More than 80 travel media and industry personnel were given the first preview of a new nationwide campaign designed to raise consumer awareness of attractions and activities located within 90 minutes of Melbourne at the May lunch of the Australian Society of Travel Writers in Sydney last week.
Seven diverse regional destinations are included in the “Lose Yourself A Stone’s Throw from Melbourne” campaign.
Four themes: Nature & Wildlife, Cultural Discovery, Fashion & Fun and Luxury & Indulgence are featured in the seven regional destinations of Philip Island, Mornington Peninsula, Geelong and the Bellarine, Ballarat, Daylesford and Macedon Ranges, Nagambie and the Strathbogie Ranges and the Yarra Valley and the Dandenong Ranges.
For instance, a number of boutique hotels, restaurants and wineries situated in the seven regions are highlighted for those seeking luxury and indulgence.
Nature and wildlife-minded visitors venturing just outside Melbourne can see dolphins at Sorrento and penguins on Philip Island, [pictured right] for example.
Those who want to lose themselves in fashion and fun can head to the goldfields recreation at Sovereign Hill [pictured below]or ‘get lost’ in the Avenel Maze in the Strathbogie Ranges.
Cultural discoveries abound in the seven regional areas where visitors can enjoy the Geelong Gallery’s collection of art and explore historic Heronswood on the Mornington Peninsula.
Meanwhile, a number of quality spas and golf courses are highlighted for visitors seeking relaxation and rejuvenation in the seven regional Victorian destinations.
Websites are included for many of the featured attractions and activities.
No new product has been developed for this promotional campaign, said Terry Hickey, Chairman, Melbourne and Surrounds.
The concept is to raise awareness of a multitude of existing activities and attractions and stimulate travel to areas that are just a stone’s throw from Melbourne, he said.
A 16 page brochure has been produced while the campaign forms the basis of the website www.melbournesurrounds.com.au
Exclusive Report by Thomas E. King, TravelMole’s Travel and Lifestyle Editor
