GRAMPIANS TOURISM PREFERRED PARTNER PROGRAMS

1 July 2019 to 30 June 2020

Preferred Partnership

The 2019-20 Preferred Partner Program provides businesses in the region cost effective and well managed opportunities to grow their business.

The annual campaign is designed to provide all businesses with an opportunity to invest in our ‘Preferred Partner Program’. By participating, you’re not only strengthening your own business but making a positive investment in the future of the industry and our region.

Creating opportunities via our paid ‘Preferred Partnership Program’ is a vital part of our structure. The funds from these partnerships go directly towards marketing activities that further develop and promote our region and your business.

Benefits Include• Presence in an annual marketing

campaign.• Strong digital presence through

www.visitgrampians.com.au• Potential exposure through our public

relations campaign, media visits, editorial features, online articles and social media mentions.

• Connections to peak bodies such as Tourism Australia, Visit Victoria and VTIC.

• Access to our Visitor Information Centre network.

• Access to our professional development programs.

• GT communications that will keep you up to date with the latest news and opportunities.

Marketing the Grampians

Partnerships are essential to the success of our region. Together we can show travellers why our spectacular Grampians region is a ‘must visit’ destination.

Throughout this ‘Partnership Program Opportunities’ document, you will be introduced to a range of ways in which we will create visibility for the region and your business. Our integrated annual ‘always on’ marketing approach is led by destination marketing campaigns with seasonal content that highlights our region’s strengths and diversity.

Helping to make the consumer’s decision to visit and path to purchase an easy one, the campaign will be supported by strong PR activity, printed collateral, media partnerships and a robust digital and social media presence.

Our annual marketing campaign targets key growth markets – registering front-of-mind awareness in future visitors and making Grampians an easy choice.

Annual Campaign

Through our annual ‘always on’ campaign, we will continuously be in front of potential visitors, therefore encouraging visitation all year round.

The Grampians is a key destination that tells the story of adventure, freedom, intrigue, timelessness, spirituality and an enriching experience. Destination marketing will focus on building brand awareness, highlighting our regions strengths and diversity, through tactical initiatives and working in partnership with industry and stakeholders.

Our ‘The Grampians Way’ marketing campaign will help to position our region as a unique and appealing destination, ready to be explored.

We will provide inspiration and information to connect visitors with the experiences they want, effectively building a brand that people want to share – experiences and the joy people receive from them will be at the forefront.

By being “always on” and using multiple tactics at all points of a visitor journey, results in establishing a longer term relationship with visitors and improving communication between our brand and consumer. Our aim is to provide a consistent level of engagement.

Target Market

In our marketing activities, we will focus on audiences that present a growth market for our region.

This group is known as the ‘Lifestyle Leaders’ segment and research tells us they travel more often, spend more per person per night and want an authentic experience. This customer segment is more likely to take short trips, enjoys nature and the outdoors, food and wine and spends more on leisure – everything that the Grampians has to offer.

To ensure we are getting ‘bang for our marketing buck’ and reaching the right audience, we will focus on Lifestyle Leaders in Melbourne, Adelaide and regional Victoria (as relevant). Lifestyle leaders includes: SINKS, DINKS, Families and Retirees.

GRAMPIANS TOURISM PREFERRED PARTNER PROGRAMS - 1 July 2019 to 30 June 2020 PAGE 2www.visitgrampians.com.au

CHOOSE YOUR LEVEL OF INVOLVEMENT AND EXPOSUREChoose any of the Preferred Partner Packages below starting from as low as $110 per month and

enjoy exclusive Grampians Tourism partnership benefits plus the convenience of paying by the month.

Partner Benefits - 01 July 2019 to 30 June 2020 Tourism Supporter

Halls Gap VIC

ExposureEssentials

ATDW

Silver$110

per monthJOIN NOW

Gold$247 per month

JOIN NOW

Platinum$495 per month

JOIN NOW

Increase your digital presence Ensure your business reaches a greater digital audience through inclusion on key tourism websites and digital platforms.

Profile your business on www.visitgrampians.com.au ✓ ✓ ★ ♥Profile your business on www.visitvictoria.com.au ✓ ✓ ★ ♥Priority positioning on www.visitgrampians.com.au ✓ ★ ♥Build exposure through a dedicated homepage feature on www.visitgrampians.com.au.This is your own feature block on the homepage, ensuring visibility of your business.

♥

Enhance your profile on www.visitgrampians.com.au under ‘Stay’ or ‘See & Do’ with a featured listing that puts your business at the top of the page in a premium position. ✓ ★ ♥

Inclusion in the digital Grampians Self Drive Itineraries and inclusions in our Alpaca Maps ✓ ★ ♥

Connect with the Tourism Industry & Community

Support the Tourism industry and local economy through your contribution ✓ ✓ ✓ ✓ ★ ♥

Receive regular GT Industry Newsletters to stay updated ✓ ✓ ✓ ✓ ★ ♥

Opportunity to attend industry workshops and networking functions ✓ ✓ ✓ ✓ ★ ♥

Receive VTIC In the Loop membership (value $150) ✓ ★ ♥

Receive certificate of partnership to display ✓ ★ ♥

Our Tourism Supporter membership package is suited toward individuals & businesses who support tourism in our region ✓

continued overleaf All prices include GST. ✓★♥ = included in package

GRAMPIANS TOURISM PREFERRED PARTNER PROGRAMS - 1 July 2019 to 30 June 2020 PAGE 3www.visitgrampians.com.au

CHOOSE YOUR LEVEL OF INVOLVEMENT AND EXPOSUREChoose any of the Preferred Partner Packages below starting from as low as $110 per month and

enjoy exclusive Grampians Tourism partnership benefits plus the convenience of paying by the month.

Partner Benefits (cont.) Tourism Supporter

Halls Gap VIC

ExposureEssentials

ATDW

Silver$110

per monthJOIN NOW

Gold$247 per month

JOIN NOW

Platinum$495 per month

JOIN NOW

Enhance your Marketing and Build Reach to Potential Visitors

Priority positioning in Grampians Tourism marketing campaigns and activities, including:• Feature in the The Grampians Way Campaign printed Touring Guide• Themed itineraries• Additional tactical marketing opportunities throughout the year

✓ ★ ♥

Official Visitor Guide (discounted rate) 10% discount 20% discount Quarter page included

Brand License Guide and Industry Toolkit to provide ability to leverage the annual destination campaign ✓ ✓ ★ ♥Inclusion in a monthly Visit Grampians Consumer EDM ✓ ★ ♥1 x Exclusive Visit Grampians Consumer EDM ♥Inclusion in Blog articles on www.visitgrampians.com.au ✓ ★ ♥1 x Exclusive Blog Article ♥Opportunity for Social media mentions (where appropriate) ✓ ★ ♥Opportunity to be included in PR pitches and have media famil visits ✓ ★ ♥Amplify your deals via Visit Grampians and Visit Victoria websites (Includes: positioning on Visit Grampians website, promotion through social media, access to Visit Victoria deals promotion). ★ ♥

Destination marketing partner – corporate branding opportunities delivering increased exposure and product awareness, including, but not limited to, logo included in GT Conference promotions, recognition on Grampians Tourism corporate website.

♥

Increase your Exposure to Visitors in the Region

Brochure display (DL or A4) at Halls Gap Visitor Information Centre $150BOOK NOW ✓ ★ ♥

Opportunity to utilise display space for poster and Pull Up Banner in the Halls Gap Visitor Information Centre

$350BOOK NOW ✓ ★ ♥

Priority positioning and pop up opportunity in Halls Gap Visitor Information Centre ✓ ★ ♥

YEARLY TOTAL $99 JOIN NOW

$500 BOOK NOW

$295 JOIN NOW

$1320 JOIN NOW

$2964 JOIN NOW

$5940 JOIN NOW

All prices include GST. ✓★♥ = included in package

GRAMPIANS TOURISM PREFERRED PARTNER PROGRAMS - 1 July 2019 to 30 June 2020 PAGE 4www.visitgrampians.com.au

SUMMARY OF PRODUCTS

Silver$110

per monthJOIN NOW

Platinum$495 per month

JOIN NOW

Gold$247 per month

JOIN NOW

Essentials ATDW

$295 JOIN NOW

All prices include GST.

Essentials Partnership

You will need to be an Essential ATDW Partner to take up any of our higher level premium partnership options.

The Australian Tourism Data Warehouse (ATDW) is a database for Australia’s tourism operators to use to easily promote their products or events across numerous digital platforms.

ATDW listings are an essential marketing tool for tourism businesses and events. Increasing your online exposure, boosting Search Engine Optimisation (SEO) of your own website and driving traffic to your website…they are a no brainer!

Key benefitsA comprehensive product listing on the official website including www.australia.com, www.visitvictoria.com and www.visitgrampians.com.au.

Your content is placed in the hands of the consumer through the mobile-friendly visitgrampians.com.au & visitvictoria.com website.

The ease of managing one listing that could appear on numerous travel, tourism and event related websites

Drive traffic to and boost Search Engine Optimisation (SEO) of your own website.

Update your listing at any time on the easy to use ATDW-Online platform.

IN THE LOOP Membership

Whether you’re running a bed & breakfast or a big hotel, organising a festival, marketing one of our great destinations, leading a winery or walking tour, training the next generation of hospitality staff, operating an attraction or working with one of the other many wonderful products in Victoria – a Membership with VTIC has much to offer you.

YOUR VOICE VTIC are a powerful ally, advocating for our members; and will take up your cause with the relevant organisation or local, state or federal government.

YOUR PEOPLE With over 20,000 views per month, your next employee might be found by advertising your vacancies on our industry-specific jobs board.

YOUR TOOL & SERVICES Connect with other like-minded businesses and organisations via our Member Directory.

YOUR NEWS & INFORMATION Stay up to date with industry news as it happens from VTIC and the Victorian Chamber via our regular updates, monthly e-newsletters and quarterly Tourism Excellence magazines.

YOUR EVENTS & TRAINING Learn about Victorian Chamber training courses covering everything from occupational health and safety to social media. There are also online training courses covering customer service, coaching skills and volunteer management.

Your silver, gold and platinum partnership includes ‘In the Loop’ membership.

Value - $150

Brand Licence Marketing Tool

A Brand Licence provides you as a business with the opportunity to leverage the Grampians brand across your own marketing and promotional activities.

The licence includes Brand Guidelines, and a The The Grampians Way campaign campaign Industry Toolkit Booklet with tips and assets that make it easy for you to implement.

The booklet includes imagery, logos, website links, social media and content tips, copybank suggestions, display ad examples, social media and e-mail newsletter examples and how to strengthen the region’s voice by using The Grampians language.

This toolkit is designed for those invested in the success of the region.

A united approach will drive equity in our brand that is the Grampians.

Each person who shares our stories or speaks of their own has impact. We invite you to sense ownership of the Grampians brand and welcome opportunities to work together on making the Grampians a brand that every destination aspires to be.

Pay by the month convenience

One of the key advantages of the Preferred Partner Program is that your Grampians partnership fee can be paid by direct debit monthly from your nominated bank account. Save time and money with great value packages that include some new and exciting tourism marketing products exclusive to the new Preferred Partner Program. Pay up front option available.

GRAMPIANS TOURISM PREFERRED PARTNER PROGRAMS - 1 July 2019 to 30 June 2020 PAGE 5www.visitgrampians.com.au

SUMMARY OF PRODUCTS

Feature Listings

Visit Grampians Website*

Enhance your profile on www.visitgrampians.com.au under ‘Stay’ or ‘See & Do’ with a featured listing that puts your business at the top of the page in a premium position.

✓ Featured web profile under ‘Stay’ or ‘See & Do’✓ Large and prominent web profile✓ Premium position on www.visitgrampians.com.au

on high traffic pages

~ In last 12 months ~

Over

390,000 (+ 78.37%)

Sessions

Over

1,320,000 (+ 68.12%)

Page Views

Digital Assets

Is your business leveraging Grampians Tourism social following and digital footprint?

Digital and Social media forms a big part of our annual campaign because it is cost effective and able to reach targeted audiences successfully. And, let’s be honest, it’s where our audience are spending a large amount of their time. This marketing then drives people to www.visitgrampians.com.au.

Value of the Visitor Economy YE Dec 2018

More Visitors More Often

Grampians Tourism’s Strategic Marketing Plan is designed to build our brand, raise awareness, drive visitation and maximise ROI.

We aim to deliver a fully integrated, year round marketing approach to:

Cut through the vast amount of marketing ‘noise’ and achieve maximum impact

Help travellers through the travel planning cycle

Always be in front of our key audiences and markets

*Included in Gold, Silver and Platinum Preferred Partner Package

32,000+Annual reach

4M+

29,000+Annual reach

1.8M+

Combined Social Following

Over 61,000 people

National Visitor Survey data shows excellent result for Grampians region and importantly the 5-year average annual growth figures are all above both the Victorian and regional Victorian arrival stats.

51,000 international

visitors

371,000 international

nights

1.1m domestic

overnight visitors

2.9m domestic nights

1.2m domestic day trip

Combined Annual Reach

5.8M+

JOIN THE TEAM

Join the team to increase exposure for your business.

Our new Preferred Partner Program will provide you with more ways to integrate your business with Grampians Tourism and generate fantastic return from our marketing activities.

You will save time and money with easy pay by the month packages that include new options that will put your business ahead of the competition.

Simply select the preferred partner package you would like, click the JOIN NOW button on any page and you will have the choice to pay up front or select the convenient pay by the month “Direct Debit”.

If you have any questions or would like to know more about our exciting Preferred Partner Program please send an e-mail to our Partnership Team on admin@grampianstourism.com.au or call 03 5356 4865.

Terms and ConditionsAll Direct Debits are debited on the 15th day of each month from your nominated credit card or bank account. All cancellations must be made in writing to admin@grampianstourism.com.au at least 14 days prior to the next direct debit date (by the 1st of each month). Any cancellations not received in writing by the stated date will not be recognised as cancelled until the following month. In the case of a scheduled direct debit payment being dishonoured by your bank or card provider a fee of $5.50 will be applicable. A further attempt to debit the funds will be made in 3 days.

Corporate partnership

Note: limited to three businesses.

Inclusions:• Prime positioning on Visit

Grampians digital and social channels

• Preferential PR opportunities including media hosting.

• Dedicated homepage feature (‘campaign block’) on the Visit Grampians homepage

• 1 x exclusive Visit Grampians consumer e-newsletter edition.

• 1 x exclusive Visit Grampians blog article

• Full page ad and full page editorial in Grampians Official Visitors Guide

• Prime positioning in Halls Gap Hub including signage inside and outside entrance sign

• Tailored tactical marketing opportunities

• Inclusion of advertising in each edition of Visit Grampians consumer eDM’s

• Banner advertising in all industry e-news eDM’s

• Inclusion of weblink on Grampians Tourism corporate website

• Full page advertising in ‘The Grampians Way’ Touring Guide

$13,200 inclusive GST

GRAMPIANS TOURISM PREFERRED PARTNER PROGRAMS - 1 July 2019 to 30 June 2020 PAGE 6www.visitgrampians.com.au

HOW TO JOIN THE GRAMPIANS TOURISM PREFERRED PARTNER PROGRAMS

“If everyone is moving forward together,

then success takes care of

itself.” Henry Ford