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CHINESE OFFICIAL VISITOR GUIDE – FOUR EDITION MEDIA KIT 1
Chinese Official Visitor GuideFour Edition Media Kit 2016 /17
CHINESE OFFICIAL VISITOR GUIDE – FOUR EDITION MEDIA KIT 2
China is now Victoria’s largest international source market with more than 455,700 overnight visitors coming to Melbourne in 2015 and double digit growth continues to be predicted in 2016.
For YE September 2015, the number of overnight visitors increased 24.7% on the previous year and it is estimated that they spent 13.1 million visitor nights (an increase of 29.3% on the previous year).
Visitors from China also accounted for the largest proportion of expenditure in Victoria for YE September 2015, spending $2.1 billion, and accounting for 33.6% of international visitor expenditure to the State, as well as having the highest level of expenditure per visit.
The Chinese edition of the Official Visitor Guide provides Chinese visitors with a comprehensive understanding of the things to see and do while in Melbourne, with information on Melbourne’s events, attractions, shopping and dining precincts. The guide also provides key travel information for regional Victoria representing a wealth of visitor experiences.
The Chinese Official Visitor Guide readership is a mix of international students, Chinese speaking residents and international visitors.
Overview
Melbourne Official Visitor Guide (Chinese) is supported and endorsed by the following organisations:
Connecting the growing Chinese visitor segment with Melbourne
Visitors from China also accounted for the largest proportion of
expenditure in Victoria
*Source: International Visitor Survey. Year end September 2015.
CHINESE OFFICIAL VISITOR GUIDE – FOUR EDITION MEDIA KIT 3
*Source: Visit Victoria International Market Profile: China. Year Ending September 2014
Holiday (58.3%) Aircraft (47%)
Education (11%)
Other (17%)
Business (8.3%)Long distance train, coach, bus (1%)
Visiting Friends and Relatives (19.1%)
Charter/ tour bus (25%)
Private or rental car/campervan (26%)
Other (3.3%)
Market Profile
WHAT IS YOUR GENDER? WHAT IS YOUR AGE RANGE? WHO ARE YOU TRAVELLING WITH?
WHAT TYPE OF TRANSPORTATION WAS USED?WHAT IS YOUR REASON FOR VISITING VICTORIA?
Male (41%) 15–24 (6%)
35–44 (22%)
55–64 (22%)
Friends or relatives (27%)
Alone (25%)
Female (59%) 25–34 (11.5%)
45–54 (28.5%)
65+ (9.5%)
Business (3%)
Couple (23%)
Family (22%)
CHINESE OFFICIAL VISITOR GUIDE – FOUR EDITION MEDIA KIT 4
*Source: Visit Victoria International Market Profile: China. Year Ending September 2014.
Shopping for pleasure
Go to the beach
Eat out/dine at a restaurant and or cafe
Sightseeing/look around
Visit botanical or other public gardens
Visit national parks/state parks
Visit history/heritage buildings, sites or monuments
Go to markets
Visit museums or art galleries
Visit wildlife parks/zoos/aquariums
Visit casinos
Visit amusements/theme parks
Charter boat/cruise//ferry
Bush walking/rainforest walks
84%
78%
85%
76%
66%
54%
40%
47%
43%
42%
21%
29%
Visit farms 30%
25%
29%
TOP 15 ACTIVITIES UNDERTAKEN WHILST IN VICTORIA
CHINESE OFFICIAL VISITOR GUIDE – FOUR EDITION MEDIA KIT 5
Chinese Official Visitor Guide SIZE
+ A5 – 104 pages
PRINT RUN
+ 60,000 copies per season
+ 240,000 copies per annum
ADVERTISING SPACE AVAILABLE
+ Full page
+ Half page
KEY FEATURES
+ Dedicated editorial focusing on key experiences for the Chinese market
+ Information on travelling around Melbourne and regional Victoria
+ Recommended itineraries
+ Detailed maps including Melbourne City Centre and Regional Victoria
+ Coupons (EOI available to four edition advertisers only)
DEADLINES
SEASON BOOKING EDITORIAL EOI MATERIAL RELEASE
Spring 14 Jun 2016 30 May 2016 22 Jun 2016 1 Sep 2016
Summer 13 Sep 2016 30 May 2016 21 Sep 2016 1 Dec 2016
Autumn 7 Dec 2016 14 Nov 2016 15 Dec 2016 1 Mar 2017
Winter 14 Mar 2017 14 Nov 2016 22 Mar 2017 1 Jun 2017
“ Destination Melbourne is the industry leader when it comes to effective advertising. I have advertised in many publications, none of which come up to the level of success Destination Melbourne achieves. The dedication and passion of their staff is complemented by the ever reliable year-round distribution of their publications. The Chinese Official Visitor Guide works very well for me.”
Bill Dawson Australian By Design
CHINESE OFFICIAL VISITOR GUIDE – FOUR EDITION MEDIA KIT 7
Distribution & Participation Rates
Destination Melbourne distributes a minimum of 240,000 copies of the Chinese Official Visitor Guide every year. The guide is distributed both exclusively and non-exclusively at several key points of arrival throughout Melbourne.
DISTRIBUTION POINT EXAMPLES
+ Exclusive distribution at the International Terminal, Melbourne Airport
+ Seasonal distribution through Melbourne China Post
+ Melbourne Visitor Information Centre – Federation Square
+ Melbourne Visitor Information Booth – Bourke Street Mall
+ Direct distribution to conference delegates through Melbourne Convention Bureau
+ City and metropolitan hotels and attractions
+ Accredited Visitor Information Centres throughout Victoria
SIZE OF ADVERT SINGLE EDITION FOUR EDITION SPECIAL RATE*
SAVING PER YEAR
Half $2225 $1917.50 $1230
Full $3595 $3168.75 $1705
NOTE: Where required, translation is included with your booking.
* Four Edition Special Rate includes a 10% discount when purchasing four editions of the Chinese Official Visitor Guide at the one time. Price indicative of single edition only.
Tina Seirlis Sales & Partnerships Manager 0450 603 086 [email protected]
Sales Contacts
John McGaw Senior Business Development Manager 0422 934 093 [email protected]
CHINESE OFFICIAL VISITOR GUIDE – FOUR EDITION MEDIA KIT 8
Advertising Specifications & Proofing
SUPPLY SPECIFICATIONS
Advertisers can supply their artwork translated already, or we can have it translated free of charge. If translation is required, please ensure artwork is supplied as a packaged InDesign file containing all links and fonts.
AD SIZES WORD LIMIT LOGO/IMAGE/QR
Full Page Full supplied or templated 148mm (wide) x 210mm (high) with 5mm bleed
250 words (including headings, copy and address details)
• 1 logo • 1 high res hero image • Up to 4 supplimentary
images for consideration
Half Page Fully supplied or templated 126mm (wide) x 89.5mm (high)
90 words including contact details
• 1 logo • 1 high res image (portrait)
Material submission questions?
Yolanda Baker Sales Intern 9869 2415 | [email protected]
* Please note: Length of words can sometimes make word count vary. Image montages or images with text over the top will not be accepted. Destination Melbourne reserves the right to edit any submissions and make corrections, omit material, or do minor reorganisation required to achieve the consistent look and feel as per the style guide.
PROOFING OF ADVERTISEMENTS
When a proof is ready for advertiser review/approval, an email notification including a hyperlink to access the dmhub will be sent.
Advertisers are granted the opportunity to make 2 rounds of changes. Changes made beyond the second round will incur an additional fee of $60 per proof.
Click here to view the Chinese
Official Visitor Guide Style Guide
