Visit Victoria has launched its new ‘Your Happy Space’ campaign via Clemenger BBDO Melbourne that encourages Melburnians to cosy up to winter in regional Victoria.
Your Happy Space showcases Victoria’s stunning regions, with the latest campaign activity highlighting the drama of winter landscapes, soul-warming food and wine, scenic drives, fewer crowds and cosy accommodation all within easy reach for a short break in regional Victoria.
The intrastate campaign has been informed by market research and developed with input from industry and will be featured on television, radio, social media, digital platforms, outdoor advertising and more.
The winter activity for Your Happy Space is part of Visit Victoria’s work to grow visitor spending to $36.5 billion by 2025 and create thousands of local jobs.
Since 2014-2015, 22,400 jobs have been generated in the visitor economy and total visitor expenditure for Victoria has grown from $20.4 billion in the year ending December 2014 to $28.7 billion in the year ending December 2018.
Says Peter Bingeman, CEO, Visit Victoria: “Victoria is the perfect winter playground. We have stunning natural landscapes, top quality wineries, exquisite regional dining, and unique cosy accommodation right in our backyard, and this campaign will remind Victorians of the happy space awaiting them in regional Victoria.”