Grampians Tourism launches campaign to attract visitors year-round

Victorian regional marketing group, Grampians Tourism, is showcasing the region’s possibilities in its latest campaign promoting the district’s year-round attractions.

The Grampians Way campaign highlights the region’s offerings along with individual niches and interests – including nature and outdoors, art and culture and food and wine – and promotes the idea that it can be explored year-round, even during the off-peak season. 

Grampians Tourism CEO, Marc Sleeman said of the new push: “The success of our previous marketing campaigns has really set the stage for us to take the promotion of the Grampians region to the next level, continuing to grow the future of our tourism industry and the people it employs.

“This aspirational ‘always-on’ marketing campaign will tap into the essence of the unique Grampians experience and be a constant reminder to travellers of the range of what’s on offer here, whether it be in the north, south, east or west.”

The campaign will be delivered across social media, search marketing, targeted digital display advertising and PR along with strategic media partnerships with Smooth FM and The Urban List Melbourne.

“It tells the stories at the heart of our region: striking nature, bounding wildlife, seasonal appeal, food and wine offerings, dispersing travellers around the region,” said Sleeman.

“The Grampians Way is a campaign that supports an already well-established Grampians brand and everything we do is intended to capture the range of experiences we have to offer.”

In 2016, the Victorian government launched the Wander Victoria program to promote the state’s regional tourism.


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