Sydney Melbourne Touring Key Achievements 2013

Key AchievementsJ U N E 2 0 0 9 – J U N E 2 0 1 3

2

About Us

The corridor between Sydney and Melbourne is one of Australia’s most popular self-drive holidays. The capital cities of Sydney and Melbourne and the national capital, Canberra, hold great appeal for a wide range of international visitors to Australia. For these visitors, the option to drive at their own pace, stay in Australian towns, experience Australian nature, see Australian wildlife and meet Australian people is becoming more and more popular.

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K E Y A C H I E V E M E N T S J U N E 2 0 0 9 – J U N E 2 0 1 3 3

Sydney-Melbourne Touring Inc is a strategic partnership marketing alliance between Tourism Victoria and Destination New South Wales. The alliance is also supported by many regional tourism organisations along each of the key touring routes.

The Sydney-Melbourne Touring Strategic Marketing Program gives its members and product partners access to the increasing number of international visitors taking this option via a comprehensive marketing program. Targeting the international travel trade, the program aims to increase global awareness of Sydney to Melbourne touring options, encourage additional international visitation and increase the level of partner product sold through international wholesalers. Various itineraries are featured in over 50 key trade wholesale programs worldwide, with the UK, Europe, New Zealand, North America and South East Asia being the strongest self-drive markets.

2

About Us

The corridor between Sydney and Melbourne is one of Australia’s most popular self-drive holidays. The capital cities of Sydney and Melbourne and the national capital, Canberra, hold great appeal for a wide range of international visitors to Australia. For these visitors, the option to drive at their own pace, stay in Australian towns, experience Australian nature, see Australian wildlife and meet Australian people is becoming more and more popular.

>


> Sydney-Melbourne Touring Inc is a strategic partnership marketing alliance between Tourism Victoria and Destination New South Wales. The alliance is also supported by many regional tourism organisations along each of the key touring routes.

The Sydney-Melbourne Touring Strategic Marketing Program gives its members and product partners access to the increasing number of international visitors taking this option via a comprehensive marketing program. Targeting the international travel trade, the program aims to increase global awareness of Sydney to Melbourne touring options, encourage additional international visitation and increase the level of partner product sold through international wholesalers. Various itineraries are featured in over 50 key trade wholesale programs worldwide, with the UK, Europe, New Zealand, North America and South East Asia being the strongest self-drive markets.

Originally from Shanghai, Anthony first arrived in Melbourne as a student in 2002 and has since called Australia home. Anthony joined SMT from late 2010 and now looks after the Greater Asia region focusing on our key South East Asia market. Anthony's Chinese background has also given SMT a great advantage to tap into the rapidly growing China Market. In addition to managing the Asia market, Anthony also co-ordiates trade familiarisation, website and online activities as well as day-to-day administration work. Prior to SMT, Anthony also worked with other private sector organisations in the tourism industry and participating in international trade events such as Australian Tourism Exchange.

The Team

Originally from Shanghai, Anthony first arrived in Melbourne as a student in 2002 and has since called Australia home. Anthony joined SMT from late

Originally from Shanghai, Anthony first arrived in Melbourne as a student in 2002 and has since called Australia home. Anthony joined SMT from late

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> >Paul Cooper MARKETING & BUSINESS DEVELOPMENT MANAGER

Anthony Jiang MARKETING EXECUTIVE

Paul has enjoyed over 20 years in the tourism industry since holding the position of Tourism Officer with the Albury City Council in 1991. After four and a half years in this role, Paul worked for almost five years as Tourism and Economic Development Manager with the Bass Coast Shire Council. These positions in local government provided the opportunity to gain significant experience and understanding of the industry at a grass roots level. Paul then went on to work in various roles with state government tourism organisations and the private sector. Over the years, Paul has established firm relationships in the industry not only within Australia, but also with international wholesale and travel agents, especially in the UK, Continental Europe and North America market. Paul is now the key contact responsible for managing all of SMT’s marketing and development activities.

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>Ken HoreCHAIRMAN

Helen RoseFINANCE OFFICER

Ken started his tourism career as the CEO of Country Victoria Tourism Council (now Tourism Alliance) in the early 90's, before taking the position of Tourism Manager of the Bast Coast Shire in 2000. In addition to SMT Chairman, Ken is also the Deputy Chairman of Destination Phillip Island, a member of Destination Gippsland's Board of Directors, as well as a joint initiator and facilitator of Melbourne's South East Touring Triangle Alliance. Ken is will known and highly respected for his leadership skills, particularly in developing strategic partnerships in the regional tourism sector. In 2011, Ken received the Victorian Tourism Award for Outstanding Contribution by an individual in recognition to his passion and commitment to the tourism industry.

Helen has been looking after all of SMT’s financial matters since the establishment of the organisation. She works closely with the Marketing and Business Development Team to make sure all of our marketing activities can be run smoothly with a sound budget. Helen is also the public officer for SMT and takes care of many administrative arrangements.

Originally from Shanghai, Anthony first arrived in Melbourne as a student in 2002 and has since called Australia home. Anthony joined SMT from late 2010 and now looks after the Greater Asia region focusing on our key South East Asia market. Anthony's Chinese background has also given SMT a great advantage to tap into the rapidly growing China Market. In addition to managing the Asia market, Anthony also co-ordiates trade familiarisation, website and online activities as well as day-to-day administration work. Prior to SMT, Anthony also worked with other private sector organisations in the tourism industry and participating in international trade events such as Australian Tourism Exchange.

The Team

4

> >Paul Cooper MARKETING & BUSINESS DEVELOPMENT MANAGER

Anthony Jiang MARKETING EXECUTIVE

Paul has enjoyed over 20 years in the tourism industry since holding the position of Tourism Officer with the Albury City Council in 1991. After four and a half years in this role, Paul worked for almost five years as Tourism and Economic Development Manager with the Bass Coast Shire Council. These positions in local government provided the opportunity to gain significant experience and understanding of the industry at a grass roots level. Paul then went on to work in various roles with state government tourism organisations and the private sector. Over the years, Paul has established firm relationships in the industry not only within Australia, but also with international wholesale and travel agents, especially in the UK, Continental Europe and North America market. Paul is now the key contact responsible for managing all of SMT’s marketing and development activities.

>


>Ken HoreCHAIRMAN

Helen RoseFINANCE OFFICER

Ken started his tourism career as the CEO of Country Victoria Tourism Council (now Tourism Alliance) in the early 90's, before taking the position of Tourism Manager of the Bast Coast Shire in 2000. In addition to SMT Chairman, Ken is also the Deputy Chairman of Destination Phillip Island, a member of Destination Gippsland's Board of Directors, as well as a joint initiator and facilitator of Melbourne's South East Touring Triangle Alliance. Ken is will known and highly respected for his leadership skills, particularly in developing strategic partnerships in the regional tourism sector. In 2011, Ken received the Victorian Tourism Award for Outstanding Contribution by an individual in recognition to his passion and commitment to the tourism industry.

Helen has been looking after all of SMT’s financial matters since the establishment of the organisation. She works closely with the Marketing and Business Development Team to make sure all of our marketing activities can be run smoothly with a sound budget. Helen is also the public officer for SMT and takes care of many administrative arrangements.

Onshore Trade Events

Sydney Melbourne Touring (SMT) has participated in a significant number of trade events held in Australia. During these events, all touring routes were introduced or updated to the agent at each appointment. Discussions were also carried out on touring options and business opportunities, depending on the needs of the agent or buyer.

6

Australian Tourism Exchange (ATE)

2009 MELBOURNE(IN VICTORIAN AREA)

Conducted 50+ appointments during Eastern Module and 90+ appointments during Western Module.

2010 ADELAIDE(IN VICTORIAN AREA)


2011 SYDNEY(IN NEW SOUTH WALES AREA)

Conducted 60+ appointments during Eastern Module

and 60+ appointments during Western Module.

2013 SYDNEY*(IN NEW SOUTH WALES AREA)

Two full appointment schedules under the new event format. Over 150 appointments have been placed.

2012 PERTH(IN VICTORIAN AREA)


>

Onshore Trade Events

Sydney Melbourne Touring (SMT) has participated in a significant number of trade events held in Australia. During these events, all touring routes were introduced or updated to the agent at each appointment. Discussions were also carried out on touring options and business opportunities, depending on the needs of the agent or buyer.

6

Australian Tourism Exchange (ATE)

2009 MELBOURNE(IN VICTORIAN AREA)


2010 ADELAIDE(IN VICTORIAN AREA)



Conducted 60+ appointments during Eastern Module

and 60+ appointments during Western Module.

2013 SYDNEY*(IN NEW SOUTH WALES AREA)

Two full appointment schedules under the new event format. Over 150 appointments have been placed.

2012 PERTH(IN VICTORIAN AREA)


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Corroboree UK/Europe

2010 MELBOURNE (IN VICTORIAN AREA)

Met with approximately 300 Aussie Specialist agents from UK/Europe and South Africa.

2011 DARWIN (IN NEW SOUTH WALES AREA)

Met with approximately 300 Aussie

2013 CAIRNS*(IN NEW SOUTH WALES AREA)

2011 GOLD COAST(IN NEW SOUTH WALES AREA)

Registered for the event.

Specialist agents from UK/Europe and South Africa.

Corroboree the Americas 2010

Met with 150+ Aussie Specialist Travel Agents from North America.

Tourism Victoria New Zealand Mega Famil 2009

Hosted seven 40-minute group workshops with a total number of approximately 50 agents from 25 travel companies.

Tri-State Famil and Workshop New Zealand

Conducted over 100 appointments withfront line and wholesale agents.


Conducted over 100 appointments with retail and wholesale agents.

2013 MELBOURNE*(IN VICTORIAN AREA)

Registered for the event.

ATEC Meeting Place

2009 – 2012 SYDNEY

Met with approximately 20 Inbound

*Registered at the event but not completed at the time of printing.

Met with key inbound tour operators and discussed business opportunities with each operator. Arranged famils and updated the ITOs on new product and product development.

Offshore Trade Events, Missions & Sales CallsEach year, the SMT Marketing and Business Development team (MBDT) attends various overseas trade missions and road shows organised by Destination New South Wales, Tourism Victoria and Tourism Australia. In addition, the team also started its own in-market sales call program to build stronger relationships with some of the key wholesale and travel agents in each market.

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8

OZ Talk North America 2009

Met with 71 agents representing 27 wholesalers across North America.

Discussed products, itineraries and business opportunities with all agents.

Strengthened relationships with key agents including Goway Travel, Down Under Answers, Anderson Vacations and Qantas Vacations.

Updated itineraries to include more focus on national parks and opportunities for visitors to increase length of stay.

OZ Talk New Zealand 2010

Met with over 250 wholesale and retail travel agents from the region.

Represented SMT at consumer show with over 5000 attendees. Received very positive feedback and provided direct assistance to consumers.

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Flight Centre EXPO New Zealand 2012 & 2013

Both events included pre and post sales calls with wholesalers.

>

Offshore Trade Events, Missions & Sales CallsEach year, the SMT Marketing and Business Development team (MBDT) attends various overseas trade missions and road shows organised by Destination New South Wales, Tourism Victoria and Tourism Australia. In addition, the team also started its own in-market sales call program to build stronger relationships with some of the key wholesale and travel agents in each market.

>

8

OZ Talk North America 2009

Met with 71 agents representing 27 wholesalers across North America.

Discussed products, itineraries and business opportunities with all agents.

Strengthened relationships with key agents including Goway Travel, Down Under Answers, Anderson Vacations and Qantas Vacations.

Updated itineraries to include more focus on national parks and opportunities for visitors to increase length of stay.

OZ Talk New Zealand 2010

Met with over 250 wholesale and retail travel agents from the region.

Represented SMT at consumer show with over 5000 attendees. Received very positive feedback and provided direct assistance to consumers.

>

Flight Centre EXPO New Zealand 2012 & 2013

Both events included pre and post sales calls with wholesalers.

>


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Destination New South Wales UK Europe Trade Mission 2009

Met key wholesale and retail agents from the UK, Ireland, Italy, Germany and France.

Further developed relationship with key wholesalers featuring SMT touring routes, expanding brochure presence.

Trained retail agents throughout the trip with German agents showing particular strong and positive feedback.

Tourism Victoria UK/Europe Roadshow 2010

Met key wholesale and retail travel agents in Germany, France, Switzerland and the UK.

Met with media representatives in Hamburg and London.

Trained retail agents in all countries.

Maintained and developed continuous business relationships with key wholesale agents.

Developed longer itineraries for some existing programs and new itineraries development were agreed for other agents.


Conducted solo sales calls in Germany prior


Met with similar number of wholesalers and agents across Continental Europe, the UK and Scandinavia.

to the mission.

Developed co-operative marketing opportunities with the major German wholesalers including Best of Travel Group & Boomerang Reisen and Tailor Made Travel in the UK.

Met key agents across UK/Europe and continued developing strong relationship

with them.

Trained retail agents to increase SMT product knowledge.

Met with 28 product managers with one on one appointment sessions.

Set up training appointments for the next solo sales calls into the market.

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1 0

Tourism Victoria North America Roadshow 2010 & 2011

Conducted one-on-one appointments with product managers from Swain Tours, Boomerang Tours, Goway Travel, Down Under Answers, Springboard Vacations, Stella Travel Group.

Met with Tourism Australia North America team with market updates and product training.

Met with Aussie Specialist Travel Agent and media representatives in New Your, Toronto, Vancouver and Los Angeles.

Trained over 80 key frontline and wholesale agents.

Destination New South Wales New Zealand New Product Workshop 2011

Conducted individual workshop with product managers and agents from Go Holidays, Infinity Holidays, Air New Zealand Holidays, Lifestyle Holidays, Showbiz, House of Travel, Mondo Travel & AIM Travel.

Met with key trade media representatives from The Memo, Tabs on Travel, Travel Trade, ProMag Publishing Ltd.

Tourism Victoria South East Asia New Product Workshop 2011

Conducted workshop with product managers from 36 companies in Singapore and 32 companies in Kuala Lumpur.

Trained over 130 frontline agents in Singapore and Malaysia.

Attended media event in Kuala Lumpur presenting SMT to key agencies.

Tourism Australia Greater China Travel Mission 2011

Met with more than 30 key distribution partners from Hong Kong and Taiwan.

Conducted appointments with over 100 Aussie Specialist agents from Mainland China.

Met with key media, airline representatives and government tourism officials.

> Tourism Australia South East Asia Mission 2010 & 2012

Workshop appointments with key wholesale and retail agents in the South East Asia market.

> >>>

1 0

Tourism Victoria North America Roadshow 2010 & 2011

Conducted one-on-one appointments with product managers from Swain Tours, Boomerang Tours, Goway Travel, Down Under Answers, Springboard Vacations, Stella Travel Group.

Met with Tourism Australia North America team with market updates and product training.

Met with Aussie Specialist Travel Agent and media representatives in New Your, Toronto, Vancouver and Los Angeles.

Trained over 80 key frontline and wholesale agents.

Destination New South Wales New Zealand New Product Workshop 2011

Conducted individual workshop with product managers and agents from Go Holidays, Infinity Holidays, Air New Zealand Holidays, Lifestyle Holidays, Showbiz, House of Travel, Mondo Travel & AIM Travel.

Met with key trade media representatives from The Memo, Tabs on Travel, Travel Trade, ProMag Publishing Ltd.

Tourism Victoria South East Asia New Product Workshop 2011

Conducted workshop with product managers from 36 companies in Singapore and 32 companies in Kuala Lumpur.

Trained over 130 frontline agents in Singapore and Malaysia.

Attended media event in Kuala Lumpur presenting SMT to key agencies.

Tourism Australia Greater China Travel Mission 2011

Met with more than 30 key distribution partners from Hong Kong and Taiwan.

Conducted appointments with over 100 Aussie Specialist agents from Mainland China.

Met with key media, airline representatives and government tourism officials.

> Tourism Australia South East Asia Mission 2010 & 2012

Workshop appointments with key wholesale and retail agents in the South East Asia market.

K E Y A C H I E V E M E N T S J U N E 2 0 0 9 – J U N E 2 0 1 3 1 1

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North America Sales Calls February 2012

One on one appointments with key wholesalers and Aussie Specialist Agents identified by the wholesalers as key sellers of self-drive.

> Tourism Victoria North America Roadshow 2013

One on one appointments with key wholesalers including Swian Travel, Boomerang Travel, Goway Travel, Down Under Answers, Springboard Vacations and About Australia

Singapore Sales Calls September 2009, April 2011 & April 2012

Met with Destination New South Wales and Tourism Victoria regional team and discussed in market activities.

Conducted sales calls to key travel agent offices including: Diners World Travel, Chan Brothers, Dynasty Travel, AD Travel, Paveway Explorer, CTC Travel, Farmosa Holiday, Euro Holidays.

Conducted extensive staff training sessions at Qantas Holidays/Holiday Tours and Giamso International Tours.

UK Europe Sales Calls Oct 2011

Met with key wholesale partners in UK, France, Germany, Belgium, Switzerland and Italy

Conducted staff training at Tailor Made Travel Cheltenham, Bridge the World Manchester, Trailfinders Nottingham, Wexas London, Australie Autrement Paris, Australia a la Carte Paris and Nantes, Aussie Tours (BoTG) Belgium, Explorer and Cruising Reise (BoTG) Hanover, Boomerang Reisen, Explorer Fernreisen and Dertour Frankfurt, TUI, Boomerang Reisen and Skytours Zurich.

Met with Kate Young from Destination New South Wales and Sarah Dean from Tourism Victoria for a de-brief on the sales trip.

Finalised co-operative marketing activity with Tailor Made Travel, Explorer Fernreisen, Best of Travel Group and Australia a la Carte.

Shanghai Sales Calls Nov 2011

Met with key agents including: Ctrip, Jinjiang Tours, Shanghai Eastern Air International Travel & Transport and Shanghai China Travel.

Discussed suitable market activities for the Shanghai/surrounding market.

Developed a potential escorted self drive tour concept for discussion with agents aimed at the high end.

Familiarisations

Sydney Melbourne Touring (SMT) takes every opportunity to showcase our great touring routes to many overseas agents. In partnership with state and national tourism offices, SMT offered and conducted regular familiarisation programs, especially before and after all major onshore trade events.

1 2

>> Many agents from our key markets participated in these famils. They include but not limited to:-

• Bridge and Wickers (UK)

• Tailor Made Travel (UK)

• Best of Travel Group (Germany)

• Goway Travel (Canada)

• Australia Travelteam (Germany)

• Australie Autrement (France)

• Boomerang Reisen (Germany)

• Down Under Answers (US)

In addition, we also hosted a number of famils for agents from our emerging market. Some of the key agents include:

• China International Travel Service

• ShenZhen Comfort Travel Service (China)• Shanghai Railway International Travel Service (China)• PNL Travel (Malaysia)• Zhejiang CYTS International Travel (China)• Hangzhou China Travel Service (China)• Zhejiang China Travel Service (China)• Zhejiang China International Travel Service (China)

Familiarisations

Sydney Melbourne Touring (SMT) takes every opportunity to showcase our great touring routes to many overseas agents. In partnership with state and national tourism offices, SMT offered and conducted regular familiarisation programs, especially before and after all major onshore trade events.

1 2

>> Many agents from our key markets participated in these famils. They include but not limited to:-

• Bridge and Wickers (UK)

• Tailor Made Travel (UK)

• Best of Travel Group (Germany)

• Goway Travel (Canada)

• Australia Travelteam (Germany)

• Australie Autrement (France)

• Boomerang Reisen (Germany)

• Down Under Answers (US)

In addition, we also hosted a number of famils for agents from our emerging market. Some of the key agents include:

• China International Travel Service

• ShenZhen Comfort Travel Service (China)• Shanghai Railway International Travel Service (China)• PNL Travel (Malaysia)• Zhejiang CYTS International Travel (China)• Hangzhou China Travel Service (China)• Zhejiang China Travel Service (China)• Zhejiang China International Travel Service (China)


> >>Sydney Melbourne Touring also sponsored grand prizes in many overseas trade events.

This gave overseas agents the opportunities to see and experience our touring routes first hand. All of the winning agents who experienced the tours gave great feedback on the touring routes and are now selling SMT products more aggressively. Some of the winners include:

• Globetrotter Travel Services (Switzerland)

• HM Touristik Munich (Germany)

• Qantas Holidays (Singapore)

• Reisenburo Ibero International (Germany)

• Airlink Travel (Malaysia)

Sydney Melbourne Touring, in partnership with ATEC, also conducted a very successful Inbound Tour Operator famil along the Sydney Melbourne Coastal Drive and received very positive feedback.

A total of 11 agents attended the famil and visited many SMT products during the trip. The agents who attended the famil were from:

• Expanding Horizons• KN-Travel Australia• Ever Sun Travel• Australian Tours Management• Goway Travel

• Across Australia• Terra Nova Coach Tours• Package Travel• NRG Tourism• CYC Travel

Domestically, with the assistance of Klick Communications and Tyrrell Publicity, many PR famils were conducted throughout all SMT touring routes.

Some of the famils include:

• Alistair Smith from Royal Auto Magazine

• Deborah O’Sullivan representing AFTA Traveller, Take Off, Spa Life & littlenomads.com.au

• Jo & Ben Hall from Ultimate Travel Magazine

• Luke Dennehy from Sunday Herald Sun

• Patrick Caruana from AAP Newswire

• Roger Mitchell from Sunday Herald Sun

• Bernd Koss from Australia Connections

• Tracey Ferrier from Australian Associated Press

Co-operative Partnerships

One of the main goals of Sydney Melbourne Touring is to have our touring routes, regions and products featured in as many international wholesale programs as possible.

> To date, SMT is featured in more than 45 wholesale programs in UK/Europe alone. SMT also has impressive appearances in North America, South East Asia and New Zealand wholesale programs. Here are some of the examples:

While some of the wholesalers have been featuring SMT touring routes long before 2009, the SMT MBDT has been working hard to take the business relationship much further with some of the key wholesale agents.

As a result, some very successful joint marketing campaigns were conducted throughout the market. Some of the highlights include:

• Joint marketing campaign with Best of Travel Group (Germany)

• Aktiv-Resor (Finland) brochure buy-in and consumer campaign

• Boomerang Reisen (Germany) consumer campaign

• MSL Travel (Malaysia) Self-drive journey promotion feathering four pages of itineraries on Sydney Melbourne Heritage Drive (promoted as Capitals & Country Route in this market) & Sydney Melbourne Coastal Drive

• House of Travel September catalogue New Zealand (2009)

• Go Holidays (New Zealand) promotion featuring double

• Chan Brothers Travel Fair campaign featuring the Sydney-Melbourne Coastal Drive Attractions Pass (Singapore)

page itineraries on Sydney Melbourne Heritage Drive (promoted as Capital and Country Route) and Sydney Melbourne Coastal Drive

1 4

>

Co-operative Partnerships

One of the main goals of Sydney Melbourne Touring is to have our touring routes, regions and products featured in as many international wholesale programs as possible.

> To date, SMT is featured in more than 45 wholesale programs in UK/Europe alone. SMT also has impressive appearances in North America, South East Asia and New Zealand wholesale programs. Here are some of the examples:

While some of the wholesalers have been featuring SMT touring routes long before 2009, the SMT MBDT has been working hard to take the business relationship much further with some of the key wholesale agents.

As a result, some very successful joint marketing campaigns were conducted throughout the market. Some of the highlights include:

• Joint marketing campaign with Best of Travel Group (Germany)

• Aktiv-Resor (Finland) brochure buy-in and consumer campaign

• Boomerang Reisen (Germany) consumer campaign

• MSL Travel (Malaysia) Self-drive journey promotion feathering four pages of itineraries on Sydney Melbourne Heritage Drive (promoted as Capitals & Country Route in this market) & Sydney Melbourne Coastal Drive

• House of Travel September catalogue New Zealand (2009)

• Go Holidays (New Zealand) promotion featuring double

• Chan Brothers Travel Fair campaign featuring the Sydney-Melbourne Coastal Drive Attractions Pass (Singapore)

page itineraries on Sydney Melbourne Heritage Drive (promoted as Capital and Country Route) and Sydney Melbourne Coastal Drive

1 4

>

SMT has continued to line up more co-operative marketing opportunities targeting our biggest markets. Including but not limited to:

• Boomerang Reisen (Germany) consumer campaign, continuing from last year and planning to expand further

• Best of Travel Group (Germany) campaign

• Bridge and Wickers (UK) online marketing campaign

• Australia Travelteam (Germany) dedicated self-drive website campaign

• Explorer Fernreisen (Germany) consumer campaign

• Australia a la Carte (France) micro website on all SMT routes

• Tailor Made Travel (UK) Direct mail campaign and new itinerary with a strong focus on national parks

• Swain Travel (USA) Possible online project

• Goway Travel (Canada) newsletter direct mail

>


Most of these co-operative marketing activities include booking tracking codes with the actual results expected in the early half of 2012.

At the same time, Sydney Melbourne Touring also works closely with Destination New South Wales, Tourism Victoria and Tourism Australia offices in Australia as well as overseas. SMT routes are featured extensively on the STO and Tourism Australia consumer websites.

SMT has also engaged in various marketing campaigns organised by the STOs and Tourism Australia. Some of the highlights include:

• Destination New South Wales and Tourism Victoria joint campaign featuring Sydney Melbourne Coastal Drive in House of Travel New Zealand

• Destination New South Wales and Tourism Victoria South East Asia media campaign

NORTHERN

TERRITORY

WESTERN

AUSTRALIA

SOUTH

AUSTRALIA

NEW SOUTH

TASMANIA

QUEENSLANDA U S T R A L I A

200 400 kmN

0

Choice HotelsLocations

Bass Strait

Great Australian Bight

Bonapar teArchipelago

Torres Strait

Gulfof

Carpentaria

PACIFICOCEAN

INDIANOCEAN

INDIANOCEAN

SOUTHERN OCEAN

CORALSEA

ARAFURA SEA

TIMOR SEA

Portland

MountGambier

Naracoorte

NhCAN

wcastlelestown

t

Taree

Port Macquarie

CoffsHarbour

Grafton

Ballina

Warwick

Armidale

Tamworth

Swan HillWaggaWagga

Griffith

Broken Hill

Gunnedah

Narrabri

Goondiwindi

Gold CoastCoolangatta/Tweed Heads

Choice hotel location

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Wherever your clients are travelling along the Sydney-Melbourne Touring Routes, they’ll never be too far away from an Econo Lodge, Comfort, Quality or Clarion hotel. Choice HotelPass is the way to go for ‘self-drive’ itineraries, while our FIT rates are perfect for those clients who know exactly where and when they’d like to stay.

To view our hotels, visit choicehotels.com.au

For general enquiries or Travel Agent bookings, simply contact your local Choice Hotels office or visit the ‘Travel Agent’ section on choicehotels.com.au. For Choice HotelPass, FIT or group bookings, please contact your local Wholesaler.

surrounds

surrounds

Sydney - Melbourne Heritage Drive

Sydney - Melbourne Coastal Drive

s Entrance

Eden

wcastlelestown

t

TaTaTarree

quarie

CHOICE HOTELS HAS THE SYDNEY-MELBOURNE TOURING ROUTES ROUTES R COVEREDChoice Hotels Australasia™ represents more than 50 Econo Lodge

®, Comfort™,

Quality™ and Clarion® hotels, inns, suites and resorts along all of the

Sydney-Melbourne Touring Routes. Choice provides you with an extensive range of 3 - 4½ STAR accommodations in locations including:



For general enquiries or Travel Agent bookings, simply contact your local Choice

surrounds

surrounds

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Lake ConjolaConjola Lakeside Van ParkConjola Lakeside Van ParkConjola Lakeside Van Park+61 2 4456 1407














Need directions to a great holiday destination?The breathtaking drive from Sydney - the Harbour City, to Victoria - the Garden State, is truly one of Australia’s most picturesque drives. And the best thing about it? BIG4 is truly one of Australia’s most picturesque drives. And the best thing about it? BIG4 is truly one of Australia’s most picturesque drives. And the best thing about it? BIG4 Holiday Parks!

You’ll find quality self contained cabins, caravan and camp sites, that are suitable for You’ll find quality self contained cabins, caravan and camp sites, that are suitable for families, couples and groups. There’s also a wide range of facilities at each Park to make families, couples and groups. There’s also a wide range of facilities at each Park to make your holiday all the more relaxing, as well as a whole lot of fun. Each Park offers unique your holiday all the more relaxing, as well as a whole lot of fun. Each Park offers unique experiences and facilities such as swimming pools, tennis courts, BBQ areas and giant experiences and facilities such as swimming pools, tennis courts, BBQ areas and giant jumping pillows for the kids. You’re sure to find something for everyone - BIG or small!jumping pillows for the kids. You’re sure to find something for everyone - BIG or small!

For added value along the route, become a BIG4 Member, and save 10% up to $40 For added value along the route, become a BIG4 Member, and save 10% up to $40 every time you stay at any BIG4 Holiday Park around Australia.every time you stay at any BIG4 Holiday Park around Australia.

It's all about It's all about It's all about the Journey the Journey the Journey the Journey

BIG4

NEW SOUTH WAWAW LESLES




BIG4.com.auBIG4.com.au

hotel. Choice HotelPass is the way to go for ‘self-drive’ itineraries, while our FIT

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CHOICE HOTELS HAS THE SYDNEY-MELBOURNE TOURING ROUTES ROUTES R COVEREDChoice Hotels Australasia™ represents more than 50 Econo Lodge®, Comfort™, Quality™ and Clarion® hotels, inns, suites and resorts along all of the Sydney-Melbourne Touring Routes. Choice provides you with an extensive range of 3 - 4½ STAR accommodations in locations including:

Wherever your clients are travelling along the Sydney-Melbourne Touring Routes, they’ll never be too far away from an Econo Lodge, Comfort, Quality or Clarion hotel. Choice HotelPass is the way to go for ‘self-drive’ itineraries, while our FIT

surrounds

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hotel. Choice HotelPass is the way to go for ‘self-drive’ itineraries, while our FIT

1 6

> > SMT also has continuous strong support from our corporate partners: KEA Campers, Choice Hotels, BIG4 holiday Parks and Murray River Tourism Board.

Most of these co-operative marketing activities include booking tracking codes with the actual results expected in the early half of 2012.

At the same time, Sydney Melbourne Touring also works closely with Destination New South Wales, Tourism Victoria and Tourism Australia offices in Australia as well as overseas. SMT routes are featured extensively on the STO and Tourism Australia consumer websites.

SMT has also engaged in various marketing campaigns organised by the STOs and Tourism Australia. Some of the highlights include:

• Destination New South Wales and Tourism Victoria joint campaign featuring Sydney Melbourne Coastal Drive in House of Travel New Zealand

• Destination New South Wales and Tourism Victoria South East Asia media campaign

NORTHERN

TERRITORY

WESTERN

AUSTRALIA

SOUTH

AUSTRALIA

NEW SOUTH WALES

TASMANIA

VICTORIA

QUEENSLANDA U S T R A L I A

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Bass Strait


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Torres Strait

Gulfof

Carpentaria

PACIFICOCEAN

INDIANOCEAN

INDIANOCEAN

SOUTHERN OCEAN

CORALSEA

ARAFURA SEA

TIMOR SEA

Lorne

Foster

Lakes Entrance

DandenongGeelong

Apollo Bay

Warrnambool

Port FairyPortland

MountGambier

Naracoorte

BairnsdaleSale

TraralgonMorwell

Phillip Island

MoeCranbourne

Ballarat

Stawell

Horsham

Nhill

Hamilton

SYDNEY

CANBERRA

MELBOURNE

Batemans Bay

Queanbeyan

EdenMerimbula

Wollongong

Gosford

NewcastleCharlestown

Belmont

Taree

Port Macquarie

CoffsHarbour

Grafton

Ballina

Warwick

Armidale

Tamworth

Singleton

Cessnock

Goulburn

Jindabyne

Halls GapTrawool

Bendigo

Seymour

Benalla

Wangaratta

Rutherglen AlburyWodongaShepparton

EchucaMoama

Swan Hill

Mildura

WaggaWagga

Griffith

Broken Hill

Parkes

Forbes

Dubbo

Gunnedah

Narrabri

Goondiwindi

Orange

Blackheath


Muswellbrook

Bathurst


CHOICE HOTELS HAS THE SYDNEY-MELBOURNE TOURING ROUTES COVEREDChoice Hotels Australasia™ represents more than 50 Econo Lodge®, Comfort™, Quality™ and Clarion® hotels, inns, suites and resorts along all of the Sydney-Melbourne Touring Routes. Choice provides you with an extensive range of 3 - 4½ STAR accommodations in locations including:




surrounds

surrounds

Great Alpine Road




































Australia by BIG4

NEW SOUTH WALES VICTORIA


BIG4.com.au

1 6

> > SMT also has continuous strong support from our corporate partners: KEA Campers, Choice Hotels, BIG4 holiday Parks and Murray River Tourism Board.


Business Development and Relationship with Inbound Tour Operators The Sydney Melbourne Touring Marketing and Business Development team continues to work very closely with key Inbound Tour Operators (ITOs). Regular meetings and in office sales calls are conducted.

> >Some of the key agents that SMT works closely with are:

• AOT/ETA

• Southern World

• Goway Travel

• Auga Travel

• Package Travel

• Ever Sun Tours & Travel

• Australian Tours Management

• Terra Nova Coach Tours

• General Travel

• Time Travel

Many of the ITOs have close business relationship with SMT and they feature our touring routes and products extensively through brochure, website and database.

1 8

Product Development

The SMT Marketing and Business Development team (MBDT) continues to work closely with our product partners through various activities.

> Our MBDT Manager Paul Cooper, along with his colleague, Marketing Executive Anthony Jiang have conducted many familiarisation trips, meeting SMT product partners along all of the touring routes.

The team believes that it is important to familiarise themselves and have a good understanding of all products in the SMT program. Therefore, the team can better represent these products at various events, missions and in-market activities throughout the globe.

One of the key roles of SMT is to train and develop emerging products to grow and be ready for the international tourism sector. Over the past few years, the MBDT has conducted workshops and roadshows for existing and also potential SMT product partners in various regional locations. Some of the locations include:

• Bendigo

• Echuca-Moama

• Yarrawonga-Mulwala

• Albury-Wodonga

• Batemans Bay

• Merimbula

• Lakes Entrance

• Phillip Island

1 8

Product Development

The SMT Marketing and Business Development team (MBDT) continues to work closely with our product partners through various activities.

> Our MBDT Manager Paul Cooper, along with his colleague, Marketing Executive Anthony Jiang have conducted many familiarisation trips, meeting SMT product partners along all of the touring routes.

The team believes that it is important to familiarise themselves and have a good understanding of all products in the SMT program. Therefore, the team can better represent these products at various events, missions and in-market activities throughout the globe.

One of the key roles of SMT is to train and develop emerging products to grow and be ready for the international tourism sector. Over the past few years, the MBDT has conducted workshops and roadshows for existing and also potential SMT product partners in various regional locations. Some of the locations include:

• Bendigo

• Echuca-Moama

• Yarrawonga-Mulwala

• Albury-Wodonga

• Batemans Bay

• Merimbula

• Lakes Entrance

• Phillip Island

>


>

>

As such, new business relationships were formed and more business opportunities were created. New product development achievements included:

• Bear Gully Coastal Cottages signed up contract agreement with ATS Pacific

• The Whale Motor Inn formed agreement with House of Travel (NZ)

• Initiated discussion with New South Wales South Coast attractions to develop an inbound ready South Coast Attractions Pass for the trade to upsell.

• Increased exposure of developed product such as Dolphin

• Participated in a Murray River Workshop resulting in 10 potential new products and strengthening the existing product relationships along the Sydney-Melbourne Heritage Drive.

Watch Cruises, Phillip Island Nature Parks, Illawarra Fly Treetop Walk and destinations such as Grand Pacific Drive, Fitzroy Falls, Croajingalong National Park, Bendigo, Sun Country On the Murray and Albury-Wodonga.

Further product participation initiatives conducted in Bendigo, Albury, Canberra and South Coast NSW.

Development of Attractions Passes for each drive and Melbourne city.

2 0

New Website and Digital Promotion

We understand that a good website is essential for success in tourism business these days. Therefore, sydneymelbournetouring.com.au went through a thorough revamp in 2010 and re-launched with a sight focused on consumer needs.

>

>

Some highlights of the new website include:

• Brand new interface and layout throughout the website

• Better and easier navigation

• More detailed and useful content for consumers as well as trade

• Individual page for each product partner

• Video content incorporation

• Online booking functionality

• Brand new easy-to-use backend content management system with much more flexibility

• Extensively Search Engine Optimised

• development)

A website can never be completed. SMT has already engaged a website/online specialist who did a thorough online health check and continues to assist us with all website and online activities. We will continue to improve our website and add more useful functions over time.

Along with the new website, SMT has also acquired a new email broadcast system.

This new system gives us the ability to create different newsletters to target different audience market. SMT has been sending regular newsletters to international product managers, Aussie Specialist Travel Agents, as well as our product partners to give them the latest update on all SMT activities.

2 0

New Website and Digital Promotion

We understand that a good website is essential for success in tourism business these days. Therefore, sydneymelbournetouring.com.au went through a thorough revamp in 2010 and re-launched with a sight focused on consumer needs.

>

>

Some highlights of the new website include:

• Brand new interface and layout throughout the website

• Better and easier navigation

• More detailed and useful content for consumers as well as trade

• Individual page for each product partner

• Video content incorporation

• Online booking functionality

• Brand new easy-to-use backend content management system with much more flexibility

• Extensively Search Engine Optimised

• development)

A website can never be completed. SMT has already engaged a website/online specialist who did a thorough online health check and continues to assist us with all website and online activities. We will continue to improve our website and add more useful functions over time.

Along with the new website, SMT has also acquired a new email broadcast system.

This new system gives us the ability to create different newsletters to target different audience market. SMT has been sending regular newsletters to international product managers, Aussie Specialist Travel Agents, as well as our product partners to give them the latest update on all SMT activities.

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P R O D U C T M A N U A L 2 0 1 2 – 2 0 1 3

sydney–melbourne touring

P R O D U C T M A N U A L 2 0 1 2 – 2 0 1 3

To help you plan your drive, call us or drop into the Visitor Information Centres along the way to collect your visitor guides, local maps, book your holiday or talk to a local for some expert advice and warm hospitality.

SYDNEY–MELBOURNE COASTAL DRIVEWollongong 93 Crown Street, Wollongong NSW Free call 1800 240 737 Shellharbour Ground Floor, Lamerton House, Lamerton Cres, Shellharbour City Centre NSW Cost of a local call 1300 656 169 Kiama Blowhole Point Rd, Kiama NSW Cost of a local call 1300 654 262 Nowra Corner Princes Hwy & Pleasant Way, Nowra NSW Cost of a local call 1300 662 808 Ulladulla Civic Centre, Princes Highway, Ulladulla NSW Cost of a local call 1300 662 808 Batemans Bay Corner Princes Hwy & Beach Rd, Batemans Bay NSW Free call 1800 802 528Narooma Princes Hwy, Narooma NSW Free call 1800 240 003Bermagui Community Centre, Bunga St, Bermagui NSW Free call 1800 645 808Bega Bega Cheese, Lagoon St, Bega NSW Tel + 61 2 6491 7645Merimbula 1 Beach St, Merimbula NSW Tel + 61 2 6495 1129Eden Princes Hwy, Eden NSW Free call 1800 150 457Orbost 39 Nicholson St, Orbost VIC Free call 1800 637 060Lakes Entrance Corner Marine Parade & The Esplanade, Lakes Entrance VIC Free call 1800 637 060 Sale 8 Foster St, Sale VIC Free call 1800 677 520Traralgon The Old Church, Princes Hwy, Traralgon VIC Free call 1800 621 409Yarragon 123 Princes Highway, Yarragon VIC Cost of a local call 1300 133 309Korumburra South Gippsland Hwy, Korumburra VIC Free call 1800 630 704Inverloch 6a A’Beckett St, Inverloch VIC Cost of a local call 1300 762 433Wonthaggi 73 Watt Street, Wonthaggi VIC Cost of a local call 1300 854 334

Phillip Island 895 Phillip Island Road, Newhaven VIC Tel 1300 366 422/+61 3 59567447Cowes Corner Thompson Ave & Church St, Cowes VIC Cost of a local call 1300 366 422Frankston 7N Pier Promenade, Frankston Waterfront, Frankston VIC Cost of a local call 1300 322 842Mornington Peninsula 3598 Point Nepean Rd, Dromana VIC Free call 1800 804 009Melbourne Federation Square, Corner Flinders & Swanston Sts, Melbourne VIC Tel + 61 3 9658 9658

SYDNEY–MELBOURNE HERITAGE DRIVEBendigo 51-67 Pall Mall, Bendigo VIC Free call 1800 813 153Yarrawonga-Mulwala 1 Irvine Parade, Yarrawonga, VIC Free call 1800 062 260Albury Wodonga Gateway Island, Lincoln Causeway, Wodonga VIC Free call 1300 796 222 Canberra and Region 330 Northbourne Ave, Dickson ACT Cost of a local call 1300 554 114 Goulburn 201 Sloane St, Goulburn NSW Tel + 61 2 4823 4492Southern Highlands 62-70 Main Street, Mittagong NSW Tel + 61 2 4871 2888

GREAT ALPINE ROADWangaratta 100-104 Murphy Street, Wangaratta VIC Free call 1800 801 065 Beechworth Old Shire Hall Ford St, Beechworth VIC Cost of a local call 1300 366 321 Myrtleford Great Alpine Road, Myrtleford VIC Free call 1800 991 044Bright 119 Gavan St, Bright VIC Free call 1800 500 117 Mt Beauty Bogong High Plains Rd, Mt Beauty VIC Tel + 61 3 5754 1962Dinner Plain Big Muster Drive, Dinner Plain VIC Cost of a local call 1300 734 365 Omeo Great Alpine Road, Omeo VIC Tel + 61 0 500 877 477Bairnsdale 240 Main St, Bairnsdale VIC Free call 1800 637 060Calls to 1800 and 1300 numbers can only be made from within Australia.

Planning Your Trip

sydneymelbournetouring.com.au

Accommodation & Attractions

Sydney–Melbourne TouringSYDNEY–MELBOURNE COASTAL DRIVE

SYDNEY–MELBOURNE HERITAGE DRIVE

PROPERTY NAME LOCATION TELEPHONE WEBSITE GRID REF

Bendigo Explorer Pass Bendigo – Tour/Attraction +61 3 5443 8255 www.central-deborah.com A6

Bendigo Tramways Bendigo – Tour/Attraction +61 3 5443 8255 www.bendigotramways.com A6

Central Deborah Gold Mine Bendigo – Attraction +61 3 5443 8322 www.central-deborah.com A6

Bendigo Art Gallery Bendigo – Attraction +61 3 5434 6088 www.bendigoartgallery.com.au A6

Bendigo Town Hall Tours Bendigo – Tour/Attraction +61 3 5434 6060 www.bendigotourism.com A6

Quest Bendigo Central Bendigo – Serviced Apartments

+61 3 5410 1300 www.questbendigocentral.com.au A6

The Hotel Shamrock Bendigo – Hotel +61 3 5443 0333 www.hotelshamrock.com.au A6

Bendigo Gold Bendigo – Attraction +61 3 5448 4140 www.bendigogold.com.au A6

All Seasons Hotel & Quality Resort Bendigo

Bendigo – Hotel +61 3 5443 8166 www.allseasonsbendigo.com.au A6

Food Fossicking The Bendigo Region

Bendigo – Attraction +61 3 5434 6442 www.foodfossickers.com.au A6

Moama Bowling Club Moama – Attraction +61 3 5481 3777 www.moamabowlingclub.com.au B5

Rich River Golf Club Resort Moama – Club And Motel +61 3 5481 3333 www.richriver.com.au B5

Kingfisher Cruises Barmah National Park – Tour +61 3 5855 2855 www.kingfishercruises.com.au B4

Racv Cobram Resort Cobram – Resort +61 3 5872 2467 www.racv.com.au C4

Monichino Wines Katunga – Cellar Door & Vineyard

+61 3 5864 6452 www.monichino.com.au C4

Yarrawonga Mulwala Golf Club Resort

Mulwala – Resort & Golf Course

+61 3 5744 1911 www.yarragolf.com.au D4

Tokemata Retreat Cobram – S/CCottages +61 3 5873 5332 www.tokemata.com.au D4

Renaissance Chocolates Rutherglen – Attraction +61 2 6035 7216 www.renaissancechocolates.com.au D5

Albury Art Gallery Albury – Attraction +61 2 6043 5800 www.visitalburywodonga.com E5

Lake Hume Albury – Attraction +61 2 6023 8262 www.visitalburywodonga.com E5

Albury Botanic Gardens Albury – Attraction +61 2 6051 3442 www.visitalburywodonga.com E5

Best Western Plus Hovell Tree Albury – Motel +61 2 6042 3900 www.hovelltreeinn.com.au E5

Wonga Wetlands Albury – Attraction +61 2 6043 5820 www.visitalburywodonga.com E5

PROPERTY NAME LOCATION GRID REF

Max’s At Red Hill Estate Restaurant & Luxury Accommodation

Mornington Peninsula – +61 3 5931 0177 www.maxsrestaurant.com.au B9

Montalto Vineyard & Olive Grove

Mornington Peninsula – Winery & Restaurant

+61 3 5989 8412 www.montalto.com.au B9

Bayplay Adventure Tours & Cottages

Portsea – Self-Contained Cottages/Attraction

+61 3 5984 0888 www.bayplay.com.au B9

Searoad Ferries Queenscliff – Sorrento Car & Passenger Ferries

+61 3 5258 3244 www.searoad.com.au B9

Moonlight Bay Resort/Apartments

Mornington Peninsula – Resort & Apartments

+61 3 5985 7499 www.moonlightbayresort.com.au B9

Mornington Peninsula Attractions Pass

Mornington Peninsula – Attraction

+61 3 5978 7935 www.emmp.net.au B9

Peppers Moonah Links Resort Mornington Peninsula – Resort & Golf Course

+61 3 5988 2000 www.peppers.com.au/moonah B9

Best Western One Four Nelson At Rye Beach

Mornington Peninsula – Motel

+61 3 5985 7222 www.onefournelson.com.au B9

Quest Frankston Serviced Apartments

Mornington Peninsula – Accommodation

+61 3 8796 1000 www.questfrankston.com.au B9

Best Western Frankston International


+61 3 9781 3444 www.frankstoninternational.com.au B9

Sand Sculpting Australia Mornington Peninsula – Attraction

+61 3 5986 6684 www.sandsculpting.com.au B9

Australian Garden, Royal Botanic Gardens

Cranbourne – Attraction +61 3 5990 2245 www.rbg.vic.gov.au B9

Mcclelland Gallery + Sculpture Park


+61 3 9789 1671 www.mcclellandgallery.com B9

Alto Hotel On Bourke Melbourne – Hotel +61 3 8608 5500 www.altohotel.com.au B8

Rendezvous Hotel Melbourne Melbourne – Hotel +61 3 9250 1888 www.rendezvoushotels.com B8

Polly Woodside Melbourne – Attraction +61 3 9699 9760 www.pollywoodside.com.au B8

Melbourne Museum Melbourne – Attraction +61 3 8341 7782 www.museumvictoria.com.au/melbournemuseum

B8

Melbourne Aquarium Melbourne – Attraction +61 3 9923 5999 www.melbourneaquarium.com.au B8

Zoos Victoria Melbourne Zoo, Healesville Sanctuary, Werribee Open Range Zoo – Attraction

+61 1300 966 784 www.zoo.org.au B8 C8 A8

Puffing Billy Steam Railway Belgrave – Attraction +61 3 9757 0700 www.puffingbilly.com.au C8

Oceania Tours & Safaris Melbourne To Sydney – Tour +61 3 9499 5139 www.oceaniatours.com.au N/A

Australian Coastal Mountain Tours

Melbourne – Tour +61 0 400 263 172 www.acmtours.com.au N/A

Captains Lodge International Sale – Motor Inn +61 3 5144 3766 www.Captainslodgeint.com E9

Walhalla’s Star Hotel Walhalla – Hotel +61 3 5165 6262 www.starhotel.com.au D8

Great Walhalla Alpine Trail Walhalla – Tour +61 3 5165 6262 www.greatwalhallaalpinetrail.com D8

PROPERTY NAME LOCATION TELEPHONE WEBSITE GRID REF

Novotel Wollongong Northbeach

Wollongong – Resort +61 2 4224 3111 www.novotelnorthbeach.com.au L2

Skydive The Beach Sydney Wollongong – Attraction + 61 1300 663 634 www.skydivethebeach.com L2

Illawarra Fly Treetop Walk Kiama Hinterland – Attraction +61 2 4885 1010 www.illawarrafl y.com K2

Paperbark Camp Jervis Bay – Eco Resort +61 2 4441 6066 www.paperbarkcamp.com.au K3

Dolphin Watch Cruises/Jervis Bay Whales

Huskisson – Attraction +61 2 4441 6311 www.dolphinwatch.com.au www.jervisbaywhales.com.au www.jervisbayextreme.com.au

K3

Ulladulla Guest House Ulladulla – Guest House +61 2 4455 1796 www.guesthouse.com.au K4

Coachhouse Marina Resort Batemans Bay – Resort +61 2 4472 4392 www.coachhouse.com.au J4

Whale Motor Inn And Restaurant

Narooma – Motor Inn +61 2 4476 2411 www.whalemotorinn.com J5

Green Gables Guest House Tilba Tilba – Bed & Breakfast +61 2 4473 7435 www.greengables.com.au J5

Bimbimbi House Bermagui – Bed & Breakfast +61 2 6493 4456 www.bimbimbihouse.com.au J6

Robyns Nest Merimbula – Boutique Resort +61 2 6495 4956 www.robynsnest.com.au J7

Sapphire Waters Motor Inn Merimbula – Motor Inn +61 2 6495 1999 www.sapphirewatersmotorinn.com.au J7

Gipsy Point Lakeside Gipsy Point – Boutique Resort +61 3 5158 8200 www.gipsylakeside.com I8

Waverley House Cottages Lakes Entrance – S/C Cottages +61 3 5155 1257 www.waverleyhousecottages.com.au G8

Chestnut Hill Country Retreat Metung – Retreat +61 3 51564146 www.chestnuthill.com.au F8

The Moorings At Metung Metung – Resort +61 3 5156 2750 www.themoorings.com.au F8

Waterholes Guest House East Gippsland – Guest House +61 3 5157 9330 www.waterholesguesthouse.com.au F8

Limosa Rise Wilsons Prom – S/C Cottages +61 3 5687 1135 www.LimosaRise.com.au D10

Bear Gully Coastal Cottages Walkerville Sth – S/C Cottages +61 3 5663 2364 www.beargullycottages.com.au D10

Comfort Inn Foster Foster – Motel +61 3 5682 2022 www.choicehotels.com.au/AU385 D10

Silverwater Resort San Remo – Resort +61 3 5671 9300 www.silverwaterresort.com.au C10

National Vietnam Veterans Museum

Phillip Island – Attraction +61 3 5956 6400 www.vietnamvetsmuseum.org B9

Phillip Island Helicopters Phillip Island – Attraction +61 3 5956 7316 www.phillipislandhelicopters.com.au B9

Phillip Island Nature Parks Phillip Island – Attraction +61 3 5951 2800 www.penguins.org.au B9

Phillip Island Grand Prix Circuit Phillip Island – Attraction +61 3 5952 9400 www.phillipislandcircuit.com.au B9

Ashcombe Maze & Lavender Gardens


+61 3 5989 8387 www.ashcombemaze.com.au B9

Moonlit Sanctuary Wildlife Conservation Park


+61 3 5978 7935 www.moonlit-sanctuary.com B9

Woodman Estate Mornington Peninsula – Hotel, Restaurant, Spa

+61 3 5978 8455 www.woodmanestate.com B9

Best Western Plus Brooklands Of Mornington


+61 3 5973 9200 www.brooklandsofmornington.com.au B9

Lindenderry At Red Hill Mornington Peninsula – Boutique Hotel

+61 3 5989 2933 www.lindenderry.com.au B9

Take an unforgettable journey along Australia’s stunning south-east coast, from turquoise bays and white sands to rugged cliffs where mighty waves crash. See kangaroos, penguins and whales in the wild, enjoy watersports and fresh seafood in idyllic beachside towns, then journey inland to explore historic villages, vast forests and beautiful lakes.

Come face to face with the enduring legacy of Australia’s goldrush, learn about the resilience of early settlers and discover the timeless spirit of Aboriginal people on this fascinating drive. This inland route takes you past the mighty Murray River, fabulous wineries, lush national parks and Australia’s capital city, Canberra.

Journey up some of Australia’s highest mountains on the Great Alpine Road, where adventure awaits in a spectacular natural environment. Enjoy a leisurely cycle along the many kilometres of rail trail, the thrill of bushwalking along alpine trails, hang-gliding, rock climbing, horse riding or snowsports, before descending into fertile fields, river valleys and a vast lake system of incredible beauty.

Take a journey through some of Australia’s best wine regions and up into some of the continent’s highest mountains where the majestic Australian wilderness will take your breath away. Whether blanketed with wildflowers or carpeted in snow, the Alps are just the place to get active. Surrounded by big blue skies and crisp mountain air, you can hike, cycle or take a horseback ride past stunning alpine views, go abseiling, hang-gliding and rock-climbing, or enjoy skiing and snowboarding in winter. At day’s end, relax in a traditional pub, indulge at a boutique resort and spa, or camp under brilliant stars in Alpine National Park.

In the foothills, and down near the coast, the Great Alpine Road offers other worthy experiences. Visit historic goldrush towns such as Beechworth and Omeo, enjoy the gourmet delights of Bright and cycle along scenic rail trails. The road ends at the magnificent Gippsland Lakes, where abundant marine life, watersports and fabulous fresh seafood are highlights.

SYDNEY-MELBOURNE COASTAL DRIVE SYDNEY-MELBOURNE HERITAGE DRIVE THE GREAT ALPINE ROAD

Sydney-Melbourne Coastal DriveSydney-Melbourne Heritage DriveThe Great Alpine Roadsydney– melbourne HERITAGE DRIVE

The coastline between Sydney and Melbourne is some of the most spectacular in Australia, with tranquil coves, long golden beaches and wild, rocky shorelines carved by the mighty Pacific and Southern oceans. Here, there’s no end to the fun that can be had on the water – from surfing, sailing and snorkelling to seeing dolphins, penguins and whales in the wild.

Vast stretches of the coastline have been preserved as national parks, so you will find it teeming with native flora and fauna, including kangaroos, koalas, emus and native parrots. You can walk on pure white beaches at Jervis Bay, learn about Aboriginal bushfoods on a tour of Royal National Park, or cruise, waterski or kayak around the Gippsland Lakes.

The route also offers many opportunities to explore the coastal hinterland, including historic hamlets such as Walhalla and Central Tilba, or the Mornington Peninsula’s fabulous food, wine, golf and spa offerings. At the Illawarra Fly you can literally walk through the treetops, while at Buchan Caves you can enter a 400 million-year-old limestone wonderland. With so much to see and do, the Coastal Drive is an essential Australian touring experience.

MUST SEE AND DO

See the spectacular views from the Illawarra Fly Treetop Walk and try a Skydive on the Beach at Wollongong

Cruise with Dolphin Watch Cruises on Jervis Bay and shop for a bargain in Tilba Tilba village

Take a bush walk at Croajingolong or Wilsons Promontory National Park

Take a flight with Phillip Island Helicopters and visit the famous Penguin Parade on Phillip Island

Take an Australian Native Wildlife night tour at Moonlit Sanctuary

Explore the wine, food, farm gate attractions of the Mornington Peninsula

Visit the Melbourne Zoo, Melbourne Aquarium, Melbourne Museum and ride the famous Puffing Billy Steam Railway.

MUST SEE AND DO

Follow in the footsteps of Australia’s mountain cattlemen with a horseback adventure over the high plains

Experience the thrill of paragliding, hang gliding, rock climbing and abseiling with experienced guides

Ride a bike along the Murray to Mountains and East Gippsland Rail Trails through forests and past rivers and bushland

Take a 4WD tour and get off the beaten track – you’ll experience some of the most magnificent high country scenery imaginable

Strap on a backpack or pack a small picnic and explore the variety of bush tracks and trails on foot or on your bike

Throw in a line for your catch of the day in the many rivers, mountain lakes and waterways

NORTHERN

TERRITORY

WESTERN

AUSTRALIA

SOUTH

AUSTRALIA

NEW SOUTH WALES

TASMANIA

VICTORIA

QUEENSLAND AUSTRALIA

ACT

200400 kmN

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Bass Strait


BonaparteArchipelago

Torres Strait

Gulfof

Carpentaria

PACIFICOCEAN

INDIANOCEAN

INDIANOCEAN

SOUTHERN OCEAN

CORALSEA

ARAFURA SEA

TIMOR SEA

Lorne

Foster

Lakes Entrance

DandenongGeelong

Apollo Bay

Warrnambool

Port FairyPortland

MountGambier

Naracoorte

BairnsdaleSale

TraralgonMorwell

Phillip Island

MoeCranbourne

Ballarat

Stawell

Horsham

Nhill

Hamilton

SYDNEY

CANBERRA

MELBOURNE

Batemans Bay

Queanbeyan

EdenMerimbula

Wollongong

Gosford

NewcastleCharlestown

Belmont

Taree

Port Macquarie

CoffsHarbour

Grafton

Ballina

Warwick

Armidale

Tamworth

Singleton

Cessnock

Goulburn

Jindabyne

Halls GapTrawool

Bendigo

Seymour

Benalla

Wangaratta

RutherglenAlburyWodonga Shepparton

EchucaMoama

Swan Hill

Mildura

WaggaWagga

Griffith

Broken Hill

Parkes

Forbes

Dubbo

Gunnedah

Narrabri

Goondiwindi

Orange

Blackheath


Muswellbrook

Bathurst


CHOICE HOTELS HAS THE SYDNEY-MELBOURNE TOURING ROUTES COVEREDChoice Hotels Australasia™ represents more than 50 Econo Lodge

®, Comfort™,

Quality™ and Clarion® hotels, inns, suites and resorts along all of the

Sydney-Melbourne Touring Routes. Choice provides you with an extensive range of 3 - 4½ STAR accommodations in locations including:




surrounds

surrounds

Great Alpine Road




































Australia by BIG4

NEW SOUTH WALESVICTORIA

Book online at BIG4.com.au or call any of the Parks listed for more information.BIG4.com.au

MUST SEE AND DO

See the best Bendigo attractions with the Bendigo Explorer Pass

Tour the Bendigo Art Gallery and Go gold prospecting with Bendigo Gold

Play a round of gold on the mighty Murray River

Take a cruise with Kingfisher Cruises

Sample the fine wines at Monichino Wines

Explore Lake Mulwala and spot the local variety of bird life

Saviour the chocolates at Renaissance Chocolates

Explore the Albury Regional Art Gallery and visit the Wonga Wetlands

The inland route between Melbourne and Sydney is a journey through Australian history. Discover timeless indigenous culture, the relics of colonial times, and an ancient river that is the perfect place to soak up the sun.

From cosmopolitan Melbourne, the Heritage Drive takes you to the goldrush region around Bendigo where you can plunge down old goldmines, see Chinese Dragons and dine in ornate civic buildings now refashioned as cool bars and restaurants. Then it’s on to the mighty Murray River, where paddlesteamers offer a fun way to get downstream and the many farmgates offer fresh produce for sale. Barmah National Park is the place to see giant river redgums, native wildlife such as koalas and kangaroos, and Aboriginal scar trees. Then it’s on to Rutherglen, famous for its fortified wines, where family vineyards have been handed down through the generations.

The nation’s capital, Canberra, is an architect-designed political hub that is home to some of the country’s most important institutions. From here, the Southern Highlands of New South Wales offer lush green vistas and quaint villages, including Bowral, the birthplace of cricket legend Sir Donald Bradman. On the final leg to Sydney, take a detour to the marvellous Wombeyan Caves, part of Blue Mountains National Park, where stalactites and stalagmites drip from the ceiling.

Regional Websites:

Gippsland – www.inspiredbygippsland.com.auPhillip Island – www.visitphillipisland.comMornington Peninsula – www.visitmorningtonpeninsula.orgBendigo – www.bendigotourism.comSun Country – www.suncountryonthemurray.com.auAlbury Wodonga – www.visitalburywodonga.com

CollateralIn the past three years, many different promotional items have been created to best represent and showcase Sydney Melbourne Touring on the international tourism stage.

These include:

• New SMT product manual

• Chinese

• New banners

• New business cards

• CD cases and discs for digital material

• SMT corporate uniform

• New touring maps in partnership with Great Southern

• New SMT touring map

Touring Route

Collateral

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>One of the very successful digital marketing tools that the SMT MBDT has developed is the Google Maps Video Guide.

This guide gives the user a much clearer preview on different regions, attractions, accommodation and other tourism products to help them better plan their self-drive holidays. Since its launch, we have received positive feedback from agents all over the world. There are currently around 100 videos on the map and we will continue to add more videos over time.

SMT developed a mobile version of the website and in tracking unique visitors eighteen months on, growth rates of over 100% has been achieved on mobile device access (smart phones and tablets)

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Feedback

We have listed our product, “Waverley House Cottages” with Sydney Melbourne Touring/ Coastal Drive for five years now and have been very happy with the international bookings generated and famils organised to view our property.

Jan Davis – Waverley House Cottages

Green Gables joined the Sydney Melbourne Coastal Drive Program during its project phase in 2004. Since we joined Sydney Melbourne Touring, which is the only international marketing program we participate in, we have seen steady growth in our inbound market share. Now 15% of our business comes from international visitors. Originally our international guests were mainly from the UK, but now there are more guests from Europe, particularly The Netherlands.

Stuart Absalom – Green Gables Bed and Breakfast

Paperbark Camp has been a member of Sydney Melbourne Touring (SMT) and its predecessor, the Sydney Melbourne Coastal Drive for over ten years and it continues to be an important contributor to our marketing, in particular in providing representation for us in the inbound market. As a small property with a limited marketing budget the exposure we have received through our involvement with the SMT has been instrumental in helping us to form valuable relationships with many large wholesalers, particularly in the UK and Europe. It has also provided publicity for our property but more importantly for the various regions that are part of the route, and we have seen a very significant increase in

awareness of the beautiful coastal route from Sydney to Melbourne, with many wholesalers now including it as part of their fly-drive packages. We certainly will continue to support the SMT and would recommend any business, particularly those that are export ready, to consider becoming a member.

Ben Hunchings – Paperbark Camp

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2 2

Feedback

We have listed our product, “Waverley House Cottages” with Sydney Melbourne Touring/ Coastal Drive for five years now and have been very happy with the international bookings generated and famils organised to view our property.

Jan Davis – Waverley House Cottages

Green Gables joined the Sydney Melbourne Coastal Drive Program during its project phase in 2004. Since we joined Sydney Melbourne Touring, which is the only international marketing program we participate in, we have seen steady growth in our inbound market share. Now 15% of our business comes from international visitors. Originally our international guests were mainly from the UK, but now there are more guests from Europe, particularly The Netherlands.

Stuart Absalom – Green Gables Bed and Breakfast

Paperbark Camp has been a member of Sydney Melbourne Touring (SMT) and its predecessor, the Sydney Melbourne Coastal Drive for over ten years and it continues to be an important contributor to our marketing, in particular in providing representation for us in the inbound market. As a small property with a limited marketing budget the exposure we have received through our involvement with the SMT has been instrumental in helping us to form valuable relationships with many large wholesalers, particularly in the UK and Europe. It has also provided publicity for our property but more importantly for the various regions that are part of the route, and we have seen a very significant increase in

awareness of the beautiful coastal route from Sydney to Melbourne, with many wholesalers now including it as part of their fly-drive packages. We certainly will continue to support the SMT and would recommend any business, particularly those that are export ready, to consider becoming a member.

Ben Hunchings – Paperbark Camp

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Dolphin Watch has been a member in one form or another of SMT – SMCD program for endless years, I as Manager have been actively involved in International Marketing directly as Manager for the past 6 years.

SMT provides DOLPHIN WATCH CRUISES JERVIS BAY (DWC) with a relatively cost effective way to access markets that we simply don’t have time or resources to market to.

In attending International trade shows DOLPHIN WATCH and the representatives of SMT have worked in partnership cross marketing each other’s strengths and intern putting in each other hands agents and opportunities to turn introductions into bookings. The flow on effects of these such INMARKET partnerships have overwhelming financial benefits to “silent” non-active members of SMT.

This shared energy is reflected in the endless hours the small team puts in and their ability to “put a deal together” or making things happen. Travel and leads are useless unless followed up, this takes endless hours and persistence, there is also an art to learn just where to kick the goals—I feel very comfortable with the opportunities and introductions given from SMCD. Its up to the products to grab it and run after the awareness is made via such campaigns of SMT/ SMCD.

In the past 5 years we have seen many pressures of the Euro and Nth American markets, however from across the counter bookings, destination awareness via programs like SMT – ESPECIALLY SMCD have had our visitors trekking SYD - MELB. Markets that have proven best are German, Nordic, UK, Switzerland, and France.

As an investor in the program I feel very comfortable in the “partnership” and encourage silent members to become more active with inmarket partnerships to really get a feel of the power of such.

Matt Cross – Dolphin Watch Cruises

Being part of Sydney Melbourne Touring for over 10 years has been a great way for a regional destination to put their “toe” in the international market. Marketing with Sydney Melbourne has been cost effective and a great way for operators to be educated in the international market. We have certainly built great partnerships with the other destinations along the route and this has enabled us to

share our knowledge and workloads and market a tremendous international visitor experience. We have also benefited from working with Tourism Victoria and have received many benefits from this partnership. Bendigo would not be growing in this market with out the support and co-operative spirit of the Sydney Melbourne Touring Route. It’s been a fantastic opportunity for Bendigo.

Kathryn Mackenzie – Executive Manager, Tourism City of Greater Bendigo

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SMT Contacts:

Paul Cooper Sydney-Melbourne Touring Marketing and Business Development Manager M: 0407 548 839 E: [email protected]

Anthony Jiang Marketing Executive M: 0413 272 225 E: [email protected]

Helen Rose Sydney-Melbourne Touring Finance Officer M: 0417 509 089 E: [email protected]

SMTCorporatePartners

CHOICE HOTELS AUSTRALASIA

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Limosa Rise joined the Sydney Melbourne Coastal Drive in 2007. We were just entering the international market and the increased exposure we gained from SMT’s promotion of the Sydney Melbourne Coastal Drive at ATE greatly assisted with introducing Limosa Rise to ITOs.

The ongoing SMT famils also give our region and our business excellent exposure to ITOs. Nothing has quite the same impact as ITOs seeing a region and product for themselves. Limosa Rise is now doing regular business in the international market. SMT has been an important part of our international marketing campaign.

Bronwen Osborn – Limosa Rise

I think that routes like Sydney Melbourne touring Route are important particularly for our repeater costumers and we have about 30% of them so we are glad to have Sydney to Melbourne in our portfolio.

Bernd Rosner – Best of Travel Group, GERMANY

People around the world want to explore countries, immerse themselves and Sydney Melbourne Touring’ a great way to do it. It connects some of the best product in Australia, from Melbourne, all the way up through Canberra and onto Sydney. The world is looking for that, they want to see Australia first hand, from the ground, its a great way top connect product.

Andrew McEvoy – Managing Director, Tourism Australia

MURRAY REGIONAL TOURISM BOARD

Sydney Melbourne Touring Key Achievements 2013

Documents

Transcript of Sydney Melbourne Touring Key Achievements 2013