Victoria’s Tourism North-East has partnered with Melbourne-based creative agency US+US to create a new year-round campaign that will promote Victoria’s High Country.
The campaign, entitled “More of This” has been designed to showcase the vast array of unique experiences, landscapes, products, food and drink the region has to offer all year round.
“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,” Bess Nolan-Cook, CEO of Tourism North East, said. “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.”
While Victoria’s High Country is renowned for its alpine mountains – Hotham, Buller and Falls Creek – this campaign has been created to highlight all the other landscapes and experiences the region offers visitors in all the different seasons.
For the campaign, a 60-second hero television commercial has been released that takes viewers on a journey through High Country and the range of experiences and activities that can be enjoyed there, even on just a short trip. The commercial is bolstered by a 30-second cut and a set of imagery that will be used to tell the story.
“The High Country has something for everyone, all year round – and that’s exactly why we’ve created this campaign,” Nolan-Cook said. “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 also be featured at Moonlight Cinemas in Melbourne and Sydney, as well various locations in regional and metro Melbourne.
“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,” Jim Ritchie, Founder of US+US, said. “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.”
