Docklands campaign frenzy!
28 May 2009
Docklands is clearly in the spotlight this winter with an integrated series of promotional campaigns to attract visitors.
VicUrban has launched a major outdoor marketing campaign, designed to increase visitation and support the retail, hospitality and tourism sectors.
Research shows that many Victorians still aren’t sure how to find their way to Docklands or just how much is on offer here.
So, the new campaign focuses specifically on reasons to come – and tells people how to get here.
Promoting ice skating at Wonderland Park, shopping at Harbour Town and dining on the waterfront, the campaign will use super billboards on CityLink and the Westgate Freeway and large posters at tram stops and on train station platforms to target commuters and city pedestrians.
The ads easily explain which tram, train or turn-off to take to pursue an activity of choice in Docklands.
The outdoor campaign supports a major new television campaign also due to launch in June. Northern precinct retailers, developers ING Real Estate and MAB Corporation and VicUrban have joined together to create a series of ads focusing on family fun, eating and drinking, shopping, marinas and the Sunday market.
VicUrban’s General Manager Docklands and Major Projects, Michael Hynes, said the campaign was designed to support and complement other marketing activity, while addressing an identified gap.
“The City of Melbourne is doing print advertising advocating ‘Docklands for a Change’, while the television ads are highlighting various broad offers which fall into the categories of family fun, marinas, shopping, dining and the Sunday markets,” Mr Hynes said.
“VicUrban has gone to the next level of detail, focusing on specific activities and using specific outdoor sites to direct people to those offerings.”
“Together, we think the print, television and outdoor ad campaigns will have a really positive impact on visitation to Docklands over the cooler months,” Mr Hynes said.
While the groups behind these campaigns all worked tirelessly to ensure the results were co-ordinated, Mr Hynes said that, in future, it was hoped that marketing campaigns would be co-ordinated and delivered through a new marketing group for Docklands currently being put together under the guidance of Tourism Victoria.
The structure, charter, membership and marketing program for this new group is expected to be finalised soon.
Go to www.docklands.com for more detail on the campaigns.
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