A NEW marketing campaign is encouraging people to explore their own backyard.
As coronavirus travel restrictionsease, Unearth Amazing calls on people across Victoria to ‘unearth amazing’ experiences within the Wimmera and southern Mallee.
The campaign began on Sunday, June 14 and includes television and social media promotional videos showing the diversity and unique nature of the region.
It marks the end of a four-year journey to attract visitors to the region through the Wimmera Southern Mallee Tourism Collaboration and Destination Management Plan project.
Wimmera Southern Mallee Regional Partnerships initiated the project and Wimmera Development Association manages it, working with the board of Wimmera Mallee Tourism and other key stakeholders, including Grampians Tourism, in building visitationof the region.
Wimmera Southern Mallee Regional Partnerships chairman David Jochinke said the campaign came at an important time.
“When was the last time you explored your own backyard?” Mr Jochinke said.
“Our region offers many wonderful experiences and this campaign encourages local people to unearth the amazing that lies within the Wimmera and southern Mallee.
“When they share those amazing experiences with their family and friends,ithas flow-on benefits for communities and businesses,and creates more tourism opportunities long-term. That’s a win for everyone.
“It’s important we gain the support of locals as the tourism industry rebounds from the impacts of the coronavirus shutdown that we recognise has been difficult for many other industries, too.”
Leveraging the Silo Art Trail has been a key focus of the work. Work at Albacutya Silo Art will begin soon and its addition will help connect the east and west parts of the art trail, along with Lake Tyrrell. A number of the silos have an augmented reality feature available, adding to the immersive experience the trail offers its visitors.
The Wimmera River Discovery Trail, based at the northern part of the Wimmera River, is underway and will be ready in late 2021. The Harrow Keeper of Indigenous Cricket is in the planning stages and will recognise a part of Indigenous sporting history.
Wimmera Development Association executive director Chris Sounness said collaboration was key in bringing the project to life.
“It’s great to see the various stakeholders – including Wimmera Mallee Tourism, Grampians Tourism and the state government – collaborating on such an important project to get the result we set out to achieve,” Mr Sounness said.
People can access www.visitwimmeramallee.com.aufor more information on Unearth Amazing – including road trip itineraries.
Tourism operators and local businesses can participate in the campaign by including the hashtags #VisitWimmeraMallee #UnearthAmazing and #SiloArtTrail on social media posts. People are also encouraged to share tips and local recommendations via the Wimmera Mallee Tourism or Silo Art Trail Facebook pages.
Through this project, Wimmera Mallee Tourismhas strengthened relationships with Grampians Tourism, Mildura/Murray River Tourism, Lucindale Tourism and the Great Southern Touring Route and is working closer with Visit Victoria.