News

Visit Victoria kicks off tourism campaign as state emerges from lockdown

Now that lockdown restrictions have lifted, Visit Victoria, has recommenced its marketing, encouraging the state’s residents to get out and explore the regional areas.

The multi-million dollar campaign initially targets Victorians, but will later then expand to target visitors from bordering regions in New South Wales.

The campaign was created by SIRAP. Last year, Saatchi & Saatchi won a tender for Visit Victoria’s creative account.

Each campaign asset pushes the message ‘Stay close, go further’, communicating that Victorians should travel within the state and discover regions they have not yet to explored.

Visit Victoria CEO, Brendan McClements, said: “What makes Victoria so special is the creative, entrepreneurial, passionate people behind our tourism businesses.

“Our campaign tells the stories of the products and experiences that exist within our borders and we trust it will inspire Victorians to make some new discoveries.”

The campaign follows Visit Victoria tackling the state’s lockdown and amounting loss of tourism income by launching ‘Click for Vic’. The initiative was centred around an online platform that encouraged online shopping that would support local businesses.

Research done by Visit Victoria found that 70% of respondents felt Click for Vic made them look forward to visiting regional Victoria and Melbourne. 80% of people agreed that now was the right time to support the local economy and Victorian businesses.

SIRAP creative director, Paris Thompson, acknowledged the significance of the campaign.

“We were honoured to be asked to work with Visit Victoria to develop this important campaign,” Thompson said.

“We were inspired by the creativity of the many makers and creators of regional Victoria. Stay Close, go further layers the beauty, diversity, creativity and experiences of our place; through their stories.

“We wanted to connect with Victorians, through the incredible stories and experiences of our passionate creators, to re-awaken their senses and to encourage the people of Victoria and greater Australia to explore the many rich and diverse regions that create the fabric of Victoria.”

The campaign kicked off on 6 November, with films featuring Gippsland and the High Country. As the campaign progresses all regions of Victoria will be featured through the campaign activity as more filming takes place in the coming weeks.

The campaign will be executed across TV, print, radio, digital and social, supported by PR and industry partnerships.

Update – 1:54pm 20 November

As well as reaching neighbouring regions in NSW the campaign was intended to target visitors from close regions in South Australia. Responding to Mumbrella’s question about advertising taking place in the state following Victorian Premier Daniel Andrews closing the border for 48 hours due to the new COVID-19 outbreak in Adelaide, Visit Victoria said no activity is currently taking place in South Australia but it is in a ‘watch and wait’ situation to ensure future advertising is appropriately timed.

Credits

Creative Agency: SIRAP
Creative and Film Director: Paris Thomson
Managing Producer: Belinda Cumming
Production Manager: Giordano Caputo
Director of Photography: Julian Tay
Second Camera: Ben McNamara
Post Production: SIRAP
Stills Photography: Caitlin Mills
Art Director: Quan Payne

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