8.2 - 2006 Melbourne Commonwealth Games
Vision: Melbourne delivers the best ever Commonwealth
Games.
Objectives
- Increase the national and international brand awareness of Melbourne/Victoria.
- Maximise international, interstate and intrastate visitation to
the 2006 Commonwealth Games.
- Encourage visitation to Melbourne/Victoria pre and post Commonwealth
Games.
- Provide tourism enhancing infrastructure and communication to
visitors.
- Capitalise on the relationships that will be developed with global
sporting, media and corporate partners.
BACKGROUND
The 2006 Commonwealth Games will provide Melbourne and regional
Victoria with the opportunity to raise their profile in key national
and international markets. Primary international markets are Britain
and New Zealand, as well as emerging markets South Africa and
Canada. It is anticipated that the level of interest in the Australian
market will also be significant. Melburnians have a passion for
sport and will undoubtedly support the Games through a visiting
friends and relatives campaign.
Greater awareness of Melbourne and Victoria will generate long-term
increases in visitation pre and post the 2006 Games. Brand awareness
will be generated through a range of marketing activities, including
media and public relations.
Television and print media will provide considerable scope for
local culture, tourism attractions and general lifestyle footage
to be included in the international transmission and reporting of
the Games. Appropriate video footage of Victoria will be provided
for distribution to international broadcasters.
Tourism Victoria has developed a comprehensive tourism marketing
strategy specifically related to the 2006 Commonwealth Games. However,
to ensure the success of this strategy, cooperative relationships
with the following industry partners must exist:
Primary Partnerships
- 2006 Melbourne Commonwealth Games Secretariat.
- International and national television broadcasters.
- Contracted international and national airlines.
- City of Melbourne and relevant local councils.
- Australian Tourist Commission.
- Melbourne Convention and Visitors Bureau.
- Melbourne Campaign Committee.
- Country Victoria Tourism Council.
- Destination Melbourne Inc.
Secondary Partnerships
- Relevant sponsors.
- Committee for Melbourne.
- Australian Hotels Association.
- Appropriate national sporting organisations.
- Arts Victoria.
ISSUES
Interest in the Commonwealth Games as an international sports event
will be impacted on by the level of success of the 2002 Manchester
Commonwealth Games.
Timely access to ticketing is critical to the success of the Commonwealth
Games and an appropriate number of tickets must be made available
to international and interstate operators for packaging. It is anticipated
that a significant change in global ticketing and tourism product
distribution will occur prior to 2006 in line with changes in consumer
demand for more flexible ticketing and packaging. Online technology
developments will facilitate new and innovative forms of communication
to global markets.
STRATEGIES
- Facilitate a coordinated marketing program for branding Melbourne
and the Games.
- Maximise value obtained from pre and post 2006 Commonwealth
Games trade and media familiarisations.
- Leverage cooperative international marketing of Melbourne and
the Commonwealth Games with the Australian Tourist Commission.
- Priority marketing to be directed at interstate markets and
targeted international markets (UK, NZ, South Africa and Canada).
- Facilitate an efficient ticketing system which maximises tourism
opportunities.
- Capitalise on Victoria's volunteer strength and implement a
customer service training program for all Commonwealth Games personnel.
- Ensure Commonwealth Games legacy is maximised e.g. infrastructure/facilities,
brand awareness, community participation and long-term business
partnerships in the events tourism and media sectors.
- Integrate Games marketing, infrastructure development, visitor
satisfaction programs, and business event activities with other
strategies and initiatives outlined in this plan.
