Destination Gippsland has invested in two significant co-operative marketing campaigns in partnership with Visit Victoria to promote Gippsland's unique appeal to audiences and inspire more visitors to discover the region's many wonders.
While months in the making, launch of the campaigns aligned with the announcement of Visit Victoria's five-year strategic plan, Visit Victoria 2030.
The two initiatives - Wonder at Your Fingertips and the Australian Traveller content partnership - highlight Destination Gippsland's strong working relationship with Visit Victoria and a shared commitment to increasing visitor dispersal to regional Victoria, particularly Gippsland.
The Wonder at Your Fingertips campaign was launched on October 10 and is a two-month digital and social media campaign designed to highlight the surprising, enriching experiences that lie just beyond Melbourne's doorstep.
Aligned with Gippsland's All Kinds of Wonder brand and Visit Victoria's Every Bit Different ethos, the campaign shines a light on 14 of Gippsland's most spectacular natural and cultural 'wonders' - from Skull Rock and Buchan Caves to Tarra Bulga National Park and the Noojee Trestle Bridge.
Through a co-ordinated mix of influencer content, paid social media, new itineraries on visitgippsland.com.au/wonders, and a competition to win the ultimate Gippsland adventure, the campaign aims to boost awareness of the region.
Destination Gippsland chief executive officer Terry Robinson said the collaboration would reach new audiences in powerful ways.
"This campaign celebrates Gippsland's diversity and wonder, collaborating with authentic storytellers who bring the region to life and inspire others to see it for themselves. By partnering with Visit Victoria, we're leveraging our combined marketing spend to showcase the depth and richness of experiences that make Gippsland truly unforgettable," he said.