Growing Melbourne’s #1 tourist destination…
Q’s long term association with Queen Victoria Market ensured this Melbourne icon was placed firmly on the tourism agenda.
A much loved local institution, Q’s work began with helping grow the profile of the ‘Vic Market’ amongst interstate and international visitors through a program of PR and tourism stakeholder activities. Then our brief was extended to the local market – ensuring new promotions and seasonal activations developed new patrons in Melbourne.
We helped grow the Summer Night Market season into record crowds and launched a Winter Night Market season. We also helped formulate new initiatives to attract different audiences – a Winter Cinema series, a Food Truck Rally concept and the String Bean Alley’s artisan precinct plus Food and Shopping Tours, all promoted through locally focused PR, publicity and social media activities. Coverage was secured on everything from Master Chef to inflight magazines. Our scope of work also extended to Tourism Award Submissions (winning the Hall of Fame for Tourism Events); steering an external and internal communications program for the Market’s rebrand; creating a Meet the Maker blog series, Melbourne Food & Wine Festival event concepts and helping revitalise the Market’s digital strategy.
Queen Victoria Market is ranked as the #1 tourist destination in the city for overseas and interstate visitors – and is now poised to undergo a new redevelopment phase.