The Indian travel industry and its customers will be encouraged to think Melbourne NOW! with a new campaign from Tourism Victoria showcasing the sophistication of the city, its major hallmark events, the authentic nature and wildlife experiences, and food and wine superiority.
The online campaign will challenge the Indian travel industry to create compelling new travel packages to Melbourne and regional Victoria including only-in-Melbourne experiences. Members of the public will have a chance to win one a once-in-a-lifetime trip which will be based entirely on their preferred itinerary. A dedicated website with online media advertising, PR, Electronic Direct Mail (EDMs) and social media platforms will promote the campaign to the travel industry and wider travelling public.
Celia Ho, regional manager, South and South East Asia, Tourism Victoria said, “The Melbourne NOW! campaign is being introduced at a time where inbound tourism from India to Australia has been on a steady rise and is forecast to increase by an average of eight per cent per annum between 2010 and 2020. If realised, this will mean approximately 126,100 visitors from India and associated expenditure of almost $500 million to Victoria.”
