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M A R K E T I N G R E G I O N A L V I C T O R I A A R E S E A R C H L E D A P P R O A C H

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WHY INTRASTATE?

•  Intrastate is the largest source market for Regional Victoria and has been experiencing a long-term decline

•  Distant regions (those more than 2 hours from Melbourne) most affected

•  Decline is driven by Melbourne market and is due to a range of factors including changes in travel behaviours

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KEY CONSUMER INSIGHTS •  For SINKS/DINKS regional Victoria competes with people’s spare time (as opposed to their holiday time)

•  For this audience, regional Victoria is a short break proposition (holidays are interstate and overseas)

•  Key competitors include:

•  Home renovations

•  Staying at home and relaxing

•  Melbourne – events, restaurants, bars and sports

•  But, regional Victoria has a unique offering that is highly motivating…

= Nature and natural landscapes are the key driver for travel by Melburnians

•  Opportunity to “brand” regional Victoria and educate Victorians on what the state offers

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CAMPAIGN OBJECTIVES

•  Make them want to go - build an emotional connection

•  Give them information - provide curated content, tailored by life stage

•  Make it easy for them to purchase - help the consumer to book

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ABOUT THE CAMPAIGN – “WANDER VICTORIA”

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OUTCOMES TO DATE

Research shows that Wander Victoria is: •  Effectively reaching* our audience (particularly older households through TV)

•  Resonating* with our audience and communicating the right messages

•  Eliciting a response* in consideration and action (visiting website, seeking info)

•  Is impacting conversion - growth in overnight intrastate travel in Y/E Dec 2016 NVS results

•  Has delivered on key KPIs and metrics e.g. views, visits, etc

* As measured through the Wander Victoria Campaign Tracker (Hall and Partners) quantitative study

Launched February 2016 to activate intrastate travel to regional Victoria

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ACTIVITY HIGHLIGHTS

VIDEO: THE YEAR IN REVIEW – WANDER VICTORIA 2016

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1. BUILD DESIRE

20.9m total views

7.6m completed views

Brand films (digital channels)

ü Effectively reaching and engaging our audience

ü Desirability, consideration and preference for regional Victoria as a place to visit

Campaign awareness

Overall campaign

awareness 55% in latest tracker

Consideration to travel

85% amongst

Melburnians exposed to the campaign vs 72% non-exposed

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2. INSPIRE & BUILD KNOWLEDGE ü Resonates with our audience

ü Positively impacting perceptions

Positive associations

98% positive

associations of regional Victoria amongst those exposed to campaign

wandervictoria.com

210,449 Victorian visits

Media coverage

$8.6m

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3. DRIVE ACTION ü  The campaign is eliciting action – social engagement, bookings, seeking out more information

Action – campaign tracker Stayz.com Bookings Expedia room nights

66% of those

exposed to the campaign took action in the last 3 months

36% increase YOY in

bookings during campaign with Stayz.com in y/e June 2016

17.1% increase YOY in room nights with Expedia during February 2017 campaign

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ACTIVITY WITH DAYLESFORD & MACEDON RANGES

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ACTIVITY WITH DAYLESFORD & MACEDON RANGES

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WHERE TO FROM HERE?

Build on this momentum and…..turn desire into action

•  Continue to build desire through the films but upweight conversation activities

•  Focus on the specific (destinations and experiences) as well as the general (regional Victoria as a whole)

•  Amplify key times of year – where there is the greatest need for visitation

•  Implement through a seasonal framework

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WHY A SEASONAL APPROACH?

•  Seasons change the regional offering in many ways

•  Seasons create new reasons to visit regional Victoria throughout the year - Each season acts like an 'event’ e.g. Autumn leaves in Macedon Ranges

•  Visitor mindset to regional travel changes with the seasons

•  Amplify winter and spring – greatest need

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SUPPORT WITH CORE BRAND PILLARS

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WINTER BURST

Daylesford & Macedon Ranges is being featured as part of our winter activity in May-July:

•  Broadsheet - live date early June (Kyneton)

•  The Urban List – live date early June, including video (Daylesford)

•  Facebook activity

•  eDM

•  Partner campaign

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PARTNERSHIPS – EXPEDIA GROUP

2 key partnership campaigns in market in May/June –

Industry are encouraged to list with these partners and

provide offers to leverage this opportunity

Wotif.com campaign: 8 May – mid June

Activity includes:

•  Homepage takeover

•  Onsite advertising

•  eDM

•  Social media

•  Small extension across Expedia and Hotels.com

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PARTNERSHIPS - STAYZ

Stayz campaign: 1 May – 18 June 2017

Activity includes:

•  Wander Victoria landing page

•  2 x eDMs to Victorian subscribers

•  Home page and onsite advertising

•  Joint Facebook advertising campaign

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2017-18 STRATEGIC APPROACH Awareness: Build desire

TV & digital, Publicity, Activation ideas

Inspire: Build knowledge Curated content, Media partnerships, Social activity (owned, earned, paid), SEM , Wandervictoria.com

Drive Action: Push further down the funnel Conversion partners, Retargeting (social & digital display), SEM

ü Performing well but still a job to be done

ü Dig deeper – general as well as the specific eg. a specific restaurant, an event etc

ü Select regions that present seasonal strength and stretch opportunity

ü Creating a sense of urgency – use seasonal approach

ü Use events as drivers

ü Address mid-week visitation challenge

TURN DESIRE INTO

ACTION

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CREATIVE APPROACH

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WANDER VICTORIA – LIMITED EDITION

People like regional Victoria. They even intend to travel there….one day. The regions will always be

there, which means there’s no particular rush to go in either winter or spring.

It’s true that the regions will always be there, however in winter and spring there are many incredible

experiences that simply don’t last. Snow, wildflowers, a particular vintage of wine. So, we remind people

of these experiences, giving them a concrete reason to book and go today. Before they miss out.

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WANDER VICTORIA – LIMITED EDITION •  Drawing attention to experiences that are only available for a limited time that:

1.  Are inherently time limited, often seasonal eg. Snow, gallery exhibitions, truffle season, wildflowers, autumn

leaves

2.  Could be created through working with industry eg: limited edition wine, limited menu item, limited run art print

•  Outputs may include: •  Social films – focus on specific experiences that are time limited in nature, playing on humour of main films, whilst

amplifying immediacy

•  Social content – facebook carousels with countdown element for limited experiences

•  Media partnerships – eg. The Urban List, Broadsheet

•  PR opportunities – activations

•  Partnerships – using booking partners to drive action for a limited time

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REGIONAL TOURISM BOARDS

Continue to work in collaboration with RTBs

•  Engage on strategy and share research and insights

•  Seek input to content program and seasonal framework

•  Regular updates on campaign implementation to maximise leverage opportunities

•  Seasonal results of campaign activities

•  Cooperative activities focussed on content and conversion

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INDUSTRY PARTICIPATION

•  Industry is encouraged to become involved in the campaign by:

•  Providing a deal that can be featured by conversion partners on their sites

•  List your business on visitvictoria.com

•  Develop a ‘deal’ or ‘offer’ that can be featured on visitvictoria.com and

wandervictoria.com (especially when DMR is being featured!)

•  Add #wandervictoria to your social media posts

•  Encourage visitors to also use the #wandervictoria in their social posts

•  Engage with your RTB around Wander Limited Edition if you have a relevant

experience / product

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Victoria. Have a wander.