Victoria Awards/I Love Melbourne

Tourism Victoria's Victoria Awards/I Love Melbourne is a major integrated trade and consumer marketing campaign for the China market. Currently in its third phase, the campaign began in September 2010.

In Phase One (September 2010 – February 2011), a range of new and extend travel itineraries for Victoria were developed by 42 Premier Aussie Specialist Programs (PASPs). Following an integrated digital campaign, where consumers had the chance to vote online for their favourite itinerary, more than 300,000 responses were received and reviewed by independent judges, including Tourism Australia, media and airline representatives. On completion of the review, Tourism Victoria presented four Diamond and eight Platinum awards to travel agents with the best tour itineraries.

In Phase Two (March – September 2011), Tourism Victoria developed tactical marketing campaigns with Phase One's award-winning travel agents to further promote their tour itineraries and drive visitation to Victoria.

In Phase Three (December 2011 – June 2012), the Victoria Awards will involve Tourism Victoria forming strategic partnerships with the winning travel agents to develop nine-month marketing campaigns. On each travel agent partner's website, a dedicated micro-site or Melbourne Online Specialist Store will aim to educate consumers about the travel experiences available in Victoria and promote quality tour packages. Strategies to drive traffic to the Melbourne Stores will include a range of tactical promotions, advertising and competitions using online campaigns (e.g. social media, search engine marketing and advertising); traditional media channels (e.g. print, radio and direct mail); and leveraging airline partnerships with China Southern Airlines and China Eastern Airlines.

Australian Open Campaign

In partnership with Tennis Australia and Tourism Australia, Tourism Victoria recently conducted an integrated marketing campaign to promote the 2012 Australian Open (AO) in China. The campaign builds on the foundations established in 2010 and 2011, which promoted AO while positioning Melbourne as Australia's events capital.

The corner stone of the campaign was an innovative online marketing promotion. It featured an interactive tennis match promoted to more than 300,000 people through Sina Weibo (the Chinese equivalent of Twitter). The campaign was also supported by six Official Licensed AO tour operators who provided bookable travel packages, media/trade familiarisations and other social media activities, plus a range of other partnerships, including China Southern Airlines, Crown Melbourne and China Union Pay.