Campaign prospeCtus - Destination Melbourne

Summer 2012/13Melbourne 4 KidsCampaignProspectus

2 Family Campaign - Melbourne 4 KidsMelbourne 4 KidsMelbourne 4 Kids a seasonal campaign targeting regional Victorianfamilies to visit Melbourne’s attractions during the summer schoolholiday period.Target Markets:Primary»»Regional Victorian families with school age children (5-12 years).»»Regional Victoria grandparents looking at activities/day trips toundertake with their grandchildren during the school holidays.SecondaryMelbourne based families.Regional Victoria Market includes:Ballarat, Bendigo, Gippsland, Shepparton, Mildura, Albury & Geelong(and surrounds). Through our partnership with V/Line, we are keen topromote the use of public transport.Timing:Summer campaign: 21 December - 27 January 2013Marketing & Communication Objectives:»»Encourage regional Victorians to visit Melbourne’s attractionsthroughout the school holidays»»Promote Melbourne as a family friendly destination»»Drive visitation to www.visitvictoria.com and the Melbourne OfficialVisitor Guide App for more information about things to do inMelbourne»»Encourage Regional Victorians to use public transport when visitingMelbourneMedia:Television, Print and DigitalSummaryPrint: Each attraction will appear in the Geelong Independent, BallaratCourier, La Trobe Valley Express and Bendigo AdvertiserTelevision: Each attraction commercial to appear on 7Primethroughout the campaign period a minimum of 159 timesDigital: Each attraction will be featured on the visitvictoria.com/familypageKidspot: melbourne4kids branded campaign activity that will drivevisitors through to the visitvictoria.com/family webpageSummer Campaign Investment: $7,000 + GST

3 Family Campaign - Melbourne 4 KidsMedia OverviewPrintBallarat CourierBallarat is Victoria’s largest inland city and the home centre ofVictoria’s rich goldfields history. The Ballarat municipality covers739sq/km and has a population of approximately 85,000. The city islocated 112 km northwest of Melbourne.Circulation: 30,200Readership: 56,000Section: EGNInsertion Dates: January 12 - 1x Full page | January 19 - 1x 8x7col*Each attraction will feature in one insertionBendigo AdvertiserThe Advertiser is published Monday-Saturday and as a newspaperreflects the city’s heritage and cosmopolitan lifestyle. It remains theauthoritative voice of the region, adopting the twin roles of informingand reforming. On a daily basis it delivers to readers the news, on localand national front, as well the latest in business and sport.Circulation: 26,000Readership: 44,000Section: EGNInsertion Dates: January 12 - 1x Full page | January 19 - 1x 8x7col*Each attraction will feature in one insertionLa Trobe Valley ExpressThe Latrobe Valley Express is the area’s primary source of local newsand information. It’s the only newspaper that covers the entire LatrobeShire. The distribution area extends from the west in the small townsof Yarragon and Trafalgar, through the major centres of Moe, Morwell,Churchill and Traralgon, and as Far East as Rosedale.Circulation: 36,600Readership: 57,000Section: EGNInsertion Dates: January 7 - 1x Full page | January 14 - 1x 8x7col*Each attraction will feature in one insertion

4 Family Campaign - Melbourne 4 KidsGeelong IndependentThe Independent covers one of Victoria’s largest growth areasincluding; Bellarine peninsula and the Surf Coast. With 34% of readersbetween 25-49 years, the Independent is a great avenue to targetfamilies.Circulation: 90,649Readership: 145, 083Section: School Holiday Fun Guide*, EGNInsertion Dates: December 21* - 1x Full page | January 11 - 1x 8x7colJanuary 18 - 1x 8x7col*Each attraction will feature in the full page and one 8x7col** The Geelong Independent will run a School Holiday Guide editionon December 21. Additional copies will be printed for caravan parksand tourist outlets. The Geelong Independent will also run editorial tosupport the campaign.Digitalwww.melbourne4kids.com.auThe main call to action for that will be used throughout the campaignwill be www.melbourne4kids.com.au this address automaticallyredirects visitors to the visitvictoria.com/family web page. This will bethe call to action and competition driver.KidspotAustralia’s number one parenting site, kidspot reaches over 1.34 millionAustralian Mums every month. The site combines a mixture of parentingresources and advice backed by a wealth of home and lifestylestrategies.Average monthly trafficUnique browsers: 1.35 millionPage impressions: 6.8 millionRegistered members: 53,000Demographics:Female: 97%Aged 25-39: 75%Children under the age of 8: 78%

5 Family Campaign - Melbourne 4 KidsKidspot Insider eDMExclusively branded Melbourne4 kids newsletter reaching over 20,140+ decisionmaking mums who have subscribed to hear about new offers, latest products &services and special promotions.The newsletter taps into an audience who are already financiallysavvy and in the mindset of taking advantage of&/or generating newopportunities for her and the family. Yields excellent direct responsewith a 20-35% open rateIn market: 9 JanuaryKidspot Weekend - Things to doFeaturing in the Kidspot Weekend (Victoria only) the things to dosection outlines family activities and outings are a valued andtreasured time. Activities listed under Kidspot Weekend enables familyto get out into new environments and build stronger family bonds.Things to Do: melbourne4kids and partnering attractions will be listedunder things to do (Melbourne Section)In market: 5 - 27 January**editorial discretion appliesLink to live site: http://www.kidspot.com.au/thingstodo/index.aspMRECS and Leaderboards -ROSMelbourne4kids branded MRECS and leaderboards will have run-ofsitethroughout the campaign period.In market: 5 - 27 JanuaryEstimated total impressions or subscribers over campaign period 5,600,000MRECS and Leaderboards - Things to DoMelbourne4kids branded MRECS and leaderboards will feature acrossthe Things to do section of the website (Victoria run only)In market: 5 - 27 JanuaryEstimated total impressions or subscribers over campaign period1,434,00

6 Family Campaign - Melbourne 4 KidsTelevisionThe TVC component of the campaign will run across the prime 7,Regional Victoria. Prime7 is the highest rating free to air channelachieving the largest weekly rating share for the 2012 Survey Year anddelivering 15 of the top 20 programs on television.PRIME7 is Number One in the following key demographics:50.5% commercial Network share of Total People48.5% commercial Network share of People 16-3946.7% commercial Network share of People 25-5451.5% commercial Network share of Grocery BuyersSource: Regional TAM: Regional Victoria. Overnight Data, Commercial NetworkShares (Dayparts), 2/09/2012 to 8/09/2012, 6.00pm – Midnight.Key programs include: Weekend Sunrise and the Australian Open.Channels: Prime7, 7TWO and 7mateRegional Victoria Markets: Ballarat, Bendigo, Gippsland,Shepparton, Mildura, Albury & Geelong (and surrounds)The TVC will reinforce Melbourne as a key destination for RegionalVictorian families. Each attraction will feature as the tactical componentto the branded TVC throughout the campaign period.In market: 5 January - 26 January, 2013

7 Family Campaign - Melbourne 4 KidsProject Management, Design andReportingAs part of your participation in the Melbourne 4 kids campaign, allproject management and design* will be undertaken by DestinationMelbourne. Destination Melbourne will also be working with oursuppliers to ensure we maximise any value adds available.At the conclusion of the campaign you will receive a comprehensivepost campaign report detailing campaign results and figures.*Please note additional charges may apply for TVC production.All print production will be free of charge.Contact detailsFor advertising opportunities, please contact:Tina SeirlisSales Manager | T: 9869 2408 | M: 0450 603 086E: tina@destinationmelbourne.com.auJohn McGawSenior Business Development Manager | T: 9869 2403 | M: 0422 934 093E: john@destinationmelbourne.com.auFor marketing and production enquiries, please contact:Kellie MongerMarketing Manager | T: 9869 2413 | M: 0400 666 944E: kellie@destinationmelbourne.com.auFor enquiries for Autumn 2013, please contact:Tina SeirlisSales Manager