Wander Victoria was part of Visit Victoria’s long -term strategy to activate visitation and solidify regional Victoria’s market position as a place to relax, recharge and enjoy the simple pleasures of wandering through the diverse, natural settings in regional Victoria.

Background

The State Government recognised the importance of the visitor economy to regional Victorian communities with intrastate visitors being the largest market for regional Victorian tourism. Althought, visitation across regional Victoria had declined over the years, with regions more than two hours from Melbourne most affected.

It was highlighted that Melburnians were opting for interstate and overseas destinations due to cheaper airfares and a lack of knowledge of the key experiences on offer in regional Victoria.

Target Audience

The campaign targeted the lifestyle leaders market segment, who:

  • represent 30-40% of Australian population

  • are progressive and aware of trends

  • seek cultural experiences

  • are socially connected

  • influence peers’ opinions

Melburnians were the key geographic target with a secondary audience of consumers within driving distance of regional Victoria (including those in New South Wales and South Australia). The campaign included content tailored to multiple lifestages including young people, singles, couples with no kids, families and retirees.

Campaign objectives

The Wander Victoria campaign launched on 28 February 2016 and features all of Victoria’s 11 regions. The campaign showcased Victoria’s natural landscapes as well as key experiences like food and wine, spa and wellbeing, arts and culture, villages and events.

INSPIRE
Make consumers want to go to regional Victoria by building an emotional connection.

Mediums: film on television, cinema, online, social media and mobile platforms

INFORM
Tell them what’s out there by providing curated content that is tailored to each lifestage.

Mediums: curated content with media partners, public relations activity, wandervictoria.com, blogs and sharing social content on Facebook, Twitter and Instagram with #wandervictoria

ACTIVATE
Make it easy to book by working with travel partners and operators via the Regional Tourism Boards.

Mediums: travel partnerships, operator deals and listings on visitvictoria.com and events

Focus: content production and editing, copywriting, content strategy

Marketing campaign related pages

To support regional Victoria's destination marketing campaign, Wander Victoria, a monthly newsletter was sent out to support in-market activity. 

Focus: Email marketing, copywriting