High Country is tourism gem By BRAD WORRALL
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.