26 September 2023

Tourism campaign to add local flavour

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Victorian locals along the Great Ocean Road are to be featured in a new tourism campaign encouraging Victorians to explore their own backyard.

Announced by Acting Minister for Tourism, Sport and Major Events, Mary-Anne Thomas, the new ads are part of the wider Stay Close, Go Further campaign launched by Visit Victoria in 2020.

Ms Thomas said the Great Ocean Road campaign would highlight the region’s rugged coastline; lush hinterland and rainforests with spectacular waterfalls; magnificent seafood; and the local makers and creators.

“The campaign promotes towns and attractions across the Great Ocean Road tourism region including Warrnambool, Port Fairy, Nelson, Torquay, Anglesea, Lake Elizabeth, Great Otway National Park, Tower Hill, and the 12 Apostles,” she said.

“It includes Emma Bäcklund, a fashion designer from Torquay; Lowell Hunter, an Aboriginal sand artist from Warrnambool; and Jordan Lockett, a musician from Port Fairy, who share their passion for and connection to this extraordinary part of the State.

“It will run across television, print, radio, digital and social media and aims to increase the number of visitors to the region in the off-peak seasons.”

Ms Thomas said Stay Close, Go Further had reached millions of people since its launch, with one in two Victorians having seen the campaign.

The Minister said Visit Victoria was also working with regional tourism boards across the State to help spread the message.

“We’re encouraging people to explore their own backyard and experience something new, right here in Victoria, to support tourism businesses and jobs across the State,” Ms Thomas said.

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