TOURISM VICTORIA ANNUAL REPORT

domestic marketing
Real Entertainment, Phillip Island.
Regional Marketing
Tourism Victoria, in partnership with
the regions, developed and refreshed
several regional brand campaigns during
the year.
As part of the Yarra Valley and
Dandenong Ranges region, the new
Dandenong Ranges campaign was
developed in collaboration with
Yarra Valley and the Dandenongs
Marketing and representatives from the
Dandenong Ranges Tourism Association.
The campaign, Visit Make Believe,
positions the Dandenong Ranges as
a secluded, stylish, fresh, natural haven
in which to recharge. The campaign
was developed to complement the
Yarra Valley campaign and reinforce
the whole region’s essence of intimate
hideaways full of delights.
The aim of the campaign is to
increase consumer knowledge of the
Dandenong Ranges’ key attributes
and product, and shift consumer
perceptions of the region by building
a positive emotional connection with
the target market. The campaign
was launched in September 2007 in
newspapers and magazines as well as
online, targeting the Melbourne market.
Launched in October 2007, the Phillip
Island Real Entertainment campaign
positions Phillip Island as a destination
which provides a wide range of
nature-based activities and a host of
accommodation, attractions and events.
The campaign sought to raise awareness
of the region’s tourism attractions,
encourage visitors to Phillip Island
during traditionally quieter periods and
increase the length of time visitors spend
in the region. Targeting audiences in
metropolitan Melbourne, the campaign
comprised print (newspaper) and
online advertising. This promotion is an
extension of the Get Closer to Nature
campaign, to position Phillip Island as
Victoria’s premier nature-based tourism
destination.
The Grampians Space to Breathe
campaign was launched in April 2008.
The campaign entices visitors to
escape the pressures of modern life
and reinvigorate their mind, spirit and
relationships in the wide open spaces
of the Grampians region. As well as
featuring the magnificent National
Park and State Parks, the campaign
also encourages visitors to explore the
villages of Halls Gap, Dunkeld, Wartook,
Pomonol, Hamilton, Horsham, Stawell
and Ararat.The campaign featured
advertising through various media
outlets across South Australia and
Victoria including radio, newspapers,
online, outdoor and at the cinema.
The Grampians brand campaign was
developed by Tourism Victoria and
Grampians Marketing Incorporated
and funded through the Victorian
Government’s Bushfire Recovery
package and regional marketing funds.
Space to Breathe, Grampians.
MARKETING
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