VICTORIANS ENCOURAGED TO WANDER PHILLIP ISLAND WITH NEW CAMPAIGN
Phillip Island features in Visit Victoria’s new destination campaign encouraging Melburnians to rediscover and reconnect with regional Victoria.
Launched yesterday by Premier Daniel Andrews and Minister for Tourism and Major Events John Eren, the Wander Victoria regional tourism campaign aims to rebuild Melburnians’ 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 providing an antidote to the ‘always on’ nature of urban life.
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.
Phillip Island’s Cape Woolamai features in one of the campaign’s advertisements.
Chair of Destination Phillip Island Hon John Pandazopoulos commented 'We welcome the State Government's commitment to this dedicated Regional Victoria campaign. We look forward to more support in the future so that Victorians rediscover their back yard. Phillip Island has some of the best offerings available. We particularly welcome residents from Melbourne's South-Eastern suburbs who see us as their backyard as they explore us in the non-summer months as well as the new Melbournians who haven't visited Regional Victoria'.
Wander Victoria will showcase regional Victoria's natural landscapes and encourage Victorians to discover, or rediscover, historic towns and villages, local food and wine, arts and culture, spa and wellbeing and festivals and events.
The intrastate market (Melbourne and Victoria) is the largest source market of visitors to regional Victoria contributing 81% of overnight visitors (11.3 million) and $3.5 billion to the visitor economy. This market has been experiencing a long-term decline driven by competing destinations and changes in lifestyle behaviour.
The Victorian Government has invested $3m into the campaign in the 2015/16 financial year. This launch marks the first chapter in the three-year campaign. As the campaign continues, more stunning backdrops and storylines will be revealed.
Each of Victoria’s 11 regions features in the campaign and Regional Tourism Boards have pledged their support as part of a co-op marketing investment. Destination Phillip Island Regional Tourism Board has committed to work with the State to include marketing participation in News Ltd, Timeout and The Urban List.
The Board is also supporting the co-ordination of visits by various media and bloggers to experience Phillip Island in the coming months. Local industry will benefit from exposure on the vistivictoria.com and visitphillipisland.com websites. We are currently collecting special offers to take advantage of the exposure on the campaign website.
