Visit Victoria recently launched a new campaign –Your Happy Space – aimed at encouraging more Melburnians to visit regional Victoria.
The campaign builds on the success of Wander Victoria and aims to position the regions as the perfect place for a short-break to slow down, disconnect and experience JOMO (the joy of missing out) within a short trip from Melbourne.
It focuses on the stunning natural beauty of regional Victoria which provides the backdrop to world-class culinary experiences; the most exciting and innovative regional art and culture in Australia; and indulgent and rejuvenating spa and well-being destinations.
The new campaign invites Victorians to personalise and dream up what kind of Happy Space they need in their lives.
Your Happy Space comes with new branding, website – yourhappyspace.com.au, a new national tourism campaign and a new hashtag – #yourhappyspace which replaces the #wandervictoria tag. The new website includes information on destinations and experiences and make it easy for consumers to book with operators listed on the site.
The campaign targets Victorians, with its primary focus being on Melbourne based ‘lifestyle leaders’. They represent 35% of the total Greater Melbourne population (aged 18+) which equates to 1.2 million people. Intrastate travel (Victorian’s travelling within Victoria) makes up for 82% of all travel within the state, with the majority coming from Melbourne.
Your Happy Space will seek to motivate Melburnians to explore regional Victoria; take more frequent trips; and remind audiences of the many compelling experiences in regional Victoria. The campaign will also target regional Victorians to promote region-to-region short breaks.
Your Happy Space campaign is being rolled out across television, cinema, digital and social media channels, with further promotion through public relations and partnership activity with travel organisations, media publishers and non-travel associations.
Visit Victoria has worked in close consultation with the Regional Tourism Boards to develop opportunities for the industry to leverage the campaign. Tourism businesses are encouraged to be involved in initiatives that will leverage the campaign including:
- Joining the campaign by using #visitvictoria and #yourhappyspace as well as the High Country tags, @seehighcountry and #seehighcountry when sharing posts and images on social media (Facebook and Instagram).
- Encourage your customers to do the same.
- List your business and events via the Australian Tourism Data Warehouse (ATDW) on the Visit Victoria consumer website, which receives 9.2 million visitors annually. Visit our corporate website for more details.
- Support communication elements of the campaign, including familiarisation programs and content requests.
For ore information about how to engage with the Your Happy Space campaign, go to corporate.visitvictoria.com/marketing/intrastate
This beautiful image currently appearing on the Your Happy Space site is captioned:
Is #yourhappyspace on top of mountains, where you can feel on top of the world? Because this picture certainly captures this feeling, next to Crystal Brook Falls on Mount Buffalo. As the fog surrounds the mountain, covered in fresh snow, you’ll feel like you’ve been transported to somewhere up in the heavens. Rug up and enjoy this magical view by yourself, with your partner or your photographer buddy…and don’t forget to share a snap of #yourhappyspace along with #visitvictoria. Photo via @brightandsurrounds by @brightmystic #seehighcountry #snowvic