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9.09.11
Wine.Food.Hotel helps Destination Melbourne and local councils tap into $2.6 billion opportunity
Destination Melbourne and Local Governments across Melbourne are working in collaboration with Wine.Food.Hotel to produce a series of videos to encourage Melbournians to get out and about and discover their own backyard.
On Friday Destination Melbourne, 20 councils and Wine.Food.Hotel launched a new campaign titled 'Discover Your Own Backyard' that will change the way people think about tourism and educate residents about what is on offer closer to home.
The Discover Your Own Backyard is encouraging people to share their favourite local experiences with Visiting Friends and Relatives, the new video series taps directly into this concept engaging with local residents and businesses for the filming process.
Leading Local Governments including Brimbank, Stonnington and Wyndham have collectively committed to nearly $200,000 worth of activity over the next 9 months,Chris Buckingham, Chief Executive of Destination Melbourne said “When we get the visitor experience right our whole community benefits not just through jobs and increased cash flow, but also smart investment by business and government in sustainable infrastructure and a stronger, more confident and resilient mindset amongst residents”
VFR injects $2.6 billion into Melbourne annually and is increasingly important to the wider tourism industry as the travel is less seasonal and more resilient in tough economic times.
Discover Your Own Backyard campaign was launched today at the 'Tapping into Tourism Breakfast' as part of Victoria Tourism Week. 150 people gathered to hear Chris Buckingham, Chief Executive of Destination Melbourne launch this new campaign and watch the first three videos which have been produced to date as part of the campaign. “We have reached a point where Local Governments across Melbourne can say with confidence that they are now a recognised and valued part of the tourism industry.”
To date, Destination Melbourne has formed partnerships with 11 councils who are participating in Discover Your Own Backyard. The campaign includes print insertions, digital video, social media and PR.
Mr Buckingham concluded: ‘With all the negative commentary on the state of tourism in Australia coming from our neighbours in the northern states it is great to be able to share positive news from Melbourne - the leading visitor destination in the country.’
Below are the links to the video content that has been produced so far:
http://www.winefoodhotel.com/tube/view/hotel-4/discover-your-own-backyard-sto-1354/
http://www.winefoodhotel.com/tube/view/hotel-4/discover-your-own-backyard-wyn-1353/
http://www.winefoodhotel.com/tube/view/hotel-4/discover-your-own-backyard-bri-1355/
Wine.Food.Hotel is delighted to be part of this innovative campaign, which has been three year's in the making and a first of it's kind for the Victorian tourism industry.
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