Markets, precincts, councils, tourism organisations and distribution partners get a ready-built mechanism for cross-visitation, campaigns and first-party visitor insight — without building or managing any of it yourselves.
Melbourne's markets and high-visitation precincts already see visitors wander between traders. A shared pass makes that behaviour visible, measurable — and worth rewarding.
Reward visitors for exploring multiple traders in one visit, not just the one stall or shop they came for — and see it happen in the data.
A single rewards network spreads the cost and effort across every participating trader, rather than each one building their own.
First-party visitor data across the whole precinct — behaviour, interests and movement — powered by participation, not surveys.
Illustrative examples
Melbourne is full of high-visitation places like these — think the scale of a Queen Victoria Market or a South Melbourne Market, or a laneway strip on a Saturday. These are illustrative of the kind of place the model suits, not confirmed partners.
Rather than a thin, city-wide catalogue, Discover Melbourne is building one dense, useful local network first — enough participating businesses that a visitor could spend a whole day moving between them — before expanding to the next.
Discover Melbourne is the umbrella brand and, over time, a citywide pass that every precinct and market pass can connect into. Individual passes can also run entirely on their own.
The umbrella pass every precinct, market or destination pass can plug into — giving visitors a reason to explore beyond the one place they started.
Runs under your control, for your traders — and can link out to the wider Discover Melbourne network if and when that's useful to you.
Any individual business can also use the same wallet and loyalty technology entirely on its own, with no obligation to join a wider network.
Start standalone and connect in later, or join the network from day one — the structure flexes to how you want to operate.
Move visitors from a fresh-food purchase into specialty retail, hospitality and everything else on offer — not just the one stop they came for.
Recognise visits, reviews, referrals, photos, competitions and questionnaires — not just transactions.
Run food trails, seasonal programs, night-market challenges or "visit five traders" rewards on one shared platform.
Understand who's visiting, what they're interested in, and how they move across your precinct or network.
Visitor photos, reviews and referrals become marketing assets for your precinct and its traders.
Discover Melbourne and Loop Fans handle the platform — you bring the traders and local knowledge.
Discover Melbourne also partners with organisations that already reach visitors at high-intent moments — introducing the pass rather than building visitor acquisition from scratch.
Represent a market, precinct, council, tourism organisation or distribution channel? Let's explore what a shared visitor network could look like for you.