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Visit Victoria is looking for a PR firm to attract travelers from the US and Canada in its effort to build Melbourne and Victoria into Australia's No. 1 tourism destination and the gateway to Down Under.
The goal is to revitalize the visitor economy by generating more than $36B in traveler spending by 2025, which would support more than 320K jobs.
The Los Angeles outpost of Visit Victoria is handling the search for a firm that can execute a "comprehensive, targeted, creative and brand-aligned PR strategy using a variety of channels," according to the Request for Tender.
The US is Victoria's No. 4 inbound travel market and Australia is viewed as the top "aspirational destination" for Americans. Canada is the region's 14thlargest inbound market. Americans view Victoria as a safe and secure destination with great food/wine and abundant nature and wildlife.
Melbourne, the events capital of Australia features Australian Open Tennis, Grand Prix, President Cup 2019 Golf and Melbourne Food and Wine Festival, lures Americans with its city experience, café culture, dining, theaters and tourist attractions. The Economic Intelligence Unit has voted Melbourne the "world's most livable city" for seven consecutive years.
The PR firm will target baby boomers (aged 55 and up with household incomes of at least $110K and the time/money needed to travel overseas) and millennials (30 years-plus with $100K in household income and interest in visiting a "real destination, not a commercial tourism product.")
Visit Victoria is looking for a US-based firm with an office in Los Angeles.
Work on the maximum three-year contract will begin July 16. The budget will be established each July.
Responses to the RFT are due June 12 by 5 PM (PST).
David Evans, regional manager-Americas, is handling the RFT. He is at 310/695-3246 and [email protected].
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