Victoria shifts focus to regional areas with new tourism push three years in the making

Instagram Influencers will be a key to Visit Victoria’s new Wander campaign

Victoria has launched a $3m push to convince tourists to “Wander Victoria” in a campaign that focuses on the state’s 11 regions and aims to draw Melburnians and state-border dwellers to some of its undiscovered wonders.

The campaign, created by Clemenger BBDO Melbourne, has been three years in the making and plays to a state government plan to get locals to make the most of their own state and to get tens of thousands of new Victorian residents each year to spend more on the local tourism economy.

At the same time the campaign launch has be used as an opportunity to promote the new rebranded tourism body Visit Victoria, announced by the Victorian Government last year.