Melbourne Promotes Its Warm Heart, Bright Lights
Sydney Morning Herald
Wednesday May 23, 1990
Five-star hotel the Regent of Melbourne has launched a promotion to sell chilly Melbourne as a new winter destination for tourists.
The promotion is being conducted in conjunction with the Melbourne City Council, which has just launched its own 10-year program to increase tourism during the briskly cool winter months from June to August.
The parallel promotions are targeted at tourism from NSW, in particular Sydney, and focus on the historic and civilised charms of Melbourne.
Key attractions are stately homes, city gardens, Melbourne's renowned retail shopping, theatre and restaurants, the Yarra Valley wine industry and day trips into surrounding regions.
The MCC has a program of co-ordinated community activities and has started a massive city lighting program along major tree-lined city streets and prominent buildings.
City lighting will start this winter with Melbourne's central shopping area, the Bourke Street Mall.
"It's not just about lighting," MCC co-ordinator for tourism planning and development, Ms Sally Jeavons, said.
"We also have plans for a wide-ranging program of events through winter and an exciting project to open up some of the very special nooks and crannies of Melbourne."
For the Regent, the hotel is trying to boost its room occupancy rate for the winter off-season, which is much lower than in the warmer months, according to general manager Mr Rudy Markl.
Apparently this has been a seasonal factor of life for the central city Melbourne business community - not just hotels - for some time.
Regent director of sales Ms Petrina Gillespie said the hotel's promotion was designed to be "warm and inviting and with special accomodation rates".
The special winter room rates are $175 a night for a double room (usually$295) or $345 for a suite ($450).
This also includes a number of complimentary extras such as free car parking, use of the hotel gym, shortbread, port and mulled wine.
© 1990 Sydney Morning Herald
