Columns
10 years on Image

10 years on

Melbourne Water moving to Docklands
Read more >>

Away from the desk Image

Away from the desk

The little bent tree
Read more >>

Chamber update Image

Chamber update

COVID-19 and the Chamber’s response
Read more >>

Docklander Image

Docklander

Empowering women locally and abroad
Read more >>

Docklands Secrets Image

Docklands Secrets

Conflicting speeds
Read more >>

Chinese

零工经济的灰色区域
Read more >>

Fashion Image

Fashion

Top five street style trends
Read more >>

Health and Wellbeing Image

Health and Wellbeing

Five strategies to get through coronavirus (COVID-19)
Read more >>

Letters Image

Letters

Bring on the lasers
Read more >>

Business Image

Business

New offerings at The District Docklands Market Lane
Read more >>

Owners Corporation Law Image

Owners Corporation Law

Social distancing in apartment blocks is hard to do, but necessary right now
Read more >>

Maritime

Maritime matters
Read more >>

Pets Corner Image

Pets Corner

Adorable therapy
Read more >>

Precinct Perspectives

A new perspective from Batman’s Hill
Read more >>

SkyPad Living Image

SkyPad Living

A chair’s perspective of vertical living in COVID-19 times
Read more >>

Street Art Image

Street Art

Goodbye from Blender Studios
Read more >>

Sustainability

Sustainability in a pandemic world
Read more >>

The District

Eat your way through our most delicious hot spots
Read more >>

We Live Here Image

We Live Here

We need a clear cladding policy – now!
Read more >>

Abby's Angle  Image

Abby's Angle

Slow down. The panic is coursing through all our veins
Read more >>

Clarity on marketing stats

04 Apr 2013

When it comes to marketing Docklands, the City of Melbourne has not been as generous as it has been claiming.

When defending its commitment to Docklands lately, the council has been fond of claiming it spends 30 per cent of its marketing budget on the fledgling suburb.

However, figures presented to the Docklands Community Forum of March 27 reveal that the Docklands component is more like 6 per cent of its marketing and events budget.

The 30 per cent figure, explained council director Martin Cutter, actually relates to a sub-set of “destination marketing”.

However, this qualifier was not included in an official press statement to Docklands News last November when the council said: “The City of Melbourne dedicates over a quarter of its annual marketing budget to promoting Docklands.”

And in the minutes of the March 5 Future Melbourne Committee, the Lord Mayor, Cr Robert Doyle is summarised as saying: “30 per cent of the marketing budget of the City of Melbourne is either Docklands focused or has Docklands integrated into it.”

Docklands News asked the City of Melbourne whether it considered it had been misleading in quoting the 30 per cent figure.

A council spokesperson in response said: “This line of questioning by Docklands News is surprising given the detailed explanation presented by the director at the Docklands Community Forum.”

“The budget funding for destination marketing for Docklands is around a quarter of our destination marketing spend.”

“As explained at the Community Forum, the destination marketing of the city is done on an overall basis and this is an estimate of content that relates to Docklands.”

“It should also be noted that this number excludes any marketing on events such as new years eve or other type of event marketing that has a Docklands event component.”

“The number of 6.7 per cent quoted by the director city business at the Docklands Community Forum was based on events and marketing spend across the entire city of which destination marketing is only a component.”

Share on Facebook

Stay in touch with Docklands. Subscribe to FREE monthly e-Newspaper.

You must be registered with Docklands News to be able to post comments.
To register, please click here.