Priority: Improved branding and marketing The goal of this priority is to deliver by 2025, a clear and consistent strategy that influences people’s choice of travel destinations and to establish an understanding and ownership by industry and Government about how Brand Victoria is used and communicated to target markets. The following actions will begin to deliver on this desired outcome over the short to medium term. Priority: Improved branding and marketing Long term actions Actions for next 12 Actions for Lead Output identified in the months the next 3–4 Victorian Visitor years Economy Strategy Visit Victoria will In its first year of Implement VV Strategy developed and implementation play a critical role operation, Visit Victoria the commenced. in developing will develop a Marketing, marketing, equity in the new Events and Business events and Victorian brand Events Attraction business and in driving Strategy, which will events promotion of the include the allocation of attraction State as a leading $38 million for strategy and visitor and events international, interstate deliver destination. It will and intrastate marketing, marketing develop its own $20 million from the activities strategic approach Regional Events Fund associated under the and $9 million from the with the $38 umbrella of this Business Events Fund, million Strategy. as well as other funding. allocation in This process will the 2016-17 examine opportunities for Budget. increasing regional dispersal and expenditure of leisure visitors. Visit Victoria will continue to implement the Wander Victoria marketing campaign in collaboration with RTBs targeting intrastate travellers. The first phase of Wander Victoria was implemented from 28 February to 31 July 2016. The campaign performed well against objectives and benchmarks and has garnered support from Regional Tourism Boards and the wider Victorian tourism industry. The films effectively reached and resonated with the target
Priority: Improved branding and marketing The goal of this priority is to deliver by 2025, a clear and consistent strategy that influences people’s choice of travel destinations and to establish an understanding and ownership by industry and Government about how Brand Victoria is used and communicated to target markets. The following actions will begin to deliver on this desired outcome over the short to medium term. Priority: Improved branding and marketing Long term actions identified in the Victorian Visitor Economy Strategy Actions for next 12 months Actions for the next 3–4 years Lead Output Visit Victoria will play a critical role in developing equity in the new Victorian brand and in driving promotion of the State as a leading visitor and events destination. It will develop its own strategic approach under the umbrella of this Strategy. In its first year of operation, Visit Victoria will develop a Marketing, Events and Business Events Attraction Strategy, which will include the allocation of $38 million for international, interstate and intrastate marketing, $20 million from the Regional Events Fund and $9 million from the Business Events Fund, as well as other funding. This process will examine opportunities for increasing regional dispersal and expenditure of visitors. Visit Victoria will continue to implement the Wander Victoria marketing campaign in collaboration with RTBs targeting intrastate travellers. The first phase of Wander Victoria was implemented from 28 February to 31 July 2016. The campaign performed well against objectives and benchmarks and has garnered support from Regional Tourism Boards and the wider Victorian tourism industry. The films effectively reached and resonated with the target Implement the marketing, events and business events attraction strategy and deliver marketing activities associated with the $38 million allocation in the 2016-17 Budget. VV Strategy developed and implementation commenced. leisure