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TOURISM VICTORIA - MEDIA PLAN
Marketing Objective
Tourism Victoria is a State government authority tasked with promoting visitation to Victoria
domestically (intrastate and interstate) and overseas. Their success is measured by inbound
overnight visitation, duration of visitation and average daily spending of visitors to Victoria.
Following a surge of tourism to Melbourne for the Commonwealth Games, domestic backpacker
visitor nights declined by 33% between 2007 and 2008.
The marketing objective for this campaign is to reverse the slide and generate an increase in
overnight Sydney backpacker visitation to Melbourne during spring / summer 2010/11 by 15%.
Competitive Considerations
Competing for the Sydney backpacker is Tourism QLD, Tourism WA, Tourism NT and Tourism New
Zealand.
Competitor Pattern Spend
Tourism QLD JAN - APR 1.2m
Tourism WA MAY -SEPT 800k
Tourism NT JAN - APR 500k
Tourism NZ MAY -SEPT 2m
$4,500,000
The budget for this campaign of $800k, gives a share of voice of 15%.
Advertising Objective
Generation Y does not currently see domestic travel as “travel”. The advertising objective is to lift
the profile, cachet and events of Melbourne, highlight the attractions and opportunities as
achievable goals and simplify the process of coming to Melbourne by driving the target to the
correct sources of information to action travel to Melbourne in the spring/summer period of
2010/11.
Target Audience
Male and female Sydney metropolitan backpackers, 18 to 29 years old, earning under $45,000 a year;
identified as Socially Aware in the Roy Morgan Values Segment – tech savvy, family-centric, flexible,
non-conforming, attention-getting, information vacuum cleaners.
Geographic Areas to be considered
The draw area is metropolitan Sydney

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When do we talk to them
The campaign is geared to action travel for the spring / summer period. Domestic travel is usually
booked and planned no more than three months in advance, with this demographic favouring last
minute action. The media plan is designed to start communicating to the target audience in May
before they have considered plans for their spring/summer, familiarising them with the advertising
objective, increasing that dialogue just before and during spring when they are more likely to have
money (tax return), school holidays / annual leave that they want to utilise without too much hassle.
Creative requirements
Utilising existing Tourism Victoria campaign material.
Leveraging awareness of Melbourne through previous campaigns, directing the target to Tourism
Victoria online presence.
Budget
Budget is a function of competitor investment and anticipated increase in visitor nights resulting
from the campaign.
Market Intelligence
Research conducted by Tourism Australia suggests that Generation Y Australians do not like to travel
domestically; it lacks the status of an overseas holiday (and with cheaper airfares can be a
comparable cost), can be confusing to source reliable objective information, they are reluctant to
fund it on credit, outside of boring attractions is not seen as relevant, lacks a destinational goal, they
do not see themselves / cannot identify with the images used to promote domestic travel
destinations, have difficulty justifying the long-term planning and spend on domestic travel
(especially when a comparable volume of planning energy and financial discipline can lead to an
overseas holiday), and when short term gratification can be readily achieved by in-home
entertainment that can be easily funded on credit (i.e. technology purchases: computers, game
consoles, sound systems, home theatre). The perception is that domestic travel is not valued, that it
is not really “travel”, and when it is undertaken it is “endured” under pressure to visit friends or
relatives. Research by Tourism Australia suggests that the furthest in advance of an actual domestic
travel journey that Generation Y will make an actual booking is 3 months, and that it is most likely to
be only weeks or days in advance as a reward, to satisfy an impulse or to achieve a specific time
sensitive goal (i.e. attend an event / festival / concert).
The research also indicates that backpackers are inclined to drive to their destination interstate, but
this is currently communicated in a separate campaign promoting the driving options / routes /
possibilities and detours between Sydney and Melbourne, targeted at Sydney backpackers by
Tourism Victoria’s regional promotions.
Building on previous Melbourne campaigns that have promoted the mystery and benefits of self-
discovery in visiting Melbourne, this campaign is focused on building awareness of specific events in
Melbourne during spring and summer and driving traffic to www.backpackmelbourne.com (which
now defaults to www.backpackvictoria.com) where the target can ease themselves into becoming
more familiar with the options and travelling possibilities of visiting Melbourne, presented in a

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manner that is perceived as objective, and find the information to tailor a trip to their interests or
contact the site for further information.
Events to be highlighted:
Spring
Sept: AFL Grand Final (inclusion of additional Sydney team), Melbourne Fringe Festival
Oct: Melbourne International Arts Festival, Australian Motorcycle Grand Prix, Spring Racing Carnival
Summer
Dec: Melbourne Boxing Day Test Cricket
Jan: Australian Open Tennis, Big Day Out (Melbourne is a preferred second choice for Sydneysiders
when the Sydney BDO sells out), Midsumma
Media Objectives
The Media Plan is designed to reach the majority of the target audience with a frequency of at least
four times during the campaign period. Utilising Radio, Direct, Magazine, Newspaper and Online,
the campaign flight pattern is continuous with bursts of activity at key points during the campaign;
familiarising the target with the campaign message and inspiring a call to action as key events during
the spring/summer period approach.
Varying the media utilised and shaping the communication around the target’s media and lifestyle
habits, acting on the target’s creative instincts and interest in finding out more, reducing wastage
and acting to ensure the target is exposed to the campaign message many times over the campaign
period is best achieved through the media selected, avoiding heavily pushing the backpacker
message in traditional media where it may negatively impact the perception of Melbourne in older
or more affluent target audiences reached in concurrent Melbourne campaigns.
Media Selection
Historically, Tourism Victoria has relied on TV/Cinema, Magazine & Press, and Online Digital
Marketing to communicate its Melbourne campaign, centring on its “Signature Experiences”
framework. As indicated earlier, the recent decline in backpacker visitation to Melbourne and the
research conducted by Tourism Australia would suggest this has missed the target.
Removing TV and Cinema and introducing Radio and a more consistent roll out of Avant Card post
cards and mini-mags (noted by Tourism Victoria as a successful means of reaching this target
audience in previous campaigns), in addition to print and online outlets popular with this
demographic, will keep the campaign message consistent, engaging, unexpected, intriguing and
inspire action, whilst drastically reducing wastage. Generation Y needs to be constantly reminded
and given a good reason to do something.
The creative element of the postcards and mini-mags will provide information and further sources
and act as a tangible visual reminder, placed in 400 locations across Sydney, including cafes, bars,
restaurants, cinemas, theatres, venues, universities and colleges.
Nova Radio will provide the consistent backbone of the campaign, communicating the campaign
message throughout the campaign period.
Time Out Sydney is a popular source of entertainment guidance for this demographic, and will reach
them in a time and a place when they are considering their leisure options. The placement of the
bellyband in September will generate interest leading into spring and the long weekend.

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MX is a popular print source for this demographic. Advertising in bursts throughout the campaign
will remind and inspire the target audience and inspire them to action once they arrive home at the
end of the day.
Good Weekend is a popular weekend insert and maybe the only section of the weekend paper this
demographic will read cover to cover. Good Weekend is also more likely to be kept in the house
once the rest of the paper has been disposed of. Advertising in September and October to generate
interest in spring events.
Timeout.com/Sydney is a popular online source of entertainment and leisure guidance for
Sydneysiders in this demographic. In August it had a unique audience of 140,956. The Time Out e-
mail newsletter is sent weekly to 26,000 online subscribers. Sponsoring the newsletter (only one
advertiser sponsors the newsletter per week) at monthly intervals will provide an online platform to
generate traffic to Tourism Victoria’s online presence, consistently reminding the target audience in
an environment where there is reduced clutter and access to the backpackmelbourne website and
additional information is just one click away. Advertising on the main website during August to
November will give the campaign a strong online visible presence and similarly engage the target
audience and drive traffic to the backpackmelbourne website.
Media Strategy
Nova breakfast radio, 4x30sec ad mon-fri. Morning commercial radio is the best time to reinforce a
campaign message to a captive, loyal audience. These will run during the entire campaign period.
Nova’s format facilitates high impact, low clutter advertising, with less advertising clients competing
for attention in smaller blocks of ads (recall of a radio advertisement is 2.58 times stronger in the
Nova environment).
Avant Card post cards and 20 page mini-mags distributed on stands in 400 locations throughout
Sydney at intervals throughout the campaign. Post cards are 101mm x 151mm, mini-mags are
100mm x 150mm.
Time Out bellyband is a custom strip band on the exterior of the magazine, generating maximum
interest and attention. This is used once during the September burst of the campaign to draw
attention to Spring events. The full page advertisements are 215mm x 285mm and are located
anywhere within the magazine (it’s cheaper), and feature at the very beginning and then in the latter
stages of the campaign.
MX Wrap coats the entire exterior of the newspaper in a custom advertisement and is utilised during
the September burst of the campaign once. During the initial 6 months of the campaign horizontal
half page advertisements, 6 columns x 200mm deep, will be used at intervals to generate awareness
and exposure for the campaign. It would be preferable for these advertisements to feature earlier in
the paper, or adjacent to popular sections Goss & Glam, Brainwave (horoscopes), Talk or TV /
Cinema listings.
Good Weekend full page advertisement to appear during September and October burst of the
campaign to generate interest and reach a broader volume of people who may not as yet have been
touched by the campaign. Final position within the magazine has yet to be decided on, so no
specific space potential loading has been added to the budget.

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Time Out Sydney website advertising is via a Leaderboard (728x90pixels), across the top for
maximum exposure & to be at eye level as page loads (being the first thing to be seen). This will be
active during the Aug – Nov period of the campaign and acts as a platform to the
backpackmelbourne.com website generating traffic at the time there is most likely to be more
interest generated in making bookings and finding out more information.
Sponsoring the Time Out email newsletter delivers the campaign message directly to 26,000 people
in an uncluttered manner (only one advertiser per weekly email newsletter) and provides the
springboard for them to launch directly to the backpackmelbourne.com website. Advertising in the
newsletter is via 1 Leaderboard (728x90 pixels) and 1 MPU (300 x 250 pixels).

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