GRAMPIANS Tourism has welcomed a $40,000 marketing campaign to attract visitors to the Grampians.
Chief executive Will Flamsteed said the organisation had worked closely with Tourism Victoria to develop the campaign, which was announced by Minister for Tourism Louise Asher on Monday.
“Tourism Victoria has sought our direction, which is fantastic,” he said.
“It’s been really supportive and this campaign is one of a number of opportunities to drive tourism since the fires in January.”
Mr Flamsteed said the initiative would incorporate print and television advertising.
He said it would specifically target the coming school holiday, Easter and Anzac Day periods.
“The ads will promote the Grampians as a great holiday destination and will target our key tourism markets,” he said.
The advertisements will encourage people from Melbourne, Ballarat, the Mallee, Mt Gambier and Adelaide to experience the Grampians’ natural attractions and great food and wine.
The region will also feature on the television show Postcards.
Ms Asher said the campaign aimed to boost tourism numbers in the Grampians following January’s bushfire.
She said the advertisements would encourage Victorians and South Australians to support the region’s tourism operators.
Mr Flamsteed said visitation numbers had increased since the initial ‘open for business’ campaign that followed the bushfire.
“Visitation has improved, but it’s not at the level we’d like it to be at,” he said.
“Visitation is so important to the Grampians. In 2011-12, tourism contributed $949 million to the Grampians economy and generated employment for about 8300 people.
“That $949 million is a very real figure and a very important one.”
Mr Flamsteed said the new marketing campaign would complement Grampians Tourism’s initiatives to attract visitors.
“We are still working hard with people in the Wartook Valley to realise what opportunities are available to them,” he said.
“From our perspective, it’s about creating sustainable industries and sustainable destinations.
“It’s not a sprint, it’s a marathon.”