Destination Management Strategy Marketing Where are we now? Where do we want to be? Priorities to get there Using an evidence based approach to leverage the brand equity in the Great Ocean Road and 12 Apostles to amplify the destinations and experiences of the region Maintaining a strong regional approach Build destinations and experiences Amplification of the region’sdigital footprint Leveraging state and federal programs Building strong and effective partnerships Amplifying a global brand that represents a breadth of world-class, year-round hero products and experiences that drive length of stay and dispersal Plan on a page Actively target visitors that are seeking slow , purposeful and immersive experiences Build on the brand pillars and grow knowledge of the destinations and experiences Maintain an evidence base to drive an agile and responsive marketing approach Partner with community to build the social licence to support visitation Maximise existing and return visitors to grow satisfaction and increased length of stay and expenditure – one more coffee, one more meal, one more attraction, one more night Encourage touring to increase dispersal and to link experiences and destinations Facilitate an integrated content driven approach – repurpose content to maximise distribution, engagement and reach Build visitors’ connectedness and relationship with the region by focussing on the stories that shape it Engage with the consumer throughout the entire trip cycle, with increased emphasis on the “planning” phase to educate on the breadth and depth of product, and the “do” phase to increase in-region knowledge of how to experience the region Strategic insights Strategy To market the region, its destinations, products and experiences to key target markets that support growing length of stay, expenditure and dispersal and ensurea balanced portfolio of markets Actions Continue to build increased brand equity, leveraging Tourism Australia andVisit Victoria marketing campaigns and buy in to drive content use and amplification of region and destination brands Deliver an integrated and effective “always on” digital footprint Continue to evolve the Melbourne market with a focus on increasing lengthof stay, yield and dispersal Drive demand through consumer, trade and media marketing and promotion Fish where the fish are – build partnerships and collaborations that leveragekey audiences Use events to drive brand and year round visitation De-market express tourism – promote slow, immersive experiences De-emphasise the drive experience Leverage the visitor experience to enhance lifestyle investment opportunityand population attraction Leverage key trends ie. wellness StrategY & actions