Tourism Victoria developed an advertorial to provide compelling reasons to visit Melbourne, focussing on the value proposition of key experiential activities and/or attractions.

Exposure was also given to Great Southern Touring Route and Victoria’s Snowfields as these are two regions promoted under the theme of romance and adventure in Come Walkabout Melbourne campaign.

Advertorial was timely placed to coincide with the TODAY’s NATAS Travel 2008 travel supplement launched on Thursday, 26 February before the travel fair 27-28 February and 01 March. Total circulation is about 300,000. In addition, some 10,000 copies of the travel supplement were available at the travel fair itself.

Our objective is to encourage consumers to take advantage of the affordable airfares and lower Aussie dollar in a landscaped of competitive destinations to get a bigger share of the consumers’ travelling budgets and encouraging travel during the autumn/winter seasons.

Call to action were channelled to a consortium of 9 agents promoting Come Walkabout Melbourne packages which Tourism Victoria is hoping to achieve by influencing increase length of stay and encourage regional dispersion.