The Regional Marketing Program provides funding to Victoria’s ten campaign regions for the implementation of marketing strategies and activities. Key elements of the Program include:

• A three-year funding cycle to enable improved planning and budgeting;
• Flexibility in implementing regional marketing campaigns;
• Cost effective opportunities for operators to buy into, with an emphasis on e-marketing;
• Support for the regions to access and market destinations both domestically and internationally; and
• The delivery of more cooperative and efficient decision-making processes.

This Resource Kit provides information in relation to the Program and guidelines to assist Regional Tourism Boards and Committees in the planning and implementation of their marketing activities. This document also references documents in relation to Victoria’s plans and strategies, and key contacts for marketing activities within Tourism Victoria.

TABLE OF CONTENTS (20 kb)

SECTION A: REGIONAL MARKETING PROGRAM (73 kb)

Information on the Regional Marketing Program, the role of Regional Boards/campaign committees and Tourism Victoria within the Program, Tourism Victoria's plans and strategies, the Regional Marketing Team, and reporting requirements.

SECTION B: TOURISM VICTORIA REGIONAL MARKETING TEAMS OVERVIEW (47 kb)

Information on Tourism Victoria’s Marketing Teams

SECTION C: BRAND MANAGEMENT (56 kb)

Information on Victoria’s State and Regional Brands, brand strategy, jigsaw logo, brand guide books, FAQ's.

SECTION D: CAMPAIGN DEVELOPMENT AND BOOKING PROCESSES (81 kb)

Detailed information on working with Tourism Victoria's media and creative agencies, engaging your own agency, writing briefs, briefing tips and evaluation.

GLOSSARY: (610 kb)

Relevant definitions and acronyms.

ONLINE BANNER OVERVIEW (950 kb)

APPENDICES:

Appendix A - RMP One Year Marketing Plan Template (93 kb)
Appendix B - RMP 6 Monthly Monitoring Report Template (174 kb)
Appendix C - RMP Annual Activity Report Template (217 kb)
Appendix D - Final Report (20 kb)
Appendix E - Briefing and Booking Media process (56 kb)
Appendix F - Briefing and Development Creative process (52 kb)
Appendix G - Brief Template - Campaign Brief - Media (84 kb)
Appendix H - Brief Template - Campaign Brief - Extending a Campaign Theme (91 kb)
Appendix I - Brief Template - New Messages for New Campaign (84 kb)
Appendix J - Tourism Victoria - Website Brief (visitvictoria.com request) (89 kb)
Appendix K - Deals and Packages Pro Forma (392 kb)
Evaluation template : Communications Campaign Effectiveness Report (185 kb)
Evaluation template : Key Performance Indicators (52 kb)
Reference document: Regional Marketing Guidelines 2009-2012 (195 kb)