Seasonal

Chinese Official Visitor Guide

China will soon become Victoria’s largest international source market with more than 250,000 overnight visitors coming to Melbourne in 2011* and significant growth predicted in 2012.

Destination Melbourne publishes a Simplified Chinese edition of the Official Visitor Guide. This guide provides Chinese visitors with a comprehensive understanding of the things to see and do while in Melbourne.

It is produced quarterly and is supported by City of Melbourne, Tourism Victoria, leading attractions, tour and transport operators and retail and dining destinations.

Distribution

»  Exclusive distribution at the International Terminal Melbourne Airport

»  Seasonal distribution through China Post Newspaper

»  Melbourne Visitor Information Centres – Federation Square and Bourke Street Mall

»  Direct distribution to conference and event delegates via the Melbourne Convention + Visitors Bureau

»  City and metropolitan hotels and attractions

»  Accredited Visitors Information Centres throughout Victoria

»  Tourism Victoria offices, Shanghai and Hong Kong

Print  Run: 50,000 copies per edition

Size of Publication: A5 – 32 pages

*Source: International Visitor Survey Year end September 2011.

Melbourne Style Magazine

Melbourne Style Magazine motivates people from regional Victoria to visit Melbourne. It is a cost effective way of reaching the intrastate market. Produced quarterly, each edition

focuses on the key themes of the season, providing the consumer with timely information for visiting or planning their next trip to Melbourne. It brings to life the key strengths of Melbourne, the people, the places, the arts, theatre & culture, attractions, parks, shopping and dining that define the Melbourne experience.

Distribution: 

The magazine is released in the first week of the season through regional insertions in the Herald Sun. It covers all of Regional Victoria including Geelong. The Herald Sun is Victoria’s number one selling newspaper, with a total readership of 1,338,000 (Monday – Friday)*.

Melbourne Style edMs

Our research has found that one of the most popular sections among readers of Melbourne Style is the seasonal accommodation offers. Each season, Melbourne Style advertisers have the opportunity to participate in a range of eDMs (electronic direct mail) that will target the intrastate market to reinforce the themes and offers each season. These eDMs will provide advertisers with an additional opportunity to reach the interstate market.

*Source: Roy Morgan Research September 2010.

Circulation: 245,000 copies per edition

For more information contact:
John McGaw | 9869 2444 | john@destinationmelbourne.com.au

Official Visitor Guide

The Melbourne Official Visitor Guide (OVG) is the industry’s flagship publication. It is a practical guide that gives visitors a comprehensive overview of things to see and do in Melbourne and surrounding regions. The guide is produced quarterly and showcases the experiences on offer during each season. Destination Melbourne distributes more than one million printed copies every year at key points of arrival throughout Melbourne. It is the cornerstone of every effective tourism marketing strategy.

OVG Digital

Each season the Official Visitor Guide is also available as an iPad App. The application features all of the content in the print version of the Guide with basic functional technology. This initiative was driven by our commitment to innovation, enhancing the visitor experience and providing new opportunities for our advertisers to reach and engage with the tourism market. In the first six months, the guide was downloaded from iTunes over 5,000 times.

To support the increasing numbers of visitors with Smartphones, Destination Melbourne will launch the Official Visitor Guide as a Smartphone App. from Spring 2012. Content on the Smartphone will be drawn from the print version and will allow users to research, plan and purchase experiences before they arrive in Melbourne.

Distribution

The guide is endorsed by City of Melbourne, Tourism Victoria, Melbourne Airport, Melbourne Convention + Visitor Bureau, Melbourne Convention and Exhibition Centre and Australian Hotels Association.

Exclusive

»  International Terminal Melbourne Airport (190,000* p.a.)

»  Skybus – Tullamarine Airport and Southern Cross Station (175,000* p.a.)

»  City Circle Tram (120,000* p.a.)

»  Sunbus – Avalon Airport (5,000* p.a.)

»  Melbourne Convention and Exhibition Centre

Non Exclusive

»  Melbourne Visitor Information Centres – Federation Square and Bourke Street Mall (127,000* p.a.)

»  Avalon Airport (8,400* p.a.)

»  Direct distribution to conference delegates through MCVB

»  City and metropolitan hotels and attractions

»  Accredited Visitor Information Centres throughout Victoria

»  Tourism Victoria offices nationally and internationally

»  Victorian Tourism Information Service (VTIS)

»  Backpacker hostels

»  The Block Arcade

*Distribution figures are sourced from our two distribution warehouses, Scope and Brouchuresdm

Print  Run: 250,000 copies per edition

Size of Publication: A5 – 148 pages

OVG Coupons

Coupons are a seasonal collection of special offers produced as an insert in the Official Visitor Guide. They provide visitors with incentives to encourage greater dispersal and yield.

The coupons are also a great way for advertisers to track the response to their participation in the Guide. The coupons are offered free of charge to advertisers that participate in all four editions of the guide.

OVG Special Event and Conference Promotions

The Official Visitor Guide can also be customised for major events and conferences with a special wrap or editorial feature. This is a cost effective way of providing visitors with a customised guide providing core event and visitor information. The minimum wrap run is 1,000 copies.

For more information contact:
John McGaw | 9869 2444 | john@destinationmelbourne.com.au