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MARKETING AND EVENTS COMMITTEE Agenda Item 3.2 REPORT

11 April 2006 2005 CHRISTMAS, NEW YEAR’S EVE & 2006 SUMMER CAMPAIGNS

Division Marketing, Tourism & Major Events

Presenter Mary Hennessy, Manager Melbourne Marketing & Retail Development

Purpose

1. To present the results of City of Melbourne’s 2005 Christmas in the City, 2005 New Year’s Eve and 2006 Summer in the City marketing campaigns.

Recommendation

2. That the Marketing and Events Committee note the information contained in this report regarding the three campaigns.

Time Frame

3. The three campaigns were delivered between November 2005 and March 2006:

3.1. the Christmas in the City marketing campaign ran from mid November to Christmas Eve 2005;

3.2. the New Year’s Eve marketing campaign ran from 1 December to New Year’s Eve 2005; and

3.3. the Summer in the City marketing campaign ran from January to March 2006.

Relation to Council Policy

4. Council’s Christmas in the City, New Year’s Eve and Summer in the City campaigns have been identified as of high strategic value to Melbourne. Delivery of the campaigns enable s Council to meet those strategic objectives outlined in;

4.1. Melbourne Marketing Strategy 2003-2006; and

4.2. City of Melbourne Tourism Plan 2002 – 2006.

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Consultation

5. Council worked closely with a wide range of internal and external City of Melbourne stakeholders on each of the three campaigns. In summary stakeholders for the three campaigns were as follows:

5.1. Christmas in the City: External stakeholders included sponsors of the Christmas campaign including David Jones, Metlink, Mirabella International, Yarra Trams, Australia Post, Cadbury; major city retailers and retail centres; key tourist attractions and the city’s 18 CBD- based churches;

5.2. New Year’s Eve: External stakeholders included Federation Square, Southgate, The Arts Centre, NewQuay Docklands and Waterfront City; advertising campaign partner Metlink; and broadcast partner Channel 9; and

5.3. Summer in the City: Advertising campaign partners, VicUrban and Docklands Marketing Association; key tourist attractions and Council sponsored events including Volvo Ocean Race, Midsumma Festival, Australia Day celebrations, Tropfest, Melbourne Food & Wine Festival and L’Oreal Melbourne Fashion Festival.

Finance

6. Council delivered the three campaigns within the 2005 – 2006 budgets approved by Council.

Legal

7. The report is for noting only and no direct legal issues arise from the report.

Sustainability

8. The campaigns encourage an involved community enjoying the amenity of the public environment supports the Council’s aims of an Active and Engaged Community. The three campaigns support the environment and social components.

Comments

9. A summary of the key media employed for each campaign, and their individual reach/audience, is outlined in Attachment 1.

Background

10. Each year Council has presented a very successful Christmas in the City and New Year’s Eve advertising campaign, and a program of events and attractions designed to celebrate the festive season and herald in New Year. Based on the growing success of these two campaign programs Council launched a dedicated Summer in the City campaign in January 2006 to capitalise on the excitement of the Volvo Ocean Race, the countdown to Commonwealth Games and Council’s strategic commitment to promoting Melbourne as a waterfront city.

11. Council presented a very successful Christmas in the City advertising campaign and decorations program that was supported by a number of events and attractions presented by Council.

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12. Council’s advertising campaign promoted specific events; continued to promote the City as a family- friendly destination over suburban shopping centres; and generated visitation and repeat visitation to the City during the festival season for Christmas shopping, dining and entertainment. An advertising schedule promoting Christmas in the City included the following key media:

12.1. Television Advertising Schedule on GTV Channel 9;

12.2. Channel 9 Postcards TV Special - Christmas in the City;

12.3. Publications – Christmas in the City Herald Sun magazine;

12.4. Print Advertising - Herald Sun and selected newspapers;

12.5. Radio Advertising Schedule on selected stations;

12.6. Christmas in the City Brochure;

12.7. Christmas in the City Publicity campaign; and

12.8. www.thatsmelbourne.com.au website.

A detailed summary of the advertising campaign and results is outlined in Attachment 1.

13. Council’s Christmas decorations program gave the City a festive appearance that reflected the vitality and character of Melbourne on the streets and in public places. The program differentiated the City as a shopping destination from suburban shopping centres and provided a unique and memorable experience to City workers, residents and visitors. The program of decorations for the Christmas in the City campaign included the following:

13.1. Christmas Tree, Federation Square;

13.2. River of Stars, Bourke Street Mall;

13.3. Nativity Scene, City Square;

13.4. Giant Christmas Bauble, City Square;

13.5. Santa’s Post Box, City Square;

13.6. Christmas Trams, City Circle Route;

13.7. Decorations Program e.g. catenary stars; and

13.8. Nike Christmas Billboard, cnr Bourke Street & Swanston Street.

14. Council presented a calendar of free family Christmas events from mid November through until Christmas Eve which included the following:

14.1. Santa’s Grand Arrival in the City, Bourke Street Mall;

14.2. Christmas Tree Lighting Spectacula r, Federation Square;

14.3. Teen Titans Live Stage Show, Federation Square;

14.4. Care Bears Christmas Party, Federation Square;

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14.5. Christmas Magic Show, Federation Square; and

14.6. Santa and Helper on the Christmas Trams, City Circle Route.

15. Council’s ‘New Year’s Eve’ campaign successfully promoted the City as a friendly and safe place to be with family and friends to celebrate New Year’s Eve; provided details for venues participating in NYE celebrations; and communicated the City’s ‘No Alcohol’ policy and key access and public transport messages on behalf of Metlink.

16. An advertising schedule promoting New Year’s Eve in the City included the following key media:

16.1. Television Advertising Schedule on GTV Channel 9;

16.2. Channel 9 Live Telecast of NYE;

16.3. Publications – Full page in Christmas in the City Herald Sun magazine;

16.4. Print Advertising - Herald Sun and The Age;

16.5. Radio Advertising Schedule on selected stations;

16.6. NYE media campaign; and

16.7. www.thatsmelbourne.com.au website.

A detailed summary of the advertising campaign and results is outlined in Attachment 1.

17. Council presented a program of free family entertainment on New Year’s Eve which included the following:

17.1. Alexandra Gardens – Family and kids entertainment;

17.2. Birrarung Marr – Youth event;

17.3. 9.15pm Fireworks Presentation; and

17.4. Midnight Fireworks Presentation.

18. Council’s inaugural ‘Summer in the City’ campaign was dedicated to promoting Melbourne’s waterfront and river corridor as the place to be for summer dining and outdoor entertainment. Running from January until March 2006 the campaign also promoted the international prestige and diversity of Council sponsored events such as the Volvo Ocean Race, Australian Open, Midsumma Festival, Australia Day celebrations, Tropfest, L’Oreal Fashion Festival, Melbourne Food & Wine Festival, event and Docklands and the 2006 Commonwealth Games and Cultural Festival.

19. An advertising schedule promoting Summer in the City included the following key media:

19.1. Television Advertising Schedule on GTV Channel 9;

19.2. Channel 9 Postcards TV Special - Summer in the City;

19.3. Publication – Summer in the City Herald Sun magazine;

19.4. Publication – Summer guide;

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19.5. Summers in the City Publicity campaign; and

19.6. www.thatsmelbourne.com.au website.

A detailed summary of the advertising campaign and results is outlined in Attachment 1.

20. A key component of the Summer campaign was the commissioning of independent publisher, Right Angle Publishing, to write the Summer guide to Melbourne which appealed to 20 – 35 year olds living in the inner city. The guide listed over 180 city venues and events taking place between January and March. 150,000 copies of the guide were distributed around Melbourne and inner suburbs. Feedback on the guide has been overwhelmingly positive.

21. Council secured two Summer in the City campaign partners, VicUrban and the Docklands Marketing Association, both of whom made a financial contribution to the campaign and supported the campaign through their marketing and communications channels. Both partners also agreed to produce dedicated television commercials under the ‘that’s Melbourne city’ brand.

22. Testimonial from the two campaign partners very positive with both partners committing to reinvesting in next year’s campaign.

‘As a partner in the City of Melbourne's "Summer in the City" campaign, Melbourne Docklands received excellent exposure as part of the city's offering during the peak visitor season. The City's relationship with Channel 9 and the Herald and Weekly Times significantly increased the exposure of the key marketing messages for Melbourne Docklands to its target market in a cost effective way. – VicUrban & Docklands Marketing Association

‘Melbourne Aquarium was pleased to be the Attraction Partner of the Summer in the City campaign. The television commercial with Livinia Nixon fulfilled the criteria of presenting the Yarra River precinct of which we are a part, as a prominent entertainment site over summer, alongside creating awareness of our Monsters of the Deep campaign. Although success attributed solely to the partnership is difficult to measure, general feedback suggests the TVC with Livinia was well received and recalled.’ – Melbourne Aquarium

Attachment: 1. Christmas in the City, New Year’s Eve & Summer in the City 5 Page 6 of 12 Attachment 1 Agenda Item 3.2 Marketing and Events Committee 11 April 2006

2005 Christmas in the City Marketing Campaign

Television Audience · Channel 9, 30 second commercials, 6 November – 24 December 529 spots · Channel 9, 15 second commercials, 13 November – 17 December 190 spots · Channel 9, Postcards TV Special - Christmas in the City, 11 December, 6.30pm – 7pm (2nd highest rating show in slot) 285,835 metro viewers

Newspapers/Magazines · Herald Sun Christmas in the City 40-page magazine, Thursday, 1 December (print run 650,000) 1,517,000 readers · Herald Sun, Sunday 6 November (print run 618,000) 1,550,000 readers · Herald Sun, Sunday 13 November (print run 618,000) 1,550,000 readers · Herald Sun, Sunday 1 December (print run 618,000) 1,550,000 readers · Melbourne’s Child, November issue

Radio · FOX FM (115 paid & 10 bonus) 125 spots · 3AW (122 paid & 98 bonus) 220 spots

Printed Collateral · Christmas in the City A6 20-page brochure 65,000 copies · Christmas Tree Lighting programs 2,000 copies · Christmas in the City metcards 2 million metcards

Website · www.thatsmelbourne.com.au website, Christmas campaign, Nov 5,596 visits · www.thatsmelbourne.com.au website, November 77,825 visits · www.thatsmelbourne.com.au website, Christmas campaign, Dec 6,749 visits · www.thatsmelbourne.com.au website, December 90,594 visits

Publicity · Various TV, radio, print and online Refer P.2 of attachment

Events Attendance · Santa’s Grand Arrival in the City, Bourke Street Mall 3500+ people · Christmas Tree Lighting, Federation Square 4000+ people · Teen Titans Live Stage Show, Federation Square 1000+ people · Care Bears Christmas Party, Federation Square 1500+ people · Christmas Magic Show, Federation Square 1000+ people

Attractions · Christmas Tree, Federation Square · Giant Christmas Bauble, City Square · Nativity Scene, City Square · Santa’s Post Box, City Square · Catenary Stars, Bourke Street Mall

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2005 Christmas in the City Marketing Campaign

The following tables summarises editorial coverage of the Christmas in the City campaign generated by Council’s dedicated publicity campaign.

Print media Media Outlet Date Page Audience mX 17 November 2005 Page 5 89,486 City Weekly 24 November 2005 Page 6 42,067 The Sunday Age, Preview, Kidsview 4 December 2005 Page 28 201,000 Herald Sun, News 6 December 2005 Page 3 557,000 City Weekly, Our Pic 8 December 2005 Page 3 42,067 The Age, Metro, If You Only Do One Thing 9 December 2005 Page 16 194,100 Herald Sun, Weekend, Out and About 10 December 2005 Page 19 557,000 The Sunday Age, Preview, Kidsview 11 December 2005 Page 28 201,000 The Sunday Age, Preview, 8 Days 11 December 2005 Page 11 201,000 mX 12 December 2005 Page 2 89,486 mX 13 December 2005 Page 16 89,486 mX 13 December 2005 Front 89,486 Melbourne Yarra Leader, 7 Days 14 December 2005 Page 26 12,935 City Weekly, Top 20 15 December 2005 Page 30 42,067 mX, Nosh 15 December 2005 Page 19 89,486 The Age, Good Weekend, 10 Things to Do 17 December 2005 Page 15 194,100 Herald Sun, Weekend, Out & About 17 December 2005 Page 19 557,000 The Sunday Age, Preview, Kidsview 18 December 2005 Page 36 201,000 Herald Sun, News 19 December 2005 Page 15 557,000 Melbourne Yarra Leader, 7 Days 21 December 2005 Page 20 12,935 Melbourne Yarra Leader, Fresh 21 December 2005 Page 2 12,935 Melbourne Yarra Leader 21 December 2005 Front 12,935 City Weekly 22 December 2005 Page 9 42,067

Print Summary Total number of items 23 Total estimated audience 4,087,638

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Broadcast Media Outlet Date Program Audience Channel 10, News 9 November 2005 Evening, 5.38pm 185,747 Channel 7, News 12 November 2005 Evening, 6.16pm 152,604 Channel 9, News 12 November 2005 Evening, 6.29pm 266,932 3AW, Nightline 17 November 2005 Evening, 11.51pm 46,000 Mix FM 18 November 2005 Afternoon, 4.03pm 53,000 Channel 7, News 19 November 2005 Evening, 6.30pm 229,622 ABC 774, Breakfast 17 December 2005 Morning, 6.13am 52,800

Broadcast Summary Total number of items 7 Total estimated audience 9,867,05

Total Publicity Summary Total number of items 30 Total estimated audience 5,074,343

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2005 New Year’s Eve Marketing Campaign

Television · Channel 9, 15 second commercials, 25 Dec - 31 Dec 18 spots · Channel 9 telecast of NYE (11.40pm – 12.20pm) 368,443 metro viewers

Newspapers/Magazines · Herald Sun 4 strip ads · Herald Sun, Friday 30 December Double Page Spread · The Age, 4 strip ads · The Age, Friday 30 December Event Ad · Full page editorial in Christmas in the City Herald Sun magazine, 1 December (650,000 copies) 1,517,000 readers

Radio · FOX FM 24 paid spots · 3AW 24 paid spots

Website · www.thatsmelbourne.com.au website, NYE campaign (Dec) 19,752 visits · www.thatsmelbourne.com.au website, December 90,594 visits

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2006 Summer in the City Marketing Campaign

Television · Channel 9, ‘Uber Girl’ 30 second commercials, 15 January – 5 February 131 spots · Channel 9, Summer Aquarium 30 second commercial 8 - 22 January 27 spots · Channel 9, Summer Docklands 30 second commercial 22 January – 5 February 65 spots · Channel 9, Postcards TV Special – Summer in the City 4 February, 8pm – 8.30pm 352,805 viewers · Channel 9, That’s Melbourne TV Special Sunday, 19 February, 5.30pm – 6pm 176,000 viewers · Channel 9, That’s Melbourne TV Special Sunday, 5 March, 5.30pm – 6pm 139,000 viewers · Channel 9, That’s Melbourne TV Special Sunday, 12 March, 5.30pm – 6pm 140,000 viewers

Newspapers/Magazines · Herald Sun Summer in the City 40-page magazine, Thursday, 12 January edition (print run 554,000) 1,108,000 readers

Print Collateral · Summer Guide, 32-page A6 size guide 150,000 copies

Website · www.thatsmelbourne.com.au – Summer Guide, January 2832 visits · www.thatsmelbourne.com.au – Summer Guide, February 2599 visits · www.thatsmelbourne.com.au – Postcards TV Special, February 724 visits · www.thatsmelbourne.com.au – That’s Melbourne TV Series 19 February, 5 March & 12 March and Postcards TV Special, Feb 1113 visits

Summer in the City Testimonials

‘As a partner in the City of Melbourne's "Summer in the City" campaign, Melbourne Docklands received excellent exposure as part of the city's offering during the peak visitor season. The City's relationship with Channel 9 and the Herald and Weekly Times significantly increased the exposure of the key marketing messages for Melbourne Docklands to its target market in a cost effective way. The components of the Summer marketing campaign all proved to be an excellent vehicle to showcase the City and Melbourne Docklands' key strengths including the summer events calendar, great range of entertainment and activities as well as waterfront dining. Melbourne Docklands strongly supports the continuation of the City of Melbourne's "Summer in the City" campaign. ’ - Melbourne Docklands & Docklands Marketing Association

‘Melbourne Aquarium was pleased to be the Attraction Partner of the Summer in the City campaign. The television commercial with Livinia Nixon fulfilled the criteria of presenting the Yarra River precinct of which we are a part, as a prominent entertainment site over summer, alongside creating awareness of our Monsters of the Deep campaign. Although success attributed solely to the partnership is difficult to measure, general feedback suggests the TVC with Livinia was well received and recalled. ’ - Melbourne Aquarium

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FINANCE ATTACHMENT

2005 CHRISTMAS, NEW YEAR’S EVE & 2006 SUMMER CAMPAIGNS

Funding of $210,000 was provided in the 2005/06 budget for Christmas Specific Campaign (activity 24056). In addition, funding of $1,843,000 was provided in the 2005/06 budget for advertising and PR campaign (activity 24052).

Joe Groher Manager Financial Services

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LEGAL ATTACHMENT

2005 CHRISTMAS, NEW YEAR’S EVE & 2006 SUMMER CAMPAIGNS

Section 3C(1) of the Local Government Act 1989 (“the Act”) provides that:

“The primary objective of a Council is to endeavour to achieve the best outcomes for the local community having regard to the long term and cumulative effects of decisions”.

Section 3C(2) of the Act provides that in seeking to achieve its primary objective the Council must have regard to certain facilitating objectives including:

“(d) to promote appropriate business and employment opportunities;”

The City of Melbourne Act 2001 sets out additional objectives including:

“(a) to ensure a proper balance within its community between economic, social, environmental and cultural considerations within the context of the City of Melbourne’s unique capital city responsibilities;”.

The subject matter of the report is within the objectives of Council.

Kim Wood Manager Legal Services