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Victoria aims tourism campaign at dogs (and owners)

October 16, 2018 Headline News No Comments Email Email

Woof! Visit Victoria has launched what it calls “the world’s first tourism campaign optimised for dogs” – though it will be the owners who do the bookings.

The campaign, developed by Clemenger BBDO, aims to get Victorian dog owners exploring their own state alongside their foot-footed friends.

The campaign harnesses a pet psychologist and what the creators describe as “content curated by local pet-fluencers”. For those wanting to probe further, the tags are @MyAussieTribe, @Tomandcaptain, @ChandlerThePug and @HuckAndCo.

An extension of the recently launched Your Happy Space regional Victoria marketing campaign for humans, Your Dog’s Happy Space will get tails wagging with a short-break away.

Leading dog behaviourist and pet psychologist Dr Kate Mornement says trips away together not only save money on the costs of a kennel but can have positive wellbeing benefits for both human and pet.

“A short break away can have many of the same physical and mental health benefits for a dog as it would their owner,” Dr Mornement says.

“A new environment is not only stimulating and enriching for a dog but quality time together with a weekend away provides an opportunity for physical exercise, further develop social interaction, strengthen the bond and relieve stress.

“Just like humans, a holiday can be a really enjoyable experience for dogs.”

Dogs are widely considered as a barrier to experiencing a weekend away for the 65% of Victorians who own a pet so the campaign will highlight the diverse range of quality pet-friendly experiences.

The target market

Visit Victoria chief executive Peter Bingeman said that Your Dog’s Happy Space would encourage even more Melburnians to explore regional Victoria.

“Instead of putting their pets in an expensive pet hotel or arranging care, we know that the 65% of Victorians that do own a pet would love to travel in Victoria with their extended family.

“Not only does pet friendly travel and accommodation make intrastate experiences more accessible, it’s also a great way to build awareness of the incredibly diverse offerings across the state.”

Edited by Peter Needham

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