Vic­to­ria in a twist

Travel Daily - - News -

THE Vic­to­rian Gov­ern­ment has launched a ma­jor new mar­ket­ing cam­paign un­der the theme ‘A Twist at Ev­ery Turn’.

Launch­ing this week­end, the $12m cam­paign will “show­case Mel­bourne’s many faces” na­tion­ally, with TV, cin­ema and on­line ac­tiv­ity show­cas­ing sport, arts, fash­ion, food and wine, shop­ping, live mu­sic & theatre.

Set to un­der­pin the state’s mar­ket­ing un­til 2022, it is Vic’s first ma­jor in­ter­state mar­ket­ing cam­paign in six years.

Do­mes­tic and NZ vis­i­tors are the state’s largest source of ar­rivals, ac­cord­ing to Tourism Min­is­ter John Eren, who took a swipe at ri­val Syd­ney dur­ing the launch say­ing “we are the John West of ma­jor events - what we re­ject, Syd­ney gets” - vis­itvic­to­ria.com.

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