New marketing company sets sail

The long awaited Destination Docklands marketing company gets underway this month and is opening its account with a $300,000 winter marketing campaign.

The soon to be incorporated not-for-profit company is launching a winter campaign in print, television, radio and online designed to entice Melburnians to Docklands.

Destination Docklands approached selected local businesses in April and May and has fully sold the opportunity to participate in the campaign.

Participants in the winter campaign include NewQuay, Waterfront City, Harbour Town, the Amazing Bodies exhibition, Black Light Mini Golf, Wonderland Park and the Designers’ House.

For as little as $2000 for a press ad, businesses could choose to “pay to play” in the winter campaign.  Other options included being part of two different 30-second television ads that will air for six weeks on Channel 7; taking space in a 28-page, 40,000-circulation directory booklet; or participating in radio ads in Gold FM.

Destination Docklands has advertised for an executive officer and hopes to make an appointment within the next six weeks.  

It has also taken office space in the LifeLab building in Harbour Esplanade from July 1.

The company’s current board is: Kyle Johnston, GM ING Real Estate (chair); Scott Dunkley, Victoria Harbour Pharmacy (vice chair); Sharyn County, Enterprise Business Services (secretary); Sarah Seddon, Altantic Group V (treasurer); Kathy Alexander, CEO City of Melbourne; Martin Cutter, Director City Business, City of Melbourne; Nicole Eckert, Lend Lease; Nic Mesic, VicUrban; Sonya Keenan, Mirvac and Sonia Chamings, Grand Mecure.

Destination Docklands received seed funding and support from VicUrban, the City of Melbourne and Tourism Victoria.  

It’s mission is to both attract visitors and investment in Docklands.  

Destination marketing campaigns will be conducted each season, with local businesses invited to participate.  

Developers will conduct joint campaigns irregularly to promote Docklands’ property.