The Digital Fest in the West is a new and innovative learning program designed specifically for tourism operators across Melbourne’s West – a program to help you achieve cut through in your tourism marketing efforts in a rapidly changing digital landscape.

With a focus on learning in real time, this practical and ‘hands on’ learning program has been customised to build the capacity of local tourism businesses in our region, to enhance networks between local operators, and to foster collaboration online across Melbourne’s west. This program is being developed and facilitated in partnership with Tourism eSchool

How does the program work?

Four modules will be delivered through May and June 2017:

Module 1: Four-hour live workshop and networking lunch (Friday 19th May)
Venue: Refectory, Werribee Park Mansion, Werribee

Module 2: One-hour Webinar (Tuesday 30th May)

Module 3: One-hour Webinar (Tuesday 13th June)

Module 4: Three-hour live workshop and networking lunch (Friday 23rd June)
Venue: Deakin Learning Centre, Bridge Street, Werribee

Mentoring support for the length of the program will be available to all participants via a private Facebook Group. Participants will be encouraged to use this space to submit questions to the Program facilitators, and to work with one another to further their learning, and to network with other participants.

What will you learn?

By participating in the program you will learn:

  • Current and most influential tourism marketing trends to inform your digital marketing strategy
  • How to profile your most profitable customers to ensure a laser focus with your marketing spend
  • How to deliver a more outstanding product experience to increase chances of customer advocacy
  • How to create amazing photos + videos on your smartphone to attract your most profitable customers
  • How to work ‘smarter’, not ‘harder’ on social media to reach, engage and convert more customers
  • How to get your unique stories in the hands of your prospects, on the right digital channels, at the right time, at each stage of the travel purchase cycle
  • How to respond to online and offline reviews and feedback, and turn any unhappy customers into raving fans
  • How to get your happy customers to help market your business for you through channels such as TripAdvisor, Google and Facebook
  • Key website engagement and conversion tactics to turn your tourism website into a dynamic business development and sales manager!

To learn more detail about the program delivery and meet the facilitators Rebecca and Paige, please view the below short video…


$149.99 per person (incl gst and eventbrite booking fee).
Participation in this program is being heavily subsidised – RRP $750 ex gst).
Places are limited so don’t miss out!


What is included?

Every program participant will have access to the following:

1. Access to two tourism marketing consultants from Tourism eSchool (Paige Rowett and Rebecca White):

  • During the live workshops in region
  • For each one hour live webinars
  • Via a private Facebook group (monitored 9am – 5pm weekdays until 11th July 2017).

2. Individual log-in access to Tourism eSchool’s secure member portal (until April 2018) which will store:

  • Recorded face-to-face workshops
  • Recorded live webinars, and pre-recorded webinars (for some Modules)
  • Workbooks, toolkits, templates and other tailored learning resources

3. Provision of feedback on completed tasks will be offered to participants via the private Facebook group and on email.

4. Morning tea and networking lunches at the conclusion of each workshop


Paige Rowett + Rebecca White


Paige and Rebecca are two passionate tourism marketers, who have worked in the Australian Tourism industry for 22+ years combined, in international & destination marketing, and as tourism marketing training facilitators for SMEs and destination employees.

They have been operating as independent tourism marketing consultants since July 2011, and came together as the Tourism eSchool in December 2012. During that time, they have facilitated a number of training programs for destinations and tourism operators across Australia.

For more information about Tourism sSchool, or more background about Paige and Rebecca please click here >


Four Modules will cover core tourism marketing topics.

Each marketing Module will include:

  • Concept Introduction
  • Strategy Alignment
  • ‘How to’ Knowledge + Training
  • Case Studies
  • Action Orientated Tasks
  • Q&A


Tourism Marketing Trends, Marketing Strategy + Product Experience

  • Briefing on the current and most influential tourism marketing trends, including the importance of delivering an outstanding tourism experience
  • Identify and profile your most profitable customers
  • How to deliver a more outstanding product experience to increase chances of customer advocacy

Content Marketing Strategy

  • How to identify content themes to share online via social media that will attract more Ideal Customers
  • Learn proven content marketing strategies to grow your sales and profits
  • Understand the types of content your Ideal Customers will love, engage with and share
  • Tips on how to take and record better photos and videos on your smartphones and DSLR Cameras
  • Discover the best websites and apps to take your photos and videos from ‘blah’ to ‘wow’


Social Media Strategy

  • Understand the importance social media marketing can play at all stages of your travellers purchase cycle
  • Learn how to prioritise social media marketing channels based your most profitable customers.
  • Understand how to best collect and leverage user-generated content in your social media marketing using hashtags. Also learn how to amplify your social media post by leveraging online influencers.
  • Learn practical tips to increase the engagement and reach of your social media posts
  • Learn which social media metrics you REALLY need to focus on to measure your social media marketing success


Strategic Storytelling

  • Learn why storytelling is an essential marketing tactic for your business
  • Learn why a business website’s blog is a key storytelling channel and how to setup (or optimise) a blog on your tourism business website
  • Learn tips on how to quickly and easily create blog posts that people want to read + share online (Tip: You don’t have to write blog articles from scratch, you’ll learn how to curate stories others have already created onto your blog)
  • Understand how to use social media and email marketing to get your blog articles in the hands of your Ideal customers
  • Learn what to measure in Google Analytics to track your blogging success


Customer advocacy + Online Reputation Management

  • Understand the critical importance of managing your business’s reputation online and how it can make or break your business
  • Learn a framework of how to respond to negative customer feedback on social media, TripAdvisor and other review websites that will help turn an unhappy customer into an advocate
  • Discover tools that can help save you time in monitoring and managing your brand’s reputation online
  • Discover practical tips on how to amplify happy customers love on social media, TripAdvisor and other review websites

Location Based Marketing

  • Understand how consumers are leaving their trip planning until they are in destination
  • Learn tactics on how you can ensure your Tourism business is showing up in relevant local based searches and apps.

Website and Conversion Optimisation

  • Learn simple tweaks you can make to your website that will help converts more website visitors into conversions and bookings for your tourism business
  • Take a hands on look at Google Analytics and learn the most important metrics to track, plus what the metrics are telling you about your marketing efforts
  • Learn how to set up Goals in Google Analytics so you can track your ongoing marketing success


Contact for more information:

Richard Ponsford, Executive Officer, Western Melbourne Tourism Inc
Phone: 03  9311 5833 (WMT office) or mobile: 0417 545 141

 Program Partners


Local Government Partners

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