Victoria’s High Country launches new ‘More of This’ 365 campaign via US+US, Melbourne

Victoria’s High Country is starting 2023 with a bang by launching a new campaign in collaboration with Melbourne-based creative agency US+US.

The “More of This” campaign has been designed to lift the lid on the vast array of unique experiences, landscapes, products, food and drink the region has to offer all year round.

Says Bess Nolan-Cook, CEO, Tourism North East: “Victoria’s High Country has so many hidden gems, and we’re always hearing from new visitors that they didn’t know just how much the region has to offer. We’re thrilled to work with US+US on this campaign that depicts how much more you can get from a trip to the High Country.”

A 60-second hero TVC takes viewers on a journey through the expansive High Country, showcasing the range of experiences and activities even a short trip can provide. The hero TVC is bolstered by a 30-second cut, and a vast array of imagery that will be used to tell the story.

While Victoria’s High Country is famously known for its alpine mountains – Hotham, Buller and Falls Creek – this campaign has been created to highlight the variety of offerings the region has for travellers 365 days a year.

Says Nolan-Cook: “The High Country has something for everyone, all year round – and that’s exactly why we’ve created this campaign. Not only do our mountains provide a huge range of activities throughout the year, we also have some of the state’s best wineries, breweries, distilleries and eateries, luxury and unique accommodation and services, as well as hiking, cycling, horse riding and adventures for all interests and skill levels.”

The More of This campaign will be featured at Moonlight Cinemas in Melbourne and Sydney plus OOH locations in regional and metro Melbourne.

Says Jim Ritchie, founder, US+US: “After a tough few years for tourism, we’re excited to tell the story of one of Victoria’s most picturesque and exciting travel options. Collaborating with Tourism North East to develop the creative has been great – the quality and range of imagery just shows how incredible the region is.”