Tourism Report

Victoria Launches Drive for More Kiwi Tourists

The Victorian coalition government has launched the next phase of Tourism Victoria’s Jigsaw campaign Play Melbourne in New Zealand, aimed at attracting even more New Zealand visitors to the exciting city of Melbourne.  

Tourism and major events minister Louise Asher said the next important phase of the Victorian government’s Jigsaw marketing campaign promoted Melbourne as a must-visit destination and as a gateway to regional Victoria. New Zealand is the largest source of international visitors to Victoria, with 259,000 overnight visitors to Victoria for the year ending September 2011.

“Play Melbourne invites New Zealanders to awaken their curiosity, be spontaneous, and explore Melbourne on a whim. With so much to see and do throughout the year, Melbourne is a great destination for all travellers.”

Ms Asher said the Play Melbourne television commercial will commence on New Zealand’s national broadcaster TVNZ on 5 February as part of a coordinated campaign across all media including print, online and cinema advertising.

“A key feature of this campaign will be a three month competition, where New Zealanders can win a Melbourne weekend holiday,” Ms Asher said. “In keeping with the campaign’s theme of exploring Melbourne on a whim, the winner will be drawn each week on Tuesday, and will fly to Melbourne for their weekend away just three days later, on Friday.”

Tourism Victoria’s highly successful Jigsaw campaign claims to be the longest-running destination marketing campaign in the world.

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