PROGRAM DEVELOPED BY DESTINATION MELBOURNE

Transcription

1 OPPORTUNITIES FOR COUNCIL PARTNERS PROGRAM DEVELOPED BY DESTINATION MELBOURNE

2 INDEX WELCOME TO DYOB 3 DYOB COUNCIL SUBSCRIPTION 5 ATDW LISTING 6 COMMUNITY PERCEPTIONS DIGITAL SURVEY 7 COMMUNITY ENGAGEMENT PACKAGE 8 DYOB WEBSITE OPPORTUNITIES 9 INSTAGRAM COMPETITION PACKAGE 10 MAJOR MONTHLY COMPETITION 11 SOCIAL MEDIA ADVERTISING 12 edm OPPORTUNITIES 13 ENGAGE WITH THE REGIONAL VFR DIGITAL CAMPAIGN 14 VIDEO PACKAGES 15 ADDITIONAL OPPORTUNITIES FOR LOCAL GOVERNMENT 21 IMPORTANT INFORMATION 23 2 Version 1

3 2017/2018 Destination Melbourne (DM) is excited to launch our new look Discover Your Own Backyard (DYOB) program! With a brand new website and visual identity, you may not recognise DYOB, however, don t be alarmed DYOB, now in its seventh year, is still DM s flagship Visiting Friends and Relatives (VFR) campaign aimed at talking to VFR hosts across Melbourne and encouraging local pride. The VFR market is a key driver of the visitor economy in Melbourne. In 2016 it contributed 33% of total visitors or 9.6 million visitors. In addition, the VFR market contributed 21% of total visitor expenditure which equated to more than $3 billion in direct expenditure*. During 2016, Melbourne attracted 17.5 million domestic daytrip visitors, 5.6 million of which were VFR. Of Melbourne s 8.7 million domestic overnight visitors, 3.1 million were VFR*. Our reinvigoration of DYOB, and significant financial investment, reaffirms Destination Melbourne s commitment to the program and our partners. The DYOB relaunch also reasserts our belief in the importance of Melbourne s VFR segment. Through DYOB, we will continue to engage with Melburnians, encouraging them to explore their local neighbourhoods to create proud residents and knowledgeable VFR hosts. Within this media kit you ll find a variety of marketing opportunities to activate a DYOB presence and tap into Melbourne s lucrative VFR market. We hope that you like our new website, campaign and fresh approach to DYOB. We had fun creating it and can t wait to see it take off! Looking forward to continued and new DYOB partnerships. From the Destination Melbourne team. *Source: DYOB research report, 2016 based on Tourism Research Australia data While DYOB has traditionally been a program that DM has offered to councils across Greater Melbourne, we have identified that by opening DYOB to the broader visitor industry, we can enhance our offering to potential hosts and their visitors. This is in-line with our continued consumer centric approach to curating content and communications that resonate with Melbournians. 3

4 Why Partner with Destination Melbourne on Discover Your Own Backyard? Destination Melbourne is Melbourne s independent, not-for-profit tourism organisation with a broad network of connections. We encourage the visitor industry to deliver targeted experiences that are in step with visitor needs and expectations. Our vision: To maximise Melbourne s visitor potential, by championing visitor needs, the visitor experience and the visitor industry. Our key strategic priorities are to: + + Champion Melbourne s visitor industry + + Elevate visitor needs + + Empower ongoing industry development + + Deliver visitor first products and campaigns Be an outstanding organisation Discover Your Own Backyard Campaign Overview Through the DYOB campaign, Destination Melbourne collaborates with visitor industry partners across Melbourne with the overarching mutual objectives of: + + Increasing the economic contribution to the Visiting Friends and Relatives (VFR) segment across Melbourne + + Empowering local residents with increased knowledge of local authentic visitor experiences increasing the likelihood that the VFR and host spend will increasingly remain within the local community + + Fostering community pride and encouraging positive word of mouth about local attractions and experiences Strategies implemented to achieve these objectives are: + + Provide DYOB partners with the channels to communicate to hosts of VFR visitors + + Educate residents about the things to see and do in their local area so that they become ambassadors and knowledgeable hosts for their visiting friends and relatives + + Educate regional Victorians about the different areas of Melbourne and encourage them to be VFR visitors + + Increase awareness amongst businesses of the value of the VFR segment and the visitor economy in general 4

5 DYOB COUNCIL SUBSCRIPTION The DYOB Council Subscription provides a solid base for participating councils to connect with Melbourne s lucrative Visiting Friends and Relatives (VFR) segment. By leveraging the established DYOB brand and partnering in tailored promotions, your council can activate customised VFR strategies within your locality. The DYOB Council Subscription is your foot in the door to DYOB and also ensures your presence on all DYOB digital channels. Your council is also able to launch other DYOB activities available throughout this media kit in order to enhance and drive the DYOB messaging throughout your community or directly to potential regional Victorian visitors. The DYOB Council Subscription is based on a timeframe of 12 months (or part thereof, depending on contract approval date) within the period of 1 July 2017 to 30 June Current DYOB toolkit: A comprehensive source, the toolkit shows how to harness a council s greatest tourism asset its own residents and businesses. + + Annual Visiting Friends and Relatives research report: This tailored report is based on information from the National Visitor Survey (NVS) and International Visitor Survey (IVS) to provide valuable insights into the travel behaviours of Melbourne s lucrative VFR market. + + Presence for your council on the DYOB website*: Includes a dynamic council landing page with a link to your council s website, event and attraction listings (subject to approval and must have an ATDW listing), access to DYOB video hosting and suburb profiles (created at editorial discretion). + + Two weeks of display advertising on the DYOB homepage*: Artwork can be supplied, or alternatively created by DM at an additional cost. + + Ongoing maintenance and enhancement for the DYOB website: This includes continued investment in Search Engine Optimisation (SEO), ongoing maintenance, software updates and hosting. + + Minimum of 1x post on the DYOB Facebook page per month: A minimum total of 12 posts per annum. + + Minimum of 2x posts on the DYOB Instagram account per month: A minimum total of 24 posts per annum. + + Minimum of 4x blog posts per year: Includes one comprehensive story of approximately 1000 words and then a minimum of three business mentions within themed blogs. + + Minimum of 4x edm mentions per year: edm is sent monthly. + + Access to participate in value-add DYOB social media promotion opportunities: On an ad-hoc basis. + + Quarterly digital reports: Provided at the conclusion of each quarter, the report delivers a summary of all activity across DYOB digital channels for that quarter. + + Overall annual report: Provided at the end of the financial year, the report delivers a summary of the previous 12 months of DYOB activity specific to your council. + + Access to DYOB opportunities: As outlined in this media kit. + + *Destination Melbourne reserves the right to include content at editorial discretion, in accordance with SEO best practice. + + Proofs will not be circulated for approval, however, feedback in relation to published content which is factually incorrect or at fault (i.e. dispute or non-compliance with council) will be considered and should be directed to dyob@destination.melbourne. + + All content carrying the DYOB brand must be created by Destination Melbourne. Rate: $6600 ex GST 5

6 ATDW LISTING By sourcing data from the Australian Tourism Data Warehouse (ATDW) for the DYOB website, we re maximising the latest product and event listings. ATDW, which was created by Tourism Australia and all Australian State and Territory Government Tourism Organisations, is the distribution hub for Australian tourism businesses and destination information. Dispersed to hundreds of nationally-approved tourism websites and mobile apps, ATDW listings provide tourism businesses with the chance to promote their company and enhance their online exposure. Benefits of an ATDW listing include: + + A presence on the DYOB website, as well as many of ATDW s numerous distributor sites displaying Victorian content, including australia.com and visitvictoria.com. + + ATDW listings help to increase your ranking in Google search results. + + The ability to create and update your listing as often as you like. RATES Events and not-for-profit organisations No charge Recognised ATAP accredited business Standard listing $100 inc. GST $250 inc. GST 6

7 COMMUNITY PERCEPTIONS DIGITAL SURVEY Run over an eight week period, a DYOB Community Perceptions Digital Survey provides Council with the opportunity to benchmark community awareness of local experiences and attractions. This activity can also assist Council with validating the perceived top local authentic experiences, which can then be focused upon by Council as part of an engaging DYOB marketing campaign. For the purpose of the survey, Council is responsible for creating the questions, although Destination Melbourne may provide some guidance to ensure the objectives can be met. To maximise the benefits of the survey outcomes, it is recommended that the survey is conducted each year to enable trends to be tracked, and any shifts in preferred local attractions and experiences. Not only does the survey allow Council to better understand the perceptions of their community, these findings can then be used to educate your businesses, precincts and trader groups in regards to the benefits of engaging with locals. + + Typeform survey set up and hosting. + + Management of survey including competition terms and conditions creation. + + Management of consumer enquiries and notifying winner x organic DYOB Facebook posts. + + Paid advertising geo-targeting Council residents for 8 weeks on the DYOB social media channels. + + Working with your Council to promote the survey through your channels. + + Promotion through Destination Melbourne s corporate social media. + + Provision of raw survey response data in excel format. + + Optional analysis of data*. + + *Price for data analysis is available on application. + + Survey questions are to be developed by Council. + + To encourage survey participation, a survey prize is required. Cost does not cover prize/s. These are to be sourced by Council and must have a minimum retail value of $500. The prize/s must be valid for at least 3 months from the closing of the survey period. Rate: $2000 ex GST (excludes data analysis) u Add-on: Consider activation of your survey via the DYOB COMMUNITY ENGAGEMENT PACKAGE which is fully explained on page 8. By creating print ready collateral to promote the survey you can work with local businesses who can display the materials to get the word out to locals. For the businesses who partner with your Council you can offer to share the insight of the survey, this way everyone wins! 7

8 COMMUNITY ENGAGEMENT PACKAGE For Councils actively participating in the DYOB Program, a consistent physical brand presence across the business and local community is recommended to ensure the branding and campaign sentiment is maintained across the year, in addition to other DYOB campaign activity being undertaken. Destination Melbourne is able to provide a suite of council specific print-ready collateral that will be provided to Council to then have printed via your own supplier. This enables all councils, to print the volume that is required to meet their needs. + + Print ready artwork for an A3, full colour, DYOB branded poster featuring content provided by councils. + + Print ready artwork for DYOB branded landscape, A5, full colour window decals including content provided by councils. + + Print ready artwork for DL size, full colour, DYOB branded flyers including content provided by councils x rounds of changes included with each element (additional changes will be made at the cost of $150 ex GST per hour). Rate: $1000 ex GST per item or $2500 ex GST for package u Add-on: Additional items can be designed at the request of council partners. Items may include: pull-up banners, billboards or postcards. Each request will be individually quoted. Contact your DM representative to discuss. 8

9 DYOB WEBSITE OPPORTUNITIES Increasing your presence on the DYOB website is a great way to standout to VFR hosts across Greater Melbourne and to potential VFR visitors. u FEATURED AMBASSADOR PROFILE A Featured Ambassador Profile is a great way to connect with the community and tell a story in an interesting way, bringing life and personality to it. Feature exclusively in The Locals section on the homepage for one month to 1200 word interview written by DM copywriter, including 1 round of edits. Interview up to 5 hi-res images. + + DYOB homepage presence for one 1 month with 300 characters and one hi-res image, plus hyperlink to full article. + + Profile to be published in the Stories section on the DYOB website for a minimum of 1 year (at the discretion of DM). + + Profile to be included in 1 DYOB edm x organic DYOB Facebook posts x organic DYOB Instagram post. + + DM is not responsible for selecting and confirming the participation of the ambassador. Refer to DYOB Tool Kit for assitance. + + High-res imagery of ambassador to be supplied by ambassador. Rate: $1250 ex GST Availability: 12 per year u Add-on: Consider purchasing a SNACK VIDEO to further highlight your featured ambassador profile. Refer to page 15 for deatils. u DISPLAY ADVERTISING Display advertising across the DYOB website is a great way to engage with VFR hosts from across Greater Melbourne. + + Non-exclusive rotation of fully supplied display ad on the DYOB homepage, Search page (desktop only), Stories landing page, Things to Do landing page and Suburb pages. + + Opportunity to geo-target. + + Display ad hyperlinks to your external URL of choice. + + Banner artwork must be fully supplied complying with specifications; + + Large Leaderboard (Desktop only): 970 pixels wide x 90 pixels high + + Wide Skyscraper (Search page on desktop only): 160 pixels wide x 600 pixels high + + Mobile Leaderboard: 300 pixels wide x 50 pixels high + + File types: JPEG, PNG, GIF, HTML5 or FLASH. + + Design services via Destination Melbourne are available at the cost of $150 ex GST per hour. Rates: One month: $350 ex GST Two months: $450 ex GST u Add-on: DYOB SOCIAL MEDIA ADVERTISING paired with any of the DYOB website opportunities is a great way to extend your message and encourage engagement. See page 12 for more details. 9

10 INSTAGRAM COMPETITION PACKAGE Running a competition via Instagram is an effective way to engage with Melburnians. It can also help you build an image library for future social media promotions. Over the promotional period entrants are asked to take pictures relating to a certain theme. All entrants will be required to use the hashtags #mybackyard and #discoversuburb in their posts in order to enter (e.g. #mybackyard #discoverwerribee). The competition will also be cross promoted via a range of DYOB channels. + + Competition setup and hosting for 2 months. + + Management of competition including creation of terms and conditions. + + Management of consumer enquiries and notifying winner/s. + + Competition landing page on DYOB website for 2 months x custom designed web banners and 1x competition landing page header x organic posts on DYOB social media channels. + + Paid advertising on DYOB social media channels for 2 months x custom designed Facebook images x custom designed Instagram images. + + Print ready artwork for DL size, full colour, DYOB branded flyers including content provided by council x rounds of changes included with each element (additional changes will be made at the cost of $150 ex GST per hour). + + Results, including all image entries, provided post competition. + + Prize/s are the responsibility of the DYOB partner and must have a minimum value of $1000. Prize/s must be valid for at least 3 months from competition close date. + + Timing for Instagram competitions is at the discretion of Destination Melbourne. Rate: $2600 ex GST Availability: 10 per year 10

11 MAJOR MONTHLY COMPETITION Competitions are a great way to get attention and create excitement. Our major monthly competition is designed to bring your business, attraction or event to the forefront and get people talking! To maximise your exposure and maintain engagement, a maximum of two partners will be able to participate in each major monthly competition. + + Competition set-up and hosting for 1 month. + + Competition landing page on DYOB website for 1 month. + + Management of competition including creation of terms and conditions. + + Management of consumer enquiries and notifying winner. + + Paid advertising on DYOB social media channels promoting your business and the competition for 1 month x organic DYOB Facebook post x organic DYOB Instagram post. + + Results provided post competition. Rate: $650 ex GST + + Prize/s are the responsibility of the DYOB partner and must have a minimum value of $300. The prize/s must also be valid for at least 3 months from competition close date. 11

12 SOCIAL MEDIA ADVERTISING The Social Media Advertising Package, can be a standalone package or an add-on to boost the exposure of any DYOB product outlined in this media kit. Embrace the power of social through a 1 or 2 month DYOB Social Media Advertising package. Target your audience with your specific message through our trusted channels. These days, you can t afford not to have a social media presence. + + Paid advertising on DYOB social media channels for 1 or 2 months. We will work with you to define your targeting parameters and advertising goal (e.g. ad reach, listing views, video views). + + Set-up of ad campaign. + + Content creation and management. + + Results provided post activity. Rates: One month: $950 ex GST Two months: $1450 ex GST u Add-on: Bring your attraction, event or experience to life by creating a SNACK VIDEO to promote via DYOB social channels and the DYOB website. Snack Videos are fully explained on page

13 E-DM OPPORTUNITIES The DYOB database is highly engaged, with s sent consistently performing higher than industry standard. Sent in the first week of each month, there are a number of ways in which you can profile your event, business or attraction with a Premium Advertorial or a Listing. Alternatively, if you have an exclusive or limited offer, a Tactical Solus edm could be the way to go. u PREMIUM ADVERTORIAL to 1200 word advertorial written by DM copywriter, including 1 round of edits and inclusion of up to 5 high-res images. + + Advertorial published in the Stories section of the DYOB website for minimum of 1 year (at the discretion of DM). + + Hot Right Now placement on DYOB homepage for 1 month, including 1 image and copy (both sourced directly from your ATDW listing). + + Our Pick status for 1 month, see page 8 for details. + + Article to be included in 1 DYOB edm x organic DYOB Facebook post x organic DYOB Instagram post. + + Once booked, timing cannot be modified. + + Image montages, images containing text, or logos will not be accepted. Rate: $1250 ex GST Availability: 1 per month u LISTING + + Description of approximately 25 words and 1x image in monthly DYOB e-dm. + + Listing will click through to your ATDW listing on the DYOB website x organic DYOB Facebook or Instagram post. + + Once booked, timing cannot be modified. + + Image montages, images containing text, or logos will not be accepted. Rate: $350 ex GST Availability: 4 per month u TACTICAL SOLUS EDM + + Exclusive buy-out of a dedicated DYOB edm. + + An exclusive opportunity to highlight an offer x organic DYOB Facebook post + + 1x organic DYOB Instagram post. + + Paid advertising advertising on DYOB social channels for 2 weeks. + + A unique or limited offer must be included. Whether it s a discount, a pre-purchase opportunity, a two for one offer anything to make the DYOB audience feel loved. + + Once booked, timing cannot be modified. + + Image montages, images containing text, or logos will not be accepted. Rate: $750 ex GST Availability: 1 per month 13

14 ENGAGE WITH THE REGIONAL VFR DIGITAL CAMPAIGN 89% of our edm readers said that they are interested in experiences and other local destinations within metropolitan melbourne*. Educating the host of VFR visitors has always been at the core of the DYOB brand and campaign. As the campaign and our Council destinations mature, there is opportunity to go beyond this audience and engage directly with the visitor, encouraging them to visit their friends and relatives in your municipality. This opportunity opens a new and exciting avenue to make a two pronged attack on the intrastate VFR market: a. Inspire and encourage potential VFR visitors from regional Victoria to come to your municipality b. Continue to inform VFR residents and hosts. During 2017/2018 there will be up to four opportunities to take up this package. Where possible only one council would be featured at any given time. Places will be filled on first come first served basis. Domestic DAYTRIP VFR visitors from Regional Victoria in 2015 to: Domestic overnight VFR visitors from Regional Victoria in 2015 to: Inner Region 65.80% 34.50% East Region 48.20% 48.20% South East Region 40.30% 35.80% + + Custom content on melbournenow.com.au in the Neighbourhoods section, a website aimed at attracting regional Victorian Lifestyle Leaders to visit Melbourne. Content to be supplied as per Melbourne Now suburb editorial guidelines as set by Destination Melbourne. + + Custom content to be featured for up to 60 days on the melbournenow.com.au homepage for up to 60 days (only one council to be featured at a time). + + Editorial feature in Melbourne Now edm database of approximately 20,000 as at November 2017 (content to be discussed with Destination Melbourne, so as to fit style of edm) x social media posts across Melbourne Now social media channels. + + Opportunity to run a competition via Melbourne Now social media channels for one (1) month (Council responsible for provision of prize minimum value of $500) x social media posts via DYOB channels to remind residents to invite their friends and relatives. + + Melbourne Now magazine editorial mention print run of 253,000 copies distributed via Herald Sun Regional Run, Mighty V regional newspapers, V/Line train stations and cafes/bars/restaurants in Gippsland, Geelong and Mornington. Editorial content at the discretion of Destination Melbourne. Rate: $5000 ex GST *Source: Melbourne Now edm Reader Survey 2017 West Region 43.80% % North 43.20% 47.60% Source: DYOB research report, based on Tourism Research Australia data 14

15 VIDEO PACKAGES Video provides a highly effective way to engage an online audience. By producing a DYOB branded video not only can you engage with VFR hosts and potential visitors, you can also share it with local businesses so they can help spread the DYOB message. Packages for exciting video content are available and it would be fantastic to see as many of our partners as possible producing new content to complement the new look DYOB. Options include a Video Snack, a Half-day Shoot and a MiniMovie. These video packages are valuable tools for delivering messages and attracting visitors. They are all designed to function in different ways, and each package can work either as a standalone video or they can work together as a suite of complementary components of a larger message or strategy. They have been designed in a way to mix and match between products, with lots of opportunity for you to outline the message, tone and story of each video based on your objectives. Read on to find out more. u SNACK PACKAGE What? A short, snackable video vignette that can be created super-fast. Once our video production team has been briefed on what you would like captured, they will spend 2 hours on location shooting to brief. Why? Be nimble and reactive. Create content as new situations demand it. Keep it generic so it can be used year-round (e.g. shopping on Bridge Road), or customise it to promote a specific event or a seasonal activity (e.g. Craigieburn Festival or a hot day at the beach). Planning/turnaround required: hours (where existing schedules permit). Finished product: + + 1x second snackable video vignette in both high-res and YouTube compressed files (1080p Full HD). Promotion: + + Featured on the relevant Videos page on the DYOB website along with the relevant suburb, council and Stories pages. + + Paid advertising on DYOB social media channels for 1 month x organic DYOB Facebook post x organic DYOB Instagram post. + + Featured on the DYOB YouTube channel. + + Showcase one location, attraction or business per video (no talent/presenter). + + Up to 2 hours on-location filming (incl. travel time). + + Client briefing by and/or phone call. + + One-person crew on location. + + Commercial usage licence. + + Music sourced and licensed. + + Basic titles and motion graphics. + + Video draft delivered same day (or next day if filming wraps after 5pm). + + Up to 2 rounds of amends to video draft. 15

16 u RATES Online & Exported for cinema Online use only offline use* & delivered via FTP** Exported for TV Single video $1650 ex GST $1950 ex GST $2550 ex GST Quote available on request Combo of 3 $4250 ex GST $4550 ex GST $6050 ex GST Quote available on request (save $700 ex (save $1300 ex GST) GST) * Includes one perpetual non-web music licence. If purchasing the combo of 3 Snacks and you would like 3 separate music tracks, an additional music licensing fee of $600 ex GST will apply. ** If delivery isn t able to occur via File Transfer Protocol, extra costs will be invovled for purchase and delivery via a hard drive. + All rates above and below may be subject to change pending third party contract. u Extras Drone footage (no restrictions/hazards) Professional drone pilot (restrictions/hazards) $400 ex GST Quote available on request Extra expenses which must be considered and are the responsibility of council to negotiate/cover on all video shots include: + Activities being undertaken (e.g. entry into an attraction). + Food and beverage for shoots at restaurants/cafes. + Permits (e.g. parking, filming, etc). u Photography Web-quality photos single Web-quality photos combo of 10 High res, post produced photos single High res, post produced photos combo of 10 $50 ex GST $450 ex GST (one photo free) $80 ex GST $700 ex GST (one photo free) + Photography to be captured at the single location on the runsheet only, whilst on the shoot. + Low res photos are rendered from video footage captured on the day. + High res photos are shot seperately from video footage so time from the 2 hour runsheet must be allocated to this. If extra time is required to capture all briefed imagery, this will be quoted/invoiced seperately. + All rates subject to change pending third party contract. 16

17 VIDEO PACKAGES u THE HALF-DAY SHOOT What? A half-day of filming to create a 1-2 minute snapshot of up to 3 locations or attractions. Why? Explain attractions in more detail to give viewers a more rounded picture of your region. Planning/turnaround required: 4-6 weeks from project kick-off meeting. Finished product: 1 x 1-2 minute council snapshot video in both high-res and YouTube compressed files (1080p Full HD). Example: click here Promotion: + + Featured on the Videos pages on the DYOB website, along with the relevant suburb, council and Stories pages x organic DYOB Facebook post x organic DYOB Instagram post. + + Paid advertising on DYOB social media channels for one month. + + Showcase up to 3 locations, attractions or businesses per video. + + Opportunity to include talent or a presenter (talent fees not included within rate). + + Up to 4 hours on-location filming (incl. travel time). + + Pre-shoot client briefing 1 hour meeting. + + Site visit up to two hours. + + Pre-shoot talent briefing in person or by phone. + + Two-person crew on location (director/producer and camera). + + Destination Melbourne representative present at shoot. + + Commercial usage licence. + + Music sourced and licensed. + + Basic titles and motion graphics. + + Video draft delivered within five working days. + + Up to 2 rounds of amends to video draft. u Add-on: Amplify your video via SOCIAL MEDIA ADVERTISING, refer to page 12 for details. + + Featured on DYOB YouTube channel. 17

18 u THE HALF-DAY SHOOT RATES Exported for cinema & Online use only Online & offline use* delivered via FTP** Exported for TV Single video $3450 ex GST $3750 ex GST $4350 ex GST Quote available on request Add a snack video $850 ex GST $1150 ex GST $1750 ex GST Quote available on request * Includes one perpetual non-web music licence. If purchasing the combo of 3 Snacks and you would like 3 separate music tracks, an additional music licensing fee of $600 ex GST will apply. ** If delivery isn t able to occur via File Transfer Protocol, extra costs will be involved for purchase and delivery via a hard drive. + All rates above and below may be subject to change pending third party contract. Extras Drone footage (no restrictions/hazards) Professional drone pilot (restrictions/hazards) Talent Props $400 ex GST Quote available on request Quote available on request Quote available on request Extra expenses which must be considered and are the responsibility of council to negotiate/cover on all video shots include: + Activities being undertaken (e.g. entry into an attraction) + Food and beverage for shoots at restaurants/cafes + Permits (e.g. parking, filming, etc) + Transport or fuel costs for additional client briefing meetings or site visits above allocated times included Photography Web-quality photos single Web-quality photos combo of 10 High res, post produced photos single High res, post produced photos combo of 10 $50 ex GST $450 ex GST (one photo free) $80 ex GST $700 ex GST (one photo free) + Photography to be captured at the 3 locations on the run-sheet only, whilst on the shoot. + Low res photos are rendered from video footage captured on the day. + High res photos are shot separately from video footage so time from the 4 hour run-sheet must be allocated to this. If extra time is required to capture all briefed imagery, this will be quoted/invoiced separately. 18

19 VIDEO PACKAGES u THE MINI-MOVIE & TRAILER What? A flagship mini-movie to champion your region as the hero of the story and snack trailer for use in promoting the mini-movie Why? Create a visual identity that sets your region apart from all others. Tell a story that leads the viewer through their own journey to discover, not only the attractions, but the unique personality of your region. Planning/turnaround required: 6-8 weeks from project kick-off meeting Finished products:1 x up to 3 minute council flagship MiniMovie and 1 x sec Trailer, both supplied in both Hi Res & YouTube compressed files (1080p Full HD) Promotion: + + Featured on the relevant suburb, council and Stories pages on the DYOB website x organic DYOB Facebook post x organic DYOB Instagram post. + + Paid advertising on DYOB social media channels for one month. Featured on DYOB YouTube channel. + + Showcase up to eight locations, attractions or businesses per video. + + Opportunity to include talent or a presenter (talent fees not included within rate). + + Up to 2 days (16 hours) on-location filming (incl. travel time). + + Pre-shoot client briefing one hour meeting. + + Pre-shoot scripting assistance and creative concept development. + + Site visit up to 3 hours. + + Pre-shoot talent briefing in person or by phone. + + Two-person crew on location (director/producer & camera). + + Aerial footage by drone (where permissible by national regulations). If a professional drone pilot is required due to high-hazard area ruling, controlled airspace, etc. this will be quoted separately. + + Destination Melbourne representative present at shoot. + + Commercial usage licence. + + Music sourced and licensed. + + Basic titles and motion graphics. + + Video drafts delivered within 5 working days. + + Up to two rounds of amends to video draft. Talk to our Sales and Partnerships team about producing a non-branded version of your DYOB video. 19

20 u THE MINI-MOVIE & TRAILER RATES Online use Online & Exported for cinema & only offline use* delivered via ftp** Exported for TV Mini-movie & trailer $8250 ex GST $8550 ex GST $9150 ex GST Quote available on request Add an extra snack video $850 ex GST $1150 ex GST $1750 ex GST Quote available on request * Includes one perpetual non-web music licence. If purchasing the combo of 3 Snacks and you would like 3 separate music tracks, an additional music licensing fee of $600 ex GST will apply. ** If delivery isn t able to occur via FTP, extra costs will be involved for purchase and delivery via a hard drive. + All rates above and below may be subject to change pending third party contract. Extras Professional drone pilot (restrictions/hazards) Talent Props Quote available on request Quote available on request Quote available on request Extra expenses which must be considered and are the responsibility of council to negotiate/cover on all video shots include: + Activities being undertaken (e.g. entry into an attraction) + Food and beverage for shoots at restaurants/cafes + Permits (e.g. parking, filming, etc) + Transport or fuel costs for additional client briefing meetings or site visits above allocated times included Photography Web-quality photos single Web-quality photos combo of 10 High res, post produced photos single High res, post produced photos combo of 10 $50 ex GST $450 ex GST (one photo free) $80 ex GST $700 ex GST (one photo free) + Photography to be captured at the 8 locations on the runsheet only, whilst on the shoot. + Low res photos are rendered from video footage captured on the day. + High res photos are shot seperately from video footage so time from the 16 hour runsheet must be allocated to this. If extra time is required to capture all briefed imagery, this will be quoted/invoiced seperately. 20

21 ADDITIONAL OPPORTUNITIES FOR LOCAL GOVERNMENT Targeting Leisure Visitors inclusive of VFR Local Government Marketing Partnerships In our capacity as Melbourne s leading tourism organisation, Destination Melbourne is responsible for producing the Official Visitor Guides and Maps for the city. We re also responsible for marketing to Regional Victorians via our Melbourne Now brand. Our exciting range of marketing opportunities suit Councils with a destination brand designed to attract international, interstate or intrastate leisure visitors in general, inclusive of VFR, but also in addition to VFR. Specifically, for Councils interested in supporting the Melbourne Official Visitors Guide on an annual basis, Destination Melbourne is able to tailor a Local Government Marketing Partnership inclusive of DYOB and the Official Guide, along with any other opportunities of interest. A minimum participation level is required to qualify as a Partnership. A Local Government Partnership not only allows for ease of management for all bookings with Destination Melbourne, but also recognises by way of included goodwill, the increased support from your Council. Contact our team to discuss your marketing objectives for these key visitor segments and determine the best way to approach these markets in Partnership with Destination Melbourne. u MELBOURNE OFFICIAL VISITOR GUIDE > Since 2001, Destination Melbourne has proudly published the one and only Melbourne Official Visitor Guide, fondly known as the OVG. Available via an exclusive distribution network, the OVG primarily reaches interstate and international visitors as well as regional Victorians and Melburnians. One million copies are produced each year, 250,000 copies each quarter. The OVG showcases the seasonal experiences on offer within Melbourne, along with how to explore our city and metropolitan area, overall providing the vital information that enhances the visitor experience. Endorsed by Visit Victoria, City of Melbourne, Melbourne Airport, Melbourne Convention Bureau, and the Melbourne Convention and Exhibition Centre, the OVG provides visitors to Melbourne with a comprehensive overview of what to see and do across the CBD, the surrounding precincts and metropolitan area, and parts of regional Victoria. Opportunities exist from an exclusive double page advertorial spread within our Neighbourhoods section (exclusive to Council and subsidised via the Local Government Marketing Partnership) through to single season brand advertising. More information about the guide, can be viewed here + The position of advertorial within the guide depends on the content and theme. RATES Double page advertorial, 4 editions Full page, 4 editions Full page, 1 edition Special rate on application $22,500 ex GST (this represents a 10% discount) $6250 ex GST 21

22 ADDITIONAL OPPORTUNITIES FOR LOCAL GOVERNMENT u CHINESE OFFICIAL VISITOR GUIDE > If you want to communicate with one of the fastest growing groups of visitors to Melbourne, the Chinese Official Visitor Guide to Melbourne is the most widely circulated market specific destination guide in the state. It provides information on Melbourne s events, attractions, shopping and dining precincts, in simplified Mandarin. The Chinese Official Visitor Guide is supported by Visit Victoria, City of Melbourne and Melbourne Airport. 240,000 copies of the Chinese OVG are produced annually (60,000 copies per season), with target audiences of; Chinese speaking international visitors, international students and Chinese-speaking residents. Similar to the OVG, the Chinese OVG boasts a strong and exclusive distribution network. More information about the guide can be viewed here u MELBOURNE NOW MAGAZINE > Melbourne Now (253,000 copies produced quarterly), is the only magazine created specifically for visitors from Regional Victoria. It provides them with the timely, motivational material necessary for planning their time in Melbourne. The magazine features detailed information on key Melbourne events, as well as seasonal updates on dining, shopping and attractions. Also highlighted is a range of enticing packaged accommodation offers. Melbourne Now is also supported by a dedicated Melbourne Now website and social media. Opportunities exist from an exclusive double page spread allowing for one page of advertorial and one opposing page for a brand ad (exclusive to Council and subsidised via the Local Government Marketing Partnership) through to single season brand advertisement. More information about the magazine, can be viewed here + The position of advertorial within the guide depends on the content and theme. RATES - CHINESE OFFICIAL VISITOR GUIDE Double page advertorial, 4 editions Full page, 4 editions Full page, 1 edition Special rate on application $13,212 ex GST (this represents a 10% discount) $3670 ex GST RATES - MELBOURNE NOW MAGAZINE Double Page Feature, 1 edition Full page, 4 editions Full page, 1 edition Half page, 4 editions Half page, 1 edition Special rate on application $30,222 ex GST (this represents a 10% discount) $8395 ex GST $15,786 ex GST (this represents a 10% discount) $4385 ex GST 22

23 IMPORTANT INFORMATION DYOB Brand The DYOB brand is wholly owned by Destination Melbourne. Use of the brand is available only with the permission of Destination Melbourne and all artwork is to be designed by Destination Melbourne. Project Delivery For councils choosing to participate in our exciting new DYOB Program for 2017/18, please note that all booked activity must be completed within the course of the financial year. Destination Melbourne reserves the right to include or edit content at editorial discretion, in accordance with SEO best practice. Proofs will not be circulated for approval, however, feedback in relation to published content which is factually incorrect or at fault will be considered and should be directed to Sales AND PARTNERSHIPS TEAM Tina and Emma are your first port of call for DYOB, as well as all other opportunities with Destination Melbourne. u Tina Seirlis Sales and Partnerships Manager West and Inner councils p: e: tina@destination.melbourne u Emma Gray Sales Executive North, East and South councils p: e: emma@destination.melbourne Bookings and Rates All opportunities are subject to availability. Destination Melbourne has the right to accept or reject any booking request. All rates shown are correct at time of publishing. Rates are subject to change. 23 Version 1