VISIT Victoria is counting on advertising and events to inspire a tourism-led recovery for the Murray region.
Tourism Minister Steve Dimopoulus said a suite of marketing and events activities have seen investment following summer’s devastating floods.
“We’re spending more than $1 million on television, newspaper, radio, social media and online ads featuring the Murray region through our Stay close, go further campaign,” he said.
An estimated two million Victorians have engaged with the campaign content so far, and Visit Victoria has partnered with Nine News to showcase the Murray region through their nightly weather broadcasts.
The tourism body is also working with Murray Regional Tourism and Mildura Regional Development ahead of Bonza Airlines’ first flights in and out of Mildura on Tuesday.
Over the border, the South Australian Government recently launched its River Revival travel vouchers program, encouraging people to book accommodation and experiences in flood-hit areas.
The Victorian Government meantime is working on attracting another major TV program to the region in the months ahead.
“Last year, we brought the Kings of Leon to Mildura, which attracted thousands of people to the area and we’re currently looking to support more regional events through our Regional Events Fund,” Mr Dimopoulus said.
Local events previously supported through the fund include Kings of Leon in Mildura, the Swan Hill Food and Wine Festival, Yana Waingi – Walk in Lights in Swan Hill, and the Riverboats Music Festival and Winter Blues Festival in Echuca.
