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City Circle Partner ProgramExpression of Interest 2016/17
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The City Circle Partnership Program provides the opportunity for Yarra Trams and Melbourne’s visitor attractions to work together to inform Melbourne’s visitors of key points of interest, and seasonal activities.
City Circle Partnership Program 2016/17
The City Circle Partnership Program, founded by Yarra Trams, provides businesses the opportunity to reach the 3 million passengers on the City Circle network each year.
Due to the popularity of the program over recent years, and to ensure that visitors are experiencing the wealth of seasonal activity available across Melbourne, Yarra Trams has chosen to evolve the Program and to open up applications to industry by means of an Expression of Interest process.
Expressions of Interest
Expressions of interest are sought from Melbourne’s family friendly visitor attractions, key metropolitan events and experiences, and other key seasonal activities of interest to visitors.
For 2016/2017, Expressions of Interest will be considered across the following categories:
1 Circle Annual Partner Program + Duration 1 August 2016 to 31 July 2017 + Expressions of Interest due by 5pm Wednesday 13 July 2016
2. City Circle Partner Program – Short Term Partnerships + Can occur for a maximum 2 month duration between 1 August
2016 and 31 July 2017. + Expressions of interest can be submitted year-round but are
encouraged as early as possible due to high demand.
Expressions of Interest are submitted to Destination Melbourne via [email protected]
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Destination Melbourne works in partnership with Yarra Trams to coordinate and develop the City Circle Program.
About City Circle
The City Circle Tram is a free and convenient way for visitors to Melbourne to get their bearings upon arrival in our city, and at the same time to see the sights of central Melbourne and Docklands, while experiencing a ride on one of the city’s much loved heritage trams. The service is proudly operated by Yarra Trams.
Throughout the City Circle journey, an audio commentary provides details of city landmark information and major attractions.
The City Circle Tram also links with other tram, train and bus routes around Melbourne. Trams operate in both directions every 12 minutes between 10am and 6pm from Sunday to Wednesday and between 10am and 9pm every Thursday, Friday and Saturday. City Circle Trams do not run on Christmas Day and Good Friday.
On board, visitors can view the City Circle Partner Panels, collect Partner brochures, and hear the audio commentary suggestions, to further inspire their visit to Melbourne.
In addition, the one and only Melbourne Official Visitors Guide produced by Destination Melbourne, along with the Melbourne Official Visitors Map featuring the PTV brand, are available on board.
Destination Melbourne works in partnership with Yarra Trams to coordinate and develop the City Circle Program.
Successful Partners receive an advertising placement per tram, and the opportunity to stock DL brochures, and where available, an audio voice over.
Your contact for the City Circle Partnership Program.
Tina SeirlisSales & Partnerships Manager Destination Melbourne [email protected]
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Key Selection Criteria
Consideration will be given towards family friendly visitor attractions and key metropolitan destinations, events, shows and exhibitions of interest to visitors. Where applicants do not fall within this criteria, the applicant must demonstrate why their business should be considered, or may seek to link their application to a seasonal activation of interest to visitors. Submission of an Expression of Interest does not in any way guarantee inclusion in the City Circle Partner Program. Partners are selected at the discretion of Yarra Trams and Destination Melbourne. No correspondence will be entered into.
Prospective City Circle Partners should demonstrate the following attributes:
+ Need to be accessible by, or close to, the metropolitan public transport network where myki is operating
+ Actively promote the use of public transport, and trams in particular, to customers and community in everyday marketing, i.e. via your website, or within collateral (proof of this must be provided with any submissions)
+ Consider how, as a Partnership value add, you might support Yarra Trams campaigns including but not limited to the rhino safety messaging, tramTracker, and the use of myki, along with the myki Visitor Pack, e.g. retweeting of key stories, inclusion in enewsletters, etc
+ Provision of networking and industry engagement opportunities for Yarra Trams team members, and Destination Melbourne team members (team members as relevant to the City Circle Partnership Program) to encourage further engagement of our tourism industry with both Yarra Trams and Destination Melbourne.
+ Suitability of available in-kind or contra contribution as determined by Yarra Trams and Destination Melbourne. The contra element is a benefit to prospective Partners as it reduces the cash advertising cost of the Program. Contra is often used for staff or industry famils or networking events, or consumer competitions. Preferred contra may include general or VIP ticketing and/or opportunities to attend industry or VIP events, where there would otherwise be ticketed entry. Contra to seasonal shows and performances, that may include food and beverage would also be considered, when paired with entry ticketing.
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Conditions
+ Expressions of Interest for Annual Partnerships must be submitted to [email protected] no later than 5pm on Wednesday 13 July 2016
+ Expressions of Interest for Short Term campaigns can be submitted year round although for scheduling purposes are encouraged as early as possible
+ By submitting the Expression of Interest, the applicant understands that if the application is deemed successful by Yarra Trams, that the application then forms the basis of a draft in-principle agreement, subject to any further confirmation of contra
+ Submission of an Expression of Interest does not in any way guarantee inclusion
+ Yarra Trams and Destination Melbourne reserve the right to accept or reject any Expression of Interest
+ Successful applicants will be selected at the discretion of Yarra Trams and Destination Melbourne and no correspondence will be entered into
+ Successful Annual Partners must be willing to commence the Annual Partnership on 1 August 2016 and have their Panel artwork installed in the tram within 30 days. Where Panel artwork is not provided, the Partner is still obliged to pay the full amount for the Panel space.
+ All applicants should be aware that Yarra Trams engage Destination Melbourne to exclusively manage the City Circle Program across 2016– 2017. All contracts, invoicing and engagement with the program will be via Destination Melbourne. Yarra Trams maintains responsibility for delivery of any Partner Agreements
+ The in-kind or contra component of the Program will be collected by Destination Melbourne and may be utilised by Yarra Trams or Destination Melbourne
+ Yarra Trams reserves the right to have final approval on artwork, pre-production, in line with the Yarra Trams Style Guide. Partners who outsource design work should be aware of this in the event changes are needed, as these will be at cost to the Partner.
+ Inclusion on the tram audio system is likely, but not guaranteed
+ Provision and delivery of DL flyers is at cost to the Partner. Distribution via Brochures DM is recommended as Brochures DM are an accredited supplier to the City Circle Depot.
+ Short Term Partners who have successfully applied will be still be accountable for the full cost of the Short Term Partnership if advertising panels are not supplied by the start date
+ Short term applicants should apply at least 6 weeks prior to suggested start date, if not earlier
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City Circle Program Rate Card
PACKAGE DURATION PLACEMENT OTHER VOLUME ADVERTISING COST CASH
CONTRA VALUE*
PRODUCTION*
1 Premium Plus – Above Door
12 months commencing 1 August 16
1 x 800mm Panel, Per Trams, Above Entrance Door
Audio voiceover, DL brochures in tram
Per Tram x 12 $2850 ex GST (amount to be invoiced by DM)
$7000 $699 ex GST
2 Platinum 12 months commencing 1 August 16
1 x 800mm Panel, per Tram, Near Entrance Door
Audio voiceover, DL brochures in tram
Per Tram x 12 $2550 ex GST (amount to be invoiced by DM)
$7000 $699 ex GST
3 Standard 12 months commencing 1 August 16
1 x 600mm Panel, per Tram, random rotation
Audio voiceover, DL brochures in tram
Per Tram x 12 $2250 ex GST (amount to be invoiced by DM)
$7000 $530 ex GST
* Proposed contra is by Expression of Interest. Acceptance of proposed EOI and/or contra is at the discretion of Yarra Trams and Destination Melbourne. Where proposed contra is deemed unsuitable by Yarra Trams and/or Destination Melbourne, the Partner may consider further cash payment in place of the contra value. Contra value to be provided per annum. Advertising cost cash amount to be invoiced per annum.
Production costs for 15 identical panels. Production is at cost to Partner, and invoiced by the exclusive City Circle supplier to Yarra Trams. Production costs shown include: delivery, installation and removal, of Panels. Provision of DLs and delivery of DLs at cost to Partner.
Partner is responsible for all design costs, and for the provision of DL brochures and delivery to the City Circle depot.
Yarra Trams has final sign off on all artwork, and prospective Partners who outsource their design work, should be aware of this in the event artwork changes are needed, as these will be at cost to the Partner.
Pricing and City Circle packages are subject to change.
An example of how the Annual Partnership is fulfilled by the Partner, is as follows, using Package 1, Premium Plus – Above Door as an example.
1 AUGUST 2016 Upon acceptance into the Program, from 1 August 2016, the first 12 months to be invoiced by Destination Melbourne, with the amount payable to Destination Melbourne of $2850 ex GST. The Partner must pay the amount within 30 days.
BY 31 AUGUST 2016 The contra value of $7000 in agreed contra must be provided to Destination Melbourne within 30 days of commencing the Program. Where the contra cannot physically be provided within 30 days (i.e. due to the contra being based on an event such as a specific theatre or musical performance where tickets are not yet available) the Partner must then provide in writing (via email) an outline of the agreed contra, confirmed dates, and when delivery will be made. If the contra is non-event specific, it must have a validity through to 30 November 2017.
DURING PARTNERSHIP Any costs for Production of Panels will be invoiced by Barney’s Printers direct to the Partner. Each round of 800mm Panel updates will cost $699 ex GST, and provides 15 duplicate panels. This covers 12 active Trams on the circuit, plus 3 back up Panels. Design is at cost to the Partner. Artwork specs are available from Destination Melbourne. Artwork must be submitted to Destination Melbourne to undergo an approval process, prior to submitting the artwork to Barney’s.
ANNUAL PARTNERSHIP OPPORTUNITIES*
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PACKAGE DURATION PLACEMENT OTHER VOLUME ADVERTISING COST CASH
CONTRA VALUE*
PRODUCTION*
4 Platinum Plus Short Term – up to 60 days
168 in total
Per tram: 2 double sided Hanging Panels, 8 x interior glass decals,
4 x entry door
Audio voiceover, DL brochures in tram
Per Tram x 12 $2200 ex GST (amount to be invoiced by DM)
$1850 $7099 ex GST
5 Platinum Short Term – up to 60 days
48 Hanging Panels, 4 per tram
Audio voiceover, DL brochures in tram
Per Tram x 12 $2200 ex GST (amount to be invoiced by DM)
$1850 $2210 ex GST
6 Premium Short Term – up to 60 days
1 x 800mm Panel, Per Tram Above or Next to Door
Audio voiceover, DL brochures in tram
Per Tram x 12 $1500 ex GST (amount to be invoiced by DM)
$1600 $699 ex GST
7 Standard Short Term – up to 60 days
1 x 600mm Panel, per Tram, random rotation
Audio voiceover, DL brochures in tram
Per Tram x 12 $1200 ex GST (amount to be invoiced by DM)
$1600 $530 ex GST
* Proposed contra is by Expression of Interest. Acceptance of proposed EOI and/or contra is at the discretion of Yarra Trams and Destination Melbourne. Where proposed contra is deemed unsuitable by Yarra Trams and/or Destination Melbourne, the Partner may consider further cash payment in place of the contra value. Contra value to be provided per annum. Advertising cost cash amount to be invoiced per annum.
Production costs for identical panels. Production is at cost to Partner, and invoiced by the exclusive City Circle supplier to Yarra Trams. Production costs shown include: delivery, installation and removal, of Panels. Provision of DLs and delivery of DLs at cost to Partner.
Partner is responsible for all design costs, and for the provision of DL brochures and delivery to the City Circle depot.
Yarra Trams has final sign off on all artwork, and prospective Partners who outsource their design work, should be aware of this in the event artwork changes are needed, as these will be at cost to the Partner.
Pricing and City Circle packages are subject to change.
An example of how the Short Term Partnership is fulfilled by the Partner, is as follows, using Package 5, Platinum – as an example.
1 Upon acceptance into the Program, the Advertising Cost Cash Amount to be invoiced by Destination Melbourne, with the amount payable to Destination Melbourne of $2200 ex GST. The Partner must pay the amount within 30 days.
2 The contra value of $1850 in agreed contra must be provided to Destination Melbourne before commencing the Program. Where the contra cannot physically be provided within 30 days (i.e due to the contra being based on an event such as a specific theatre or musical performance where tickets are not yet available) the Partner must then provide in writing (via email) an outline of the agreed contra, confirmed dates, and when delivery will be made. If the contra is non-event specific, it must have a validity through to 30 November 2017.
3 It is the responsibility of the Partner to provide artwork for approval in a timely manner to Destination Melbourne. Artwork must be submitted to Destination Melbourne to undergo an approval process, prior to submitting the artwork to Barney’s. Design of artwork is at cost to the Partner. Any costs for Production of Panels will be invoiced by Barney’s Printers direct to the Partner. In the example of Package 5, production costs to the Partner are $2210 ex GST. Artwork is based on 12 trams in operation. Artwork specs are available from Destination Melbourne.
2016/17 SHORT TERM PARTNERSHIP OPPORTUNITIES*
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Placement Examples
Example of Interior Panel, relevant to options 1, 2, 3, 6 or 7
A 600mm example is shown
Short Term Partnership – Package 5 Platinum
Example of Option 4: Platinum Plus (Aztecs Exhibition example artwork – All placements shown)
168 placements in total
2 double sided Hanging Panels, 8 x Interior Glass Decals, 4 x Entry Door Panels x 12 trams
Option 5 differs in that it would be the Hanging Panel (Aztecs example) within the centre aisle only, 4 per tram. x 12 trams
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Expressions of Interest
Expressions of Interest should be submitted via email to [email protected] by 13 July 2016 (max 5mb in size)
Email subject line should read: EOI: City Circle
Important: Please save your expression of interest document with the file name: CityCircle_EOI_YourBusiness/EventName
Applicant Name & Position
Phone
Postal Address
Business or Event Name
Address (shopfront address)
If you are an event, please outline upcoming event dates as relevant to your application
Which Partnership type are you applying for?
What is your nominated Partnership start date? (If annual it will be 1st August)
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Specifically outline how your business is currently supporting the use of public transport in Melbourne. Please link to relevant pages on your website, and where applicable, also attach any .pdf examples of collateral referencing public transport, with your application.
Detail how a visitor would access your location via the metropolitan public transport network if they are starting their journey from a Melbourne CBD hotel. Include approximate distance of any travel required by the visitor’s own means, e.g. by foot.
Partners may include a myki card offer or discount to further encourage use and awareness of public transport. Please specifically detail your proposed offer and how redemption would occur (note any visitor offer must also be extended to Yarra Trams staff).
For the contra component of the program, please detail the proposed contra and validity dates. For annual partner EOIs validity is required through to 30 November 2017. If only able to issue the next 12 months as vouchers, contra can be provided in two batches, with the second batch to meet the 30 November 2017 requirement.
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Are you likely to have sponsor logos on your artwork? If yes, please list who they are:
Mandatory: In 50 words or less, please detail your proposed audio voiceover script (Yarra Trams may edit this if needed)
Do you already have budget approval to proceed if your EOI is successful?
Is the billing entity the same as the applicant? If not please list contact name, business name, business address and email address
Signature of Applicant
Date signed and EOI submitted
Please email your EOI to [email protected]
