New campaign to boost tourism in regional Victoria

Victorian Tourism and Major Events Minister Louise Asher has announced that Tourism Victoria has partnered with Fairfax Media in a $300,000 intrastate campaign to boost tourism across regional Victoria.

The 'Spotted by Locals' campaign will feature prominent Melburnians who have a personal connection to regional Victoria.

The well-known identities, the majority of who grew up in, or have a special connection to regional Victoria, will share their experiences and hidden gems of the region.

The identities participating in the campaign include comedian Dave Hughes (Great Ocean Road), football legend Ron Barassi (Goldfields), chef and restaurateur Stephanie Alexander (Mornington Peninsula), musician Ella Hooper (High Country), bar owner Alfredo La Spina, (High Country), Olympic cyclist Shane Kelly (Grampians), and Masterchef 2012 contestant Debra Sederlan (Gippsland).

The identities for Phillip Island and the Murray will be revealed shortly.

Minister Asher said the campaign aimed to increase awareness among Melburnians of the depth and diversity of experiences available in regional Victoria, from stunning natural attractions, to award-winning wines, premium produce, and festivals celebrating art and culture.

Minister Asher stated "the Victorian Coalition Government is committed to promoting the unique attractions of regional Victoria, and to maintaining Victoria's position as a leading tourist destination.

"This new partnership will encourage Melburnians to visit the many attractions that Victoria has to offer, not only within a short drive from Melbourne, but also further afield."?

Fairfax will publish stories across their relevant publications and websites including Good Weekend, Sunday Life, The (Melbourne) Magazine and Life & Style, and will promote regional Victoria through stayz.com.au and directly to consumers via electronic communication. The campaign will also feature a significant social media component.

Readers will be able to access the stories, as well as the social media and video content, through a special section on The Age website, iPad and mobile applications. A small group of readers will also have the opportunity to win VIP experiences at key hosted regional events.

This initiative supports the Victorian Government's commitment to regional tourism, encouraging dispersal of visitors across the regions and growing the state's $15.9 billion tourism industry.

Image: Sovereign Hill, Ballarat. 

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