising themselves on a sub-regional basis. A good
example is the St Kilda Tourism Association.
Destination Melbourne will always look for ways to work with and
support the development of positive forums that bring the industry
together and encourage collaboration. These bodies may describe
themselves as Regional Tourism Organisations (RTOs), Local Tourism
Organisations (LTOs), Tourism Advisory Boards, Chambers of
Commerce or Business Networks.
RTOs and LTOs are usually membership based associations who bring
the industry together and help support the visitor experience.
Local Tourism Organisations
LTOs represent local tourism businesses and focus their efforts on
servicing visitors and ensuring “delivery on the promise”
(source, Tourism Alliance Fact Sheet 6, June 2008).
LTOs have a variety of roles including:
• Coordination and representation of industry
• Visitor servicing
• Business development
• Industry research
• Industry development
• Industry communications
• Partnership development
Regional Tourism Organisations
RTOs are responsible for management and development of
sustainable tourism within their region, which can be either a
metropolitan or regional area. Their focus is on increasing visitation
and yield through external marketing (source, Tourism Alliance Fact Sheet 5,
June 2008).
Core functions of an RTO include:
• Representation of industry
• Strategic planning
• Destination marketing
• Tourism industry development
• Tourism business development
• Industry communications
• Industry and consumer research
• Partnership development
Every tourism organisation is different.
There is no iron clad definition that boxes the function or an RTO vs
an LTO. There is often an overlap in traditional roles. One of the key
ingredients in successful destination development and promotion is
strong and positive leadership with a collaborative mindset.
For more information on Local and Regional Tourism associations visit:
www.vtic.com.au
“
Marketing Wyncity Entertainment as a tourist destination has
enabled us to capture a whole new market. In tough economic times
when consumer spending is tight, it’s wonderful that tourism has
provided extra customers and results. I never saw myself as a tourist
destination but rather as a local business who only serviced their local
community, but I’m glad that I opened my mind to these possibilities.
I would urge all local retailers and service suppliers to investigate the
possibilities and opportunities that lie in wait for them via tourism.
Edi De Pellegrin,
Managing Director, Wyncity Entertainment
““
Tapping into Tourism
15

46 local government
Visiting Friends &
Relatives
Visiting Friends & Relatives (VFR) continues to be the largest driving factor for
people visiting Melbourne. It is worth $2.6 billion to Melbourne’s economy.
Visitors spend on average $255 per night in Melbourne and are most likely to stay
with a friend or relative during their stay*. This represents a massive opportunity
for communities throughout Melbourne.
In 2011, Destination Melbourne commenced the roll-out of Discover Your Own
Backyard, a VFR marketing campaign aimed at increasing local residents’
awareness of tourism related products and experiences in their region.
The aim is to build community pride in residents and encourage dispersal and
yield. Discover Your Own Backyard was built on the understanding that the host
(the resident) has the greatest influence over visitor behaviour. If we can educate
the host, we create a social and economic dividend for communities and support
the visitor experience for people visiting their friends and relatives.
Since the campaign commenced, Destination Melbourne has partnered with
10 local government and industry councils to tap into this market and deliver a
significant social and economic benefit to communities throughout Melbourne.
The Discover Your Own Backyard campaign can assist local councils with the
following:
» Highlighting key visitor experiences in the region to council staff and residents
» Media buying through local newspapers Fairfax and/or Leader
» Sourcing local ambassadors to profile in printed publications and websites
» Development of material for newspapers, newsletters and websites
» Creation of a promotional video for distribution through digital media
» Appointment of a coordinator to liaise with advertisers, stakeholders, and local
council representatives
For more information contact:
Denise Castro | 9869 2444 | denise@destinationmelbourne.com.au
*Source: Data Insights, All Travel to Melbourne, year ending September 2010.
DISCOVER, EXPLORE,
EXPERIENCE BRIMBANK
Sydenham District
Brimbank, it’s time to discover your
own backyard! Our city is best
known for its multicultural makeup
and proximity to the Melbourne
CBD, but there’s so much more to
Brimbank than meets the eye.
Discover the many wonderful locations
and experiences our city has to offer as we
profi le the third of Brimbank’s fi ve unique
districts - Sydenham.
Sydenham District, incorporating the
suburbs of Calder Park, Delahey, Keilor
Downs, Keilor North, Sydenham, and parts
of Hillside, Keilor Lodge and Taylors Lakes,
has experienced much growth in recent
years and is now a hive of activity.
Got a day to spare?
For a day of fun with the family head to
SHARE YOUR STORY & WIN
Outdoors Experience
› Visit Organ Pipes National Park to view
the basalt columns known as the
Organ Pipes - also great for picnics,
walks and bird watching.
Calder Freeway, Keilor North
Parks Victoria - 13 19 63
› The Lakes Reserve is ideal for families
who want to play, fi sh and feed local
waterbirds. Also provides access to
Taylors Creek Recreational Trail.
Chichester Drive, Taylors Lakes
The Lakes Reserve, Taylors Lakes.
Set on the shores of Taylors Lakes, make
sure you pack the fi shing rod and some
bread for the waterbirds before heading
to this popular family destination. The kids
will enjoy the fantastic playground, jetties
extending over the lake and fabulous picnic
and barbecue facilities. In the afternoon
catch a movie at Hoyts Watergardens or
go bowling at AMF.
If getting in touch with nature is your
preference, start the day exploring Organ
Pipes National Park. Go bush walking and
inspect the extraordinary lava formation
known as the Organ Pipes - you might
even glimpse a wallaby, platypus or
kangaroo. For lunch, head to a local hotel
like Taylors Lakes Hotel. In the afternoon
take a walk or bike ride along the Taylors
Creek Recreational Trail and discover
something new.
In the evening, why not check out what’s
on at Calder Park Raceway or grab dinner
at a local restaurant such as Priya Indian
restaurant on Hume Drive, Sydenham or
any of the restaurants in Station Streat
at Watergardens.
To go into the draw to win the ultimate leisure package in Brimbank tell us in 25 words or less...
“What is your favourite place to visit or thing to do in Brimbank and why?”
Prize package includes: • Fujifi lm digital camera and accessories • a three month membership
at one of Brimbank’s leisure centres • 4 Xtremescreen family pass tickets at Hoyts Cinema
Watergardens • a meal voucher at The Granary, Sunshine. Total prize value $698.
Visit: discoveryourownbackyard.org for terms and conditions and entry details.
Arts and Heritage Somewhere to Eat
› The Sydenham War Memorial pays
tribute to Sydenham residents who lost
their lives during World War I and II.
Forecourt entrance to the Watergardens
Railway Station
› Try your hand at a new art or craft at
your local community centre.
Delahey Community Centre,
80 Copperfi eld Drive, Delahey
(03) 9307 0358
Sydenham Community Centre,
7 Community Hub, Sydenham
(03) 9390 3977
› With something to suit all tastes,
Station Streat at Watergardens Town
Centre is a great option with the likes of
Hogs Breath Café, Grill’d, La Porchetta,
Switch, Max Brenner Chocolate Bar,
Chilli Padi and Café Greco.
Watergardens Town Centre,
399 Melton Highway, Taylors Lakes
› For a casual dining experience visit the
Taylors Lakes Hotel or Watergardens
Hotel.
Joseph Haweil
Brimbank Leadership Program Graduate
Q. If you were showcasing Brimbank to
your family and friends, what are your
must-see destinations?
A. Organ Pipes National Park, Watergardens
Town Center and Brimbank Park have
something to suit every taste; from the great
outdoors to the joys of retail therapy and
good food.
Q. Are there any hidden gems you would
like to share?
A. Keilor Village is an idyllic part of Brimbank
and the perfect place to enjoy a sumptuous
meal and a relaxing stroll through the leafy
surroundings.
Q. What is the one thing about Brimbank
you would like to tell the world about?
A. Brimbank is a vibrant and bustling
multicultural community and a wonderful
pocket of Australia to call home.
Get Active
For more information on things to see and do in Brimbank visit www.brimbank.vic.gov.au or call
Brimbank City Council on (03) 9249 4000.
› St Albans Leisure Centre is a great
place for a swim or a workout. The
centre also offers group fi tness classes
and kids programs.
90 Taylors Road, Keilor Downs
(03) 9249 4635
› Try your hand at golf at the 18-hole
Keilor Public Golf Course and 20 bay
driving range.
Calder Freeway, Keilor North
(03) 9390 1538

48 the Pursuit of excellence
The Pursuit
of Excellence
Destination Melbourne works in
partnership with Tourism Victoria, Local
Government and Service Skills Victoria
to build a program of activities that are
relevant and useful to business.
We re-invest our surpluses into
subsidised industry development
programs. This includes the facilitation
of business training in digital, business
planning, export ready programs and
sustainable tourism.
Business development Workshops
Destination Melbourne facilitates cost effective, relevant and engaging training programs
through the Tourism Excellence program. The workshops are delivered by seasoned
industry professionals who provide real industry examples that can be related back to
your business.
The workshops provide small group learning, networking opportunities and active
participation.
Topics include:
» eMarketing
» Working with the Media
» Conflict Resolution
» Cultural Awareness Training
» Research
» Sustainability
For more information contact:
Lisa Velardo| 9869 2444 | lisav@destinationmelbourne.com.au
» International Marketing
» Developing a Business Plan
» Pricing and Packaging
» Exceptional Customer Service
» People Excellence
» Managing your Business Towards Growth
Mystery Shopping Program
The mystery shopping program provides the opportunity to have an independent third-party
anonymously examine all areas of your business including:
» The customer planning process and initial contact with the business
» First impressions of the tourism product
» The presentation of the product
» The quality of key facilities and services, such as food and beverage and accommodation
» The quality of general amenities
» Final impressions and whether the customer would recommend the product to others
» An independent and objective assessment of the quality of the visitor experience provided
by your business
Businesses are able to benchmark performance against similar sized businesses across the
state. The mystery shopping program is a unique and informative way to get your business
assessed by an expert and independent third party.
For more information contact:
Lisa Velardo| 9869 2444 | lisav@destinationmelbourne.com.au

50 the Pursuit of excellence
Sustainability
Destination Melbourne strongly encourages businesses to engage with
programs that support sustainable business practices. There are a number
of excellent short courses and accreditation programs available:
green globe - is a global benchmarking and certification system assisting the
international travel and tourism industry to attain sustainability. Green Globe
promotes responsible tourism through the management of environmental
impacts around climate change, water and waste management.
www.greenglobe.com
eco certification - The Eco Certification Program identifies genuine ecotourism
and nature tourism operators across Australia and provides industry, protected
area managers, local communities and travellers with an assurance that a
certified product is backed by a commitment to best practice ecological
sustainability, natural area management and the provision of quality ecotourism
experiences.
www.ecotourism.org.au
Training Opportunities
» Grow Me the Money - a 12 step online program designed to help your
business become more sustainable and save money.
www.growmethemoney.com.au
» Green Steps @ Work environmental sustainability 5 day training course.
www.monash.edu.au/research/sustainability-institute/ green-steps/atwork.html
» Earthcheck environmental accreditation program. www.earthcheck.org
For more information contact:
Denise Castro | 9869 2444 | denise@destinationmelbourne.com.au
Working on your Business
Australian Tourism Accreditation Program
The Australian Tourism Accreditation Program (ATAP) helps business address the
key elements that are covered in the development of a solid business plan, but
customises the framework specifically for tourism operators.
Destination Melbourne has been accredited since 2009 and have enjoyed a
substantial improvement in business performance as a direct result.
You can complete your accreditation process online and free telephone support
is available. The requirements of ATAP are neatly aligned with the Victorian
Tourism Awards submission process making them a complementary activity.
www.atap.net.au
The RACV Victorian Tourism Awards
The RACV Victorian Tourism Awards celebrate and acknowledge tourism
businesses and individuals that have demonstrated outstanding achievements
and success during the financial year. The awards are a great opportunity for
tourism operators to benchmark themselves against others and work on their
business. Destination Melbourne is a proud sponsor of the awards and have
nominated MTILP in 2010 and 2011. We plan to participate again 2012.
Mentoring support
Destination Melbourne works with Tourism Victoria to support Melbourne
businesses that are entering the awards for the first time. We offer a limited
number of businesses, free mentoring support that will assist in preparing award
submissions. A mentoring program is also available for past entrants.
www.victoriantourismwards.com.au

52 the Pursuit of excellence
DML Dashers - 2011 Victoria Tourism Week
Amazing Race Winners
Victoria Tourism Week
Victoria Tourism Week (VTW) celebrates the social and economic contribution the
visitor industry brings to the State.
First launched by Victoria Tourism Industry Council (VTIC) and Destination Melbourne
in 2010, VTW aims to:
» Bring the visitor industry together in a positive and inclusive way
» Identify ways to improve the quality of the visitor experience
» Identify meaningful career paths for people who work in the industry
» Encourage Victorians to get out and about in their own backyard
» Create media interest about the value of visitors to Victoria
VTW 2012 will run from September 3 - 8
Destination Melbourne and Victorian Tourism Industry Council run a number of
events throughout the week. These include: Melbourne Tourism Industry Exchange,
the Tourism Industry Amazing Race, Local Government Breakfast and the MTILP
Leadership Summit and Dinner.
For more information contact:
Kellie Monger | 9869 2444 | kellie@destinationmelbourne.com.au
Melbourne
Tourism Industry
Exchange
The Melbourne Tourism Industry Exchange (MTIE) provides the opportunity
for the visitor industry to engage, network and share product information.
Attendees include Visitor Information Centre volunteers, hotel concierges
and front of house staff, conference organisers, tour coach drivers/guides,
tour operators, taxi drivers and Tourism Victoria staff. MTIE is an official
training day for the City of Melbourne’s volunteers providing them with the
opportunity to stay abreast of what’s new in Melbourne and surrounds.
Attractions, accommodation properties, restaurants, retailers, transport
companies and regional tourism organisations are invited to showcase their
products to people who have day-to-day contact with visitors to Melbourne.
It is a great opportunity to showcase your product or region and meet
face-to-face with those that promote your product on a daily basis.
For more information contact:
Chloe Tubbs | 9869 2444 | chloe@destinationmelbourne.com.au
Destination Melbourne acknowledges the support of Waterfront City and Brochuresdm.
MTIE - 2011

54 the Pursuit of excellence
Global
destinations
Forum
Destination Melbourne’s Global Destinations Forum
is an annual event which showcases destinations
that demonstrate world’s best practice in destination
management and marketing. The forum is a great
opportunity to hear about visitor development and
engagement strategies from other global cities.
Previous speakers:
» 2011 - Rick Antonson, CEO and President of Tourism
Vancouver. Rick spoke about livability and ‘visitability’.
Our two great cities are often compared on Most Livable
City lists but how would we compare in relation to
visitability?
» 2010 - Kenneth Wardrop, Chief Executive of the
Destination Edinburgh Marketing Alliance (DEMA).
Kenneth shared his insights on how DEMA is leading
the promotion of Edinburgh through public and private
sector collaboration.
» 2009 - Clive Geddes, Mayor of Queenstown Lakes
District Council, New Zealand. Clive showcased how
Queenstown has become an outstanding global
destination by working in partnership with local
government and the industry.
“Hearing from, and engaging with, internationally
renowned tourism leaders has provided valuable new
perspectives and insights” - Tracy Hore, Head of Sales &
Marketing, Southern Star Observation Wheel
Date: October, 2012
For more information contact:
Kellie Monger | 9869 2444 | kellie@destinationmelbourne.com.au
This event is supported by Victoria University.
Global Destinations Forum 2011 -
Rick Antonson, Tourism Vancouver
Partnership
Program
Destination Melbourne plays a key role supporting destinations throughout
Melbourne and neighbouring regions. The partnership program provides
destinations with the opportunity to lock into an integrated package of our
products and services on a cost effective basis.
We offer two forms of Partnerships - Metropolitan and Regional.
They represent sensational value:
Co-operative Marketing
» A dedicated double page advertorial spread in the four editions of
the 2012 - 2013 Official Visitor Guide (printed and digital versions)
» A half panel in the 2013 Official Visitor Map
(Inner Melbourne - Metro, Greater Melbourne - Regional)
» A half page advertorial panel in the 2013 Accommodation Guide
» Access to advertising and participation in all Destination Melbourne
programs at a discount of 10%
Industry Leadership
» 20% discount on the cost of participation in the Melbourne Tourism
Industry Leadership Program
» Priority access to Destination Melbourne’s research
» Access to Destination Melbourne for presentations to local industry
and councils
Industry development & Networking
» Two tickets to the Global Destinations Forum
» Two tickets to the Destination Melbourne winter client event
» Two tickets to the Victoria Tourism Week, Local Government Forum
» A booth at the 2012 Melbourne Tourism Industry Exchange
» Priority access to Tourism Excellence workshops and the mystery
shopping program
For more information contact:
John McGaw | 0422 934 093 | john@destinationmelbourne.com.au

56 collaboration & co-operation
Collaboration
& Co-operation
One of the hallmarks of Melbourne’s
success as a destination is the culture of
collaboration and co-operation across the
visitor industry.
Destination Melbourne is delighted to be
working in partnership with organisations
from right across Melbourne and Victoria
who share our passion and commitment
for the visitor industry.

58
collaboration & co-operation
The City of Melbourne plays a key role in managing the city as a destination. This
includes the provision of infrastructure, signage, public art, amenities, parks and
public spaces, as well as events, city marketing, tourism services and business
support.
The City of Melbourne’s tourism services reach approximately two million visitors each
year through the provision of the following programs:
» The Melbourne Visitor Centre at Federation Square
» The Melbourne Visitor Booth in the Bourke Street Mall
» City Ambassadors
» Melbourne City Tourist Shuttle
» Cruise Ship Program
» Melbourne Greeter Service
The City of Melbourne also offers the tourism industry a suite of cost effective
promotional opportunities that help connect business to these visitors.
The City of Melbourne funds and delivers major events such as Moomba, the New
Year’s Eve celebration, Melbourne Spring Fashion Week, Melbourne Music Week and
the Melbourne Awards and supports more than 100 arts and cultural events per year.
The City of Melbourne’s marketing program includes the provision of dedicated
seasonal campaigns and tactical promotions. In addition to its own local marketing
initiatives, the City of Melbourne provides input on a variety of Victoria-wide and
national tourism campaigns, and supports bids for and the delivery of major business,
sporting and cultural events.
The City of Melbourne supports businesses through grants and business
development and networking programs. The organisation also partners with Tourism
Victoria and Melbourne Airport in ‘Team Melbourne’ to promote Melbourne to
international and domestic airlines. Relationships with Osaka, Tianjin and other cities
in the Asia Pacific region contribute to Melbourne’s tourism marketing, education and
investment attraction objectives.
The City of Melbourne works closely with Destination Melbourne to promote and
deliver industry development and marketing initiatives that add value to the visitor
experience.
Tourism Victoria sees our State’s diversity - our arts industry, our affinity with sport, our
food and wine, culture, our raw natural beauty, and our international urban style - as
an incredible asset. And as Victoria’s dedicated tourism agency, we’re inspired to
promote our State, to attract more visitors and create greater economic opportunities
for our partners. Our work encourages Australia, and the rest of the world, to
experience everything Victoria has to offer.
Destination Melbourne continues to work collaboratively with Tourism Victoria to
leverage new opportunities through the Play Melbourne tourism marketing campaign
and strengthen Melbourne’s profile as a dynamic and vibrant city.
Our Commitment
Marketing
As Australia’s culture capital, we’re promoting Victoria’s rich urban and regional
experiences with campaigns reflective of our compact diversity. Ensuring Victoria is
a distinctive and competitive tourist destination, we drive visitation, boost expenditure
and extend length of stay.
Leadership
With a full view of Victoria’s tourism sector, we direct resources to drive cross
promotional opportunities, deliver frameworks for improved product and professional
standards, and open the door to new markets.
Industry, Investment and Aviation
With seed investment and deep industry knowledge, we identify and facilitate new
infrastructure opportunities to support the development of viable, high quality tourism
assets, attracting ongoing visitation.
Management
With the commercial insight of our Board, we work to the highest public and private
sector principles to maximise resources and funding support to partners.

60 collaboration & co-operation
The Melbourne Convention + Visitors Bureau (MCVB) is a not-for-profit
organisation that markets Melbourne and Victoria nationally and internationally
as a premier business events destination. MCVB works with associations and
event planners to identify and bid for the right to host meetings, incentive travel
reward programs, conventions, exhibitions and other business events from
around the world. The organisation, which was established four decades ago,
is a partnership between the State Government of Victoria and private enterprise.
MCVB and Destination Melbourne are both members of the Melbourne
Tourism Partnership (MTP), along with Tourism Victoria, the City of Melbourne
and the Victorian Major Events Company. The MTP is committed to ensuring
a collaborative approach to marketing Melbourne as a tourism and events
destination.
As well as working together on major projects, MCVB and Destination Melbourne
share promotional content via each company’s website, through newsletters,
databases and social media platforms.
MCVB works closely with Destination Melbourne to provide business delegates
with appropriate destination collateral including Destination Melbourne’s Official
Visitor Guide and Maps.
The Victorian Major Events Company (VMEC), is a world leading event
acquisition group which has created an exceptional and unrivalled calendar
of international major events for Melbourne and Victoria.
VMEC was formed in 1991, as part of a Victorian Government initiative to
acquire international cultural and sporting events which complement the
State’s world class and state-of-the-art facilities and infrastructure and provide
a strong platform for Victoria’s tourism and marketing activities.
Every year Melbourne offers an exciting calendar of major events and 2012 is
no exception. Melbourne will be host to the Australian Open (tennis), Formula
1 Australian Grand Prix, L’Oreal Melbourne Fashion Festival, Melbourne
Winter Masterpieces Series featuring Napoléon and Game Masters, UCI Track
Cycling World Championships, Melbourne Cup, Australian Masters (golf),
IDSF World DanceSport Championship Standard, ISAF Sailing World Cup and
the Boxing Day Test Match among others.
Major events are Victoria’s competitive advantage in the tourism sector - giving
visitors from around Australia and internationally more great reasons to come
to Melbourne and Victoria. Destination Melbourne are a valued member of
Melbourne’s renowned major event network and together with a range of
other organisations contribute to Melbourne’s internationally recognised major
events success.

62
collaboration & co-operation
Melbourne Tourism
Partnership
The Melbourne Tourism Partnership is one of the cornerstones of Melbourne’s
development as a global destination. Destination Melbourne coordinates
the Melbourne Tourism Partnership and works with the City of Melbourne,
Melbourne Convention + Visitor Bureau, Tourism Victoria and the Victorian
Major Events Company to ensure that there is:
» A framework for leadership, communication and coordination
» Agreement on roles in marketing Melbourne as a tourism and events
destination and in the delivery of information and visitor services
» A coordinated approach to engaging the industry and city businesses in
tourism and events marketing, advertising and servicing initiatives
» Contribution to the development of a strong brand and positioning of
Melbourne
Recent activity undertaken through the Melbourne Tourism Partnership
includes:
» Planning for a centralised events database for Melbourne
» Development of a central image library
» Establishment of a digital efficiencies taskforce
» Wayfinding and signage project for Melbourne
For more information contact:
Tracy O’Brien | 9869 2444 | tracy@destinationmelbourne.com.au
City of Melbourne
Takes a lead role as the capital city’s local
government, shaping Melbourne’s local
and international reputation. They provide
a range of visitor information services
to ensure tourists experience the best
Melbourne has to offer.
www.melbourne.vic.gov.au
Victorian Major Events Company
Brings world class events that inspire, excite
and bond people, promoting and enriching
Melbourne and Victoria.
www.vmec.com.au
Tourism Victoria
Actively markets Victoria as a premier
tourism destination both domestically and
internationally through campaigns such as
Play Melbourne.
www.tourism.vic.gov.au
destination Melbourne
Provides successful cooperative marketing
opportunities, leadership and industry
development for the visitor industry.
www.destinationmelbourne.com.au
Melbourne Convention + Visitors
Bureau
Markets Melbourne and Victoria nationally
and internationally as one of the world’s
best destinations for hosting Business
Events.
www.mcvb.com.au

64 collaboration & co-operation
Tourism Accommodation Australia (Victoria) - TAA (Vic), the accommodation
arm of the Australian Hotels Association (Victoria), is the pre-eminent industry
association representing the interests of 3, 4 and 5 star accommodation
providers including hotels, resorts and serviced apartments. For more than
150 years AHA (Vic) has provided industry leadership, lobbied on members’
behalf and promoted best practice in hotel management, with a commitment
to effective communication with members. AHA (Vic), through TAA (Vic),
actively contributes to the development and growth of tourism and tourismrelated
industries.
Destination Melbourne and TAA (Vic) work together to cross promote
industry development and marketing opportunities to TAA (Vic) members and
stakeholders. Destination Melbourne is a proud supporter of the TAA (Vic)
State Awards for Excellence and promotes TAA (Vic) events and news through
their event calendar and inspiring industry newsletter.
www.tourismaccommodation.com.au
With more than 28 million passengers passing through its doors last year,
Melbourne Airport is the gateway to Victoria for visitors from around Australia
and overseas, operating curfew-free 24 hours a day, 365 days a year.
Melbourne Airport works closely with Destination Melbourne and other tourism
industry bodies to promote Melbourne and Victoria as a great destination for
business, leisure, education and events through cooperative marketing and
promotional activities, as well as supporting a shared vision for the longer-term
growth of the tourism industry by attracting new air services and encouraging
the development of future industry leaders.
www.melbourneairport.com.au
Metlink is the face of public transport in Melbourne and regional Victoria
(under the Viclink brand).
Metlink provides customers with a one-stop-shop for comprehensive and timely
information about services, fares and ticketing.
Public transport information is available through Metlink’s website, online
journey planner, mobile phone apps, call centre, brochures and signs that help
you find your way.
Metlink works with tourist information providers and venues to encourage
visitors to use public transport. Public transport maps, customised journey
planner tiles and tailored travel instructions can be developed for your marketing
material.
Visit metlinkmelbourne.com.au or call 131 638 6am - midnight daily.
Travellers Aid Australia is a not for profit organisation assisting travellers in need since
1916. Travellers Aid offers vital services, from people facing some kind of travel-related
emergency and for travellers with special needs, mobility needs and disabilities that
need help when visiting Melbourne.
The Travellers Aid and Destination Melbourne partnership started formally on
1 July 2011. The organisations share a common vision as a means of achieving positive
change in the community - that is, contributing to advocate for the wellbeing and
sustainability of the community, tourism industry, and visitor experience.
Travellers Aid and Destination Melbourne work together sharing resources when
available and appropriate, promoting each other’s events, providing networking
activities, sharing expertise and advice to enhance the visitor experience such as
mobility and disability awareness training and promoting Travellers Aid as the charity of
choice for the tourism industry.
www.travellersaid.org.au

66
collaboration & co-operation
The Victoria Tourism Industry Council (VTIC) is the united voice
of the tourism industry in Victoria. The mission of VTIC is to
provide industry leadership, advocacy, representation and
industry development to elevate the industry’s competitiveness
and sustainability. Established in 2001, VTIC brings together
a diverse range of tourism sectors, corporate businesses,
associations and agencies, and represents the interests of
Victoria’s tourism industry.
VTIC operates a cluster of six industry committees in key areas:
» Events
» Accommodation
» Attractions
» Tourism Services
» Tour & Transport
» Destination Management
It identifies industry challenges and formulates policy platforms
and solutions in key areas including climate change and
sustainability, investment, aviation, infrastructure, skills and
Government resourcing.
VTIC provides a suite of business services for its members
including advisory and consulting in the areas Workplace
Relations, OH&S and Liquor Regulation. VTIC holds quarterly
industry forums and regular industry news and information. The
Forums create the arena for industry discussion and informed
debate around current industry issues and opportunities.
Destination Melbourne is an active member of VTIC, supporting
a range VTIC initiatives including VTIC’s delivery of the Victorian
Tourism Awards preparatory workshop program. Destination
Melbourne are also keen participants in VTIC events, most
recently taking out the honours in the hotly contested 2011
Tourism Industry Amazing Race.
In addition to cross-promotion of events and activities, VTIC
and Destination Melbourne collaborate on a number of different
levels with the common aims of fostering and developing a
professional and sustainable tourism industry in Victoria.
www.vtic.com.au
Harbour Town Shopping Centre and Medibank Icehouse are principle
sponsors of Destination Melbourne.
Harbour Town Shopping Centre, is two levels of open air retail, dining
and entertainment space housing over 180 Australian and International,
brand direct outlet and specialty stores. Harbour Town has a dedicated
Tourism Lounge which offers visitors; complimentary refreshments, tourism
information & brochures and free Tourism and VIP Cards.
Medibank Icehouse comprises of two Olympic sized ice rinks, as a worldclass
entertainment and ice sports venue. With a state-of-the-art sound and
light system, 1000 stadium seats, specialist winter sports gym, café, bar and
function rooms, and recreational skating all day every day, Its home to some
of the biggest events on the ice skating calendar and reinforces Docklands
as a world class visitor destination.
Destination Melbourne works with these key organisations to promote
Docklands to visitors through Destination Melbourne’s suite of visitor guides.
harbourtownmelbourne.com.au | icehouse.com.au
The Young Tourism Network (YTN) is a member based organisation run by
a committee of volunteers. The YTN aims to connect individuals as well as
enhance and foster their career development in the tourism industry.
It does this through professional development and networking events and
by promoting industry wide collaboration.
Complimenting the network’s success, the YTN won the Outstanding
Contribution by Volunteers award at the 2010 RACV Victorian Tourism Awards.
The YTN represents members in all tourism related fields such as travel,
leisure, hospitality, marketing, public relations, events, attractions, tour
operators, and the education sector.
Destination Melbourne supports YTN’s initiatives and the team regularly attend
YTN’s events and industry development opportunities. Destination Melbourne
is also a sponsor of YTN and regularly promotes YTN activities through their
social media channels. YTN value its relationship with Destination Melbourne
and look forward another productive year.
www.youngtourismnetwork.com

68 useful contacts
Useful Contacts
Australian Hotels Association Victoria www.ahavic.com.au (03) 9654 7100
Australian Tourism
Accreditation Program
www.atap.net.au (03) 9620 4199
Australian Tourism Export Council www.atec.net.au (02) 8262 5500
Business Events Victoria www.businesseventsvictoria.com.au (03) 8662 5425
City of Melbourne www.melbourne.vic.gov.au (03) 9658 9658
Melbourne Convention +
Visitors Bureau
www.mcvb.com.au (03) 9693 3333
Parks Victoria www.parkweb.vic.gov.au 13 1963
Restaurant and Catering
Victoria
www.restaurantcater.asn.au (03) 9654 5866
Tourism Australia www.tourism.australia.com (02) 9360 1111
Tourism Research Australia www.ret.gov.au/tourism/tra (02) 6276 1000
Tourism Victoria www.tourism.vic.gov.au (03) 9653 9777
Travellers Aid www.travellersaid.org.au (03) 9654 2600
Victorian Major Events Company www.vmec.com.au (03) 9868 4600
Victorian Tourism Industry Council www.vtic.com.au (03) 8662 5333
Young Tourism Network www.youngtourismnetwork.com
Acknowledgments
484 Mount Alexander Road, Ascot Vale, VIC 3032
Ph: 9326 0631
www.networkcarrentals.com.au
Southern Business Park,
2 Southpark Close, Keysborough, VIC 3173
Ph: 8796 7000
www.southerncolour.com.au
26 - 30 Parsons Avenue, Springvale, VIC 3171
Ph: 9546 9544
www.aiwprinting.com.au
140 Johnston Street, Fitzroy, VIC 3065
Ph: 9417 7420 | Fax: 9419 0663
www.artifishal.com.au
7 Dalmore Drive, Scoresby, VIC 3179
Ph: 9487 8888
www.spicers.com.au
The text of this Program is printed on
Spicers 100gsm Alpine Laser and
the cover on Spicers 250gsm Alpine Systems Board
While every attempt has been made to ensure accurate
information at the time of going to press, the publishers
accept no responsibility for supplied information or
omissions.
Destination Melbourne is proud to have accreditations
from the following organisations:

Level 3, Block Court, 290 Collins Street
Melbourne VIC 3000
Ph: 9869 2444
www.destinationmelbourne.com.au
info@destinationmelbourne.com.au