Launched in Lorne by Premier Daniel Andrews and Minister for Tourism and Major Events John Eren, Wander Victoria is the first phase of a long-term strategy to rebuild Melburnians' emotional connection with regional Victoria and increase short-breaks into the regions.
Using the tag line Victoria have a Wander and hashtag #wandervictoria, the 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 $3m 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.
Quotes attributable to Interim Chief Executive, Visit Victoria, Nick Foa:
“We're excited to launch this first chapter of the first major regional campaign implemented by Visit Victoria, targeting Melburnians.”
“Wander Victoria will inspire, educate and activate Melburnians to take a short break in regional Victoria.”
“The film piece is designed to evoke in the audience a sense of the relaxing and rejuvenating benefits of a short break to the regions of Victoria, focusing on the areas most affected by the decline in visitor numbers.”
“The wandervictoria.com campaign website, and fully integrated marketing and PR campaign, will include all of Victoria's regions encouraging visitors at all ages and stages of life to get out of town for a lunch, a weekend or longer.”
Visit Victoria
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 to enhance our already our world-class events calendar.For more information about the campaign please visit WanderVictoria.com or search on social media using #WanderVictoria. Information specifically for media can be found at www.piecesofvictoria.com/wandervictoria
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