A $2 million marketing campaign to attract more international visitors to Victoria’s wine regions is set to start.
The Wine Victoria initiative received funding from the Federal Government’s $50 million Export and Regional Wine Support Package, and another $1 million through Agriculture Victoria and wine sector partners.
“Wine Victoria’s strategy will combine premium food and wine experiences with aquatic and coastal attractions, emphasising the state’s natural beauty,” Wine Australia CEO Andreas Clark said.
Wine Victoria executive officer Rachael Sweeney said the campaign would use the state’s five pillar wine regions, including the Yarra Valley Culinary Tourism Destination.
The others are King Valley Prosecco Road, Pinot Coast, Rutherglen’s Fortified Resurgence and Central Victoria’s Diversity.
“We will leverage Victoria’s existing competitive advantages, including high regional visitation and interest in natural assets,” Ms Sweeney said.
“It’s about developing specific identities across our regions that can be promoted through a range of channels, including State Government agencies and wine and tourism partners, such as Visit Victoria, Food and Wine Victoria, regional tourism boards and wine associations.
“The strategy will target the 2.8 million visitors already arriving in Melbourne… it’s a win for our wine sector.
“We will create exciting marketable tourism experiences that attract more people to the cellar door, as well as encouraging them to spend an extra night in our regions – it’s a real value add for the state.”
