Victoria’s High Country shines in a new light in ad campaign

Tourism North East (TNE) has kicked off the new year by launching ‘More Of This’, a new campaign promoting the beauty of Victoria’s High Country.

Curated in collaboration with Melbourne-based creative agency US+US, the new advertisement has been designed to lift the lid on the vast array of unique experiences, landscapes, products, food and drink the region has to offer all year round.

“Victoria’s high country has so many hidden gems, and we’re always hearing from new visitors that they didn’t know just how much the region has to offer,” said Bess Nolan-Cook, CEO, TNE.

“We’re thrilled to work with US+US on this campaign that depicts how much more you can get from a trip to the High Country.”

A 60 second TVC gives viewers a glimpse of what the expansive high country has to offer. Highlighting an appealing range of activities and experiences for would be travellers, everything from white water rafting to wine tasting, fly fishing to hot air ballooning. The hero TVC is backed up with a 30 second cut and a range of images to be used in conjunction across billboards and other advertising avenues.

While Victoria’s High Country is famously known for its alpine mountains – Hotham, Buller and Falls Creek – this campaign has been created to highlight the variety of offerings the region has for travellers 365 days a year.

“The High Country has something for everyone, all year round – and that’s exactly why we’ve created this campaign,” Nolan-Cook said.

“Not only do our mountains provide a huge range of activities throughout the year, we also have some of the state’s best wineries, breweries, distilleries and eateries, luxury and unique accommodation and services, as well as hiking, cycling, horse riding and adventures for all interests and skill levels.”

Jim Ritchie, founder, US+US added: “After a tough few years for tourism, we’re excited to tell the story of one of Victoria’s most picturesque and exciting travel options. Collaborating with Tourism North East to develop the creative has been great – the quality and range of imagery just shows how incredible the region is.”

The More of This campaign will be featured at Moonlight Cinemas in Melbourne and Sydney plus OOH locations in regional and metro Melbourne.

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