High Coun­try is tourism gem By BRAD WOR­RALL

Myrtleford Times - - NEWS -

A WANDILIGON­G ap­ple orchard, a snow cov­ered Mt Hotham and the Ra­zor­back walk to Mt Feather­top are among the key lo­ca­tions fea­tured in a $3 mil­lion ad­ver­tis­ing cam­paign to get Mel­bur­ni­ans into re­gional Vic­to­ria.

Launched on Sun­day by Premier Daniel An­drews the Wan­der Vic­to­ria re­gional tourism cam­paign aims to re­build the emo­tional con­nec­tion with re­gional Vic­to­ria and in­crease short-breaks into the re­gions.

Us­ing the tag line and hash­tag #wan­der­vic­to­ria, the cam­paign pro­motes the sim­ple plea­sures of wan­der­ing through the di­verse, nat­u­ral set­tings in re­gional Vic­to­ria.

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.

Nightin­gale’s or­chards near Bright, the Ra­zor­back and vis­tas from Mt Hotham and even Beech­worth all fea­ture promi­nently in the cam­paign.

Tourism North East’s chief ex­ec­u­tive Am­ber Gard­ner said it was a huge coup for the re­gional in­dus­try.

“It’s won­der­ful to see the High Coun­try strongly rep­re­sented, with four di­verse lo­ca­tions from across our re­gion fea­tured in the cam­paign’s ad­ver­tise­ments,” she said.

“Tourism North East and our lo­cal part­ners have also pledged sup­port as part of co-op­er­a­tive mar­ket­ing in­vest­ment in the cam­paign, with key tourism des­ti­na­tions from our re­gion set to fea­ture in tar­geted me­dia cov­er­age.”

The in­trastate mar­ket is the largest source mar­ket of vis­i­tors to re­gional Vic­to­ria con­tribut­ing 81 per cent of the more than 11 mil­lion overnight vis­i­tors and $3.5 bil­lion to the vis­i­tor econ­omy.

The cam­paign comes at the same time as a unique ini­tia­tive with dig­i­tal in­flu­encer Sarah Hat­ton.

Ms Hat­ton, who has 100,000 fol­low­ers on In­sta­gram, spent last week­end tak­ing in the high­lights of the Alpine Shire with those pho­tos set to be pub­lished on so­cial me­dia over the course of the week via the #wan­der­vic­to­ria hash­tag.

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