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Melbourne launches tourist campaign
Visitors are being invited to lose themselves in Melbourne in a new $12.4 million tourism marketing campaign launched yesterday by Minister for Tourism John Pandazopoulos.
The Bracks Government campaign, with the tagline It’s Easy To Lose Yourself In Melbourne, promotes the city as a place of hidden treasures and invites visitors on a journey of discovery.
Mr Pandazopoulos said the campaign would capitalise on the raised awareness of Melbourne generated by the 2006 Commonwealth Games.
“We are striking while the iron is hot and showing people new reasons to visit,” he said.
“Many people have been to Melbourne before, so our aim is to show them there’s is a whole lot more to discover.
“Melbourne is not a ‘tick the box’ or ‘seen that’ destination – many of the best things are tucked away in alleyways or unusual places.
“Locals form part of that attraction too, with Melbourne’s cultural and ethnic diversity an integral part of our society. It’s not ‘in your face’; it’s a subtle, key part of the fabric of our community.
“We are encouraging visitors to lose themselves physically and emotionally in this great city.”
Mr Pandazopoulos said research had shown that while awareness of Melbourne as a destination was high, and visitor numbers from key markets were strong, there were still opportunities for growth.
“We have learned a lesson from Sydney when they experienced a decline in visitor numbers after the Olympic Games,” he said.
“Melbourne is the gateway to Victoria and, with so many attractions accessible within a few hours drive, combined with our excellent road network, this campaign will provide a boost to regional areas and see them attract more visitors.”
The Bracks Government campaign targets a younger and broader audience than previous tourism marketing efforts and has been funded from a $12.4 million allocation over four years announced in the 2006-2007 State Budget.
Melbourne attracts 3.7 million interstate visitors annually. Compared to 1999, Victoria now welcomes 550,000 more visitors from interstate and 270,000 more visitors from overseas, generating an additional $720 million in expenditure in Victoria each year.
Mr Pandazopoulos will launch the campaign in Sydney next week. Launches will also be held in other capital cities.
Graham Muldoon
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