The ‘Mornington Peninsula: Seriously, It’s in Australia’ campaign positions the Mornington Peninsula as a stylish and sophisticated coastal experience – a little piece of Europe in Australia.

The campaign objective is to increase awareness of the region, and visits, for tourists travelling beyond Melbourne, specifically consumers from Sydney and Brisbane, who currently have limited awareness of the region.

The campaign imagery and style encourages visitors to increase their length of stay in the region by promoting the experience as a relaxing European-style escape. The campaign tagline further reinforces the concept that the Mornington Peninsula is an indulgent, experience that is the antithesis of the traditional Australian beach holiday

View Mornington Peninsula boat campaign imagery (5.74mb)

The Mornington Peninsula Campaign targets the Socially Aware and Visible Achievement Roy Morgan Value Segments™ (30-50 years).

Launched in June 2003, this campaign features print (magazine and press) advertising, online and e-marketing mediums, with a skew to Sydney and Brisbane.  The campaign is being reviewed.

View Mornington Peninsula tourism information online at visitvictoria.com/morningtonpeninsula.