Visit Victoria wants Melburnians to find their ‘happy space’ in tourism ad

Visit Victoria’s latest campaign shows that there are plenty of places in the state where tourists can find their ‘happy space’.

The ad showcases the variety of activities and areas available to Melburnians to explore in regional Victoria, from wine regions to the Snowy Mountains.

The campaign is intended to encourage intrastate tourism, aligning with Visit Victoria’s goal to grow visitor spending to $36.5bn by 2025.

Visit Victoria CEO Peter Bingeman said in a statement: “Victoria is the perfect winter playground. We have stunning natural landscapes, top-quality wineries, exquisite regional dining, and unique cosy accommodation right in our backyard, and this campaign will remind Victorians of the happy space awaiting them in regional Victoria.”

The campaign was created by Clemenger BBDO Melbourne. In November last year Visit Victoria put its creative account out to tender. Clemenger BBDO Melbourne completed previous campaign work for the tourism body, including 2017’s ‘Twist at every turn’ campaign.

The campaign will be executed across television, radio, social media, digital platforms and outdoor.


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