Latest News

Back to Latest News back

 

New marketing campaign promotes regional Victoria

New marketing campaign promotes regional Victoria
February 29, 2016

A new marketing campaign from Visit Victoria is to encourage tourists to visit regional Victoria.

Marking the first phase of a long-term strategy to rebuild Melburnians’ emotional connection with regional Victoria and increase short-breaks into the regions, the ‘Victoria have a Wander’ (#wandervictoria) campaign promotes the simple pleasures of wandering through the diverse, natural settings in regional Victoria providing an antidote to the ‘always on’ nature of urban life.

Including a new broadcast ad and wandervictoria.com website, the fully integrated campaign will be implemented across television, cinema, digital and social media channels in metro Melbourne and border towns.

Wander Victoria will showcase regional Victoria's natural landscapes and encourage Victorians to discover, or rediscover, historic towns and villages, local food and wine, arts and culture, spa and wellbeing and festivals and events.

The intrastate market (Melbourne and Victoria) is the largest source market of visitors to regional Victoria contributing 81% of overnight visitors (11.3 million) and $3.5 billion to the visitor economy. This market has been experiencing a long-term decline driven by competing destinations and changes in lifestyle behaviour.

The Victorian Government has invested $3 million into the campaign in the 2015/16 financial year, with more bids in train to increase investment into Visit Victoria’s long-term strategy to grow intrastate visitation.

The launch marks the first chapter in the campaign, which will reveal more stunning backdrops and storylines as it continues.

Each of Victoria’s 11 regions features in the campaign and Regional Tourism Boards have pledged their support with co-op marketing investment.

Launching the campaign, Victorian Minister for Tourism and Major Events John Eren stated “we want to remind Melburnians that there are a wealth of truly magical experiences right on our doorstep. Wander Victoria will sell our state's strengths like never before."

The Victoria Tourism Industry Council (VTIC) has praised the Victorian Government on key progress in its efforts to grow Victoria’s reputation as a leading destination for tourism and events.

VTIC acting Chief Executive Erin Joyce stated “VTIC has been heartened by the commitment the government has shown towards the tourism industry through a range of announcements in recent weeks and we look forward to even more action in the near future.

“Projects such as the new Melbourne Cricket Ground Roof Walk and Buzz Line Fly experiences are also welcome additions, according to Joyce.

“It is encouraging to see these projects as a start to the activation of a critical pipeline of tourism infrastructure projects for the state.”

Visit Victoria was formed in late 2015, as Victoria’s tourism and events company, responsible for marketing to visitors from within the State, across Australia and around the world and attracting more sporting, cultural and business events.

Images (from top): The Wander Victoria campaigh, Victorian Minister for Tourism and Major Events John Eren launches the campaign (image courtesy SDP Media), and the campaign includes imajery of the dunes at the Croajingalong National Park.

18th February 2016 - PLAN TO ADD ZIPLINE AND ROOF WALK ATTRACTION AT THE MCG

7th February 2016 - VICTORIAN GOVERNMENT APPOINTS VISITOR ECONOMY MINISTERIAL ADVISORY COMMITTEE TO DRIVE TOURISM

6th February 2016 - SOVEREIGN HILL BALLARAT NAMED AUSTRALIA’S TOP TOURIST ATTRACTION

13th August 2015 - NEW AGENCY LAUNCHED FOR VICTORIAN TOURISM AND MAJOR EVENTS


Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Aflex Inflatables

Aflex Inflatables are the leaders for obstacle courses, pool toys, waterparks and land-based watersides and fitness runs. They are industry leaders offering the widest range of pool, lake and beach…

read more

Aquatics / Play / Waterparks

 
 

IEDM

iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…

read more

Consultants / Design

 
 

State Wide Pool Services

Known as Hydrilla since September 2020 - see www.ausleisure.com.au/suppliers/hydrilla-pty-ltd

read more

Aquatics

 
 

ICP

ICP is an Australian-based company focused on indoor climbing. ICP will manage your project from initial design to completion and beyond, whether you're building an international-level climbing…

read more

Attractions / Fitness / Recreation

 
 

ProSlide Technology

ProSlide is the global leader in water ride design and manufacturing, supplying high-performance water attractions to new and expanding water parks around the world. For over three decades, ProSlide…

read more

Aquatics / Play / Waterparks

 
 
 

Spill Station Australia

Compliant chemical storage and decanting solutions. Includes spill kits, spill containment pallets, chemical decanting decks and safety shower and eyewash equipment. See our full range of solutions

read more

Aquatics / Safety / Security / Venues

 
 

SWIMPLEX AQUATICS

Swimplex Aquatics are a world-class company dedicated to the commercial pool, waterslide industry. We are Australian market leaders servicing all states Australia wide. Swimplex provide a full…

read more

Aquatics / Attractions / Design / Play / Waterparks

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business