Global Travel Market, in partnership with Tourism Victoria, has developed a new online platform to enable UK consumers to plan and book their holiday in Melbourne and Victoria, Australia.
Accessible at www.melbournevictoria.co.uk, the new initiative consists of a 20-page micro-site promoting the 11 regions of Victoria and the diverse range of products and experiences available throughout this compact State. Customers will be able to click through to selected vendors sites and book all elements of their holiday to Victoria including hotels, bed and breakfasts, tours and car hire.
Tourism Victoria will engage in a 12-month campaign on Australia Travel Market to drive traffic through to the micro site, which also features key experiences including Self Drive Victoria, Backpack Victoria and Adventure Victoria. A range of holiday offers from key Australia tour operators can also be accessed on the site.
Claire Golding, Tourism Victoria’s Regional Manager UK & Europe says “Australia Travel Market has developed a creative and innovative online platform which allows our tourism suppliers to engage directly with UK consumers, a primary international market for tourism to Victoria with over 237,000 Brits visiting the state in the last 12 months.
“As the traditional travel distribution landscape continues to consolidate, access I to operator programmes is becoming increasingly difficult particularly for more boutique and niche products. We are pleased to be able to provide these products with an alternative distribution channel through GTM.”
This initiative follows on from the success of a previous campaign staged by Global Travel Market for Tourism Queensland.
Dave Simmons, CEO Global Travel Market comments, “GTM is thrilled to be working with Tourism Victoria on this initiative. Our strong relationships with a wide range of UK tour operators coupled with our unique ability to also engage suppliers direct ultimately provides the most comprehensive platform available online for consumers to book their holiday.