Page 1 of 12 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. Page 2 of 12 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. 2 Page 3 of 12 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; 3 Page 4 of 12 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; 4 Page 5 of 12 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