Official Visitor Guide

Melbourne Official Visitor Products are important marketing tools for Victoria, providing a comprehensive overview of things to see and do across 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 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.

TARGET AUDIENCE 

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

DISTRIBUTION 

Omni-channel distribution reaching high-yield audiences through precise targeting based on consumer spending habits.

• Visitor Hubs - A comprehensive network of visitor hubs and high traffic locations is used to reach intended audiences and track consumer behaviour. The network covers airports, transportation hubs, accommodation, hospitality, retail, attractions, tourism information centres and Universities across Metro Melbourne, regional Victoria and interstate.
• Residential Deliveries - A combination of demographic, behavioural and transactional data is used to identify consumers with a higher propensity to spend on travel and lifestyle experiences beyond consumers’ primary residence area and international and cruise ship travel, which was restricted due to the COVID-19 pandemic.

Digital Engagement

Reaching more than 250,000 engaged audiences online.

• Print circulation is amplified through Visit Victoria’s online channels
• Official website which reaches over 9.2M visits per year
• Monthly intrastate and interstate eDMs
• Paid social media campaigns
• Collaborative partnerships

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More Information

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

Order Guides

Email Us To Place a Free Order

E: [email protected]

Get In Touch 

Contact Visit Victoria's Official Visitor Guide Team: 

E:   [email protected]