Visit Victoria and Destination Gippsland partner on new campaign via Clemenger Melbourne

Visit Victoria has joined Destination Gippsland in unveiling a new brand for an upcoming marketing campaign via Clemenger BBDO Melbourne, that will encourage people to put Gippsland at the top of their list for their next getaway.

The new brand, GIPPS all kinds of wonder LAND, highlights the region’s hidden attractions, food and wine experiences and lesser known areas from historic towns and lush vineyards to pristine beaches and alpine forests.

Targeted at people living in Melbourne and regional Victoria, it aims to change consumer perceptions of Gippsland via its brand pillars of:

– Paddock to plate

– Water lover’s paradise

– Alpine inspired adventure

– Intimate local towns

– World class sanctuaries

Importantly, the campaign will also remind visitors that although parts of the region have been affected by bushfires in recent months, visitors should not be deterred from planning a Gippsland adventure.  

Says Peter Bingeman chief executive officer, Visit Victoria: “Gippsland is safe to visit, open for business, and welcoming visitors, so put it on top of your list of places to visit now.”

With the new brand unveiled today, the campaign will be ready to kick off in April and run through to June 2020.

GIPPS all kinds of wonder LAND is part of a long-term strategy aimed at growing Victoria’s visitor economy to $36.5 billion by 2025. It will build on the momentum achieved by current and previous intrastate campaigns and continue to compel Melburnians to explore their own state.

Says Bingeman: “We’ve worked hand in hand with Destination Gippsland to develop this upcoming campaign and I encourage people to explore the great diversity of Gippsland that makes it a true wonderland.

“From pristine coasts, to inland lakes, mountains and winter snow, forests, deserted sandy beaches, and lush vineyards, Gippsland is truly breath-taking.”

Says Sue Smethurst, chair, Destination Gippsland: “This campaign brings a fresh face to Gippsland. It is our biggest brand campaign in more than a decade and we look forward to even more people choosing to eat, play and stay in Gippsland.”

The Victorian Government has provided $3.2 million towards the campaign in recognition of the role tourism can play in the region’s transitioning economy, particularly now as it recovers from bushfires and drought.

Says Martin Pakula, Victorian Minister for Tourism, Sport and Major Events: “The Gippsland community has faced many challenges including bushfires over summer and it’s vital that we give them all the support we can.

“There are so many great experiences waiting to be discovered in Gippsland. That’s why we’re investing in this new campaign to showcase all that the region has to offer.”

Since Visit Victoria was established on 1 July 2016, it has worked tirelessly to shift the dial on the visitor economy by renewing critical marketing activity internationally, nationally and within Victoria, as well as embarking on an ambitious strategy to acquire the world’s best events and with the latest results showing visitor growth rates outpacing every other state – it’s clear that the strategy is working.