Victoria's International Exchange (VIE) will be held on 30 November 2009 at Hilton on the Park, East Melbourne. The event is a valuable opportunity for industry representatives and Tourism Victoria’s overseas-based Regional Managers to discuss trends and opportunities in the international marketplace.
VIE 2009 is a must for all tourism operators who are active in international markets.
REGISTRATIONS ARE NOW OPEN.
Cost: $230 for the first company delegate; $180 for additional delegates.
For further information and to register visit tourism.vic.gov.au/VIE
Or, contact Dayna Branagan on (03) 9653 9772 or
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ATE 2010
Australian Tourism Exchange (ATE) 2010 will be held at the Adelaide Convention Centre from Saturday 29 May to Friday 4 June. The event provides a forum for Australian tourism businesses to meet with key international buyers from around the world.
SELLER APPLICATIONS ARE NOW OPEN. Applications close on Tuesday 24 November 2009. All applications submitted after this date will be automatically waitlisted.
To register, please visit - www.tradeevents.australia.com. If you would like to receive further information, please contact Dayna Branagan on (03) 9653 9772 or
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NORTH ASIA
China
Jiangsu Tourism Bureau visit
Marking the 30th Anniversary of the Jiangsu–Victoria Sister State Agreement, Tourism Victoria recently hosted a delegation from Jiangsu Tourism Bureau. The visit was organised to provide the group with an insight into Victorian tourism marketing activities and Victorian Government tourism policy, and to investigate cooperative marketing and exchange opportunities between Victoria and Jiangsu.
FIT campaign
Tourism Victoria, in conjunction with Tourism New South Wales, Qantas and PTC Express Travel in China, has launched a campaign targeting the Fully Independent Traveller (FIT) market. This integrated campaign includes the production of 100,000 Qantas FIT product booklets, online marketing activities and advertising in key travel trade publications.
Japan
Singapore Airlines microsite
Tourism Australia, Tourism Victoria and other State Tourism Offices (STOs) have partnered with Singapore Airlines to produce a microsite for the Australian inbound travel market. The site lists recommended itineraries along with promotional airfares to Singapore Airlines’ major gateways in Australia, including highlights of the new daily A380 service to Melbourne. Visit singaporeair.co.jp/australia/
View Travel campaign
Tourism Victoria and View Travel are jointly conducting a major campaign to increase travel to Melbourne between February and May 2010. View Travel is the travel arm of the Japan Railway East group and produces a monthly travel catalogue distributed to over 920,000 clients aged 60 years and over. The promotion will commence at the end of December 2009 and will include a 10-page colour feature on Melbourne along with Melbourne tour offers.
JTB package tours
Singapore Airlines, JTB World, Tourism Victoria and other STOs commenced a campaign in early October to promote JTB package tours to Australia. Melbourne is the lead-in tour price with an open itinerary to allow optional day tours. Sales will be generated through brochures and online promotion via the JTB website.
Korea
Study in Australia & Working Holiday Makers Exhibition
Tourism Victoria participated in the Study in Australia & Working Holiday Makers Exhibition in Seoul on 24 and 25 October 2009. Over 5,000 people attended the expo which promoted Australia as an ideal destination for study, working holidays and backpacking. A dedicated Tourism Victoria booth handled at least 400 direct consumer enquiries during the event.
SOUTH EAST ASIA
Singapore
iFeel magazine familiarisation
Tourism Victoria in partnership with Tourism Australia will be hosting three journalists from iFeel magazine in Melbourne from 14-17 November 2009. The aim of the visit is to promote the use of Melbourne's tram network to experience the various sights, tastes and sounds of Melbourne's key precincts. Their itinerary will include visits to Chinatown, St Kilda, Brunswick Street, Bridge Road and the Docklands. The writers will be producing a travel booklet on the journeys experienced.
Melbourne Family Playtime Holidays campaign
Tourism Victoria has successfully launched two advertising campaigns with Singapore Airlines. Melbourne Family Playtime Holidays targets families through advertisements in TODAY and Straits Times with another full-page advertorial promoting Melbourne’s wildlife island, Phillip Island, appearing in The Sunday Times. A further series of advertorials featured in Business Times promoting Melbourne's hallmark events and the food and wine experiences of the Mornington Peninsula.
NEW ZEALAND
Air New Zealand Festival of Golf 2010 – Melbourne
Melbourne has secured the right to host the Air New Zealand Festival of Golf 2010. The event is an Air New Zealand initiative that is in the second year of operation and will bring approximately 100 New Zealand golfers plus partners and families to play at four Victorian courses in April 2010.
Melbourne Cup on Tour – Auckland
Tourism Victoria assisted the Victoria Racing Club in hosting the Melbourne Cup on Tour business luncheon in Auckland on 8 October 2009. The event was held at the Hyatt Regency and was attended by some of the city’s most prominent business, racing and social identities. More than 17,000 New Zealanders travel each year to attend the Melbourne Cup Carnival.
NORTH AMERICA
Melbourne 2011 President’s Cup Promotion
Tourism Victoria hosted a major promotion for the Melbourne 2011 President’s Cup in Harding Park, San Francisco. Around 120,000 attendees at the 2009 President’s Cup experienced an interactive display highlighting Melbourne, regional Victoria, and premier golf courses including Royal Melbourne. Tourism Victoria also hosted golf and travel media along with travel industry VIPs who will be involved in promoting travel to the Melbourne 2011 event.
EUROPE
Italy
On 26 October, Tourism Victoria, in partnership with Etihad Airways, launched an online campaign with leading online booking agency, Expedia. The campaign microsite contains detailed information on Melbourne and Victoria and a link to a booking engine encouraging consumers to book online. This campaign is being supported by search engine marketing to drive consumers to Tourism Victoria's Italian website.
UNITED KINGDOM
Emirates TA Campaign
Tourism Victoria ran a regional campaign with Emirates in October through a series of five regional newspaper supplements. The campaign was designed to leverage major cooperative marketing activity that had been conducted with Tourism Australia and Emirates. The supplements promoted travel to Melbourne and Victoria with Emirates, and included a competition to drive consumers to Tourism Victoria’s website and trade partner, Austravel’s website. Austravel are already reporting a substantial increase in Melbourne enquiries and leads from consumers.
KEY PERSONNEL MOVEMENTS
France
Australie Tours, key Australian Specialist Tour Operator in France, has been sold to luxury tour operator, Travel Co, the parent company of Terres de Charme. The team will remain the same for the time being.
Japan
Tourism Australia Korea has appointed Ms Jay Lew as its new Public Relations Manager. Prior to Tourism Australia, Ms Lew worked for the Hong Kong Tourism Board in Seoul.
Jalpak International Oceania has promoted Mr Yuji Ishiguro as the new Managing Director, replacing Mr. Kozo Yoneda who has recently left the company.
