Tourism Victoria’s

Melbourne Phase 10 Campaign

The Jigsaw Campaign

• “You‟ll Love Every Piece of Victoria” jigsaw campaign developed in

1993

• Victoria = Sum of diversity = Choice

• Target high yield tourists

• Short breaks to Melbourne

• Tourism Victoria‟s jigsaw campaign is now the world‟s longest

running destination marketing campaign

Building the brand

• Very strong growth in brand reputation of Melbourne

• Allowed advertising to building the emotional brand

values

• Ads sought to work on two levels:

- emotional brand values

- challenge people intellectually

Building the brand

• Victoria‟s marketing activity focussed on building the brand

brand equity = financial yield

• Other states tourism commissions undertook tactical price based

advertising

• Victoria‟s approach resulted in the growth of a strong brand

Competition

• Sydney was the biggest competitor for short breaks.

Objective was to push the brands apart.

• Melbourne =

Stylish, sophisticated, romantic

• Sydney =

Big, bright, fun

Strategic direction

• Situation Preference for Melbourne at an all-time high

• Problem People think they know Melbourne –

“Been there, done that”

• Tasks Convert preference – encourage repeat visitation

Evolve the brand – stylish, sophisticated, romantic,

creative to active, and energetic

Position Melbourne as a premium brand – „dial up‟

authenticity, innovation and „Made in Melbourne‟

qualities to further differentiate from Sydney.

• Phase 10 continues to target Creative Opinion Leaders:

– They are „creative‟ both in terms of their involvement in cultural and creative pursuits and their openness to risks, new experiences and new ideas.

– They want to be „in the know‟, value individuality and authenticityand can spot a fake in an instant.

– Their extensive social networks and extroverted nature means that once they‟ve visited a destination, they will generate positive word of mouth for us among their friends and family.

– They are high yield

Target audience

• Opportunity

Conversion is best served by challenging curiosity – increase the more active, adventurous and creative aspects of Melbourne in a participatory way.

• Proposition

The more curious you are, the more you‟ll be rewarded.

• Creative idea

Make Melbourne feel like a game that rewards curiosity, risk-taking and experimentation with unusual experiences, pieces and artefacts.

• Outtake

There is still much more to find in Melbourne – all you need is a curious disposition and an open mind.

• Line

Play Melbourne

Creative direction

An Integrated Campaign

Fully integrated campaign

• Television/Cinema Advertisement

• Brand Activation – competition and microsite

• Partnership marketing

• Online

• Radio

• Print

• iPhone App

• Social media

• Public relations

Campaign Elements

June 2011 – June 2012

• 60 Second Advertisement in launch

phase

• 30 Second Advertisement ongoing in

bursts throughout the year

• 15 Second Advertisement co-

operatively tagged with Virgin

Australia retail call to action, in bursts

throughout the year

Television & Cinema

Microsite and Competition

• Developed to engage our target market‟s curiosity, drive conversion and encourage spontaneous exploration of Melbourne

• A 52 week competition offering the chance to win a weekend in Melbourne including flights, accommodation, transfers and further surprises

• A campaign microsite which hosts the competition game, provides new news and features trade partner deals

Brand Activation

Brand Activation

Brand Activation

Brand Activation

Brand Activation

The Players

Super Prize One

Melbourne Winter Masterpieces

Prize included:

- Return Flights, Suite at the

Sofitel Melbourne

- Producer House Seats to see

Love Never Dies

- Dinner at Movida with special

guest Ben Lewis who plays the

Phantom

- Backstage tour, meet and greet

cast

- Surprise elements:

- Earlybird entry to Tutankhamun

- Champagne Breakfast

- Merchandise Pack

Key partnerships for the launch of Phase 10:

Interstate

Intrastate

Partnership Marketing

Partnership Marketing

June 2011 – June 2012

Full page colour placements in Sydney Morning Herald and weekend insert magazines in launch phase

Double Page Advertorial Spreads in Sydney, Adelaide and Brisbane in weekend insert magazines

Regular 1/3 columns in weekend insert magazines in Sydney, Adelaide and Brisbane

Print

Print

Print

June 2011 – June 2012

• Integrated as live content highlighting

the activation message at key bursts

throughout the year and super prize

messages.

• Content will also be integrated on

Austereo website and broadcast

through their direct mail pieces.

• Placements across high audience

segments including Breakfast & Drive

• Jules Lund – Austereo‟s Melbourne

ambassador

Radio – Austereo Partnership

Online

• A mixture of high reach and

niche placements including

– Ninemsn

– Yahoo7

– Sydney Morning Herald,

– Brisbane Times

– The Australian

– Facebook

– Facebook, NineMSN

and SMH highest

referrers after Google

– Niche websites

providing the most

engaged visitors

Online

Social Media

• Social Media activity underpins all

elements of the campaign.

• Play Melbourne is promoted via

Tourism Victoria‟s Facebook, Twitter

YouTube and eDM channels, and

consumers are encouraged to

promote the campaign through their

social media platforms as part of the

competition

• Play Melbourne eDMs will be sent

out on a monthly basis to

competition entrants

• Tourism Victoria will also be

leveraging social media platforms of

trade and media partners like Virgin

Australia and Austereo.

Social Media

Do people like us?

10,500 Facebook likes

1,164 mentions on Twitter

12,135 video views on YouTube

Social Media

Play Melbourne iPhone App

Inspiration and Invitation

RESULTS SO FAR

• 149,621 Play Melbourne visits

• 100,763 Visitors

Inspiration and Invitation

• 30,000

33

2 - Top Holiday Destinations2.1 - Top 50 most searched for flight destinations - Q2 2011

Movement Rank Destination City / Region CountryMarket Share of Flight

Searches in Australia Q2 2011

Rank

Q1 2011

1 Melbourne Australia 2.61% 2

2 Bali Indonesia 2.26% 1

3 London United Kingdom 1.86% 3

4 Sydney Australia 1.72% 4

5 Phuket Thailand 1.10% 8

6 Brisbane Australia 1.05% 5

7 Perth Australia 0.81% 6

8 Los Angeles United States 0.62% 7

9 Cairns Australia 0.62% 12

10 Hawaii United States 0.46% 9

11 Darwin Australia 0.42% 14

12 New York United States 0.40% 15

13 Singapore Singapore 0.38% 13

14 Gold Coast Australia 0.36% 10

15 Adelaide Australia 0.32% 11

16 Bangkok Thailand 0.29% 16

17 Paris France 0.23% 20

18 Canberra Australia 0.23% 24

19 Manila Philippines 0.22% 19

20 Auckland New Zealand 0.22% 17

21 Tasmania Australia 0.19% 18

22 Broome Australia 0.18% 22

23 Queensland Australia 0.14% 25

24 Alice Springs Australia 0.12% 30

25 Queenstown New Zealand 0.12% 37

26 Las Vegas United States 0.11% 21

27 Koh Samui Thailand 0.11% 23

28 Denpasar Indonesia 0.10% DNR

29 Townsville Australia 0.09% 28

30 Hobart Australia 0.09% 27

31 Kuala Lumpur Malaysia 0.08% 29

32 Rome Italy 0.08% 26

33 Hamilton Island Australia 0.08% 34

34 Dubai UAE 0.07% 35

35 Rockhampton Australia 0.06% 45

36 Delhi India 0.06% 44

37 Mackay Australia 0.06% 43

38 Dublin Ireland 0.06% 38

39 Newcastle Australia 0.06% 53

40 Amsterdam Netherlands 0.06% 46

41 Mildura Australia 0.05% 47

42 Tokyo Japan 0.05% 41

43 Hyderabad India 0.04% DNR

44 Vancouver Canada 0.04% 32

45 Mumbai India 0.04% 69

46 Christchurch New Zealand 0.04% 31

47 Norfolk Island Australia 0.04% 50

48 Manchester United Kingdom 0.04% 36

49 Coffs Harbour Australia 0.04% 58

50 San Francisco United States 0.04% 49

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