Wine Down pop-up
VISIT Victoria has launched a $2 million international wine tourism marketing campaign highlighting five of its wine destinations.
The push highlights the opening of two new wine trails in Victoria, Pinot Coast and Shiraz Central, along with three other routes, King Valley Prosecco Road, Muscat of Rutherglen & Yarra Valley.
The campaign will target the int’l markets of China, UK and the US over the next six months, as well the domestic market.
Meanwhile, the tourism board has announced the return of the Wine Down Pop Up activation, which will see two eco-friendly luxury pods move around move across three popular wine regions from Mar to May 2020: the Yarra Valley (Seville Estate), Mornington Peninsula (Montalto) and Rutherglen (All Saints Estate).
Last year’s pop-up featured Gippsland, King Valley and Macedon (TD 18 Mar).