Visit Victoria has launched a new regional marketing campaign aimed at encouraging Melburnians to venture to Victoria’s regions.
The Your Happy Space campaign profiles regional Victoria’s diverse experiences and world-class food, art, music, nature and cultural offerings.
It will include a new film piece to be rolled out across television, cinema and social media, and fully integrated digital, public relations and partnership activity, including a dedicated yourhappyspace.com.au website.
The campaign was developed by Clemenger BBDO and speaks to the truth that a short-break to regional Victoria can provide not only happiness but also space to take time out from the rush of everyday life.
Your Happy Space aims to challenge the 53 per cent of Melburnians that did not take a short-break to regional Victoria in the last twelve months to get out and enjoy the multitude of offerings in their own backyard.
Research suggests that as well as making people feel healthier, 88 per cent of people claim that travelling in the state’s regions made them feel happy. Additionally, people who took five (or more) short breaks were are more likely to feel 'happy', than those who took no breaks at all (61 per cent).
Your Happy Space is part of a long-term strategy aimed at growing the visitor economy for Victoria to $36.5 billion by 2025. It will continue building on the momentum achieved by the Wander Victoria campaign and continue to position regional Victoria by raising awareness of regional experiences and driving consideration for Melburnians to explore their own State.