TOURISM VICTORIA ANNUAL REPORT

Tourism Victoria in conjunction with
North East Victoria Tourism Inc. launched
a new marketing campaign for Victoria’s
High Country in March 2008. The
Victoria's High Country – Adventures
Happen campaign promotes the
region’s distinctive visitor appeal, which
encompasses gourmet food and
wine, history, spectacular scenery and
outdoor experiences.
The campaign uses an adventure theme
to capture these elements, reworking
book titles into experiences on offer
in the High Country.
Three different advertisements –
The Lunch That Time Forgot, Escape up
the Great Alpine Road and The Crossing
at River’s Bend ran in newspapers
in regional Victoria and New South
Wales, outdoor advertising at train
stations and at tram and bus stops
in Melbourne and Canberra and
online. The campaign, funded from
the Victorian Government’s Bushfire
Recovery package for the North East
and Gippsland, will continue to be
rolled out over the coming year.
The Seriously, It’s in Australia campaign
positions the Mornington Peninsula
as a stylish and sophisticated coastal
experience – a little piece of Europe in
Australia. To date, the implementation
of the Mornington Peninsula brand
campaign has predominately focussed
on print advertising. Further rollout of
the campaign will continue in 2008–09
with greater use of online media to
further increase awareness of the
campaign and direct potential visitors
through to visitvictoria.com
A new campaign is under development
for the Goldfields which will build on
the area’s strengths of history and
heritage by highlighting the more
contemporary offerings of the region.
This fully integrated campaign will be
launched in 2008–09.
The Inspired by Gippsland campaign
continued to focus on the region’s
diverse and inspiring natural experience.
This campaign used print (magazine
and newspaper) advertising and online
mediums.
Building on the success of its Live
Happily Ever After, the Daylesford
and the Macedon Ranges campaign
continued through print (magazine
and newspaper), online and e-marketing
nationally, with a focus on Sydney and
Brisbane markets.
The Murray River, Wind Down campaign
continued to promote the region as a
destination to relax, unwind and enjoy
the slow pace of the Murray River.
The campaign featured print (magazine
and newspaper) advertising, online and
e-marketing in Melbourne, regional
Victoria, regional New South Wales,
the ACT and South Australia.
Adventures Happen campaign image, Victoria’s High Country. Photo: Publicis Mojo.
26 MARKETING