Strategy 2.5 Leverage off the VFR data produced by Destination Melbourne and inspire members of the local community to become ambassadors for the City of Whittlesea Ref Action Priority Responsibility Resources Measure 2.5.1 Conduct a community Medium- Council Within Community survey survey to identify what High existing completed and an tourism experiences the resources attractions audit is local community value and established, ranking where locals take visiting attractions by theme, friends and relatives. seasonality and popularity. 2.5.2 Invite local tourism product Medium Council Within At least twenty business to be involved in the existing owners and or events campaign. resources are involved in first year of campaign (five for each season). 2.5.3 Develop a VFR campaign to Medium Council Within Campaign plan promote local tourism existing developed based on experiences to the local resources survey results, outlining community. annual campaign schedule. 2.5.4 Promote the campaign Medium Council Funding Quarterly advertising through local media outlets. required features in papers and online through City of Whittlesea website. 2.5.5 Produce promotional Medium Council Within Campaign collateral collateral to accompany the existing produced and campaign. resources distributed to residents. Strategy 2.6 Increase awareness and use of the See Whittlesea’ brand ‘Come Ref Action Priority Responsibility Resources Measure
Strategy 2.5 Leverage off the VFR data produced by Destination Melbourne and inspire members of the local community to become ambassadors for the City of Whittlesea Ref Action Priority Responsibility Resources Measure 2.5.1 Conduct a community survey to identify what tourism experiences the local community value and where locals take visiting friends and relatives. Medium- High Council Within existing resources Community survey completed and an attractions audit is established, ranking attractions by theme, seasonality and popularity. 2.5.2 Invite local tourism product to be involved in the campaign. Medium Council Within existing resources At least twenty business owners and or events are involved in first year of campaign (five for each season). 2.5.3 Develop a VFR campaign to promote local tourism experiences to the local community. Medium Council Within existing resources Campaign plan developed based on survey results, outlining annual campaign schedule. 2.5.4 Promote the campaign through local media outlets. Medium Council Funding required Quarterly advertising features in papers and online through City of Whittlesea website. 2.5.5 Produce promotional collateral to accompany the campaign. Medium Council Within existing resources Campaign collateral produced and distributed to residents. Strategy 2.6 Increase awareness and use of the ‘Come See Whittlesea’ brand Ref Action Priority Responsibility Resources Measure
tourism-strategy-accessible-word.docx