Victoria’s new High Country campaign promotes the region’s distinctive visitor appeal, which encompasses gourmet food and wine, history, spectacular scenery and outdoor experiences.

The campaign uses an adventure theme to capture these elements, reworking book titles into experiences on offer in the High Country. The campaign tagline is Victoria’s High Country – Adventures Happen.

The campaign, launched in March 2008, targets couples in the 25-30 and 35-50 range in Melbourne, regional Victoria and southern New South Wales. They are looking for a short break away from their usual routine – they want to try something new, indulge themselves with high quality experiences, but aren’t interested in pushing themselves to the limit.

Three different advertisements – Escape up the Great Alpine Road, The Lunch that Time Forgot, and The Crossing at River’s Bend – are running in newspapers in regional Victoria and New South Wales and at train stations and at tram and bus stops in Melbourne and Canberra. The campaign will also run online with The Age, The Sydney Morning Herald, The Australian, BigPond and ninemsn.

The campaign, funded from the State Government’s Bushfire Recovery package for the North East and Gippsland, is running for an initial nine weeks during March and April 2008, with further marketing over the next 18 months.

View Victoria's High Country tourism information online at visitvictoria.com.