Destination Gippsland is investing in two significant cooperative marketing campaigns in partnership with Visit Victoria – amplifying Gippsland’s unique appeal to audiences Australia wide and inspiring more visitors to discover the region’s many wonders.
While they have been months in the making, the launch of these campaigns aligns fortuitously with the announcement of Visit Victoria’s five-year strategic plan, Visit Victoria 2030 this week.
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, and particularly Gippsland.
Wonder at Your Fingertips Campaign
Wonder at Your Fingertips 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 coordinated 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’s highlights and make it easier for travellers to plan short-break itineraries.
Destination Gippsland chief executive officer, Terry Robinson said the collaboration reaches 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,” he said.
“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.”
Five content creators – @nathsway, @elises.traveldiary, @nickandlaura @helens.travels and @rayofmelbourne – have been travelling across the region capturing footage of Gippsland’s wonders, with 28 reels set to be shared on Instagram via @visitgippsland and @visitmelbourne up until December 10.
