Fiona Hoppe started with the Rivers Group back in 2003 when it was “Rivers Reception Centre & Boat Charters” at South Wharf; today Rivers Administration has the management rights of numerous restaurants, function venues and boats across Melbourne with even more coming aboard on the horizon.

3008 Spoke to Fiona about her role as Marketing Manager for Rivers and the integral role Fiona also plays in also promoting and marketing Docklands on a local and wide scale span attracting visitors and business to the area.

How varied is your role with Rivers Administration?

Marketing for Rivers is a very challenging & busy role to say the least. Every day at work is different with web site development & maintenance, script writing for TV / Radio, designing flyers & print ads, online communication, research, media planning & buying, photography, copy writing, PR activities, special events, promotions ...never a dull moment!

You are a fabulous marketer of Docklands, what do you see as the areas strengths and weaknesses?

In answer to both – Location. It’s a scenic area and easily accessible; however, there still seems to be much uncertainty amongst Melbournians in coming here, some continue to judge Docklands on previous experiences when it was still a construction zone.

To what extent are you involved in the Discover Docklands Campaign, what is the campaign’s main objective?

The Discover Docklands campaign was spearheaded by Lou Jovanovski (Our M.D.) in an effort to bring together major stakeholders to push the Docklands precinct as a brand and educate the public on its various offerings. The 3 month campaign involved a series of TV ads, radio, print, outdoor, and online advertising – with a targeted focus on social networking.

Do you think marketing and advertising will be enough to bring visitors to Docklands?

Regular messages to keep Docklands top of mind is essential, however that alone won’t necessarily guarantee visitation. Ultimately, there will need to be a shift in the public’s general perception of the area; I have complete faith that this will happen in due course. A common issue is that of signage to help people firstly get to Docklands, and then assisting them to navigate within the precinct itself, I hear City of Melbourne is working to address this.

What exciting Docklands developments can we expect to see in 2010?

I’m extremely excited about the opening of Orient Express at Harbour Town, which will launch a world first - the Hot & Cold sushi train!

20 years from now, how do you envisage Docklands?

Several Sydney-siders have commented that Docklands reminds them of Darling Harbour during its development. I envisage Docklands to become Melbourne’s own version of Darling Harbour – only with more attractions, easier access and Melbourne’s signature style & attitude.

Follow Fiona on Twitter
www.twitter.com/riversMelbourne