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 >>

The murky business of marketing money

03 Dec 2012

The murky business of marketing money Image

By Georgina Scambler

The City of Melbourne has promised Docklands millions of dollars for marketing since 2007 – but have we been short-changed?

According to Docklands Co-ordination Committee’s Finance and Infrastructure Plan 2011-12 Financial Report, $857,500 was budgeted for marketing expenses in the last financial year.

However, last financial year only $652,388 was spent, a variation of over $205,000.

A City of Melbourne spokesperson was unable to specify exactly what happened to the $205,000 budgeted for marketing in Docklands that was unspent.

“Rather than being rolled over, funds allocated to ‘marketing’ may be spent on events or sponsorship, and this alters the figures set out in the forward estimates,” she said.

The spokesperson said the city recognised that Docklands was an emerging and growing precinct, and was committed to promoting Docklands.

“$1.29 million was provided in funding for Docklands events and sponsorship in the last financial year,” she said.

“A further $400,000 – 30 per cent of the City of Melbourne’s marketing budget – was invested in destination marketing for Docklands.”

The Lord Mayor, Cr Robert Doyle, incorrectly stated to Docklands stakeholders at a networking function last month that the council spent $1.3 million annually on Docklands marketing.

The City of Melbourne was also asked why its 2012 financial planning showed $371,000 less for Docklands marketing in 2012-13 than its 2011 plan.

The September, 2011 Five-Year Plan projected $894,000 in marketing expenses for the 2012-13 financial year, but by September 2012 the projection for the same period was $523,000.

The council explained that marketing was categorised in budgeting and projections in different ways, with distinctions made between destination marketing and events marketing.

“Funding to Destination Docklands has increased this year, from $50,000 to $200,000 to support new marketing and events programs,” the council spokesperson said.

She said that, in addition to the marketing budget, the council had provided $1.29 million in event funding and sponsorship for Docklands.

“This includes the annual winter fireworks held on Friday nights throughout July,” she said.

“The cost of the July winter fireworks and the related marketing cost sits outside the destination marketing budget.”

The council declined to provide an itemised account of expenditure on marketing and events.

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.