Daily Archives: 04/12/2017

Melbourne’s Tourism Ad Worth $12 Million

Published by:

Melbourne has launched their new ad campaign which is geared in attracting interstate travellers. The tourism campaign called A Twist at Every Turn sets taxpayers back by $12 million. This was released in various channels including cinemas, television and social media platforms. It showcases the adventure activities in Melbourne rather than the scenic views and landscape.

Visit Melbourne said that they wanted to highlight the five main attributes which the city is known for – love music, sports, fashion/retail, creative industries/arts and culinary experiences. The campaign’s main goal is to attract visitors from the interstate as well as travellers from New Zealand.

Peter Bingeman, the CEO of Visit Victoria, said during a television show that he is aiming to centre the ad on the fact that Melbourne has a lot of experiences to offer instead of the usual tourism campaigns wherein the physical beauty takes centre stage.

He added that majority of interstate visitors as well as consumers have testified that Melbourne is considered to be an experiential place. Many would say that they should have hired a drone to capture the city and its beauty but the truth is it is not Melbourne’s highest point. The city is known more for the different experiences that the visitors can indulge in along with different emotions and moods.

There is a second phase to the campaign and this time they will be focusing on the nightlife of the city. It will be called Melbourne After Dark. Mr. Bingeman said that they have already launched the first on in Sydney last November 25 and the next will be in Brisbane and Adelaide. These places will be able to experience the nightlife in Melbourne through pop-up stalls including cafes, small bars and restaurants that are open 24 hours every day.

This is not the first time that Melbourne has gained an interest from their tourism ads. Back in 2006, they launched a campaign that went viral and it was dubbed as It’s Easy To Lose Yourself In Melbourne. Tourism such as adventure activities in Melbourne is the reason why there are additional 89,900 jobs in the state and Victoria is earning $8.9 billion every year.

Clients’ Requests For Luxuries In Airbnb

Published by:

Alex Ormerod is the cofounder of Luxico, which is a rental company that offers luxury properties to clients. He said that no request from the clients is too hard for him. There was a time when the clients do not like the colour of the furniture inside the property thus they have to change them before their stay. They also had a client requesting for specific type of mattress. There are other luxurious requests such as a portable spa like a gazebo spa in Sydney or even a grand piano. Everyone knows it is not easy to book a portable spa.

Luxico is tapping the luxurious part of the tourism sector and they are renting properties in short terms only. The average price for a single night is around $640 with a property located in Melbourne while in Sydney a night’s stay can cost as much as $1,000.

The turnover of the company was at $5.3 million but in 2016 they were able to grow their business by 45 per cent. They were able to meet the rising demand of the clients to have luxurious properties as options as opposed to the ones offered on Airbnb which is currently a huge name on the internet.

Ormerod established the business in 2013 with the help of Thomas Ormerod, her partner in life. It was a necessary business for them after they moved to the Mornington Peninsula and decided to put their property in Melbourne for rent which they considered to be their investment property. It was during this time that they encountered issues in the transactions of both parties. The fact is that many people are looking for more luxurious accommodations and they do not have many options aside from the common serviced apartments.

They started with the properties of their neighbours in Melbourne and it was when they found themselves in the middle of a business opportunity. Luxico is currently utilizing Airbnb as a medium to market the properties on their listing. Ormerod clarified that what they offer is different when looking at the scope of their service such as fulfilling a gazebo spa in Sydney property because it was a special request from a client.