Visit Victoria will this month launch a new intrastate marketing campaign for regional Victoria. Launching on 28 February 2016, the campaign has been developed to counter the long term decline in intrastate travel to regional areas.
In August 2015, the Premier announced an allocation of $3 million to support the intrastate campaign which aims to activate visitation to regional Victoria from the Melbourne market. This is part of a long term strategy to reposition regional Victoria as an easy, short break in nature – where you can indulge your passions – to feel relaxed, enriched and invigorated.
The intrastate campaign strategy has been developed following extensive consumer research and in close collaboration with Regional Tourism Boards (RTBs).
The strategy identifies three key objectives:
- ‘Make consumers want to go’ – via a multi-faceted, brand campaign to build an emotional connection with regional Victoria.
- ‘Give consumers information’ – provide consumers with curated content on destinations and experiences, tailored by life-stage.
- ‘Make it easy for consumer to purchase’ – through activities that assist the consumer to book/purchase.
The campaign will target consumers in driving distance to regional Victorian destinations, it will focus on Melbourne but will also include regional Victoria and towns in bordering states of New South Wales and South Australia. It will target various life-stages including singles/couples without children (SINKS and DINKs), families, older households and retirees.
Tourism Victoria has developed a range of film assets that showcase the diversity of regional Victoria’s natural landscapes. These films aim to build an emotional connection with consumers and will be shown across of range of media channels including social media, digital, television and cinema.
Additional film assets that high light key experiences of food and wine, arts and culture, produce, spa and wellbeing and villages have also been produced and will feature through digital and social media channels,
The campaign website will be housed within the newly re-launched visitvictoria.com and includes the development of new regional pages to directly support the campaign
Public relations and curated content via partnerships with key media publications will extend the campaign messages and provide ways to inform consumers about experiences, key events and attractions.
Cooperative campaigns with key travel and booking partners will help drive conversion and bookings.
Tourism Victoria and Regional Tourism Boards have also developed a dedicated cooperative marketing program that focusses on the development of content in partnership with key media and provides opportunities for the broader industry to participate and leverage the campaign.
To leverage the campaign, operators are encouraged to ensure they have a listing on visitvictoria.com and their regional website and to also have an ‘offer’ on the visitvictoria.com website to take advantage of the increased traffic the campaign launch will generate.
More information about the campaign is available from RTBs and will also be available on corporate.visitvictoria.com from Monday 29 February.
“This campaign will be the first major regional campaign implemented by Visit Victoria, targeting Melburnians.”
“With this new film piece and campaign, we are rebuilding emotional connections between Melburnians and regional Victoria, and reminding people how important it is to take time out in nature. Be it for a lunch, an overnight or longer.”
“Tourism Victoria encourages operators to have an up to date listing on visitvictoria.com and to work with their Regional Tourism Board to develop an offer that can be featured on the website”