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Tourism North East's new summer campaign 'You didn't hear it from me...' has now launched as of December 2023. The campaign invites visitors to explore a little deeper, take the road less travelled and discover the secrets of Victoria's High Country.
To create buzz, Tourism North East has announced that all visitors will need to sign the High Country Secret Pact, hosted as a pop up on the Victoria’s High Country website. Once signed, visitors will get online access to the hidden gems of the region, the experiences and places that “fly under the tourism radar and that the locals keep under lock and key.”
A hero two-minute ad will be played at Moonlight Cinema Melbourne and Sydney over the summer 2023-2024 period. The ad features Beechworth local favourite the Ageing Frog Fish Bar and their famously morish potato cakes, as well as other local characters and businesses across Victoria's High Country. The campaign will also be supported by PR and social media posts and videos.
Tourism North East is encouraging industry to get involved by creating their own social media posts and videos to help elevate and amplify the campaign, using the hashtags #YouDidntHearItFromMe #VictoriasHighCountry and #HighCountrySecrets. An easy-to-follow Industry and Technical Toolkit is available to downloadhereto help businesses get started on their content creation journey.