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Published on : Saturday, April 9, 2016
Wander Victoria, the state’s bold new tourism marketing campaign, was launched recently by Victoria’s Minister for Tourism and Major Events John Eren. Wander Victoria will encourage Melburnians to turn to regional Victoria for a magical getaway.
In a media statement the Tourism Minister said, “We’re getting on with the job of rolling out one of the most ambitious tourism marketing campaigns in Victoria’s history. Wander Victoria will sell our state’s great strengths like never before.”
The campaign will seek to grow regional Victoria’s appeal as a world-class tourism destination.
Wander Victoria is the audacious new bid to promote regional Victoria to Melburnians and intrastate travellers, who make up 81 per cent of overnight visitation to the regions.
The first instalment of the commercials will air on all major metropolitan commercial television channels, and the Andrew Labours Government is targeting the travel publications, websites and digital media that Melburnians turn to when planning a holiday.
“We want to remind Melburnians that there are a wealth of truly magical experiences right on their doorstep. There’s something for everyone and the best of everything,” Eren said.
Over the coming months, viewers will come to know friends as they rediscover the length and breadth of regional Victoria, sampling the culinary delights and touring great natural treasures. All corners of regional Victoria will feature – from the most iconic attractions to the quaint hidden gems.
Tourism contributes $11.4 billion to the regional economy, and employs more than 110,000 regional Victorians.
“Tourism is the key to keeping our regions strong, and we know the intrastate market is crucial. We want all Melburnians to get out and explore our fantastic regional locations,” the minister said.