Tourism Victoria seeks media agency to boost Chinese visitors to Melbourne

Open up to more MelbourneThe Australian state of Victoria is looking for a media agency ahead of a big push to promote the city of Melbourne to China.

According to the tender document, the advertiser is looking for a media agency with tourism marketing experience in China, previous experience with “Western brands”, integrated online media planning and creative digital capabilities as well as in traditional media planning and buying.

The contract is to run for two years, with the option of an extension.

The tender comes two years after Tourism Victoria appointed Ogilvy Shanghai to develop a consumer brand campaign to build the Melbourne destination brand in China. The winning media agency will be tasked with extending this campaign – dubbed Open Up to More Melbourne – through the 2014-15 and 2015-16 fiscal years. The agency must have an office in Shanghai.

Currently, Melbourne is promoted as a “stylish, romantic and contemporary European-style city surrounded by diverse and spectacular natural landscapes, experiences and wildlife within easy reach of the city,” according to the document.

The winning media agency will work with Tourism Victoria’s existing roster of agencies in Asia, which include PR agencies APCO (Hong Kong) and MSL (mainland China), Next Experience for digital and OMP for search marketing.

The tender is being led by Tourism Victoria’s general manager of destination and product marketing, Dorana Wirne. The window for entries is open until Monday 4 August.

Tourism Victoria currently has six staff servicing China from a regional office in Shanghai and a second office in Guanghzou.

There were 322,500 overnight visitors to Victoria from China for the year ending December 2013, a 15.3 per cent increase over the previous year, according Tourism Vic.

Chinese tourists spent an estimated 9 million visitor nights in Victoria for the year ending December 2013, an increase of 11.9 per cent compared to the previous year.


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