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TOURISM Victoria’s brand new national marketing campaign (page 1) signals the first time the organisation has formed a strategic partnership with an Australian airline. Don Richter, director of marketing for Tourism Victoria, said the “most exciting” part of the campaign was its alliance with Virgin Australia. As part of the ‘Play Melbourne’ campaign, Tourism Vic and Virgin Australia’s holiday arm, Blue Holidays, is giving away a holiday every week for a year to the city in an online competition. To enter, people must go to the PlayMelbourne.com.au website where browers have to find the answers to three hidden questions within the site. The comp itself requires people to be spontaneous, with prizes awarded on Wed of each week, for travel on the Fri the same week. The micro-site is also full of new news about Melbourne, what’s on and where to go, that’ll be updated weekly, and lists special holiday packages available with Virgin Australia and Blue Holidays. A ‘Play Melbourne’ iPhone app featuring maps, augmented reality and GPS technology will be available to assist visitors with locating bars, cafes, events and attractions in the city. Pictured above at the Sydney launch yesterday are Don Richter, Director of Marketing, Tourism Victoria and Christina Atherton, PR manager, Tourism Victoria.The Tourism Victoria Sydney team are pictured here at the Grasshopper Bar, from left: Claire Garrerty, Kristy Taylor, Christina Atherton, Alex Higgins and Nadine Ghanem. |
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