THE biggest tourism campaign in the region’s history has kicked off.
Mildura will be rebranded as Tropical North Victoria, and popular Australian actor Shane Jacobson will be the region’s brand ambassador for the next three years.
The approach leverages what is often considered the biggest determinant of tourism – weather.
The campaign points out that Mildura has more sunny days than the Sunshine Coast, to specifically target holiday makers who typically travel to Queensland.
Delivered in a tongue-in-cheek manner, the campaign will highlight Mildura’s dining, arts and leisure experiences, its “crocodile-free” outdoor activity offerings, and will encourage travellers to spoil themselves in a place that hasn’t been spoiled.
Jacobson, who was recently voted Australia’s most likeable celebrity by the Australian Talent Index, will be promoting Mildura as a must-visit destination.
“I think Mildura is one of the hidden gems of Australia but the secret is out now, so it’s hidden no longer,” Jacobson said
“Mildura is a great place to escape cold weather and warm the soul whilst enjoying all the things that calm the heart and mind.
“The mighty Murray River divides Victoria and NSW; Mildura is the place that unites them.”
The promotion will include a series of targeted television and radio commercials spread across social and national media, highlighting things like Mildura’s gastronomy, fishing, water sports, and arts and culture scenes.
Tailored marketing will adapt over the course of the year, targeting specific audiences at specific times.
Mildura Rural City Council also acquired the rights to Mildura.com, a website that would be a platform hosting interactive features and resources for both visitors and industry partners.
Mayor Liam Wood said repositioning Mildura as Tropical North Victoria would be a landmark moment for the region’s tourism industry.
“We’ve always known we have something special in the Mildura region in terms of the unique experience we have to offer visitors, and as Tropical North Victoria we’re aiming to make sure the rest of the country knows as well,” Cr Wood said.
“This is also out chance to enter into some friendly rivalry with our Queensland counterparts, who we have a great working relationship with.
“It is now time to steal some of their thunder in the tourism market.
“Game on!”
MRCC general manager strategy and growth Peter Alexander said Jacobson will really drive home the new message, and it was crucial to continue to grow and protect Mildura’s tourism industry.
“Our projection scenarios show that even a relatively minor increase in visitation percentage will provide enormous benefit to the region,” Mr Alexander said.
“Only a 5 per cent increase would equate to 50,000 more visitors and more than $25 million in economic benefit to the region.
“If we were to capture just 1.6 per cent of the Queensland tourism market, we would double our annual tourism market.”
Branded bumper stickers and apparel will be distributed locally, in the hope that locals get behind the Tropical North Victoria campaign.
Sunday night’s campaign launch also featured a host of other big announcements, central to the tourism landscape in the region being redefined.
The locations and details of the Trail of Lights and Fibre Optic Symphonic Orchestra by renowned artist Bruce Munro were announced, alongside plans for a temporary inflatable water park at Cullulleraine, and a potential new 19-room five star paddle steamer for the region.
