Draft Tourism Strategy 2013-2018 (PDF - 2.9MB) - City of Whittlesea

Strategy 2.5Leverage off the VFR data produced by Destination Melbourne and inspire membersof the local community to become ambassadors for the City of WhittleseaRef Action Priority Responsibility Resources Measure2.5.1 Conduct a community survey toidentify what tourism experiencesthe local community value andwhere locals take visiting friends andrelatives.2.5.2 Invite local tourism product to beinvolved in the campaign.2.5.3 Develop a VFR campaign to promotelocal tourism experiences to the localcommunity.2.5.4 Promote the campaign through localmedia outlets.2.5.5 Produce promotional collateral toaccompany the campaign.Medium-HighCouncilWithin existingresourcesMedium Council Within existingresourcesMedium Council Within existingresourcesMedium Council FundingrequiredMedium Council Within existingresourcesStrategy 2.6Increase awareness and use of the ‘Come See Whittlesea’ brandRef Action Priority Responsibility Resources Measure2.6.1 Undertake a review of the ‘ComeSee Whittlesea’ brand to ensureit remains current, relevant andrepresentative of the industry(possibly in conjunction with 2.5.1).2.6.2 Update the image library particularlyin relation to cycling, landscapes,events and dining.2.6.3 Identify ways that businessescan incorporate the ‘Come SeeWhittlesea’ brand into their ownmarketing activity (possibly inconjunction with 1.1.1).MediumCouncil andTourismAssociationWithin existingresourcesMedium Council Within existingresourcesMediumCouncil andTourismAssociationWithin existingresourcesCommunity survey completed and anattractions audit is established, rankingattractions by theme, seasonality andpopularity.At least twenty business owners andor events are involved in first yearof campaign (five for each season).Campaign plan developed based onsurvey results, outlining annual campaignschedule.Quarterly advertising features in localpapers and online through City ofWhittlesea website.Campaign collateral produced anddistributed to local residents.Industry stakeholders, visitors and Councilprovide input into ‘Come See Whittlesea’brand and how it can be strengthened.The tourism image library is updatedand all images used in City of Whittleseamarketing are current and depict thestrengths of the area.The business survey identifies whetherthe businesses can incorporate the‘Come See Whittlesea’ brand into existingmarketing activities.Strategy 2.7Advocate for the improvement of tourism signage across the municipalityRef Action Priority Responsibility Resources Measure2.7.1 Assist tourism operators to secureeffective signage for major arterialsand municipal roads.2.7.3 Be involved in the interpretivesignage at key locations frequentedby visitors.Low(asrequired)CouncilWithin existingresourcesLow Council Within existingresourcesSignage enquiries and issues are addressedpromptly and to the satisfaction ofoperators.Clear and informative signage existsthroughout the municipality.City of Whittlesea | Tourism Strategy 2014-2019 33