Aquatic and Coastal
Visit Victoria is currently working with Tourism Australia on the latest iteration of There's Nothing Like Australia, which focuses on one of Australia's key competitive advantages - world-class aquatic and coastal experiences – in a bid to lure more international visitors.
Tourism Australia has invested A$40 million during the first six months of the Aquatic and Coastal campaign, which had its global launch in the United States on Australia Day eve 2016 and has since rolled out across other key international markets, including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.
The campaign is led by a new television commercial and a series of immersive films using ground-breaking Virtual Reality, 360 and 3-D technology to showcase distinctive aquatic and coastal experiences Australia-wide. User Generated Content (UGC) and an extensive program of trade marketing and consumer activities, including airline partnership campaigns, are also integral.
The campaign assets feature two Victorian destinations – the Great Ocean Road and the Murray – with PR, digital activity and themed itineraries for trade partners promoting the broader range of Victoria's state-wide aquatic and coastal regions and experiences.
The latest iteration of the campaign will showcase unique and varied fishing experiences, tapping into the tourism potential of this hugely popular sport.
Victorian operators are encouraged to participate, particularly through digital and social channels, by submitting your best aquatic and coastal video, film, stills and social content via Tourism Australia and Visit Victoria channels. The best user-generated content will be curated and featured across relevant platforms and in content initiatives.
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Visit Victoria's international marketing division works with Tourism Australia, airlines, key distribution partners and the Victorian tourism industry to develop marketing strategies designed to increase consumer awareness of Victoria as a premier tourist destination and its brand strengths in food and wine, arts and culture, nature based tourism and events.
All international marketing activities are managed from Visit Victoria's head office in Melbourne. For more information on Visit Victoria's trade and consumer marketing programs, and to download the 2016-17 International Marketing Opportunities Guide, please see International Marketing.