Yarra Valley & The Dandenongs Marketing Limited is currently planning new and exciting cooperative marketing opportunities for the Tourism, Food, Wine and Agribusiness sectors.

Subject to Tourism Victoria funding announcements, the marketing prospectus is due soon.

 In the meantime, consider the following opportunities to promote your business:

Visit Victoria -  Visit Victoria received over 5.3 million visits and 34.8 million page views from consumers over the last 12 months.     For $250 per annum a listing on this website is good value as it is heavily promoted by Tourism Victoria, and you will receive priority search results on internet searches.  For further information contact Heidi Crundwell on 03 5962 7000 or email: heidi@yrrml.com.au.
 

November, 2007 to February, 2008:  Regional Marketing - Fast Art Tactical Branding Advertising Opportunity - Regional Marketing invites operators to be part of the regional branding marketing activity.  Advertising is offered on a first-come first-served basis.  Advertising details, including the cost to participate, is detailed in the attached documents.

Businesses must be registered with www.visitvictoria.com to participate and enquiries and bookings will be managed through Regional Marketing.  All advertising will feature the booking service phone number for the Yarra Valley Booking Service and The Dandenongs Booking Service.

Quarterly issues - Melbourne Official Visitor Guide - 2007/08 - The Melbourne Official Visitor Guide is a comprehensive Tourism Victoria endorsed publication, which has been produced for over 12 years.  If you are not familiar with this guide visit www.destinationmelbourne.com.au, and click on Visitor Guide.  Yarra Valley & The Dandenongs Marketing have signed up for two seperate subscriptions from May 2008.   This gives each area a unique 2 page entry into each of the 4 seasonal Melbourne Official Visitor Guides.  Regional Marketing is able to provide operators a 10% discount than if they booked direct with the publishers Destination Melbourne.   For further information, including costings and booking dates, contact Heidi Crundwell on heidi@yrrml.com.au.

Affordable Online Co-operative Marketing Opportunities eNewsletter

Tourism figures to our region exceed prior years

The market profile for Yarra Valley and The Dandenongs for the period ending December 2007 has arrived– and the region has done exceptionally well!

The Tourism Victoria Market Profile Fact Sheet provides a summary of the latest tourism data for the Yarra Valley and the Dandenongs.    Information includes domestic and international visitor numbers, visitor expenditure and domestic visitor profiles such as origin, purpose of visit, visitor activities and travel parties.   Highlights of the results are below.  A summary of the major achievements appears below, or to view the full report, click here.

• Domestic overnight visitation has increased 9.4% from 2006 to 2007, with 626,000 overnight visits;
• Domestic visitor nights increased 0.8% from 2006 to  2007, with 1.5 million domestic nights booked.  The average length of stay was 2.3 nights;
• Domestic visitor expenditure in 2007 is estimated to be $181 million, with visitors spending on average $125 per night and $289 per visit;
• International visitors spent $20 million in the region during 2007, spending on average $741 per visit.

The latest Victorian domestic visitor survey to March 2008, is also available, and highlights that the Tourism Victoria's You'll love every part of Victoria jigsaw campaign continues to pay dividends.

Not only did more visitors come to Victoria for the year ending March 2008, compared with the same period last year, they also spent more money.   According to the latest National Visitor Survey (NVS) domestic visitation grew by 3.6 per cent in the last 12 months, and significantly, overnight visitor expenditure in Victoria increased by 10.3 per cent to reach $8.7 billion.  To view the National Visitor Survey click here.

Flagship Marketing Program launched

The 2008-09 Flagship Program Marketing Prospectus for the Yarra Valley & The Dandenongs is out!

Our comprehensive marketing prospectus is designed to cater for all businesses, offering various platforms and entry levels to promote your tourism product.   

Whether a large established business or a boutique tourism operator, with a small marketing budget, we urge you to read the Prospectus and consider the opportunities.

Yarra Valley & The Dandenongs Marketing offers a team to assist you with your marketing efforts and will guide you through the activity on offer, and how to best position your product.

You can call us at anytime to arrange a one on one consultation.

As well, a workshop will be held at Regional Marketing offices on Thursday, July 3rd, at 3.00 pm to explain the Prospectus in more detail.   Please call the office to reserve your place, t: 5962 7000.

We welcome your input and look forward to developing a collaborative and cooperative marketing partnership with you.  

Heads of Agreement signed with VIC's & YRRML 

The Marketing Prospectus event held last week also held special significance with the signing of a Heads of Agreement between the Yarra Valley & The Dandenongs Marketing, the Dandenong Ranges Tourism Association and the Yarra Valley Regional Tourism Association.

In the spirit of co-operation and collaboration between the three parties, from the 1st of July, the operation and financial viability of the Visitor Information Centres (VIC’s) will be a joint activity undertaken via a collaborative VIC Management Committee made up of representatives of the three groups.

At the launch Dale St. George said “Regional Marketing is continually striving to present a united voice for the region, and confident that we have demonstrated this commitment with the establishment of the Regional Consultative Committee, signing of a Heads of Agreement, and recently including the Regional Consultative Committee in the Board’s forward planning session.

Mr St. George further added “By working as one, and in strength, we can deliver a strong marketing message for our region, and maintain our competitive edge as the premier destination outside of Melbourne”.

In his launch address, the Mayor Tim Heenan noted the Shire’s support of the Marketing Prospectus and Heads of Agreement signing. “Tourism is an intrinsic part of the Shire and we are right behind your regional marketing body”, he said.

Regional Consultative Committee established to assist Marketing Board

Yarra Valley & The Dandenongs Marketing Board hosted a Collaborative Action Planning Day at Yering George Cottages on June 10th to encourage and enable special interest groups to share their insights on the marketing issues and challenges facing their sector.

The full day strategic planning session, attended by delegates from over 22 local organisations, was initiated by the new Regional Marketing Chairman, Dale St. George.  The groups represented wine, food, agribusiness, conferencing and tourism as well as chambers of commerce and business groups.

This Regional Consultative Committee has been established to provide a communication conduit for ideas and feedback between local groups and the Regional Marketing Board.

Jennifer Hutchison, Chief Executive Officer of Yarra Valley and The Dandenongs said, “Our Marketing Body is pleased to network with fellow professionals, strengthen relationships and more importantly explore ways to grow and develop our regional strengths.”

“This forum will assist our body to create and shape a representative marketing direction for the future of the region”.

The Chairman of Yarra Valley & The Dandenongs Marketing, Dale St. George,  presented the 2008-09 Marketing Program to the local tourism industry last night, hailing it a landmark initiative for the region’s peak marketing body. Launched by the Mayor of the Shire of Yarra Ranges, Tim Heenan, the Flagship Marketing Prospectus is a comprehensive marketing program which gives tourism operators – whether large businesses or small boutique operators– various platforms and entry levels to marketing products from which to promote their own businesses. 

The launch was held at the Sebel Heritage, Yarra Valley, and over 120 operators attended representing the wine, food, agribusiness, conferencing and tourism sectors. The evening also held special significance with the signing of a Heads of Agreement between the Yarra Valley & The Dandenongs Marketing, the Dandenong Ranges Tourism Association and the Yarra Valley Regional Tourism Association. The Mayor witnessed the signatures of the Chairman and Presidents.

In the spirit of co-operation and collaboration between the three parties, from the 1^st of July, the operation and financial viability of the Visitor Information Centres (VIC’s) will be a joint activity undertaken via a collaborative VIC Management Committee made up of representatives of the three groups. 

At the launch Dale St. George said “Regional Marketing is continually striving to present a united voice for the region, and confident that we have demonstrated this commitment with the establishment of the Regional Consultative Committee, signing of a Heads of Agreement, and recently including the Regional Consultative Committee in the Board’s forward planning session. Mr St. George further added “By working as one, and in strength, we can deliver a strong marketing message for our region, and maintain our competitive edge as the premier destination outside of Melbourne”. 

In his launch address, the Mayor Tim Heenan noted the Shire’s support of the Marketing Prospectus and Heads of Agreement signing.  “Tourism is an intrinsic part of the Shire and we are right behind your regional marketing body”, he said. Yarra Valley and The Dandenongs Marketing will continue to invest substantially in updating regional branding over the next twelve months to maintain the competitive edge the region enjoys.  Recent ABS figures have indicated that the region is continuing to deliver growth to tourism operators.  The future challenge in a changing economy is to continue that growth.

 

To view the Marketing Prospectus click on the (download-view file) link below.

Yarra Valley & The Dandenongs Marketing Board hosted a Three Year Planning Day at Yering George Cottages, on Tuesday 10th June, 2008. The full day strategic planning session, attended by delegates from over 22 local organisations, was initiated by the new Regional Marketing Chairman, Dale St. George, following his appointment in March this year.

Regional Marketing 2008-09 Prospectus Launch

You’re invited to attend.   On Monday, June 23rd, Regional Marketing will launch the Yarra Valley & The Dandenongs 2008-09 Marketing Prospectus.  The launch is scheduled for 6.00 pm at the Sebel Heritage, Yarra Valley.

We encourage all operators to attend and hear about the exciting new initiatives planned for the next twelve months and how your business, large or small, can leverage from these opportunities.

Please let the office know if you intend to come – 5962 7000.

Yarra Valley Branding Campaign Launched in April

Heidi Crundwell from Regional Marketing, and Leah Cioccio, Marketing Co-ordinator, Tourism Victoria, presented the substantial Yarra Valley Brand Campaign to over 50 industry operators on April 7th.   The branding and tactical opportunities, including Fast Art print, eNewsletters and Bigpond online banners, were presented.  The branding campaign roll out, will include cinema advertising in New South Wales and Queensland over a three month period during May, June and July.

All promotional opportunities have now sold.  For further  information contact Heidi Crundwell, t: 5962 7000, or e: heidi@yrrml.com.au.

Visitation numbers are up!

There were some excellent results for our region in the recent Survey of Tourist Accommodation (STA) released by the Australian Bureau of Statistics.   Yarra Valley and The Dandenongs reported substantial increases which boosted the Victorian accommodation sector overall.  

Victoria's total accommodation takings, for properties of 15 rooms or more, increased by 7.0% in the December quarter 2007 compared to the December quarter 2006. Regional Victoria's total accommodation takings increased by 9.0% with substantial growth evident for Phillip Island (+39.7%), and the Yarra Valley and Dandenong Ranges (+21.0%).

Within the 5-14 room properties sector, accommodation takings increased by 3.5% in the December quarter 2007, largely driven by increases in the Yarra Valley and the Dandenong Ranges (+34.8%), Phillip Island (+25.8%), and Melbourne (+25.3%).

The STA is a quarterly statistical collection of data from commercial accommodation establishments. However, smaller regional properties, such as bed and breakfasts, are not included in the survey.

To view more detail on the results visit www.tourism.vic.gov.au/facts-and-figures/facts-and-igures/tourist-accommodation/ igures/tourist-accommodation/ 

And more good news ……….

Dandenong Ranges Visitor Accommodation Increase

The Dandenong Ranges is celebrating a 30% increase in the number of bed nights booked through the The Dandenong Ranges Visitor Centre Accommodation Service in the first three months of 2008,  compared to last year.  

At the same time, according to figures compiled by the Visitor Information Centre, The Dandenongs bed and breakfast operators have experienced increases of almost 10% in the average value per night book.     A contributing factor to the increase in average value is attributed to an 18% increase in couples travelling with children over the same period.  

Michael Axel, Manager of The Dandenongs Visitor Information Centre said that the Centre is receiving many enquiries and bookings from interstate and overseas visitors, and whilst it cannot be attributed to one particular event he believes, the promotional activity and branding of the region, with the Tourism Victoria “Visit Make Believe”, and Regional Marketing’s travel writer famils. Official Visitors Guide and Royal Melbourne Show participation all helped. 

2008 ATEC Symposium

The annual Australian Tourism Export Council Symposium is Australia’s largest inbound tourism conference with over 650 inbound professionals attending the four day event each year.  This year’s event was held in Newcastle and The Hunter, and the Yarra Valley and The Dandenongs International Development Manager, Paul Cooper represented our region.   Paul presented a 7 minute high impact ‘snap’ of our region to a large gathering of prominent inbound tourism operators.

Rosemary Marchington from the Cuckoo Restaurant, happened to be at the Symposium and sent our office this email which we would like to share with all operators. 

“Hello YRRML team – just a note to you all to say just what a brilliant job Paul did at the Sensational Seven presentations last Friday during the ATEC symposium.  HIGHLY entertaining and memorable and the comments in the crowd during and after Paul’s presentation were very complimentary – everyone enjoyed the experience.”

Tourism Awards workshops commence

Workshops to assist entrants in the Melbourne Airport 2008 Victorian Tourism Awards have commenced across Victoria.

There are two types of sessions: general information sessions, and workshops that explain in detail how to answer the Awards questions in your submission.

There will be an information session in Melbourne (3 June, 10am-12 noon), and workshops on how to write submissions in Mildura (20 May, 10am -2pm), Melbourne (3 June, 12 noon-3pm) and the Goldfields (19 June, 2pm-5pm). Further sessions will be held between now and July.

Make sure you nominate your business in the Awards prior to registering for a workshop, and subscribe to the Awards newsletter to ensure that you receive updates on new sessions.

For more information contact the Awards Unit at Tourism Victoria on 9653 9789 or go to www.victoriantourismawards.com.au.

Key awards dates for your diary:

Closing date for Mentor Program applications – Friday 30 May
Award nominations due – Wednesday 25 June
Award submissions due – Wednesday 20 August
Tourism Awards Gala Dinner – Monday 17 November

RACV Campaign - vote for Victoria's Best 101

In the last eNewsletter, we shared some information on the upcoming RACV Victoria’s top 101 tourism campaign.    The campaign was launched on Tuesday, 6th May.   The campaign aims to encourage Victorians to vote online for their favourite destination, attraction, accommodation, activity, tour or food and wine experience. 

As nominations are selected and voted for, their place in the list will change.  Those generating the most votes will climb up the list towards the top spot, and those with fewer votes will drift down and off the list.

Tourism Victoria is getting behind the campaign in an effort to generate greater support for the local tourism industry and make Victorian holidays top of mind.  Online marketing and public relations support through the visitvictoria website and media releases will be managed through Tourism Victoria, and Regional Marketing will also support the campaign through local media to get our region in the top 101.

Support the campaign by encouraging your stakeholders, visitors, friends and family to get online and vote/nominate the Yarra Valley & The Dandenongs are the best tourism experience.  Voters have a chance to enter a draw to win a $1,000 travel voucher per month.

The main campaign activity is through gaining media coverage via public relations activities, Royal Auto magazine and weekly plugs on Postcards. There will also be various activities to engage operators and VICs to get visitors to the regions involved, including posters and operator cards. Regional Marketing will advise further details when they are available.

The results and voting page can be found on www.tourism.vic.gov.au/facts-and-figures/facts-and-igures/tourist-accommodation/ .  If you have any questions regarding the campaign, please contact Heidi Crundwell at Regional Marketing on t: 5962 7000, or e: heidi@yrrml.com.au.

Regional Marketing present at Tourism Exchange

Product planners from Singapore and Malaysia were in Melbourne during April and May, as part of the Melbourne Plus Tourism Exchange Famil, organised by Tourism Victoria.    Delegates are Product Planners from Singapore and Malaysia, and Erin Doyle, accompanied by tour operators in the region, presented an overview of this region to the group.  

Attendees are leisure based travel agents and all are Aussie Specialist agencies and campaign partners under Best of Australia.    As part of the exchange, Tourism Victoria also organised familiarisation visits to our region.

Postcards visits our region

As part of the Public Relations program for Melbourne & Surrounds, a dedicated 30 minute travel program on “Short Breaks in Melbourne & Surrounds”, appeared on Channel 9 on April 27th.   

Postcards used the soon to be released promotional tool, “Deck of Secrets”, as a hook to tie different stories and regions together and weave in the key Melbourne & Surrounds messages.   Based on the “secrets” in the Deck together with what Channel Nine has already covered on this program in the past 12 months, Mt Rael in the Yarra Valley was featured.

Postcards also featured a story on Mont De Lancey Homestead and Museum, and in a separate segment celebrity Paul Mercurio’s program (I will find out what that is)  also spent at day at Les Cheeselles Cafe filming a cooking segment.  

Paul made another visit out to Mont De Lancy, with his crew and interviewed and filmed a number of the stall holders at the fortnightly farmers market.  This story is expected to air late May.

Tourism Victoria – famils.

Tourism Victoria has organised the following famils in the region over the last few months;

• 91.3 FM, a popular radio station in Singapore has a daily listening audience of 300,000, predominantly adults aged between 20 and 45 and conducted live broadcasts from Australia during March and April.    Three presenters and a two member production crew from Radio 91.3 FM in Singapore, and two prize winners.     The prize winners visited Domaine Chandon and De Bortoli Winery & Restaurant.

• Four key travel agents from Hong Kong, and four key agents from Taiwan, were hosted by Tourism Victoria, in conjunction with Tourism Australia’s Aussie Specialist Programme.  As part of this visit the group travelled to the Dandenong Ranges during April and visited Puffing Billy and Grants Picnic Ground.

• Tourism Australia, Korea's "Aussie Specialist Program" which has approx. 100 agents in the market, visited Puffing Billy, Grants Picnic Ground, Domaine Chandon, Rochford Winery and Healesville Hotel.

Melbourne and Surrounds Update

YRRML continues to work closely with Melbourne & Surrounds Campaign Committee, to ensure our region is represented in the ongoing 'stone's throw from Melbourne' campaign.    Jennifer Hutchison, CEO of YRRML, represents the region on the Board of Melbourne & Surrounds, which has been undertaking substantial marketing activity over recent months.  

Media Famil Updates

A media famil organised October last year in The Dandenongs resulted in a double-page spread featuring Katandra Gardens, Cloudehill Gardens, William Ricketts Sanctuary, Candlelight Cottages and National Rhododendron Gardens.   Following the story in The Age, Regional Marketing has been advised of overnight bookings and day visits to the region.    To view the entire article, click on: http://www.theage.com.au/articles/2008/03/27/1206207309858.html

During May, two separate famils to the region have been planned by Regional Marketing.   The first famil is hosting Home Beautiful Travel writer Sarah Ridley and the second famil. is freelance journalist Ute Junker, who writes for The Australian Financial Review and Herald Sun, amongst other titles.  Both journalists are visiting a range of properties in the Yarra Valley.

MSM Advertisement wins Caxton Award

One of the Melbourne and Surrounds advertisements, mentioned in the last eNewsletter, won the prestigious Caxton Award in February / March.  The Awards are part of the AusIndustry, Australian Tourism Development Program.

Micah Walker, executive creative director of Publicis Mojo Sydney, and the judge of the February/March competition, said: “Discover Melbourne gets my pick from this bunch. It’s the most original idea from the group I’ve been given, and the one that combines message, thought and execution most effectively for newspaper. Others just felt like gags or old tricks, or not particularly innovative uses of the medium, which I feel you could say about so much newspaper advertising these days.

The ad was created by Melbourne-based agency, Paoli Smith, creative director Andrew Paoli, copywriter Paul Mitchell and art director Richard Tory.

Advertising opportunities

Last opportunity to advertise in Wine Regions brochure

Don't miss your opportunity to advertise in the most widely distributed and specifically targeted wine and food tourism publication in Victoria.   

The deadline for advertising in Wine Regions of Victoria - one of Tourism Victoria's flagship Jigsaw brochures - has been extended until Friday 23 May, in recognition that the earlier deadline coincided with the busy vintage period for many wineries.

Although wineries and cellar doors are the core advertisers in the guide, there is also a strong focus on microbreweries, restaurants, cafes, farm gates and produce stores, as well as accommodation providers who work closely with the food and wine sector.

Please contact Janneke Marjis at Hardie Grant regarding advertising on 8520 6444 or Ellena King at Tourism Victoria on 9653 9842 for other queries about the guide.

Vogue Entertaining + Travel

Vogue Entertaining + Travel will run a wine promotion in August/September.   Bookings close end of May.  For further information contact, Krystle Pascoe, advertising co-ordinator t:02 8062-6666. 

Monreale Estate, located in Sassafras in The Dandenongs,  won the 2007 National Tourism Award in the category, “Hosted Accommodation” at the Qantas Australian Tourism Awards held in Canberra recently.

Yarra Ranges’ councillor and Yarra Valley and Dandenongs Marketing board member Noel Cliff has welcomed the appointment of Dale St George as the new chairman of the region’s peak marketing body.   Mr St George takes over from inaugural chairman Jeffry Farman, who was appointed to the role in November 2006.

Thank you for your interest in the position of Chair of Yarra Valley & The Dandenongs Marketing.  The following downloadable file has been provided to assist candidates in making an application.  Please also refer to the YRRML 3 Year Strategic Business Plan, YRRML Constitution and YRRML Company Information located below.   Applications close 15th February, 2008.  For further enquiries contact Kim Swinson on t: 9294 6338.