As if Melbourne’s cool laneways and funky bars weren’t enough to attract visitors, now there’s a new campaign urging travellers to visit the city, now.
This week, Destination Melbourne Ltd (DML) is starting a new chapter in the organisation’s 14-year history, with the launch of a new brand and marketing campaign, Melbourne Now.
Created specifically with regional Victorians in mind, the hero of the campaign and call to action is the website melbournenow.com.au, which was launched on September 1.
DML’s Melbourne Style magazine has also received a total makeover, taking on the new Melbourne Now name and branding as of the spring 2015 edition.
The new campaign has been designed off the back of in-depth research that great insight into the travel behaviour of ‘lifestyle leaders’, namely those out in the sticks of Victoria.
Regional Victoria is a significant visitor market for Melbourne, representing a 35% share of Melbourne’s overnight visitors, who managed to rack up 2.5 million overnight trips and over 9.4 million daytrips by the end of 2013.
They’re also in the money as well, pumping a hefty $2.3 billion into Melbourne’s visitor economy.
Due to this market’s significant contribution towards Melbourne’s visitor economy, DML are introducing year round, integrated marketing activity in the aim to convert day-trippers (79.2 % of the travel market to Melbourne) into overnight travellers.
“We know regional Victorians aren’t always able to simply pick up and come to Melbourne on a whim,” Destination Melbourne’s CEO Laura Cavallo said.
“So the new Melbourne Now campaign including the new magazine and website, aims to deepen this market’s knowledge of the range of activities on offer, provide greater reasons to stay longer and encourage more frequent travel to our city.”
Melbourne Now magazine, a free, quarterly magazine distributed via Victoria’s biggest regional newspapers and the regional run of the Herald Sun, will highlight a range of upcoming events, new attractions, dining options and accommodation specials.
A monthly Melbourne Now e-newsletter will also complement the magazine and provide regular updates on the latest Melbourne happenings.
“The Melbourne Now magazine is an easy-to-read and visually engaging publication designed to give visitors a sense of direction for their next visit to Melbourne,” Cavallo added.
“The melbournenow.com.au website will be an in-depth reference for regional Victorian visitors to the city, opposed to existing Melbourne-focused websites that are tailored primarily to Melburnians.”
“The new site combines beautiful imagery with practical information, itinerary and accommodation suggestions. Visitors will also have access to local tips and recommendations through a range of expansive interviews.