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 Docklands businesses
Read more >>

Docklander Image

Docklander

A staunch Docklander
Read more >>

Docklands Secrets Image

Docklands Secrets

Conflicting speeds
Read more >>

Chinese

墨尔本市长工作寄语
Read more >>

Owners' Corporation Management

Performance-based alternative solutions the key to cheaper cladding replacement costs
Read more >>

Fashion Image

Fashion

Top five street style trends
Read more >>

Health and Wellbeing Image

Health and Wellbeing

Don’t let working from home compromise your health and wellbeing
Read more >>

Letters Image

Letters

Bring on the lasers
Read more >>

Business Image

Business

Something fishy from The Espressionist
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

Tyranny of distance?
Read more >>

Pets Corner Image

Pets Corner

Full of Beans!
Read more >>

SkyPad Living Image

SkyPad Living

OC support in a time of COVID-19 - a tale of two cities …
Read more >>

Street Art Image

Street Art

Goodbye from Blender Studios
Read more >>

Sustainability

How fast is fast fashion?
Read more >>

The District

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

We Live Here Image

We Live Here

Microorganism dismantles Airbnb - will it ever recover?
Read more >>

Abby's Angle  Image

Abby's Angle

The world is a battlefield. Fight, but without exception, choose kindness
Read more >>

Editions

Docklands campaign frenzy!

28 May 2009

Docklands campaign frenzy! Image

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.

June Survey

How important is it to continually promote Docklands and how well is it being done?

Have your say on our online survey at www.docklandsnews.com.au/marketing

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.