The Goldfields. Leave a Little Richer campaign aims to convey the Goldfields as a destination that provides a rewarding cultural experience, based in history and expanded through arts and complemented by food and wine.

The campaign aims to increase visitation and dispersal throughout the Goldfields region by identifying the key destinations of Ballarat, Bendigo, Castlemaine and Maldon.  

The target market is Cultural Enrichment Seekers in Adelaide, Canberra and Southern NSW, young families and older couples. This target are high discretionary spenders who enjoy short breaks and are interested in Food and Wine, History and Heritage or Arts and Culture.

The campaign features print, online and radio mediums, with a primary focus on South Australia, New South Wales and Canberra.

View Goldfields tourism information online at visitvictoria.com.