‘Melbourne’s Yarra Valley. You’ll never want to leave.’ positions the region as Victoria’s hero wine and food destination right on Melbourne’s doorstep.

The integrated campaign promotes the Yarra Valley as a destination of style, sophistication and romance, whilst showcasing the Yarra Valley’s key attributes.

The campaign launched in June 2003 with a television campaign in Sydney, Brisbane and Canberra followed by a cinema campaign in Sydney and Brisbane. The advertisement also ran on television during the Melbourne 2006 Commonwealth Games.

It was recognised with a number of awards and accolades including The Melbourne Advertising and Design Club’s ‘Best in Show 2004’,  and was also rated as one of the top 100 commercials in the world – ‘2004 Shots Grand Prix Reel’.

The television and cinema advertisements have a catchy theme song, ‘Run Rabbit Run’, and show couples hiding in the region’s world class wineries in a desperate bid to extend their stay.

The campaign also featured magazine and online advertising, trade marketing and a public relations strategy.

The Yarra Valley Campaign targets the Roy Morgan Value Segments ™ of the Socially Aware, Visible Achievement and as a secondary market, Young Optimists.

Tourism Victoria is working with the Yarra Valley and Dandenong Ranges Campaign Committee on the next phase of the campaign.

View Yarra Valley tourism information online at visitvictoria.com/yarravalley.