Visit Victoria's new campaign Stay Close, Go Further encourages Victorians to take a break in their home state to support the local tourism industry.
Launched on November 8, the multi-million dollar campaign promotes both Melbourne and regional Victoria and is being rolled out across television, print, radio, digital and social media channels, supported by public relations and industry partnerships.
The campaign is first and foremost for Victorians but will also target visitors from bordering regions of New South Wales and South Australia once practical.
Visit Victoria worked with production company SIRAP to develop the creative concept, which showcases the creativity, culture and beauty of Victoria through its people and encourages Victorian’s to take a 'new view' of the state.
“We were honoured to be asked to work with Visit Victoria to develop this important campaign," SIRAP creative director Paris Thomson says.
“We were inspired by the creativity of the many makers and creators of regional Victoria. Stay Close, go further layers the beauty, diversity, creativity and experiences of our place; through their stories.
“We wanted to connect with Victorians, through the incredible stories and experiences of our passionate creators, to re-awaken their senses and to encourage the people of Victoria and greater Australia to explore the many rich and diverse regions that create the fabric of Victoria."
The campaign showcases Victorian makers and creators in some of the regions hit hardest by the summer bushfires and global pandemic, including Gippsland and the High Country.
All regions will be featured through Visit Victoria’s broad ranging activity and more filming will take place in the coming weeks.
Visit Victoria CEO Brendan McClements says it was a great opportunity for Victorians to embrace local travel and connect with people all over the state.
“What makes Victoria so special is the creative, entrepreneurial, passionate people behind our tourism businesses," McClements says.
“Our campaign tells the stories of the products and experiences that exist within our borders and we trust it will inspire Victorians to make some new discoveries.”
The new initiative complements Click for Vic, which encourages Victorians to buy local and support Victorian businesses and jobs.
Click for Vic has kept Victorians connected to local producers and helped to keep many businesses afloat and ready to welcome visitors again.
More than 70% of people surveyed by Visit Victoria said the Click for Vic campaign made them look forward to visiting regional Victoria and Melbourne once it was safe to do so.
There is also an overwhelming sense that now is the right time to support Victorian businesses and the local economy, with 80% of people agreeing with that sentiment.
Creative Agency: SIRAP
Creative and Film Director: Paris Thomson
Managing Producer: Belinda Cumming
Production Manager: Giordano Caputo
Director of Photography: Julian Tay
Second Camera: Ben McNamara
Post Production: SIRAP
Stills Photography: Caitlin Mills
Art Director: Quan Payne
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