inspiring victorians to travel in their own state - felicia mariani

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Inspiring Victorians to Travel in Their own State

2nd Annual Heart of Victoria Tourism Dinner11 June, 2015

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Interstate Focus for Regional Victoria

• Over the last decade, Regional Victoria was promoted to interstate markets – Highlighted regional experiences/destinations in close proximity to

Melbourne

• Campaigns focused on key strengths for the destination using --– 2003: Yarra Valley food and wine campaign – 2009: Great Ocean Walk nature-based campaign – 2009: Daylesford spa and wellbeing

• No recent major campaign activity targeting Melburnians– Despite EVERYONE targeting Melburnians

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The Challenge --

Re-engaging Melburnians

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Regional Victoria Relies on Victorians

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• Intrastate is the most important market to regional Victoria:– 84% of domestic visitors to regional Victoria are from within

the state– 9.6 million intrastate overnight visitors contribute $3.3 billion in

overnight expenditure

• Visitation and yield have been declining

• Nature-based/distant regions most affected– No Knowledge of what's out there??

• The psychological ‘two-hour halo’ – Creates opportunity for this region

National Visitor Survey year ending Dec 2013, International Visitor Survey – year ending September 2013

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No knowledge = no motivation

• High familiarity with destinations closer to Melbourne • Perceptions of Melbourne extend into these destinations

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“Honestly, the reason why (I don’t look further afield) is that I’ve got little idea what is out there- and for me, no knowledge equals no motivation, there is plenty of other things I can do that I do know and like…”

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Melbourne is the culprit…

• Decline driven by Melburnians

• Growing population presents an opportunity to build new relationships– 100,000 new residents each year to the State– No connection, history or familiarity with Regional Victoria

• Large migrant community with no relationship to Regional Victoria

• Melbourne target for other destinations – PROTECTION STRATEGY

Research points to Melbourne

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Regional VIC remains an important source market

• Represents a large population base across the State

• Already engaged – will and do travel within the state

• 2 hour barrier not an issue –

• Presents a real opportunity for regions further from Melbourne– The further from Melbourne, the greater the benefit

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Key Issues Surfaced by Research

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• Lack of knowledge of Regional Victoria is the key issue

• Long absence of any state-wide campaign targeting Victorians

• No one saying “I won’t go” ….. Rather, “I don’t know”

• What they’re saying …. – “Surprise and Delight Me” …. – “Don’t serve me the ‘usual suspects’ ”– “BIG NATURE is needed to move them from Melbourne”– “Don’t sell me Melbourne in Regional Victoria”

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People Travel to Pursue Their Passions

• Re-establish an emotional connection with Victorians - Holiday Travel vs Travelling to Pursue a Passion

• These insights will inform our new Regional Campaign– Planned launch for OCT 2015

• Revisit future funding strategy for regional events – Drivers of conversion to Regional Victoria

• Educate Victorians on the wonders of their own backyard – Partnerships to re-ignite the romance of a Drive Holiday!

• Most Importantly….make it easy for me…..

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“Make it easy for me to choose…”

THINK KISS PRINCIPLE ON STEROIDS HERE….

• Too much choice and information makes decisions difficult – consumers need easy to find, curated content

• Often not aware of specific activities or how best to engage with the region

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Digital Will Be Key

• VisitVictoria.com will form key information source– Campaign will highlight broad regional experiences– Visitvictoria will be our wikipedia

• Will they find you?

• Nearly 90% of Australian are online (Source ABS)

• 50% have a Facebook account – Of businesses online, only 27% use social media – and most superficially

• 73% of Australians access content on mobile, 56% via tablet– 51% of all traffic to Visitvictoria is now from mobile– Only 26% of businesses have mobile optimised websites

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Digital Will Be Key

• Nearly half of Australians have purchased accommodation online in last 12 months……– Can they find your product?

• The role of VisitVictoria as a pathway to conversion – Provides 150K-180K live leads each month

• Use VisitVictoria as your window to the world – Goulburn River Valley Tourism’s new platform uses ATDW

• Work together to improve presence of the region– Workshops on VisitVictoria and your business– Speakers on Digital Trends

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Current State of Play

• Several reviews currently underway that will shape our future

• Victorian Visitor Economy Review – Reference Panel Chaired by Sir Rod Eddington – Outcomes delivered early to mid-July

• Regional Services Delivery Review– Steering Comittee chaired by John Brumby – Outcomes delivered end-June/early-July

• Outcomes from these reviews will inform future strategies – TVIC Budget allocations also awaiting these outcomes– Some uncertainty – but we’re getting on with it

For more information on this presentation, to access background research and to discover other opportunities visit:

www.goulburnrivervalley.com.au