YARRA RANGES TOURISM CEO REPORT
August 2018
We market to sell the Yarra Valley and Dandenong Ranges to the visitor, driving economic growth...
CEO Report
August 2018
KEY STRATEGY AREA: MARKETING Increase Visitor Numbers, Length of Stay & Spend 1. Grow Mid-Week Overnight Visitation 2. Create New Reasons to Visit 3. Build Brand Awareness 4. Engage Our Visitor Through Storytelling
Intrastate As mentioned in the last CEO report, Visit Victoria have developed a new Regional campaign to replace Wander Victoria as of 1 July called “Your Happy Space”. Campaign Yarra Ranges Tourism are working closely with the Regional Marketing Team at Your Happy Visit Victoria and have made a number of industry call outs for content to include Space in the campaign’s digital program. Industry content is key to their increased focus moving brand awareness and sentiment to driving consideration and conversion to visit regional Victoria.
At this stage the TV commercials have not included footage from the Yarra Valley and Dandenong Ranges and our team are making sure that we can work with Visit Victoria on their future plans.
As part of the testing of our Digital Visitor Information Kiosks we are also offering advertising space to the campaigns to test our video and sound capabilities.
Online content & Yarra Ranges Tourism continues to create digital content to drive consumer collaboration interest, build brand awareness, boost Search Engine Optimisation (SEO) and drive sales leads to our Industry partners products and offers. Revent highlights include:
Blogs Highlight blogs for the period included Bushwalking Tracks in the Dandenong Ranges (5,959), Must See Gardens of the Dandenong Ranges (3,717) and 10 Things to do at Lake Mountain Alpine Resort (3,203) - these blogs yielded tremendous organic search results.
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(Above: Blog piece ‘10 Things to do at Lake Mountain Alpine Resort’)
Yarra Ranges Tourism uses past data from Google Analytics, SEMrush, KWfinder and Google Trends for all blogs created. These tools help identify the exact keywords (and timing) that consumers are using in their search terms.
Below is a list of all the blogs produced this period:
Region Name Views
Yarra Valley 10 Things to do at Lake 3,203 Mountain Alpine Resort
Yarra Valley Australian Wildlife Right 201 On Your Doorstep
Yarra Valley 5 Reasons Why the 821 Yarra Valley is a great mid-week destination
Dandenong Ranges 12 Yarra Valley and 404 Dandenong Ranges High Teas to Tempt Your Tastebuds
Yarra Valley Yarra Valley Gumboot 331 Season is Here
Yarra Valley 5 different reasons why 1042 kids rule in the Yarra Valley and Dandenong Ranges
Yarra Valley Five Sunday Roasts to 104 keep you warm this winter
Yarra Valley 5 Yarra Valley Cellar 183 Doors with a difference
Yarra Valley Father’s Day Family 451
2 Activities
Dandenong Ranges Ann Crebers Pumpkin 43 Spinach Herb Risotto
Dandenong Ranges Ann Creber’s Cypriot 59 Lamb Stew
Dandenong Ranges Ann Creber’s Pecan and 6 Parsley Pesto
Dandenong Ranges Four Reasons Nature 577 Lovers need to visit the Dandenong Ranges
(Above: Blogs produced between 25/05/18 - 24/08/18)
Yarra Valley & Dandenong Ranges Packages & Special Deals Yarra Ranges Tourism is continuing to promote digital mid-week deals for Melbourne’s Yarra Valley & Dandenong Ranges. The push for mid-week visitations is a part of our 3-year strategic plan, where we have been working closely with industry partners to customise and promote deals that are enticing to the consumer.
(Above: A mid-week package by Global Ballooning that is generating leads - refer below)
Below is a list of all the active mid-week deals: Region Partner Deal Views
Yarra Valley Global Ballooning Sunrise 642 Ballooning Experience
Yarra Valley Healesville House Healesville House 419 Stay for 3 Nights
3 Pay for 2
Yarra Valley Wiggley Bottom Enjoy a Free 404 Farm Night’s Accommodation in Healesville
Yarra Valley Fergusson Winter Warmer 332 Winery Mid-Week Stay at Fergusson Winery
Yarra Valley Zonzo Estate Winter Lunch - 279 20% off at Zonzo Estate
Yarra Valley Cheeky Fox Cheeky 265 Retreat Mid-Week Offer
Yarra Valley Balgownie Estate Winter Escape at 226 Balgownie Estate
Yarra Valley Coombe $49 Mid-Week 212 Winter Luncheon
Yarra Valley Rochford Wines Winter Warmer 201 Package
Yarra Valley Yarra Valley Vibe Hotel 166 Retreat at Vibe Hotel
Dandenong $35 Greenstone Greenstone 164 Ranges Vineyards Vineyards Mid-Week Offer
Yarra Valley Tramonto Tramonto Kitchen 127 Mid-Week and Bar Special
Yarra Valley Huge Winter Lonsdale Park 123 Warmer Discounts
Yarra Valley Araluen Boutique Araluen Boutique 117 Accommodation - Accommodation 20% Off Mid-Week
Yarra Valley Blueberry Winery Blueberry Winery 112 Mid-Week Special
Yarra Valley Mid-Week ‘Stay Yering Gorge 88 Three Pay Two’ Cottages
4 at Yering Gorge Cottages
Yarra Valley Wiggley Bottom Complimentary 85 Farm Cheese and Wine when you stay two weeks
Yarra Valley Charnwood Mid-Week at 77 Cottages Charnwood Cottages from $265
Yarra Valley Meletos Stay & Discover 75 Group Package with Meletos
Yarra Valley Sanctuary Park Pay 2 Stay 3 with 73 Sanctuary Park
Yarra Valley Mont De Lancey Mid-Week Jam 60 offer at Mont De Lancey
Yarra Valley Rochford Wines Spring into Spring 50 Fine Dining Package for Two $85
Yarra Valley Healesville Hotel Stay and Sip 26 Mid-Week at Healesville Hotel
Yarra Valley Warburton Golf Early Bird Golf 20 Course Special
Dandenong Puffing Billy Mid-Week 98 Ranges Luncheon Special Offer
Dandenong Dougie’s Place Dougies Does a 37 Ranges Deal
Dandenong Carinya Park Gembrook 36 Ranges Mid-Week Accommodation Special
Dandenong Cloudehill Free tours and 33 Ranges Gardens mini workshops at Cloudehill Gardens
5 Dandenong Coonara Springs Wednesday 21 Ranges Bistro Special at Coonara Springs
Dandenong Clarendon 10% Off at 13 Ranges Cottages Clarendon Cottages (Above: Mid-Week Deals that are current - 25/05/18 - 24/08/18)
During the Yarra Valley Mid-Week campaign we have also been sending out regular fortnightly reports highlighting deal views over a period. This has been sent to all partners via email.
(Above: Fortnightly reports email highlighting deals and views)
Activity pages Yarra Ranges Tourism is creating new activity pages for both visit sites to further service the visitor’s needs online. We are also in the process of updating all existing activity pages.
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(Above: Activity - Yarra Valley Opera Festival 2018)
(Above: Activity - Oxfam Trail Walker 2018)
Sign up forms for Trails (new feature) Yarra Ranges Tourism has implemented a quick and easy sign-up process for those wanting to download free trail maps. This is actioned when a consumer clicks on the ‘Download’ button from a trail page. From there, the consumer is prompted for their email address in exchange for a free Yarra Ranges Tourism trail map. As a result, our consumer database is rapidly growing.
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(Above: Download button from map downloads)
(Above: Email sign up details for the trail map)
The results have yielded the following results:
Website Emails Emails Emails Emails (01 Dec - 01 (01 Feb - 01 (01 Apr - 25 (25 May - 24 Feb) Apr) May) Aug)
Yarra Valley 503 526 600 1134
Dandenong 118 134 984* 2111* Ranges (Above: Data collected between 01/04/18 - 25/05/18)
Notes* There is a major increase in email captures on the Dandenong Ranges website. This is linked with the new walks and trails downloadable maps that are now available online.
8 Visit Victoria DMP Pixel Activated Visit Victoria and Yarra Ranges Tourism are working together in the collaboration of data taken from both visitor websites using a DMP pixel which has been implemented on all 1350+ web pages. In the coming months, this data will identify target segments growing our database, increase our social engagement and generate leads for our industry partners. Additionally, what this means is that our targeted marketing will see higher conversions for mid-week deals, and future campaigns including our CALD campaign, will have a greater quality reach.
Social Media Total Likes currently sit at 55 531 Activity - Facebook Social Media @visityarravalley_official 10 400 followers Activity - @visitDandenongRanges 2 431 followers. Instagram
Hosting Media to the Region
One of Yarra Ranges Tourisms’ key strategies is to host media in the region to generate stories promoting our core product strengths of food and wine, activities in nature, our townships and villages and attractions. By targeting media with reach to our target market segments we achieve a cost effective way to gain awareness of our region and the experiences that it offers.
We host bloggers, instagrammers, television crews and print media and we thank the industry that we work with helping host these influencers in tourism. Some of the media we have hosted and worked with in the last quarter are listed below.
OK Magazine - The Palace Group offered Yarra Ranges Tourism a unique opportunity to host a China KOL (Key Opinion Leader) from China for a photoshoot in the Dandenong Ranges. The photoshoot took place in August and we should have images by mid-september.
This Magnificent Liz Bond from This Magnificent Life www.thismagnificentlife.com came out Life - freelance and stayed at Sage Hotels, creating this video while there journalist & https://www.youtube.com/watch?v=7oEZ30384eA, and then toured the Yarra digital content provider Valley. With our help in providing more information and images Liz is now pitching stories to larger publications and the over 50’s market. Liz was a contact made at ATE and has a solid reputation for having work published outside her own, popular, channels.
Family Travel Yarra Valley will have an inclusion in the next edition of Family Travel Magazine magazine in an article about family friendly wine regions
https://issuu.com/familytravel.com.au/docs/ft01-issuu Herald Sun - Simon Plant has agreed to do an article or review on the Gertrude Opera Simon Plant Festival
MFWF - MFWF Visiting region in late August Melbourne Food & Wine Festival
9 Journalists and ● Herald Sun - Dan Stock visiting Seville Estate and in conjunction with Visit influencers Vic we are pitching for an Upper Yarra destination story oraganised for September - ● Collaborating with TarraWarra Museum & Global Balloons on a two day, November multi journalist famil in November. This is aimed at both Vic and National media
● Due to illness, influencer visit for Dandenong Ranges in July has been pushed to September
● Visit Vic Domestic PR team visiting in September
KEY STRATEGY AREA: DIGITAL Increase visitor Engagement on our Digital Platforms
Walks and Parks Victoria have provided the graphic files for key maps we need to feature in the Riding Trails Walks and Riding e-Book. e-Book The vector graphics redesigned into a consistent brand pallete to complete our trails notes on each walk in our-Book.
Digital Our Web Designer and engineers visited the office to view a display in-situ and to Visitor re-formulate the look and feel of the web pages presented on them. The main Information requests are: Kiosk - User Experience ● Investigate adding accommodation and trail content types to the display screens ● On an individual record, have the content stop just under the google map. Place the
10 buttons for people taller than 140cm, it appears they are clicking the buttons at the bottom of the screen but they are actually not. ● Add a field in the individual operator records to add an image showcasing an event or deal for that operator which appears under the
An advertising prospectus is being developed to allow partners & non-partners to promote their service, product or business at various points throughout the display cycle. With a Board sub-committee working on this. Advertising opportunities have been identified as follows within the platform:
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The rollout of the first pilot of 3 screens is complete with installations at: ● Domaine Chandon ● Healesville Sanctuary ● Yarra Valley Chocolaterie and Ice Creamery
A second installation date will be scheduled for the remaining sites at: ● Giant Steps ● Yarra Glen Main St - Pedestrian Crossing ● Healesville Main St - Outside The Memo ● Wall Mount unit location currently being finalised
A final branding design has been agreed to with host venues as follows:
Videos have also been tested on the digital displays.
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KEY STRATEGY AREA: VISITOR SERVICING & TOURISM EXCELLENCE Developing efficient and effective visitor services
Visitor The annual Dandenong Ranges and Yarra Valley Touring maps are scheduled as Information follows: Maps Yarra Valley- Dandenong Ranges- ● September -registration November -registration ● October -production December -production ● November -distribution January- distribution
Production of the 2018/19 Yarra Valley Touring map is in the initial stages. The 2018 version will consist of advert listings only. The map is being enlarged this year to incorporate the Nillumbik region. Currently we have invoiced 68 listings with 39 of these invoices paid to date (we have space for approximately 90 listings). Prior year line listings will be targeted to upgrade to the advert listing. The registration deadline is 30th September 2018. The onboarding of Nillumbik tourism businesses may necessitate additional panels to the A2 fold out. In region distribution modes are currently being investigated to service the increased demand following the roll out of visitor information carousels in 2017. Melbourne CBD and airport distribution will continue to be served by Brochures DM. Yarra Valley Food Group Map We have been commissioned by the Yarra Valley Food Group to produce their 2018 map. This is now in the final stages of production. Visitor Visitor Information Carousels continue play an important role in providing the visitor Service with Carousels wayfinding maps, themed illustrated trail maps and things to do. Visitor carousels can now be found at 14 locations across the region including: Lilydale Metro, Big4 Healesville, Terminus Hotel Healesville, Beechworth Bakery, Tesselaar Tulips, Burrinja Cultural Centre, Valley Ranges Getaways, SkyHigh Mt Dandenong, Grants Picnic Grounds, Lilydale Library, Upper Ferntree Gully Railway Station, Memo in Healesville, Healesville Sanctuary and Ripe Cafe in Sassafras. This meets our budget commitment for 2017/18 and quotes are currently being prepared to meet remaining gaps in the Yarra Valley, Dandenong Ranges and Nillumbik for the 2018/19 FY. It is worth noting that currently there is a projected distribution of 74,000+ maps and trails per year from these visitor carousels.
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(Above: A visitor Carousel being filled up at Upper Ferntree Station)
Online Promotion of Visitor Carousel and Visitor Centre Locations Visitor Carousel locations, as well as regional Visitor Centres, can now be found online on our visitor websites. As of 28 May, ‘visitor centres Yarra Valley (or Dandenong Ranges)’ now rank as #1 in Google.
(Above: Visitor Centres in either the Yarra Valley or Dandenong Ranges now rank #1 in Google and Yahoo)
Trail Maps and Brochures for Carousels Information carousels are becoming recognised as service information hubs by our industry partners and tourists. As a result, we are turning over a large number of visitor brochures and trail maps (especially in the high-traffic areas including
14 Healesville Sanctuary, Beechworth Bakery and Lilydale Railway). This data is being collected to help inform our future distribution strategy.
KEY STRATEGY AREA: PRODUCT DEVELOPMENT Create High Quality Experiences for Visitor ● Specific working group or segment activity updates
Business To Date , we have a total of 30 Partners registered to the Yarra Valley Business Events Events Program. Partnership 18/19 4 Partners have chosen not to renew - The Eastern Golf Club & Yering Gorge Cottages - Oz Shooting - Segway Victoria - Tarrawarra Museum of Art)
2 new partners are welcomed (Yarra Gables, Innocent Bystander)
Prospect Partners below have either declined or not yet confirmed their position - Sage Hotel Ringwood - The Piggery Cafe at Burnham Beeches - Zonzo - Melbourne Heli
We have accepted an exclusive wine sponsorship from Rochford Wines to enable a continued Business Events partnership arrangement for 2018/19.
Yarra Valley Business Events - Website
(Above: Yarra Valley Business Events Website development )
Business Events - yarravalleybusinessevents.com.au We continue to develop a revitalised Yarra Valley Business Events Website bringing it into alignment following the production of the Yarra Valley Business Events Conference Guide.
This involves Industry providing further content including Incentive options and venue video footage. Uptake of our Industry Partners has been slow and needs individual attention.
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Business In addition to 2 x 60 second Business Events Marketing video’s, a 7 minute Events showreel video depicting all current Business Events partners, has been produced to Videos use at Tradeshows to support corporate destination marketing. These are available to view on yarravalleybusinessevents.com.au. A third 60 second video along with a few 15 second video’s for “social media burst” will be added to the suite of digital video marketing available for Business Events promotion following close off to the Business Events Partner Program E-Guide
16 Yarra Valley Business 10 July Victoria’s SMART Events Expo - Tradeshow for Victorian Industry Events brand Professionals for Victoria’s MICE Industry Marketing at Trade shows
Victoria’s SMART Events EXPO 2018 is an inaugural trade show designed by Victorian industry professionals , Conference Works, for Victoria’s MICE industry meetings and events suppliers to meet with Victorian MICE buyers. The full day event was held at the easily accessible Pullman Hotel East Melbourne on 10th July from 10.30am - 8pm.
Of the 79 Exhibitors on the day, the Yarra Valley region was best supported with Destination Business Events partners alongside YVBE with Holmesglen@Eildon, Rochford Wines, Yarra Valley Estate, Foothills and Balgownie Estate (Prestige) also exhibiting. We look forward to the event growing and increased opportunities with our business events partners to leverage new client prospects.
We received bonus Insta Media exposure from MICENET, who were appointed the exclusive print and eMag Media Partner for this event,
31 July Corporate PA Summit melbourne, Crown Melbourne Booth Share with Rochford Wines under a co-collaborative space opportunity purchased by Business Events Victoria.
17 340 Corporate EA’s, PA’s and delegates attended a highly anticipated annual PA Corporate Summit at Crown Palladium. In collaboration with Yarra Valley Business Events supporting our region was Rochford Wines. Oscar’s on the Yarra Provided a Deluxe Dine and Stay Getaway for 2.
Forward Yarra Valley AIME Feburary, 18-20, 2019 Business Events brand Marketing at Trade shows
Natalija attended an AIME briefing at Business Events Victoria (21Aug) , presented by Talk2Media, who are the Inaugural event Managers of this Tradeshow. We will continue to co-collaborate with Business Events Victoria on opportunities to provide to partners in the coming months.
Business Events Victoria Exclusive Boardroom Sessions. Presenting to a group of EA’s & PA’s invited by BEV for inhouse Destination presentation. Date to be advised. .
18 Yarra Valley We have continued our additional advertising opportunities through the Business Business Events Victoria Planner Guides and Melbourne Convention Bureau (MCB) Planners Partnership Guides. E-Marketing MCB Planners Guide 2018: The Melbourne Convention Bureau partnership has recently launched their new website . As part of the roll out, Natalija attended a session on 01 June 2018 to hear about how Yarra Valley Business Events can maximise our presence on MCB’s digital platforms. Yarra Valley Business Events / Destination marketing is presented via all below. Note: 2019 will see the Melbourne Planner’s Guide Edition replaced with a online dedicated website brand profile
The Melbourne Planner’s Guide 2018 can be accessed online and via PDF The Melbourne Incentives Planner’s Guide 2018 can be accessed online and via PDF The Melbourne Incentives Planner’s Guide 2018 (Simplified Chinese) accessed here
BEV Regional Victoria Planners Guide 2018/19
We have purchased a half page advertisement to promote Yarra Valley Business Events and our call to action to the FAMIL program in the soon to be released 18/19 Regional Victoria's Planners Guide to be available in print and E-Guide
Continuing with the call to action to the familiarisation program theme, 4,000 copies of the guide will be produced for distribution over the next 12 months This is the key piece of marketing collateral distributed to key decision makers as an extension of our Business Events Victoria partnership.
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Other sources of digital activity will include Yarra Ranges Tourism LinkedIn marketing and reviewing additional advertising through opportunities with Key MICE Media publications such as Executive PA Magazine, Micenet and Spicenet to further leverage the call to action to our Famil program
Yarra Valley & Dandenong Ranges Conference Guide 2018/2019
An updated Conference E-Guide is underway in planning. All partners have been emailed their E-Guide proofs to return by due date 31 August. The updated E-Guide is expected to be completed mid-end September for digital publication.
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FAMIL 21-22 JUNE - Business Events Victoria Regional Familiarisation ACTIVITY Hosted by Business Events Victoria & Natalija met delegates at Rochford & Oakridge
Natalija met with the 8 Corporate Agents visiting the region on a Business Events Victoria dedicated Yarra Valley and Dandenong Ranges Famil. Itinerary details can be found published on BEV website HERE
20-21 July: Dandenong Ranges Familiarisation - Hosted by Natalija Mackenzie
A Highlight Tour taking in Marybrooke Manor, SkyHigh, Mist@Olinda, The Piggery Cafe Burnham Beeches (lunch) Foothills Conference Centre (surprise meeting with founder Jim Penman of Jim’s franchises, Puffing Billy's Murder Mystery Train, CountryPlace (overnight) & peek in at The Cuckoo
03 August - ARINEX Famil Day Yarra Valley Hosted by Natalija Mackenzie
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Arinex are global leading professional Event and Conference management company. Tania Rauhihi, Manager of Incentives and special events leading her team of 9 in total on an Exclusive Yarra Valley “Arinex Famil” facilitated by Natalija The Group visited DeBortoli Yarra Valley, Balgownie Estate, Rochford Wines, Coombe, Oakridge, Levantine Hill , Meletos and The Farmhouse
Forward Yarra Valley to Holmesglen at Eildon - TBC Famil. Schedule February - Pre/Post AIME Event Famil in collaboration with Melbourne Convention Bureau is being considered .
22 International Visit Victoria Sales Mission 23-27 July Program Attended by Simon O’Callaghan.
This important trade mission targeted frontline trade, training and product planner Trade Events liaison. Attended by 17 Victorian seller companies, we met with product planners, Aussie specialists and Muslim specialist buyers in Singapore then in Malaysia. As these countries are two of Victoria’s most mature markets, the focus for this mission
was on presenting new products and experiences to Visit Victoria’s travel partners.
Yarra Ranges Tourism, Puffing Billy Railway, Rayner’s Orchard and Healesville
Sanctuary were amongst those to be accepted.
The mission structure was similar in both countries except that an additional forum for Muslim buyers was held in Malaysia. In each country, the format included: ● Market briefings by Tourism Australia and Visit Victoria ● 1⁄2 day dedicated to one-to-many presentations by sellers to Aussie ● Specialists
● 1⁄2 day dedicated to 1:1 appointments with product planners from a range of
buyer companies (buyers working with group series | incentives | FIT / self-
drive clients)
The mission has already resulted in a regional famil of 44 key event and itinerary planners from Malaysia to the region on 5th September.
UPCOMING CAMPAIGNS
(Above: L-R Malaysian Agents: Len Rayner, Simon O’Callaghan, Emma Hutchinson, Alva Hemming)
Corroboree Asia - 27-30 August 2018
Attended by Sally Coyle.
Tourism Australia’s Aussie Specialist Program inducts travel agents from: China, Taiwan, South Korea, Singapore, Indonesia, Malaysia, Japan and India to become Aussie Specialists to promote and sell Australia as a destination.
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At the Seller’s event briefing Tourism Australia provided markets updates on visitor arrivals, trends and expenditure. You can read up on these here: https://www.yarrarangestourism.com.au/wp-content/uploads/2018/08/CA18SellerBrie
fingPresentation.pdf
Yarra Ranges Tourism had appointments with over 300 travel agents sales staff from: China, Taiwan, South Korea, Singapore, Indonesia, Malaysia, Japan and India. The purpose is to introduce are International-ready products and experiences in the Yarra Valley and Dandenong Ranges.Puffing Billy railway is the most recognised attraction in our region with a some number of agents riding the excursion train for the first time in a post Corroboree famil organised by Tourism Australia.
Other representatives promoting our region were:
● Rayner’s Orchard
● Healesville Sanctuary ● Rochford Wines ● Puffing Billy Railway
A Regional Update and planning session with our International Program Partners is planned for October.
Vicbound Showcase, Melbourne 14th September Future One day of appointments with Inbound Travel trade from both East and West Activities markets. Will be attended by Sally Coyle as Alva will be attending Visit Victoria’s
Uk/Euro Sales Mission during this time.
Go Beyond Visit Victoria’s NZ ‘Touring Campaign’- October 2018 Melbourne The campaign will promote the three official Victorian touring routes: Update ● Go Beyond Melbourne ● Sydney to Melbourne Touring ● Great Southern Touring Route
Activities for this campaign include: ● a Mega familiarisation of 36 NZ travel agents will roll out along the entire Go
Beyond Melbourne touring route from 15th – 21st October 2018. The agents will stay a night in each region, experiencing a lot of the key activities in each.
● Conduct products briefings with travel agents ● Vicbound regional famil on 13th September ● The 3 touring routes will be invited back into the NZ market in early February 2019 for a NZ-wide training mission to reinforce and inspire agents to sell the new self-drive itineraries to the consumer.
China Ready A relationship has been developed with Monash Universities MBA program to Strategy undertake a project with Yarra Ranges Tourism to develop a China Ready Strategy.
A project scope has been created and this will be assigned to a team of 5 Students to work with Yarra Ranges Tourism to develop a China Ready Strategy for the region. The key objectives are:
24 ○ Develop a strategic plan for how Yarra Ranges Tourism can better attract the Chinese Visitor, addressing short term to longer term actions, and detailing how this additional marketing activity can be funded / resourced. ○ Consult with the larger businesses in the Yarra Valley and Dandenong Ranges to see what appetite exists to work collectively on promoting packages and attractions to the Chinese. ○ Develop improved connections with the key international offices promoting Victoria in China and determine a way for Yarra Ranges Tourism to better service them with more relevant information to promote our region. ○ Make recommendations about product development opportunities for local industry to capture a larger share of the China market
The MBA consultant team will undertake research, develop a report and also undertake a field trip to Shanghai as part of the project. The project will start on July 5 and be complete by early October 2018. Nursery Trail A preliminary meeting has been held to develop a nursery trail for the Dandenong Ranges. Next step is to Canvass new Partners to join trail to combined with existing Marketing Partners, overall this progress on this has been slower than anticipated. Golf Trail We have secured the support of 8 golf courses to participate in the Golf Trail Map - Gardiner’s Run, The Eastern, Warburton, Marysville, Yering Meadows, RACV, Eastwood Golf and Yarrambat Courses. The trail map is now going into production stage with release in October to coincide with Australian Golf Month. Gumboot Yarra Ranges Tourism partnered with Wine Yarra valley to assist promote Gumboot Season - season as a winter activation. collaboration with Wine Yarra Valley
(Above: Gumboot Season official website)
Yarra Ranges Tourism have set up a new webpage and secured a Facebook and Instagram channel to brand the Yarra Valley Gumboot Season.
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(Above: Gumboot Season official Facebook)
Social Media for Gumboot Season has been tracking well, with consumers and locals taking part in the winter activation campaign.
(Above: Gumboot Season campaign activation at Innocent Bystander HQ) Cycling Tips - Yarra Ranges Tourism will be working with the Giro della Donna from the 24th-25th Giro della November 2018 for the fourth annual event. There is also ongoing development to Donna 2018 work with the event for the Ciao Yarra Valley Ciao festival. This year's event includes a two day program and will include: ● 125 Km ride from Warburton to Marysville to the Summit of Mt Donna Buang ● 60km Gravel Ride
26 ● 6km Time Trail ● Event Village ● A leg of the National Road Series with a 6km race up Mt Donna Buang
(Above: Giro della Donna)
Sole Motive - Yarra Ranges Tourism are proud to be working alongside Sole Motive in their annual Harvest Run Harvest Run 2018. The event attracts Melburnians to run, eat and discover the 2018 region.
(Above: Harvest Run 2018 event via visityarravalley,com.au)
Dandenong Yarra Ranges Tourism will again be working with Dandenong Ranges Tourism Ranges Network in the annual Secret Gardens of the Dandenong Ranges. The successful Tourism spring program will run during October and is a key event for the Dandenong Network - Ranges. Secret Gardens of the Dandenong Ranges 2018
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(Above: Secret Gardens of the Dandenong Ranges 2018) Gertrude Yarra Ranges Tourism and Gertrude Opera is delighted to announce the inaugural Opera - Yarra Yarra Valley Opera Festival, to be held in Regional Victoria from October 12th – 21th Valley Opera 2018. Festival 2018 Over the course of ten days, Gertrude Opera’s Yarra Valley Opera Festival will deliver a world-class feast of festival opera and satellite events for all tastes. The Festival will feature our home-grown Diva, Stacey Alleaume (soprano) as Special Guest Artist, with appearances by Maestro Brian Castles-Onion (conductor, Opera Australia), Max Gillies AM, and Writer/Actor Michael Veitch, as well as an array of professional and young artists from Australia and overseas.
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(Above: The event is being promoted through social, email, and online)
Targa Florio Yarra Ranges Tourism are excited to be working with the annual Targa Florio during November 2018. There is also ongoing development to work with the event for the Ciao Yarra Valley Ciao festival. For more details go to https://www.targaflorioaustralia.com/
(Above: Targa Florio 2018)
29 KEY STRATEGY AREA: INDUSTRY AND STAKEHOLDER ENGAGEMENT Actively engage industry for the benefit of the region in collective marketing activities
NEW Visitor This initiative looks to be back on track with Box Hill Institute back involved in rolling Servicing Is out this module for industry with dates to be advised soon. Everybody’s Business Workshop Chair/CEO ● James and Simon catch up with the Minister for Tourism at the Regional industry catch Tourism Board Forum. A key issues raised was the recent changes to the ups Bushfire Management Overlay in the Planning Scheme across the state and in particular our region that while a recommendation of the Black Saturday Bushfire Royal Commission will have wide ranging impacts for many property owners looking to undertake tourism developments in the future. ● James and Simon met with a number of Partners along the Alternative taste Trail in late July, as always we appreciate the time our Industry have to offer us in getting out to hear how business is. ● Simon also met with the Southern Sherbrooke Historical Society to identify ways in which their rich stories and content can benefit our visitadndenongranges plaform. The group are looking at ways they can curate relevant content for visitors. ● Simon attended the Marysville Triangle Business & Tourism Association AGM on August 13 and met the new Committee and many of our Partners.
Victorian RACV Victorian Tourism Awards 2018 Tourism Submissions Due: Firday 7 September 2018 Awards Gala Ceremony: Thursday 22 November 2018 The following Partners are submitting applications and we wish them every success.. ● Tesselaar Tulip Festival ● Domaine Chandon ● Sedona Estate ● Trees Adventure ● Rayner’s Orchard and ● Yarra Ranges Tourism Procurement A review of our group buying deals with Procurement Australia was undertaken on Australia the 8th August with our account manager Neil Banjeri. Procurement Australia has completed a range of new tenders including electricity and post unlocking new saving opportunities following their recent merger with Church Resources.
KEY STRATEGY AREA: SUSTAINABLE ORGANISATION Providing strategic industry leadership, governance and accountability
Nillumbik Shire Nillumbik Shire Council’s support of Yarra Ranges Tourism was ratified at their Council Council meeting of 31 July. This is terrific news and is wonderful vote of confidence Sign New after months of talks and option analysis for a new tourism partnership into the Partnership future. The Yarra Ranges Tourism team are currently working with the Nillumbik executive on a media release. Year one will be focussed on integrating Nillumbik
30 tourism content into our visityarravalley branding and platforms with a number of projects already underway in digital content and visitor servicing.
Digital Visitor The Yarra Ranges Tourism team have made two funding applications to two state Information government program to support the expansion of this Network. Kiosks - An application of $200K was be submitted to the Pick My Project Program, and is Funding now available for public voting at: Applications PICK MY PROJECT VOTE HERE - DIGITAL VISITOR INFORMATION KIOSKS
All Partners and Industry are being encouraged to vote for this through our industry updates and digital databases. Voting closes 17 September and announcements will be made after that time.
An application of $250K was also made to the Regional Event & Innovation Fund, with announcements on this fund expected in September.
We would potentially only receive funding through one program but were eligible to apply through both streams. This has also been declared to both programs in accordance with the guidelines. Ciao Yarra The Yarra Ranges Tourism have also been notified that we were successful in Valley Ciao received $30K through the State Government’s and Visit Victoria’s Regional Events Event Funding Fund. Whilst our application was for $80K to support a new umbrella event Success campaign to promote an month long festival of micro events in the Yarra Valley with an italian flavour and theme, we are wrapped with this outcome and this allows our event to really take shape. Calls for industry participation are underway as well as the appointment event logistics support to our team. The event will leverage of the two existing events of the Giro della Donna and Targa Florio.
Wine Growth Pending the Board’s review of the opportunities and ideas for the Wine Growth Fund Fund Application Round Three the team will also be looking make a submission for Application regional support. Applications close on 5th October 2018. Round Three
KEY STRATEGY AREA: ADVOCACY Advocacy is a process that challenges inequities by collaboratively and actively working with communities and key stakeholders to bring about change. To bring about improvements for the Tourism Industry in support for: ● Reliable Utility Infrastructure ● Funding support for key Tourism Infrastructure Projects that will grow the Visitor Economy
State Election Warburton Mountain Bike Hub Priorities Excellent news that the all the efforts to realise the Warburton Mountain Bike Hub has seen the full funding of Stage One with the Federal Government contributing
31 $3M, Yarra Ranges Council $2.7M and the Upper Yarra Community Enterprise committing $300K to the project. This project will be a game changer for growing visitation to the Warburton Valley sub region of the Yarra Valley and is aiming to be the first gold standard rider level mountain bike in the Country. Read the press release here.
Read the article here Updates: ● A range of meetings continue with Government, the Opposition and Government Departments in the lead up to this year's State Election on 24 November. ● Simon O’Callaghan continues to represent the region through the Melbourne East Metropolitan Partnerships Committee, hosting a successful Business Forum on June 27 - of which a number of tourism business leaders from the Yarra Valley and Dandenong Ranges were represented. This input from this Forum will be contributing to the next round of advice to Government that the regional Committee is responsible for. Key issues included: ○ Job readiness of Young People and programs to assist integration to the workforce. ○ Security fo utility supply and NBN (which was less and issue in the suburban areas of the Melbourne east region, and highlights the inequity the our region faces for Government support due to being categorised as metropolitan). ○ Transport and freight access ● Simon also represented the reign on the VTIC Destinations Policy Committee which is an ongoing industry role of Yarra Ranges Tourism.
KEY DIARY DATES FOR 2018
Yarra Ranges Thursday evening 22 November 2018 from 6:30pm Tourism RACV Victorian Tourism Awards Gala Ceremony Crown Ballroom, Melbourne
32 Wednesday 5 December 2018, 5:30pm-8pm Partners’ Christmas / End of Year Drinks Olinda Tea House, Olinda
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