Visit Victoria’s intrastate campaign, Stay close, go further is designed to help rebuild Victoria’s visitor economy by promoting visitation and expenditure within the state.
The fully-integrated campaign aims to get Victorians moving again by reigniting the passion for their home state, while also targeting visitors from bordering regions of New South Wales and South Australia.
It highlights the creativity, culture and beauty of Melbourne and regional Victoria through its people and connects to the notion of ‘staying close’ (travelling within our great state of Victoria), and the opportunities it affords us, to ‘go further’ (to discover the unexplored or experience something new).
The Stay close, go further campaign is supported through advertising across television, print, radio, social media, out of home and digital, and further supported through Visit Victoria's public relations and partnerships.
Take a Not-So Public Holiday is a tactical winter campaign developed to sit within the Stay close, go further platform to encourage immediate travel by Melburnians to take a long weekend in regional Victoria.
The Take a Not-So Public Holiday initiative aims to drive extended stays in regional Victoria during the winter months by inspiring Victorians to add a day or more of annual leave onto their weekend away.
Research showed that 75 per cent of Melburnian travellers feel they need more than a weekend to feel refreshed and relaxed when visiting regional Victoria.
The data also showed that Melburnians currently hold high balances of annual leave, with 48 per cent stating that they had three weeks or more owing and 63 per cent saying they would consider using annual leave on a trip to regional Victoria in the next 12 months.
A Games like no other will build excitement for the Victoria 2026 Commonwealth Games and increase the appeal of regional Victoria by showcasing the beauty of our State.
The campaign aims to promote visitation and expenditure within Victoria by reaffirming Victoria’s position as an enriching destination and Australia’s major events, sporting and cultural capital.
Victorians are being encouraged to travel with kindness as part of a new tourism initiative launched by Visit Victoria today.
The Travel Kind initiative – part of the Stay close, go further campaign – aims to remind Victorians to book ahead and be patient when they are visiting the state's world-class wineries, laneway restaurants, coastal villages and charming towns.
Visit Victoria's Click for Vic campaign was launched in August 2020 to encourage Victorians to get behind the tourism industry by buying local products online.
The campaign aims to connect consumers with Victorian businesses offering at-home, virtual or delivered to your door experiences and to help keep businesses operating during this unprecedented time in our history.
It showcases a selection of dine at home options from cafes, bars and restaurants, Victorian produce straight to your door, a range of drink at home delights, and gifts for friends and family.
The campaign aims to stimulate immediate return for businesses, while also keeping the state's tourism destinations front of mind for Victorians by building awareness and consideration for future travel.