Visit Victoria undertakes a wide range of marketing communication activities to promote Melbourne and Victoria as a leading tourism and events destination. This is primarily done through three major markets being intrastate, interstate and international.
Stay Close Go Further
Visit Victoria’s intrastate campaign, Stay close, go further is designed to help rebuild Victoria’s visitor economy by promoting visitation and expenditure within the state.
The fully-integrated campaign aims to get Victorians moving again by reigniting the passion for their home state, while also targeting visitors from bordering regions of New South Wales and South Australia.
It highlights the creativity, culture and beauty of Melbourne and regional Victoria through its people and connects to the notion of ‘staying close’ (travelling within our great state of Victoria), and the opportunities it affords us, to ‘go further’ (to discover the unexplored or experience something new).
The Stay close, go further campaign is supported through advertising across television, print, radio, social media, out of home and digital, and further supported through Visit Victoria’s public relations and partnerships.
Find out more about the campaign objectives, creative concept, implementation and how to get involved in the industry toolkit.
Click for Vic
Visit Victoria’s Click for Vic campaign was launched in August 2020 to encourage Victorians to get behind the tourism industry by buying local products online.
The campaign aims to connect consumers with Victorian businesses offering at-home, virtual or delivered to your door experiences and to help keep businesses operating during this unprecedented time in our history.
It showcases a selection of dine at home options from cafes, bars and restaurants, Victorian produce straight to your door, a range of drink at home delights, and gifts for friends and family.
The campaign aims to stimulate immediate return for businesses, while also keeping the state’s tourism destinations front of mind for Victorians by building awareness and consideration for future travel.
Download the industry toolkit to see how your business can get involved.
A short stay goes a long way
A short stay goes a long way was developed in response to the devastating bushfires across the state in January 2020.
The campaign aimed to inspire Victorians to go on a road trip, stay a while, and help reinvigorate the visitor economy.
The messaging harnessed the rewards of short-break travel around Victoria, while adopting the same strategic approach as Visit Victoria’s Your Happy Space campaign, by focusing on the state’s strong seasonal proposition across its key strengths: experiences in nature, food and beverage, culture and events.
The initiative was developed to support all of regional Victoria, as most of the state has been either directly or indirectly impacted by the fires.
Your Happy Space
Visit Victoria’s regional campaign, Your Happy Space, launched in August 2018 with the aim to encourage more intrastate visitors (specifically Melburnians) to find their happy space in regional Victoria.
The term Your Happy Space is multi-dimensional; speaking to the truth that a short-break to regional Victoria can not only provide ‘happiness’, but both literal and figurative ‘space’ to take time out from our everyday lives. The campaign included a film piece and a fully integrated digital, public relations and partnership program and dedicated website.
Your Happy Space was an evolution of Wander Victoria, leveraging the momentum gained, but with a refined focus to drive short-term visitation, by profiling 11 of Victoria’s regions most compelling products and experiences, in paid and organic mediums.
The Your Happy Space intrastate campaign was paused early January 2020 as a direct result of the bushfires and was replaced by ‘A short stay goes a long way’. until this campaign was also paused in March due to travel restrictions in the state of Victoria.