Official Visitor Guide Four Edition Media Kit 2016 /17 OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 1

Transcription

1 Official Visitor Guide Four Edition Media Kit 2016 /17 OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 1

2 Overview The one and only official visitor guide to Melbourne. The Official Visitor Guide (OVG) is Melbourne s flagship guide, recognised as the authentic and official guide for Melbourne. The guide provides visitors to Melbourne with a comprehensive overview of things to see and do across the CBD and surrounding regions. Produced quarterly, it showcases the experiences on offer during each season and provides information that helps enhance the overall visitor experience. The guide provides the reader with seasonally themed information that highlights events, attractions, wellness, shopping and dining experiences that are on offer in and around Melbourne during the season. Representing the cornerstone of every effective tourism marketing strategy, the guide is supported by targeted advertising representing a wealth of visitor experiences. The guide is available in two formats, the print publication and the smartphone app. OVG PRINT PUBLICATION Size: A5 152 pages Print Run: 250,000 copies per season 1,000,000 copies per annum Distributed at key visitor touchpoints throughout Melbourne. OVG SMARTPHONE This free App makes it easy to discover the very best of Melbourne. Content is drawn from the print version and this allows users to research and plan their trip before they arrive in Melbourne, as well as use it whilst in destination. Promoted at key visitor touchpoints throughout Melbourne and available for download via the App Store or Google Play Store. 1,000,000 copies of the Melbourne Official Visitor Guide are disrtributed each season Melbourne Official Visitor Guide is supported and endorsed by the following organisations: OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 2

3 Readership* Through a readership survey conducted each edition we have been able to gain significant insight into the OVG print publication readership base. The Melbourne Official Visitor Guide appeals to a broad number of market segments including; interstate and international visitors, Melburnians, regional Victorians, international students, and business delegates. WHAT IS YOUR GENDER? WHAT IS YOUR AGE RANGE? WHO ARE YOU TRAVELLING WITH? Male (24%) (9%) Female (76%) (26%) (26%) (24%) (9%) 65+ (6%) Alone (24%) Family (31%) Friends (7%) Couple (34%) Other (2%) Conference Group (2%) HOW LONG ARE YOU PLANNING TO STAY? WHERE ARE YOU TRAVELLING FROM? WHAT IS YOUR REASON FOR VISITING MELBOURNE? Less than a day (7%) 1 3 days (40%) 1 Week (24%) 2 4 weeks (7%) 1 Month+ (9%) Other (13%) Melbourne (22.0%) Overseas (41.5%) Interstate (29.3%) Victoria (7.2%) Visiting Friends and Relatives (21%) Holiday (39%) Other (10%) Business (9%) I live in Melbourne (21%) *Source: Official Visitor Guide Readership Survey (Winter 2015) OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 3

4 Print Publication SIZE + + A5 152 pages PRINT RUN ,000 copies per season + + 1,000,000 copies per annum KEY FEATURES + + Endorsed as the Official Visitor Guide to Melbourne + + Detailed editorial and strong imagery + + Calendar of events + + Recommended itineraries + + Tips on sustainable travel and transport information + + Discount perforated coupon lift out + + Information on Melbourne and Regional Victoria s leading destinations + + Detailed maps including Melbourne City Centre, Melbourne Laneways, Inner Melbourne and Regional Victoria NEW FOR 2016/ Redesign + + Increased advertiser opportunities ADVERTISING SPACE AVAILABLE + + Full page (fully supplied, templated or opportunity to upgrade to copywriter advertorial) + + Half page + + Third page + + Quarter page DEADLINES: SEASON BOOKING EDITORIAL EOI MATERIAL RELEASE Spring 8 Jul Jun Jul Sep 2016 Summer 7 Oct Sep Oct Dec 2016 Autumn 6 Jan Nov Jan Mar 2017 Winter 7 Apr Mar Apr Jun 2017 OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 4

5 Smartphone App KEY FEATURES + + Detailed information on Melbourne s precincts, shopping, dining, laneways and attractions + + Ability to store favourites + + Hundreds of inspiring images of Melbourne and surrounding regions + + Plan ahead with a detailed events calendar and accommodation listings from across Melbourne and surrounds + + Share information through social media including Facebook and Twitter + + Tap into seasonal editorial and travel information + + Redeem time-sensitive programmed offers and deals + + Interactive maps and public transport information ADVERTISING SPACE AVAILABLE + + Find listing + + What s On listing DEADLINES SEASON BOOKING MATERIAL RELEASE Spring 8 Jul Aug Sep 2016 Summer 7 Oct Nov Dec 2016 Autumn 6 Jan Feb Mar 2017 APP STATISTICS* The Official Visitor Guide app has received over 130,000 downloads since it launched in 2012 and was used over 174,000 times in The app averages 107 downloads per day. TOP 5 APP DOWNLOAD LOCATIONS 1. Melbourne 50.76% 2. Interstate / Intrastate 16.34% 3. International: Asia 15.81% 4. International: Other 14.09% 5. International: New Zealand 2.99% SCREEN VIEWS BY LOCATION LOCATION SCREEN VIEWS PERCENTAGE Melbourne 737, % International Asia 202, % Interstate 180,971 15% International Other 45, % International New Zealand 39, % *Source: Official Visitor Guide App Statistics (Summer 2015/16) Winter 7 Apr May Jun 2017 OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 5

6 Four Edition Advertiser Benefits Dedicated four edition Melbourne Official Visitor Guide advertisers receive the following benefits across the print and digital versions of the guide: % discount + + Print Publication Coupons One (1) guaranteed per year, advertisers choice of preferred season + + Opportunity to feature as an OVG Readership Survey competition prize donor. Expression of interest only. Four (4) editions The OVG reaches a strong cross section of visitors to Melbourne and we are able to experience first-hand the immediate connection between the OVG inspiring visitors with our product, resulting in increased patronage and spend within Collins 234. We have also observed fantastic redemption of offers included in the OVG, which is a great result for our boutique shopping centre. Casey May Marketing Manager, Collins Smartphone Offers Two (2) guaranteed per season/eight (8) guaranteed per year, with one offer live at any given time + + Featured Section in the ios & Android App (Full Page four edition only) One (1) guaranteed feature per year, editors choice of season OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 6

7 Coupons & Offers PRINT COUPONS Coupons are a seasonal selection of special offers produced as a perforated insert in the centre of the print edition of the Official Visitor Guide. They provide visitors to Melbourne with value-added or discounted opportunities to encourage greater dispersal and yield. The coupons are also a great way to track participation in the Official Visitor Guide. Dedicated four edition advertisers are allocated one (1) guaranteed coupon for the year. The advertiser is able to choose the preferred season they would like to feature this guaranteed coupon. Four edition advertisers are also given the opportunity to submit offers in the other three remaining seasons. 20 coupons are available per edition and offers are selected based on strength, suitability to the market and the season. Destination Melbourne s decision is final. Print Coupon Deadlines SEASON DEADLINE Spring 18 Jul 2016 Summer 17 Oct 2016 Autumn 16 Jan 2017 Winter 17 Apr 2017 SMARTPHONE APP OFFERS These offers provide visitors to Melbourne with valueadded or discounted opportunities to encourage greater dispersal and yield. A maximum of one offer per advertiser can be running in the app at any given time. Dedicated Four Edition advertisers are however given the opportunity to feature two offers during one season should they wish. For this to occur, an advertiser would have an offer that ran for one part of the season and then switched off. At this point the second offer would activate and run for the duration of the season. For example Offer 1: 25% Off Entry runs from 1 December until 2 February and then Offer 2: Purchase an adult ticket and receive a kids ticket free runs from 3 February to 28 February. This is a great feature in order to be able to promote an offer for a selected period like School Holidays, etc. The value add offer will sit at the bottom of an advertiser listing in the app. At the time of redemption, a unique code is produced. This unique code is a great way to track participation in the Official Visitor Guide App. App Offer Deadlines SEASON DEADLINE Spring 12 Aug 2016 Summer 11 Nov 2016 Autumn 10 Feb 2017 Winter 12 May 2017 OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 7

8 Distribution & Promotion Destination Melbourne distributes a minimum of one million copies of the Official Visitor Guide every year. The guide is distributed both exclusively and non-exclusively at several key points of arrival throughout Melbourne. Dedicated OVG stands display guides at most of the exclusive distribution points. EXAMPLES OF SOME DISTRIBUTION LOCATIONS EXCLUSIVE NON EXCLUSIVE APP PROMOTION International Terminal, Melbourne Airport SkyBus Melbourne Airport and Southern Cross Station Melbourne Visitor Information Centre - Federation Square Melbourne Visitor Information Booth Bourke Street Mall Melbourne Airport Melbourne Visitor Information Centre Federation Square City Circle Tram Avalon Airport City Circle tram advertisement and announcements on-board The Block Arcade Direct distribution to conference delegates through Melbourne Convention Bureau City and metropolitan hotels and attractions Accredited Visitor Information Centres throughout Victoria Tourism Victoria offices nationally and internationally Harbour Town Shopping Centre Tourism Lounge Melbourne Convention and Exhibition Centre (MCEC) Melbourne Now Magazine Melbourne Official Visitor Guide print publication Destination Melbourne website and social media Hotel and attraction websites Leading industry websites including mcb.com.au and visitvictoria.com.au OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 8

9 Participation Rates The Four Edition Special Rate includes a 10% discount when purchasing four editions of the Official Visitor Guide at the one time. The total amount will be invoiced over four quarters. ADVERT SIZE SINGLE EDITION FOUR EDITION SPECIAL RATE* SAVING PER YEAR Full page (fully supplied or templated) + Smartphone listing $6190 $ $2365 Full page copywriter advertorial + Smartphone listing $ $500 $ $500 per edition n/a Half page (templated) + Smartphone listing $3670 $ $1465 Third page (templated) + Smartphone listing $2695 $2385 $1240 Quarter page (templated) + Smartphone listing $2290 $ $1210 All rates exlude GST. * Four Edition Special Rate includes a 10% discount when purchasing four editions of the Official Visitor Guide at the one time. Price indicative of single edition only. **If purchasing more than one full page copywriter advertoiral per year, new briefing notes for a different story angle are required each time. Sales Contacts John McGaw Senior Business Development Manager john@destination.melbourne Tina Seirlis Sales & Partnerships Manager tina@destination.melbourne OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 9

10 Advertising Specifications & Proofing PROOFING OF ADVERTISEMENTS When a proof is ready for advertiser review/approval on the dmlhub, an notification will be sent with a hyperlink to access the dmlhub. Advertisers are granted the opportunity to review their OVG print proof two times. Changes made beyond the second proof at the clients request will incur an additional fee of $60 per proof. PROOFING OF APP LISTINGS Please note responsibility lies with the client to proof the content being supplied for app listings prior to submitting it via the dmlhub. PRINT ADS SMARTPHONE LISTINGS AD SIZES WORD LIMIT LOGO/IMAGE LISTING IMAGE CATEGORIES Full Page Fully supplied 148mm (wide) x 210mm (high) with 5mm bleed Full Page Templated 148mm (wide) x 210mm (high) Full Page Copywriter Advertorial 148mm (wide) x 210mm (high) Half Page Template only 126mm (wide) x 89.5mm (high) n/a n/a Refer to material 250 words (including headings, copy and address details) 300 words (briefing notes provided to DM. Advertorial piece created by OVG copywriter) 90 words (including headings, copy and address details) 1 logo 1 high res hero image Up to 4 supplimentary images for consideration No logo 1 high res hero image Up to 4 supplimentary images for consideration 1 logo 1 high res image (portrait) Refer to material Refer to material Refer to material Third Page Template only 126mm (wide) x 57.5mm (high) 70 words (including headings, copy and address details) No logo 1 high res image (portrait) Refer to material 1 Material submission questions? Yolanda Baker Sales Intern yolanda@destination.melbourne Quarter Page Template only 126mm (wide) x 41.5mm (high) 50 words (including headings, copy and address details) No logo 1 high res image (landscape) Refer to material *Please note: Length of words can sometimes make word count vary. Image montages or images with text over the top will not be accepted. Destination Melbourne reserves the right to edit any submissions and make corrections, omit material, or do minor reorganisation required to achieve the consistent look and feel as per the style guidelines. 1 OFFICIAL VISITOR GUIDE FOUR EDITION MEDIA KIT 10

11 Click here to view the Melbourne Official Visitor Guide Style Guidelines