Discover Your Own Backyard
The ‘Discover Your Own Backyard’ campaign was developed by Destination Melbourne and local councils to educate and educate residents about things to see and do in their area. Domestically, visiting friends and relatives (VFR) is the largest motivating factor for people visiting Melbourne*. The VFR market is worth $2.6 billion to Melbourne’s economy.
Destination Melbourne is working in partnership with 10 local councils to tap into this market and deliver a significant social and economic benefit to communities throughout Melbourne and Victoria.
The program includes resources and promotional material to assist councils in raising knowledge and awareness amongst residents of the VFR market.
Together we are building community pride in residents and encouraging dispersal and yield. Discover Your Own Backyard was built on the understanding that the host (the resident) has the greatest influence over visitor behaviour. If we can educate the host, we create a social and economic dividend for communities and support the visitor experience for people visiting their friends and relatives.
The Discover Your Own Backyard campaign assists local councils with the following strategies:
• Highlighting key visitor experiences in the region to council staff and residents
• Media buying through local newspapers Fairfax and/or Leader
• Sourcing local ambassadors to profile in printed publications and websites
• Development of material for newspapers, newsletters and websites
• Creation of a promotional video for distribution through digital media
• Appointment of a coordinator to liaise with advertisers, stakeholders, and local council representatives
For more information contact:
Denise Castro | 9869 2444 | denise@destinationmelbourne.com.au
To see DYOB campaign information for the 10 local councils involved in the campaign visit:
Hobsons Bay
http://www.hobsonsbay.vic.gov.au/Home
http://www.hobsonsbay.vic.gov.au/Experience_Hobsons_Bay/Discover_Your_Own_Backyard
Hume
http://www.hume.vic.gov.au/Homepage
http://www.hume.vic.gov.au/Leisure_Tourism/Tourism
Brimbank
http://www.brimbank.vic.gov.au/Home
http://www.brimbank.vic.gov.au/People_and_Places/Discover_Your_Own_Backyard
Wyndham
http://wyndham.vic.gov.au/
http://www.experiencewyndham.com.au/
Stonnington
http://www.stonnington.vic.gov.au/
http://www.stonnington.vic.gov.au/news-and-information/discover-your-own-backyard/
Banyule
http://www.banyule.vic.gov.au/
http://www.banyule.vic.gov.au/discoverbanyule/
Manningham
http://www.visitmanningham.com.au/
City of Port Phillip
http://www.visitportphillip.com.au/
Darebin
http://www.discoverdarebin.com.au/
http://www.darebin.vic.gov.au/page/HomePage.aspx
Ballarat
http://visitballarat.com.au/
*Source: Data Insights, All Travel to Melbourne, year ending September 2010.
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