The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The Big V: Victoria gets a $20m brand makeover

The Big V: Victoria gets a $20m brand makeover | The Insight Files | Scoop.it

Victoria, this is your new brand. "The Big V" was unveiled this week by the Premier as the unifying brand to sell Victoria to the world. The branding was designed by advertising agency Ogilvy Australia as part of a marketing and advertising campaign that Premier Daniel Andrews estimated could cost up to $20 million. The Premier said the branding was about finding a new way to sell Victoria's strengths, representing a fundamental shift in attracting investment, improving services and creating jobs. This will be the state's corporate brand, used when bidding for trade and investment, tourism and major events. Find out more.

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Melbourne visitors bring the big bucks

Melbourne visitors bring the big bucks | The Insight Files | Scoop.it

Tourism Victoria has released its 2012-13 tourist satellite accounts, with Melbourne tourism showing serious clout. Measuring the direct and indirect impacts of tourism on the local economy, the report showed visitors contributed a whopping $13.8 billion in direct visitor consumption to Melbourne in the 2012-13 financial year. In total Gross Regional Product (GRP), tourism was responsible for $8.5 billion, which was an increase of 4.5% on the same period in 2011-12. The visitor industry employed approximately 94,000 people during the period, a boost of 2.2% compared to the year before. During the 2012-13 year, international overnight visitors were the highest contributors to Melbourne's economy, racking up $5.8 billion, while interstate overnighters poured $4.5 billion into the city and intrastate sleepovers brought in $2.1 billion. 2015 has started positively, with Melbourne Airport breaking its record number of international passenger numbers for the month of January. Click here to learn more.

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bennett pascoe's curator insight, March 5, 2015 6:07 PM

"Visitor's contributed a whopping $13.8 billion in direct visitor consumption to Melbourne in the 2012-13 financial year."