- Marketing News
World's First Dog Optimised Tourism Campaign Launched
Visit Victoria is putting your next short-break in the paws of your dog with the world’s first tourism campaign optimised for dogs.
The campaign, developed by Clemenger BBDO, highlights how dogs love the quality experiences of regional Victoria as much as their pet owners and non-pet owners alike.
It is the first digital tourism campaign optimised to stimulate dogs’ sight and sound, featuring content curated by local pet-fluencers @MyAussieTribe, @Tomandcaptain, @ChandlerThePug and @HuckAndCo.
An extension of the recently launched Your Happy Space regional Victoria marketing campaign for humans, Your Dog’s Happy Space will get tails wagging with a short-break away.
Leading dog behaviourist and pet psychologist Dr Kate Mornement said that trip away together not only saves money on the costs of a kennel but can have positive wellbeing benefits for both human and pet.
“A short break away can have many of the same physical and mental health benefits for a dog as it would their owner,” Dr Mornement said.
“A new environment is not only stimulating and enriching for a dog but quality time together with a weekend away provides an opportunity for physical exercise, further develop social interaction, strengthen the bond and relieve stress.
“Just like humans, a holiday can be a really enjoyable experience for dogs.”
Dogs are widely considered as a barrier to experiencing a weekend away for the 65 percent of Victorians who own a pet so the campaign highlights the diverse range of quality pet-friendly experiences.
Regional Victoria’s stunning natural beauty provides the backdrop to a host of accommodation, cafes, restaurants, pubs, wineries, breweries and activities that welcome furry babies and their owners.
We know that 65 per cent of Victorians that do own a pet would love to travel in Victoria with their extended family. Not only does pet friendly travel and accommodation make intrastate experiences more accessible, it’s also a great way to build awareness of the incredibly diverse offerings across the State.Peter Bingeman, CEO, Visit Victoria
Visit Victoria Chief Executive Officer Peter Bingeman said that Your Dog’s Happy Space will encourage even more Melburnians to explore regional Victoria.
“Instead of putting their pets in an expensive pet hotel or arranging care, we know that the 65 per cent of Victorians that do own a pet would love to travel in Victoria with their extended family.
“Not only does pet friendly travel and accommodation make intrastate experiences more accessible, it’s also a great way to build awareness of the incredibly diverse offerings across the State of Victoria.”
Minister for Tourism and Major Events John Eren said: "Your Happy Space is doing a great job reminding Melburnians of all the wonderful things regional Victoria has to offer - Your Dog’s Happy Space will expand on that activity.
“The importance of the visitor economy as an economic driver for Victoria cannot be underestimated, especially in regional Victoria."