Regional Victoria hits UK TV screens

The Great Ocean Road is set to be at the forefront of destinations for UK holiday makers

when it is broadcast live on the popular UK television program Daybreak tomorrow.

Victoria’s minister for tourism and major events Louise Asher said regional Victorian destinations such as Cape Otway, Port Fairy and Warrnambool would be apart of the itinerary of the visiting British viewers of the program. The Daybreak Down Under Victorian episode was broadcast on 8 November, showcasing Victoria’s best on the ITV1 program, which has a daily average of 800,000 viewers.

“Twenty British viewers of Daybreak fly over the spectacular 12 Apostles, explore Loch Ard Gorge and visit many of the Great Ocean Road’s most breathtaking and picturesque tourist sites,” Ms Asher said.

The Victorian coalition government is partnering with Tourism Australia and state tourism agencies to promote Victoria to the important UK market through the Daybreak Down Under promotion.

The 100 Daybreak viewers travelling to Australia were chosen following a week long competition where they had to select one of five Australian holiday options they would like to experience.

The winners of the promotion who are visiting Victoria will visit Lorne, Flagstaff Hill and on the morning of the live broadcast Tower Hill and Port Fairy. The live broadcast back into the ITV1 Daybreak program will take place from the main boardwalk at the visitor centre with the 12 Apostles featuring prominently in the background.

“The UK remains one of our key international markets, with the UK the third largest market for Victoria for international visitor spend,” Ms Asher said. “The Great Ocean Road has long been a popular destination for international visitors, with overnight visitor estimates to the region increasing by 8.1% this year from the previous year, with 169,300 people visiting in the 12 months to June 2011.”

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