Major Touring Routes
Visit Victoria supports three major touring routes which primarily work in international markets, to provide a narrative for visitors on how to put together a journey through regional Victoria. These routes offer representation, support and marketing opportunities for businesses wishing to expand their offering to international markets in return for a membership fee. The Major Touring Routes include:
Great Southern Touring Route Geelong & the Bellarine, Great Ocean Road, Grampians, Ballarat, Daylesford
Go Beyond Melbourne Yarra Valley, Mornington Peninsula, Phillip Island, Geelong & the Bellarine
Sydney Melbourne Touring Gippsland, Phillip Island, Bendigo, Echuca Moama, Sun Country on the Murray, Albury Wodonga
Tourism Data Warehouse (ATDW)
The majority of Visit Victoria’s marketing activities direct traffic to the Visit Victoria website. Visit Victoria has an ongoing large scale website presence to promote Melbourne and Victoria as a leading tourism and events destination both nationally and internationally.
The ATDW system enables tourism operators to list their business to then appear on the Visit Victoria website and more. Supported by Visit Victoria, Tourism Australia and all other State and Territory Tourism Organisations, the ATDW collects, stores and distributes tourism product listings to national, state and region level tourism websites including visitvictoria.com, australia.com and many more.
The function of the ATDW is to support Australian tourism businesses and events with their digital marketing, by connecting them with the audiences of multiple tourism channels through a single, self-managed listing
Consumer facing Electronic Direct Mail (EDMs)
Visit Victoria maintains an active email subscriber database to communicate regular campaigns on Victorian tourism products. Please note, these emails are highly curated for campaigns, audiences and seasonality. Talk to us to understand how to have the best chance of getting featured. Subscribe at www.visitvictoria.com/Information/eNews-subscription
Visit Victoria’s PR team facilitates media coverage of Victorian products and experiences. With extensive networks across local and national media, the PR team is well placed to shine a spotlight on hero experiences and attractions across the state. Daylesford Macedon Tourism works very close with the Visit Victoria PR team.
For PR to be most effective, we require a newsworthy media angle. What makes a story newsworthy is a story that is interesting, relevant, timely or novel. We also need assets to help tell your story, usually a media release, imagery or video. For major news, we can collaborate to develop these assets.
The team focuses on new or improved products that reflect Victoria’s brand strengths to maximise media opportunities. If you have an exciting announcement about your product, a lead time of three to four weeks (or more) is preferred to ensure that a comprehensive PR plan can be developed in a timely manner to support your news.
To share your new news or story email us your media release, information and assets to: firstname.lastname@example.org or email@example.com
Have you, or one of your customers captured a dynamite image you think the world needs to see? Visit Victoria’s social media lives and breathes for user-generated content (UGC) submissions by amateur (and not so amateur) photographers.
The Visit Victoria content strategy focuses on the inspirational, encouraging deeper levels of engagement and ensuring that Melbourne and regional Victoria remain top of mind for people when planning their next trip. Creating compelling and inspiring social media content is not an exact science, but we love seeing and hearing about people’s experiences, and then sharing them. There are some things you can do to give your content the best chance of success: