The document addresses the importance of maintaining brand consistency across various digital channels for Tourism Victoria. It outlines challenges such as managing fonts, logos, and multiple brands or agencies, as well as adapting to new trends. It also discusses different components of a campaign and raises the question of who is responsible for overseeing brand consistency.

1. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS TOURISM VICTORIA CASE STUDY Michael Hauser eMarketing Manager, Tourism Victoria

2. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS TOURISM VICTORIA’S BRAND

3. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS TOURISM VICTORIA’S BRAND

4. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – Fonts & Logos

5. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – Foreign Variants

6. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – Multiple Brands

7. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – Multiple Agencies

8. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS CHALLENGES – New trends

9. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Lose yourself in Melbourne Campaign

10. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - TVC

11. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - Print

12. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - Website

13. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - Display

14. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - eDM

15. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - SEM

16. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign – Web 2.0

17. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - eNews

18. MAINTAINING BRAND CONSISTENCY ACROSS DIGITAL CHANNELS Melbourne Campaign - Mobile

19. Who should be ultimately responsible for managing brand consistency? A: The Agency/Agencies B: The Client C: Both