Australia's Tourism Victoria has launched a campaign called
Melbourne NOW! to encourage tourism to its capital city. The
campaign highlights the sophistication of the city, its major
hallmark events, the nature and wildlife experiences, and
food and wine superiority.
objectives of Melbourne NOW! are to revitalise and increase
the Victorian experiences offered by industry to the travelling
consumers; to strengthen the profile and desirability of the
destination with the target markets; and to stimulate immediate
bookings to Melbourne with increased length of stay and visitor
As part of the online arm of the campaign, Indian travel industry
will be challenged to create new travel packages to Melbourne
and regional Victoria including only-in-Melbourne experiences.
Participating travel agents will create new, innovative and
sellable travel itineraries to Melbourne/Victoria and the
most innovative itineraries and those that receive the most
number of votes by the customers via the social media consumer
interface will be awarded. Tourism Victoria will partner with
the winning entrant to develop unique cooperative marketing
travelers also stand to win one a once-in-a-lifetime trip
which will be based entirely on their preferred itinerary.
order to promote the campaign to the trade partners and the
audiences, Tourism Vicoria has developed a dedicated website
with online media advertising, PR, Electronic Direct Mail
(EDMs) and social media platforms.
Victoria regional manager South and South East Asia Celia
Ho said, "The Melbourne NOW! campaign is being introduced
at a time where inbound tourism from India to Australia has
been on a steady rise and is forecast to increase by an average
of eight per cent per annum between 2010 and 2020. If realized
this will mean approximately 126,100 visitors from India and
associated expenditure of almost $500 million to Victoria.
As Australia's most romantic and stylish city, host to major
sporting and cultural events such as the Australian Open and
Formula 1 Grand Prix, and easy access to unique regional experiences
- Melbourne is in prime position to capitalise on this growth."