Tourism Victoria’s Melbourne Phase 10 Campaign...Conversion is best served by challenging...
Transcript of Tourism Victoria’s Melbourne Phase 10 Campaign...Conversion is best served by challenging...
Tourism Victoria’s
Melbourne Phase 10 Campaign
The Jigsaw Campaign
• “You‟ll Love Every Piece of Victoria” jigsaw campaign developed in
1993
• Victoria = Sum of diversity = Choice
• Target high yield tourists
• Short breaks to Melbourne
• Tourism Victoria‟s jigsaw campaign is now the world‟s longest
running destination marketing campaign
Building the brand
• Very strong growth in brand reputation of Melbourne
• Allowed advertising to building the emotional brand
values
• Ads sought to work on two levels:
- emotional brand values
- challenge people intellectually
Building the brand
• Victoria‟s marketing activity focussed on building the brand
brand equity = financial yield
• Other states tourism commissions undertook tactical price based
advertising
• Victoria‟s approach resulted in the growth of a strong brand
Competition
• Sydney was the biggest competitor for short breaks.
Objective was to push the brands apart.
• Melbourne =
Stylish, sophisticated, romantic
• Sydney =
Big, bright, fun
Strategic direction
• Situation Preference for Melbourne at an all-time high
• Problem People think they know Melbourne –
“Been there, done that”
• Tasks Convert preference – encourage repeat visitation
Evolve the brand – stylish, sophisticated, romantic,
creative to active, and energetic
Position Melbourne as a premium brand – „dial up‟
authenticity, innovation and „Made in Melbourne‟
qualities to further differentiate from Sydney.
• Phase 10 continues to target Creative Opinion Leaders:
– They are „creative‟ both in terms of their involvement in cultural and creative pursuits and their openness to risks, new experiences and new ideas.
– They want to be „in the know‟, value individuality and authenticityand can spot a fake in an instant.
– Their extensive social networks and extroverted nature means that once they‟ve visited a destination, they will generate positive word of mouth for us among their friends and family.
– They are high yield
Target audience
• Opportunity
Conversion is best served by challenging curiosity – increase the more active, adventurous and creative aspects of Melbourne in a participatory way.
• Proposition
The more curious you are, the more you‟ll be rewarded.
• Creative idea
Make Melbourne feel like a game that rewards curiosity, risk-taking and experimentation with unusual experiences, pieces and artefacts.
• Outtake
There is still much more to find in Melbourne – all you need is a curious disposition and an open mind.
• Line
Play Melbourne
Creative direction
An Integrated Campaign
Fully integrated campaign
• Television/Cinema Advertisement
• Brand Activation – competition and microsite
• Partnership marketing
• Online
• Radio
• iPhone App
• Social media
• Public relations
Campaign Elements
June 2011 – June 2012
• 60 Second Advertisement in launch
phase
• 30 Second Advertisement ongoing in
bursts throughout the year
• 15 Second Advertisement co-
operatively tagged with Virgin
Australia retail call to action, in bursts
throughout the year
Television & Cinema
Microsite and Competition
• Developed to engage our target market‟s curiosity, drive conversion and encourage spontaneous exploration of Melbourne
• A 52 week competition offering the chance to win a weekend in Melbourne including flights, accommodation, transfers and further surprises
• A campaign microsite which hosts the competition game, provides new news and features trade partner deals
Brand Activation
Brand Activation
Brand Activation
Brand Activation
Brand Activation
The Players
Super Prize One
Melbourne Winter Masterpieces
Prize included:
- Return Flights, Suite at the
Sofitel Melbourne
- Producer House Seats to see
Love Never Dies
- Dinner at Movida with special
guest Ben Lewis who plays the
Phantom
- Backstage tour, meet and greet
cast
- Surprise elements:
- Earlybird entry to Tutankhamun
- Champagne Breakfast
- Merchandise Pack
Key partnerships for the launch of Phase 10:
Interstate
Intrastate
Partnership Marketing
Partnership Marketing
June 2011 – June 2012
Full page colour placements in Sydney Morning Herald and weekend insert magazines in launch phase
Double Page Advertorial Spreads in Sydney, Adelaide and Brisbane in weekend insert magazines
Regular 1/3 columns in weekend insert magazines in Sydney, Adelaide and Brisbane
June 2011 – June 2012
• Integrated as live content highlighting
the activation message at key bursts
throughout the year and super prize
messages.
• Content will also be integrated on
Austereo website and broadcast
through their direct mail pieces.
• Placements across high audience
segments including Breakfast & Drive
• Jules Lund – Austereo‟s Melbourne
ambassador
Radio – Austereo Partnership
Online
• A mixture of high reach and
niche placements including
– Ninemsn
– Yahoo7
– Sydney Morning Herald,
– Brisbane Times
– The Australian
– Facebook, NineMSN
and SMH highest
referrers after Google
– Niche websites
providing the most
engaged visitors
Online
Social Media
• Social Media activity underpins all
elements of the campaign.
• Play Melbourne is promoted via
Tourism Victoria‟s Facebook, Twitter
YouTube and eDM channels, and
consumers are encouraged to
promote the campaign through their
social media platforms as part of the
competition
• Play Melbourne eDMs will be sent
out on a monthly basis to
competition entrants
• Tourism Victoria will also be
leveraging social media platforms of
trade and media partners like Virgin
Australia and Austereo.
Social Media
Do people like us?
10,500 Facebook likes
1,164 mentions on Twitter
12,135 video views on YouTube
Social Media
Play Melbourne iPhone App
Inspiration and Invitation
RESULTS SO FAR
• 149,621 Play Melbourne visits
• 100,763 Visitors
Inspiration and Invitation
• 30,000
33
2 - Top Holiday Destinations2.1 - Top 50 most searched for flight destinations - Q2 2011
Movement Rank Destination City / Region CountryMarket Share of Flight
Searches in Australia Q2 2011
Rank
Q1 2011
1 Melbourne Australia 2.61% 2
2 Bali Indonesia 2.26% 1
3 London United Kingdom 1.86% 3
4 Sydney Australia 1.72% 4
5 Phuket Thailand 1.10% 8
6 Brisbane Australia 1.05% 5
7 Perth Australia 0.81% 6
8 Los Angeles United States 0.62% 7
9 Cairns Australia 0.62% 12
10 Hawaii United States 0.46% 9
11 Darwin Australia 0.42% 14
12 New York United States 0.40% 15
13 Singapore Singapore 0.38% 13
14 Gold Coast Australia 0.36% 10
15 Adelaide Australia 0.32% 11
16 Bangkok Thailand 0.29% 16
17 Paris France 0.23% 20
18 Canberra Australia 0.23% 24
19 Manila Philippines 0.22% 19
20 Auckland New Zealand 0.22% 17
21 Tasmania Australia 0.19% 18
22 Broome Australia 0.18% 22
23 Queensland Australia 0.14% 25
24 Alice Springs Australia 0.12% 30
25 Queenstown New Zealand 0.12% 37
26 Las Vegas United States 0.11% 21
27 Koh Samui Thailand 0.11% 23
28 Denpasar Indonesia 0.10% DNR
29 Townsville Australia 0.09% 28
30 Hobart Australia 0.09% 27
31 Kuala Lumpur Malaysia 0.08% 29
32 Rome Italy 0.08% 26
33 Hamilton Island Australia 0.08% 34
34 Dubai UAE 0.07% 35
35 Rockhampton Australia 0.06% 45
36 Delhi India 0.06% 44
37 Mackay Australia 0.06% 43
38 Dublin Ireland 0.06% 38
39 Newcastle Australia 0.06% 53
40 Amsterdam Netherlands 0.06% 46
41 Mildura Australia 0.05% 47
42 Tokyo Japan 0.05% 41
43 Hyderabad India 0.04% DNR
44 Vancouver Canada 0.04% 32
45 Mumbai India 0.04% 69
46 Christchurch New Zealand 0.04% 31
47 Norfolk Island Australia 0.04% 50
48 Manchester United Kingdom 0.04% 36
49 Coffs Harbour Australia 0.04% 58
50 San Francisco United States 0.04% 49
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