about us - daylesford macedon tourism...as at august 2017 about visit victoria vision visit victoria...

ABOUT USAs at August 2017

ABOUT VISIT VICTORIA

VisionVisit Victoria is the state’s primary tourism, business and major events company that leads the tourism, business and major events sector in curating and demonstrating the depth and diversity of Victoria’s inspiring experiences to maximise yield from intrastate, interstate and international visitation.

PurposeVisit Victoria’s leads the Victorian tourism, business and major events sector to revitalise the visitor economy, generate $36.5 billion in visitor spending by 2025 and support more than 320,000 jobs.

Visit Victoria’s prime objective is to build Melbourne and Victoria into Australia’s number one tourism destination by delivering strong and sustainable growth across the sector.

We will do this by:

• Improving branding and marketing;

• Maximising the benefits of events;

• Building on the potential of regional and rural Victoria;

• Improving visitor experiences with focus on Asia; and

• Enabling effective coordination of the sector.

Function Visit Victoria operates in a collaborative and agile environment that informs, connects and partners with industry and the Victorian State Government to amplify Victoria’s brand.

Visit Victoria collaborates across the sector on creative innovation in a fast moving and technologically driven industry, exploiting research insights to deliver individualised experiences.

Our partners in industry and the Victorian Government are supported by Visit Victoria’s six organisational units:

1. Office of the CEO – including Strategic Communications, Human Resources and Regional Tourism Strategy. Delivers support and advice to the CEO and Board on industry, government and people. The group leads engagement with regional Victoria.

2. Business Events – Melbourne Convention Bureau, a first-choice destination for business events and business, working to secure and amplify the world’s best business events calendar for Victoria.

3. Major Events – to create and amplify the world’s best calendar of major and regional events to globally showcase Victoria’s brand attributes.

4. Digital Marketing Services & Strategy –develop best practice digital marketing and content strategies services that to inspire, inform and convert travellers at all stages of the visitor journey. Develop products in line with strategic brand frameworks.

5. Consumer Markets – to curate and demonstrate Victoria’s range of inspiring experiences to maximise yield from intrastate, interstate and international visitors.

6. Corporate Services (Finance, Legal, IT) – to be a compliant and sustainable organisation by identifying and implementing best practices.

ABOUT USVISIT VICTORIA 2


Our ValuesOur vision is supported by a code of behaviours and values that underpin the way we approach our work:

WE ARE BRAVE

PROMISES MADE,PROMISES KEPT

WE ARE RESULTS DRIVEN

WE ARE AUTHENTIC

WE WIN AS ONE

We push boundaries, seize opportunites and try new things. We are not afraid to make mistakes.

We make and own our decisions, take responsibility for our actions and are empowered.

We strive for excellence, are commercially minded and celebrate success. We are consumer focused.

We work collaboratively to win. We trust each other and we act with good intent.

We tell it like it is, honestly and respectfully. We listen actively to each other.


VISITORS

OUR PEOPLE

INSPIRINGEXPERIENCES

EXCITE

INFORMLEAD

CONNECT

INDUSTRY GOVERNMENT


Our Promise

We will curate and demonstrate a depth and diversity of inspiring

experiences to excite visitors lives.

We will co-create inspiring experiences in a performance driven values lead workplace that enables professional growth, informed

meaningful contribution and celebrates success.

We will lead, connect and partner with industry

to amplify awareness & conversion of inspired visitor

experiences.

We will proactively demonstrate our compelling

story and plan that enhances Melbourne & Victoria on the world stage and boosts the

visitor economy.

As a customer-centric organisation we have explored the key behaviours required to achieve success for our core stakeholder groups (visitors, industry, government and our people).



People and StructureVisit Victoria Organisational Structure as at August 2017

Chief Executive Officer

Executive Assistant

StrategicCommunications

SalesEvent

AquisitionsConsumer

InsightsDomesticMarkets

LegalServices

InformationTechnology

Finance &Corporate Travel

InternationalMarkets

StrategicPartnerships

Digital

Brand &Communications

Product &Familiarisation

EventMarketing &

Relationships

EventManagementMarketing

StrategicPartnerships

HumanResources

RegionalTourismStrategy

Office of theChief Executive

Business Events(MCB)

Major Events

Digital,Marketing Services

& Strategy

Consumer Markets

ChiefFinancial

Officer

ABOUT US VISIT VICTORIA 5


Leadership Team

PETER BINGEMANChief Executive OfficerVisit Victoria

KAREN BOLINGERChief Executive OfficerMelbourne Convention Bureau

KEITH HERDMANChief Financial Officer

DAMIEN DE BOHUNGeneral Manager Major Events

Peter Bingeman was appointed the inaugural Chief Executive Officer of Visit Victoria in May 2016.Having achieved a double degree in Economics / Marketing and Philosophy at the University of Melbourne, Peter commenced his fast-moving consumer goods career with Procter and Gamble and has since worked for Cadbury / Schweppes, Kraft and Mondelez.

Over the last decade Peter has held senior leadership positions across sales and marketing. He has been instrumental in organisational success where acquisitions have changed the landscape considerably. Prior to joining Visit Victoria Peter was Managing Director, Malaysia, Thailand, Singapore, Vietnam and Indochina with Mondelez International.Having spent four years living in Singapore and Malaysia, Peter has returned home to Melbourne bringing his global business, change management, and strategic marketing / sales experience to the newly formed Visit Victoria.

Ms Karen Bolinger worked in the tourism industry for 20 years before commencing her role as Chief Executive Officer for Melbourne Convention Bureau in 2011. Karen is Vice-President of the Association of Australian Convention Bureaux and sits on the Board of Business Events Council of Australia and the Simpleview Advisory Board, and is immediate past president of Best Cities Global Alliance.

Prior to his current role Damien de Bohun was the Head of the Hyundai A-League, overseeing the transformation of the competition and securing its place in the mainstream of Australian sport. He remains the A-League’s longest serving and most successful chief, and was a key proponent of the successful Westfield Women’s League (W-League), FFA Cup and the National Youth League competitions.

In 2005 he was appointed Executive General Manager, Game and Market Development at Cricket Australia where he was responsible for growing participation in cricket by more than 70%. Earlier in his career, Damien was CEO of the Leukaemia Foundation of Victoria, establishing The World’s Greatest Shave for a Cure and other significant initiatives.

Damien has a double degree in Economics and Marketing at Swinburne University of Technology and a MBA (Exec) RMIT University.

Prior to working for Visit Victoria and the Melbourne Convention Bureau as General Manager of Corporate Services, Keith Herdman worked at Ansett Australia as Finance Manager and Air Nauru as CFO.



NICKI KENYONGeneral ManagerConsumer Markets

PETER DAVEYHead of Human Resources

MELANIE DE SOUZAGeneral Manager Digital, Marketing Services and Strategy

Nicki Kenyon is a results-oriented, strategic-thinking Business Executive, with an exemplary record of building businesses and brands across Asia Pacific, for global corporations and start-up companies, in emerging and established markets. She has held leadership and change management roles in diverse industries including Technology, Financial Services and Travel, with companies such as Facebook, Visa, Cathay Pacific and AsiaRooms.com.

Nicki is an innovative, inspirational, multi-dimensional leader who motivates teams to work collaboratively to achieve common business goals. Brand-oriented and business-results focused, she is passionate about brands + consumers connecting in a digitally oriented world. She thrives on making a tangible impact in a commercial environment and is at her best in hardworking cultures infused by a strong sense of freedom and fun.

Nicki has held Executive Board positions, is a Singapore Committee member of the Australian Institute of Company Directors, and is currently a non-Executive board member of Shootsta.

Peter has over 20 years’ experience in human resources and business operations in the public and private sector, including NAB, Ambulance Victoria, Crown Casino and the Coles Group. Peter has also completed an MBA.

Peter is passionate about leadership, values and team engagement. With the Leadership Team, Peter will lead the development and implementation of the Visit Victoria People Strategy to achieve a Performance driven, Values led organisation

Prior to Melanie de Souza’s appointment as General Manager of Digital & Marketing Services, she was the A/Director of Marketing for Visit Victoria overseeing brand strategy for domestic and international markets, international marketing operations spanning priority global markets, digital and destination communication functions and product development.

For over a decade she was GM of International Marketing and Airline Services overseeing Tourism Victoria’s international marketing strategy and its implementation and its partnerships with existing and new airlines to grow international access to Melbourne.

Earlier in her career Melanie worked for the Oberoi Group of Hotels, both in India and in Australia, in regional sales and marketing roles. She has a BA (Hons) in Economics and a Master of Business Administration.

Leadership Team



Business Unit Priorities and Functions

Business Unit FunctionsStrategic Priority

International Marketing: Build awareness of a unique value proposition for Melbourne and its surrounds/attributes to be the undisputed number one city for international travellers in priority markets.

Interstate Marketing: Create a unique value proposition for Melbourne that inspires visitation to become Australians leading interstate destination.

Intrastate Marketing: Re-engage Melbournians with Regional Victoria and inspire one extra regional trip to grow the regional visitor economy.

Develop best practice digital marketing and content strategies to inspire, inform and convert travellers at all stages of the visitor journey. Develop key products in-line with strategic brand frameworks.

• International, Marketing & Communications

• Integrated Marketing & Communications Activity - Visiting Friends and Relatives, Edutourism, Multicultural Engagement

• Strategic Partnerships

• Airline collaboration with Invest Victoria

• International Trade Events in partnership with Tourism Australia

• Domestic Marketing & Communications - Interstate & Intrastate

• Consumer Insights & Performance

• Data Acquisition & Analysis

• Brand Articulation & Management

• Advertising & Media Agency Procurement

• Video & Design Services

• Consumer Communications Strategy

• Product & Familiarisations (Media Trade Relations)

• Indigenous Tourism

• Australian Tourism Data Warehouse (ATDW) Support

CONSUMER MARKETS

DIGITAL MARKETING SERVICES &STRATEGY





Create and amplify the best major and regional events calendar to be the undisputed events capital of the world that showcases Victoria’s key attributes.

Connect and collaborate with Regional Tourism Boards and industry to amplify awareness and conversion of inspired visitor experiences to drive higher regional yield and length of stay.

Secure and amplify the world’s best business events calendar to position Victoria as the first-choice destination for Business Events.

• Major Event Acquisition

• Regional Event Acquisition & Funding Framework

• Event Marketing & Relationships

• Event Brand Campaigns

• Hospitality & Ticketing

• Event Management

• Regional Tourism Board Engagement

• Funding Model Management

• Cycling Proposition collaboration with Tourism North East

• LaTrobe Valley Recovery Fund initatives with Destination Gippsland

• Business Event Acquisition

• Membership Management & Communications

• Business Events Marketing & Communications

• Business Events Research & Insights

• Strategic Partnerships

MAJOR EVENTS

REGIONALTOURISMSTRATEGY(Office of the CEO)

BUSINESS EVENTS (MCB)





Inform, connect and excite internal and external stakeholders by advising and facilitating strategic communications that empowers and builds confidence in Visit Victoria and the visitor economy.

Offer inspiring experiences in a performance driven workplace that enables professional growth, informed meaningful contribution and celebrates success.

To be a compliant and sustainable organisation by identifying and implementing best practice financial, legal and IT services across the business.

• Executive Counsel

• Government Relations & Ministerial Communications

• Media Relations & Management

• Issues Management

• Stakeholder Relations & Engagement

• Industry Communications

• Internal Communications

• Recruitment

• Performance Management

• Career Development & Training

• Employee Relations

• Internal Culture Champions

• Workplace Safety

• Internship Programs

• Finance

• Risk Management

• Procurement & Legal

• Information Technology Support

STRATEGICCOMMUNICATIONS(Office of the CEO)

HUMAN RESOURCES(Office of the CEO)

CORPORATE SERVICES



Resources

Websites

Visit Victoria (Consumer Website) http://www.visitvictoria.com

Visit Victoria (Corporate Website)http://corporate.visitvictoria.com.au

Melbourne Convention Bureau http://www.melbournecb.com.au

Victorian Tourism Industry Council http://www.vtic.com.au/

Ministerial Media Releases http://www.premier.vic.gov.au/category/ministers/minister-for-tourism-and-major-events/

Tourism Industry Resourcehttp://www.tourism.vic.gov.au/

Social media

Facebookhttps://www.facebook.com/visitmelbourne/

Instagram https://www.instagram.com/visitmelbourne/

YouTubehttps://www.youtube.com/user/visitvictoria

Twitterhttps://twitter.com/Melbourne

Twitter (Corporate)https://twitter.com/visitvictoria

Linkedin (Corporate) https://au.linkedin.com/company/visit-victoria


http://www.visitvictoria.com

http://corporate.visitvictoria.com.au

http://www.melbournecb.com.au

http://www.vtic.com.au/

http://www.premier.vic.gov.au/category/ministers/minister-for-tourism-and-major-events/

http://www.tourism.vic.gov.au/

https://www.facebook.com/visitmelbourne/

https://www.instagram.com/visitmelbourne/

https://www.youtube.com/user/visitvictoria

https://twitter.com/Melbourne

https://twitter.com/visitvictoria

https://au.linkedin.com/company/visit-victoria

Visit Victoria – Head OfficeCollins Square, Tower Two Level 28, 727 Collins Street Melbourne, VIC, 3008 Australia Ph + 61 3 9002 2222

Visit Victoria – United Kingdom 6th Floor Australia Centre Melbourne Place, StrandLondon WC2B4LGUnited KingdomPh + 44 207 438 4645

Visit Victoria – EuropeNeue Mainzer Str 2260311 Frankfurt GermanyPh+ 49 2740 0677

Visit Victoria – New ZealandLevel 3, 125 The Strand Parnell, Auckland New Zealand Ph+ 64 9 379 0425

Visit Victoria – Greater China (Shanghai)Victoria Trade & Investment Office Suite 620 Shanghai Centre 1376 Nanjing Road West Shanghai 200040 P.R.CPh + 86 21 6279 8681

Visit Victoria – Southern China, Hong Kong and Taiwan (Guangzhou)Unit 702-2, Level 7, Tower 1,Taikoo Hui 385 Tianhe Road,Tianhe DistrictGuangzhou 510000P.R.C T: +86 20 2886 1516

Visit Victoria – Japan & KoreaMarunouchi Trust Tower North 12 F1-8-1 Marunouchi Chiyoda-KuTokyo 100-0005 Japan Ph + 81 3 5218 2577

Visit Victoria – The AmericasMailbox #358 2029 Century Park East, Suite 3150Los Angeles CA 900067United States of America Ph + 1 310 695 3245

Visit Victoria – South & South East Asia 101 Thompson Road #08/01 United Square Singapore 307591Ph + 65 6255 6888

Visit Victoria – India Represented by: Beautiful Planet# 52 Grants Building Annexure Next to Strand Cinema Colaba Mumbai 400 005IndiaPh+ 91 80806 61620 or + 91 80808 62620

VISIT VICTORIA OFFICES

about us - daylesford macedon tourism...as at august 2017 about visit victoria vision visit victoria...

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