Official Visitor Guide

Official Visitor Products are a fundamental channel of Visit Victoria - a suite of accessible print publications that provide a comprehensive overview of things to see and do to assist visitors planning their visit to Melbourne and Victoria. The Official Visitor Guide presents Victorian tourism providers with cooperative marketing opportunities that directly target intrastate, interstate and emerging international audiences. 

OFFICIAL VISITOR GUIDE

The Official Visitor Guide (OVG) is the pre-eminent source of information for visitors. It provides the most comprehensive overview of things to see and do across Melbourne and Victoria each season. It is recognised as the most effective direct marketing tool for reaching high yield audiences.

The Guide is endorsed and supported by the Victorian Government, City of Melbourne, Melbourne Airport, Melbourne Convention and Exhibition Centre, Public Transport Victoria and the Australian Hotels Association, along with other key industry bodies. The OVG offers the most flexible and diverse distribution network which can be leveraged by tourism operators to reach its intended target audiences through advertising and editorial opportunities, along with featuring seasonal campaigns and tactical sales promotions (special offers).

TARGET AUDIENCE 

• INTRASTATE – Metro Melbourne, Regional Victoria
• INTERSTATE – Metro Sydney, bordering towns of NSW, SA, ACT
• INTERNATIONAL – International visitors upon arrival in the destination

DISTRIBUTION 

Our model is tactical and strategic utilising our push-pull strategy, strategic partners, reactivity & pro-activity approach.

• Residential Deliveries - Direct to consumers in high-yield areas within Melbourne and metro-Sydney. Those that receive the publication via residential drop have been sourced from a data-sharing arrangement that recognises them as consumers that have leisure and spending habits aligned to travel and experience.
• Visitor Hubs - A comprehensive network of 800+ locations throughout Melbourne, inner-Melbourne, border towns and regional Victoria including visitor hubs and high traffic locations is used to reach intended audiences and track consumer behavior. The network covers airports, transportation hubs, accommodation, hospitality, retail, attractions, tourism information centers, selected Melbourne major events, and universities across Metro Melbourne, regional Victoria and interstate.
• Visit Victoria and the Melbourne Convention Bureau support the Official Visitor Products by establishing distribution opportunities and leveraged audiences at major and business events in Victoria – including the Australian Open, Formula 1 Australian Grand Prix and RISING.
• Strategic partnerships with aligned partners who support distribution of the publication across their networks - transport, aviation and education where the publication reaches key audiences. 
  • City of Melbourne and RMIT 
  • Department of Transport and Planning, Public Transport Victoria
  • Skybus terminals (with over 120,000 travelers every month (in 2023)
  • Melbourne Airport (exclusive distribution at Melbourne Airport, on arrival in-destination in international and domestic terminals)

REACH

1 million OVG copies produced annually 

• 250,000 copies produced per season
  • 50,000 copies sent direct to homes in high-yield, larger than average income areas and habits in leisure and travel, in Metro Melbourne and Metro Sydney
  • 50,000 copies directed through a network of retail and café offerings fringe Melbourne neighbourhoods, and regional border suburbs
  • 150,000 copies directed through 800+ remaining locations across the state - across visitor information hubs, transport, hotels and hostels (some in-room at premium accommodation), retail precincts, major events, hospitality and more.

Digital reach with more than 1,400,000 per edition

• Print circulation is amplified through Visit Victoria’s online channels
• Monthly intrastate and interstate eDMs (including exclusive subscribers in the OVG consumer database)
• Paid social media campaigns
• Collaborative partnerships
• Official website which reaches over 9.2M visits per year

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More Information

• Industry Partnership Kit - Official Visitor Products 2024
• Style Guides
• OVG - General Tips
• COVG - General Tips

Get In Touch 

Contact Visit Victoria's Official Visitor Guide Team: 

E:   [email protected]

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E: [email protected]