Destination Marketing Campaign March July 2019

Transcription

1 Destination Marketing Campaign March July 2019 Bendigo Tourism invites you to partner with us to receive priority exposure with Bendigo s official promotions. Prince William, (later Duke of Cambridge), Prince Harry (later Duke of Sussex) By Nicola Jane ( Nicky ) Philipps, National Portrait Gallery, London.

2 TUDORS TO WINDSORS: BRITISH ROYAL PORTRAITS 16 March 14 July 2019 Bendigo Tourism is again partnering with Bendigo Art Gallery to promote an upcoming major exhibition with the aim of attracting visitors to the region. This is a great opportunity for you to partner with Bendigo Tourism and take part in a range of marketing cooperative opportunities. FEATURE EXHIBITION Tudors to Windsors traces the history of the British monarchy through the outstanding collection of the National Portrait Gallery, London. The exhibition highlights major events in British (and world) history from the 16th century to present, examining the ways in which royal portraits were impacted by both the personalities of individual monarchs and wider historical change. Presenting some of the most significant royal portraits, the exhibition will explore five royal dynasties: the Tudors, the Stuarts, the Georgians, the Victorians and the Windsors shedding light on key figures and important historical moments. To bring these royal figures to life, Bendigo Art Gallery has secured key loans of historic fashion, armour and personal effects which will be featured alongside these magnificent and imposing portraits. AUTUMN WINTER EVENTS Bendigo becomes a hive of activity during Autumn Winter with the following events showcased: Bendigo Craft Beer & Cider Festival 23 March Melbourne Food & Wine Festival Bendigo 8 24 March Golden Mile Race Day 30 March Bendigo Queer Film Festival April Bendigo Easter Festival April Bendigo Autumn Music Festival April The O Keefe Challenge April Strategem Bendigo Winemakers Festival April Sanguine Estate Music Festival 2 12 May Groovin the Moo May Illumin8 Festival of Light May Heathcote on Show 8 10 June Queen Elizabeth I (The Ditchley portrait) By Marcus Gheeraerts the Younger, c.1592 National Portrait Gallery, London

3 MARKETING CHANNELS Proposed marketing campaign outline TARGET MARKET Lifestyle Leaders Creative Opinion Leaders Baby Boomers Arts audience Millennials Women s groups Royal Fans BENDIGO BENDIGO MELBOURNE Banners and signage Local publications and media Train Station Ambassadors Store-front displays Packaging and cooperative marketing Official Guide MELBOURNE Tudors to Windows print advertising Tudors to Windows social media Cinema and radio V/Line promotions Melbourne newspapers and digital publishers Journalist famils and PR Melbourne hotel concierges Brochure distribution REGIONAL TV and radio (regional) Niche publications Visit Victoria marketing INTERSTATE Train station ambassadors welcoming visitors to Bendigo to see the exhibition and explore the city. Niche publications News media Electronic direct mail Social media marketing Online advertising Journalist famils and PR Trade and retail promotions Wholesalers NEW ZEALAND Wholesalers Sydney Melbourne Touring Route News media Visit Victoria marketing

4 OFFICIAL MARKETING OPPORTUNITIES HOW YOU CAN LEVERAGE YOUR BUSINESS & GET INVOLVED? Be a part of our campaign by leveraging off the following opportunities: Display official exhibition posters* in your business. Flyers* available to be distributed to your customers. Sharing of digital content* via social media, video and website. Register your events on our website for more exposure on: bendigotourism.com Share your experience or photo with us on Facebook and Instagram by tagging us #ExploreBendigo for potential exposure. Dress your shop windows following the exhibitions key themes: All things royal, regal, and British. Participate in themed blogs promoted on our website and social media channels. Create, offer and share a themed experience based around the exhibition, royals or all things British. Examples include tours, workshops, masterclasses, pamper packages, high teas, accommodation, and uniquely tailored experiences. * Promotional material will be provided by Bendigo Tourism as part of your 2018/2019 Bendigo Tourism Membership benefits The Meadow s shopfront dressed for the Marimekko exhibition.

5 OFFICIAL MARKETING OPPORTUNITIES 1. SOCIAL MEDIA PROMOTIONS Are you creating a spectacular display, a new hands-on experience or special event this autumn? We want to know all about it! We are always looking for great events, products, experiences, and photos to share via Explore Bendigo s Facebook, Instagram, blog and website channels. Let us know what you are doing by tagging us #ExploreBendigo #TudorsToWindsors Selection of content to promote will be at the discretion of Bendigo Tourism. We will select experiences/content which has the capacity to brand Bendigo and engage visitors during autumn. 2. FACEBOOK PROMOTIONS Facebook is our biggest social media platform (50,000+ followers) and provides high engagement; it is easily one of the most cost effective ways to market your business on social media. Boost your post Taste of Tourism: Partner paid advertising post event only*. No boost dollar matching from Bendigo Tourism. Essential: Partner paid advertising post. For every partner dollar, Bendigo Tourism will dollar match, up to $50**. Premium: Partner paid advertising post. For every partner dollar, Bendigo Tourism will double dollar match, up to $150**. Priority selection. * Events selected are at the discretion of Bendigo Tourism, not all events are eligible. ** Bendigo Tourism contributing boost amount determined upon ad agreement. In-kind advertising Taste of Tourism: Competition post with prize value of at least $50**. Essential: Competition post with prize value of at least $50**. Premium: Competition post with prize value of at least $50**. Priority selection. ** Bendigo Tourism contributing boost amount determined upon ad agreement. 3. SUBSCRIBER COMPETITIONS Bendigo Tourism will be offering prizes for exposure to third party databases during the campaign, to promote the exhibition and upcoming events. Examples include V/Line, RoyalAuto, Frankie and more. Businesses can receive exposure via these promotions by providing a prize element. Priority is given to Premium members. Ideal for experiences, accommodation, attractions, food and wine. Priority access to Facebook promotions for Premium members. Spaces are limited. In-kind prizes may be paired with other competition prizes. Ideal for experiences, accommodation, attraction, retail, food and wine. Queen Elizabeth II by Annie Leibovitz, 2007 Official Portrait of HRH Queen Elizabeth II 2008 Annie Leibovitz, courtesy of the artist

6 OFFICIAL MARKETING OPPORTUNITIES 4. OFFICIAL PACKAGES AND EXPERIENCES Work with Bendigo Tourism to offer fantastic curated experiences, which will encourage visitors to stay longer in the region, until July How operators can be involved Operators can create and offer themed bookable experiences based around royal, British, fashion and design, art, food and wine and boutique. Examples include tours, workshops, masterclasses, pamper packages, high teas, accommodation, and uniquely tailored experiences. Operators receive exposure in the Official Guide: This publication is a quick reference guide to experiencing Bendigo. Distributed to Bendigo Tourism member businesses, Bendigo Art Gallery and Visitor Centre to encourage visitors to experience the city. The Official Guide will be distributed in key visitor hubs in Melbourne and surrounding regional areas. Businesses who partner with Bendigo Tourism with experiences will have the opportunity to feature an image and promotional text in the Official Guide. To be released in early Operators receive priority website & online exposure: Access to Tudors to Windsors: British Royal Portraits tickets, to be included with operator themed packages. Packages linked from the Bendigo Art Gallery website (bendigoartgallery.com.au) to bendigotourism.com to packages that have taken part in this opportunity. Packages/experiences will be profiled on the home page of bendigotourism.com until July 2019, which receives 1,300+ visitors per day. Tudors to Windsors: British Royal Portraits material for your business (posters, digital, and flyers). General package themes will be promoted and rotated in campaign marketing via social media, marketing, blog, Google and publicity. INVESTMENT ACCOMMODATION $550 (inc. GST) entry level towards marketing, plus 10% commission per booking. An extra $550 (inc. GST) is charged to the operator for every $10,000 in sales processed by the Bendigo Visitor Centre over the campaign period. This offer has a limited amount of positions available. Priority consideration will be given to Premium members. BOOKABLE ATTRACTIONS & EXPERIENCES $275 (inc. GST) entry level towards marketing, plus 10% commission per booking. An extra $275 (inc. GST) is charged to the operator for every $5,000 in sales processed by the Bendigo Visitor Centre over the campaign period. Businesses participating in this campaign, whether they are offering accommodation, attractions or experiences, are required to use the Bendigo Visitor Centre for their bookings where applicable. Costs indicated above go towards underwriting a percentage of the campaigns spend for the exhibition in return for priority exposure throughout the campaign. We have heavily subsidised and made entry level accessible in order to encourage operators to support these important events. CONTACT Melissa Scilini on or m.scilini@bendigo.vic.gov.au