Waterfront guide launched

For the first time both banks of the Yarra River and Docklands are being marketed together, with the release of Melbourne’s waterfront new bible, the Discover Melbourne’s Waterfront guide.

The guide was launched by Yarra River Business Association’s (YRBA) president John Ahern, executive officer Tim Bracher and the Minister for Tourism and Major Events Louise Asher at WTC Wharf last month.

The YRBA executive committee, along with advertisers in the guide and Minister Asher attended the launch at Rivers Edge receptions, before moving over to the Wharf Hotel for a private lunch.

The new tourist guide is a big step towards marketing Melbourne’s waterfront as a single entity.

The centrepiece of the guide is a 3D-perspective landmark map, starting from Punt Rd, running down the Yarra all the way over to Docklands.

The map points out and explains many of the attractions along the waterfront.

The guide highlights many Southbank attractions including Eureka Tower, Southgate, Polly Woodside and the Arts Centre.

This is the first time the YRBA has produced a visitor’s guide in conjunction with the Docklands Chamber of Commerce and Destination Docklands.

Mr Ahern was extremely positive about the new guide, saying promotion of Melbourne’s waterfront was well overdue.

“Because we’re not Sydney Harbour or a San Francisco Bay, Melbourne has tended to be a little publicity-shy about its waterfront attributes, but the range and quality of attractions and services on and along our river gives us nothing to be coy about,” Mr Ahern said.

“All the pieces of the marketing jigsaw are finally starting to fall into place, and it spells a very bright future for the lower Yarra,” he said.

Minister Asher was equally excited about the new marketing strategy the YRBA has undertaken, saying initiatives such as this made it exciting to be back in the tourism portfolio.

“The guide is great for parts of Melbourne people don’t immediately associate with each other,” the Minister said.

The guides had been available for less than a week when launched, but already many of the advertisers said it had generated interest for their businesses.