Victoria. Have a wander.
Visit Victoria has launched a major destination marketing campaign Wander Victoria to promote regional Victoria. The new campaign aims to inspire Victorians – particularly Melburnians – to take time out to rediscover and reconnect with Victoria’s regions, advocating the simple pleasures and benefits of wandering through the diverse natural settings and experiences the State has to offer.
Watch the launch film and Wander Victoria here.
In brief: The intrastate market (Melbourne and Victoria) is the largest source market of visitors to regional Victoria and has been experiencing a long-term decline with regions more than two hours from Melbourne most affected. The Wander Victoria campaign is part of a long-term strategy to grow intrastate visitation and position regional Victoria as a place to relax, recharge and reconnect with nature, with each other and with oneself.
The background: Tourism is a major economic driver for regional communities. The industry contributes significantly to regional development through investment attraction, employment generation and visitor dispersal.
The intrastate market (Melbourne and Victoria) contributes 81% of overnight visitors (11.3 million) and 71% of expenditure ($3.5 billion) to regional Victoria. This contributes to the state’s visitor economy which generates $21 billion per year and provides jobs for around 206,000 people (Tourism Victoria Research Unit December 2015).
However, as interstate and overseas destinations have become more attractive and accessible, travel to regional areas across Australia has not kept pace with population growth. While Victoria’s population (aged 15 plus) has grown by 27% since the year 2000, its residents are not travelling to regional Victoria at the same rate as the past, with the average number of overnight trips down by 14% during the same period.
Why? There are many reasons with the primary ones identified as being competition from other destinations, other lifestyle choices competing for leisure time and lack of knowledge about where to go and what to do in regional Victoria.
The opportunity to reverse this trend is clear. 31% of Australians and 63% of Victorians (aged 14 years plus) indicated that they would like to take a leisure trip of one or more nights to regional Victoria in the next two years (Source: Roy Morgan Holiday Tracking Survey, Year ending December 2015).
Wander Victoria is part of Visit Victoria’s long-term marketing strategy to reposition regional Victoria and reframe how Melburnians view what it has to offer – to encourage more visits, more often. The campaign responds to the pivotal insight that regional Victoria needs to compete not with other holiday destinations but for the leisure time of its target market – primarily Melburnians and Victorians.
As part of this strategy, $1.5 million was committed to creating a new film piece which addresses some of the barriers of Melburnians taking short-breaks to regional Victoria. A further $3 million has been committed in 2015/2016 for media implementation, social and PR strategies.
- Why Wandering? Visit Victoria has a great explanation here.
- Wander Victoria showcases the diverse natural landscapes across Victoria’s regions. Find out where it was filmed here.
- Wander Victoria – The story behind the story.
In a move away from traditional destination marketing, Wander Victoria leads with a creative narrative where the destination provides the backdrop to the storyline. While seemingly incidental however, Victoria’s natural landscapes are the real champions of the campaign. It is these natural experiences and the audience’s connection with them that underpin the entire campaign strategy. Read more here.
- Wander Victoria by theme. Read more here.
- Wandering Who? Read more about the characters behind Wander.
- Media Kit: Download the media kit here.
Social media tags and hashtags
We encourage all businesses to use the hashtag #WanderVictoria as well as Gippsland’s own #inspiredbygippsland to leverage off the campaign.
Information provided by Visit Victoria – http://www.visitvictoria.com