Destination Docklands gears up

The fledgling Destination Docklands marketing company is gearing up for its first campaign this coming summer.

Themed around water, it is hoped the campaign will be a co-ordinated effort by both large and small Docklands stakeholders.  Although yet to be incorporated and have its membership and funding structures finalised, the group is confident it can make a positive difference to Docklands’ economic future.

VicUrban’s Docklands marketing manager Jo Taylor said presentations made to various stakeholder groups indicated that financial support would be forthcoming.

A report to the Docklands Co-ordination Committee in June outlined a proposed $270,000 initial budget comprising $50,000 each from VicUrban and the City of Melbourne with support being sought from Tourism Victoria. Some $15,000 each is being sought from five developers, the Docklands Chamber of Commerce, Etihad Stadium and the Altantic[v] Group.

When established, Destination Docklands will absorb the Docklands Marketing Association, which comprises developers and currently costs each member $40,000.

The budget is intended to cover the salary of a permanent employee as well as fund the initial campaign.  Smaller businesses within Docklands will be able to “pay to play” in the four campaigns a year.  Information on how to participate will be available from the Docklands Chamber of Commerce. 

Chamber of Commerce representative on the Destination Docklands Marketing Committee, Elena Tsapatolis explained that smaller players could pay to have their promotional coupons included in printed campaign materials.

Destination Docklands’ draft marketing plan suggests that Docklands will participate in Destination Melbourne’s campaigns, including four pages in the official visitors guide, which has an annual circulation of 1.5 million, and other publications.

Press, radio and TV campaign components are also being planned with “pay to play” options being priced between $1000 and $50,000.

Destination Docklands’ vision is:  “To co-ordinate the marketing effort and harness public and private sector expenditure and resources to effectively promote the destination (primary) and investment offerings (secondary) in Docklands to its various target markets.”