Visit Victoria is the state’s tourism and events company. They inspire people to visit Melbourne and Victoria through creative storytelling and enriching events. Their main goal is to drive visitation and expenditure through destination marketing and a strong pipeline of major, regional and business events to support the visitor economy. Visit Victoria aims to build Melbourne and Victoria into Australia’s number one tourism destination by delivering strong and sustainable growth across priority markets. Their goal is to revitalise the visitor economy, by generating $36.5 billion in visitor spending by 2025 and support more than 320,700 jobs.
About the role
Reporting to the Head of Media & Communications, this role is responsible for coordinating and managing the strategic destination communications activities to enhance the profile of Melbourne and Victoria:
Develop, implement, manage and evaluate communication strategies and activities designed to maximise and advance Visit Victoria’s destination marketing objectives.
Manage partner PR agencies, professional service providers, resources and suppliers.
Proactively identify and develop new media opportunities to promote Victoria’s destinations, tourism products and events across national and global media platforms, and service media enquiries.
Initiate and manage Visit Victoria’s relationships with key media contracts nationally to generate exposure for Victoria as a leading tourism destination; monitor, evaluate and report on media results.
Support the management and implementation of the familiarisations program for domestic and international media within budget allocation, including hosting media as required.
Manage and develop high quality content and media materials to generate earned media for Victoria’s destinations, products and campaigns.
Provide strategic public relations advice and support to Visit Victoria’s PR agencies, major internal and external stakeholders and key tourism industry partners.
Kindly note, this is a parental leave contract position through to November 2023 with potential for extension.
Skills & Experience
To be successful in this role, you will meet the following key criteria
A relevant tertiary qualification or extensive experience in a similar role
Strong analytical and conceptual skills, ability to develop, implement and evaluate strategic consumer public relations strategies and projects.
Demonstrated expertise in developing and driving major public relations campaigns and integrated, creative communications initiatives.
Established network of media contacts within the consumer travel, tourism and lifestyle sectors and proven ability to leverage media relationships to deliver effective media outcomes across all platforms (advantageous, but not essential)
Well-developed writing and editing skills with demonstrated ability to prepare high quality media materials, correspondence, briefs and reports.
Strong interpersonal and stakeholder management skills with demonstrated ability to present ideas, influence outcomes and gain cooperation.
Culture & Values
Passion - We love what we do Creativity -Imagination without boundaries Collaboration - We work as one Growth - Embrace growth and challenges Connection - Connection to people, culture and country
Visit Victoria provide an inclusive workplace which supports and fosters growth, professional development and delivering exceptional results for our partners, clients and industry. They offer flexible working arrangements, a hybrid model that includes working from home and the office, and access to amazing events, functions and more!
How to apply
We encourage applications from people of all backgrounds as we strive to create an inclusive and diverse working environment. Click on the APPLY button or contact Lauren Madden at Six Degrees Executive on (03) 8613 3547 for a confidential discussion.
Kindly note, due to office closure and the festive period, applications will be reviewed from 9/01/2023 onwards.