Transforming City of Melbournes 2018 VIS Summit Presenter: Rob - - PowerPoint PPT Presentation
Transforming City of Melbournes 2018 VIS Summit Presenter: Rob Kelly Visitor Services Growth of the Visitor Economy Total visitors to City of Melbourne Domestic Overnight visitors International Overnight visitors Domestic daytrip
Transforming City of Melbourne’s Visitor Services
2018 VIS Summit Presenter: Rob Kelly Total visitors to City of Melbourne
Visitor economy contributes $16.8 billion to Melbourne region
Domestic Overnight visitors Domestic daytrip visitors International Overnight visitors
Planning for a city that is constantly evolving Infrastructure projects Technology advances Visitor preferences
The city’s visitor services have evolved over
research: visitor information servicing
Cross Station – pilot
stakeholders and 330 visitors
5Research Pilot Test
Key features of the new model
Expanded reach
Decentralised & increased touchpointsLocalised & curated offers
to meet individual needsMitigate & support
city changing & renewal projectsPop-ups
to aid with disruption, major events, conferencesStrong connection
to retail, business, hospitalityAgile model
that is responsive, flexible & mobile This means we can deliver more services at more locations to more visitors
Returning home
to this iconic locationRefreshed
look & feelBespoke
local & uniquely Melbourne experienceActivation zone
for retail, precincts & events‘Wominjeka’ welcome
acknowledge Aboriginal cultural heritageStrengthened connections
to local business Collaboration
with Queen Victoria Market, an iconic location loved by visitors & locals alikeVisitor experience
enhanced at the marketBroaden visitor services
footprint across the cityCity Ambassadors
now on-siteSupporting 650+ businesses
at the marketVisitor Hub
coming soon to String Bean Alley location on St Kilda Road
Bourke Street Mall
during major events
Over the next twelve months Digital strategy More pop-ups Support city changing Industry & Partnerships
Other key information
TIMELINE:
MARKETING: