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Today Visit Victoria CEO Brendan McClements joined Premier Daniel Andrews, Minister for Tourism, Sport and Major Events Martin Pakula, and VTIC CEO Felicia Mariani to announce Visit Victoria is launching a suite of marketing activities to drive visitors into regional Victoria.

In the days, weeks and months ahead marketing activities will be rolled out across TV, radio, print and online to promote the wonderful events, places and experiences on offer throughout regional Victoria.

These marketing activities will include full page advertisements in newspapers, television broadcasts through the Australian Open and the Formula 1 Australian Grand Prix, TV and radio shows located in regional Victoria, and a comprehensive social media campaign to reach millions of people.

These activities will be rolled out at an intrastate, interstate and international level to help attract visitors and rebuild our brand as a safe and attractive tourist destination.

Visit Victoria CEO Brendan McClements said the aim will be to drive home the message that the best way people can help is by visiting regional Victoria. 

“The entire tourism and events industry has been impacted by the bushfires and Visit Victoria has an important role to play to help these communities get back on their feet.”
Visit Victoria CEO, Brendan McClements

"Developed in consultation with the RTBs, we will highlight the many regional communities currently welcoming visitors and encourage bookings, particularly over the Australia Day, Labour Day and Easter long weekends,” he said.

Since the bushfires, Visit Victoria has received overwhelming offers of support from the community – including from high-profile Victorians who have offered to lend their voice to help spread the message to visit regional Victoria.

Victorians leading the charge include Rachel Griffiths, Dave Hughes, Andy Lee and Nick Dal Santo among others including tennis star Caroline Wozniacki. They will record video messages encouraging people to help by visiting regional communities and share it with their significant number of social media followers.

Local tourism operators will also be encouraged to record videos to share their personal stories about the importance of visiting regional communities right now.

Visit Victoria is receiving significant support from our media partners who will help promote regional Victoria to their millions of viewers, listeners and readers.

As soon as it’s safe to do so, Visit Victoria will be ready to start promoting those destinations which have been directly fire-affected, including far East Gippsland and parts of the North East, to help give them the boost when they need it most.

Visit Victoria will continue to work with RTBs and industry in the weeks and months ahead to ensure we are promoting key events, places, products, experiences and destinations across our state.