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A twist at every turn – Melbourne’s new tourism push

November 1, 2017 Headline News No Comments Email Email

Victoria has launched its first major interstate tourism campaign in six years, featuring local artists, musicians, and iconic institutions including the MCG, Hotel Windsor, Heartbreaker and Hosier Lane.

The campaign, called A Twist at Every Turn, is designed to attract more interstate visitors.

The state’s Minister for Tourism and Major Events, John Eren, joined Visit Victoria chief executive Peter Bingeman at the National Gallery of Victoria at the official launch.

The Victorian Government feels the campaign will “boost jobs, strengthen the economy and showcase what Victoria does best”. It focuses on Melbourne’s celebrated sport, arts, fashion, food and wine, shopping, live music and theatre – with major events playing an important role in driving bookings.

A Twist at Every Turn is a cinematic foray through Melbourne’s many moods, as the characters twist and turn through unexpected moments, uncovering hidden gems while looking for their destination.

A twist at every turn

“This huge new tourism campaign will bring thousands of extra visitors from around the country – boosting local businesses and creating Victorian jobs,” Eren said.

“Melbourne is the best place in the world to live, work and visit – and this new campaign is a gentle reminder of that to our friends across the border.”

Interstate visitors make up the largest market of visitation to Melbourne, with 5.4 million people visiting and spending AUD 4.3 billion in the 12 months to June.

The campaign aims to boost these numbers and ensure visitors stay longer and spend more around town, boosting local businesses and supporting jobs.

Visit Victoria chief executive Peter Bingeman said the campaign reflected how visitors experienced Melbourne’s many personas – “serious, playful, quiet, dramatic, and full to the brim of cultural and sporting heroics.

“Every visit yields something new, different, exciting and unexpected,” Bingeman said.

Edited by Peter Needham

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