Marketing Activity

Marketing Gippsland in 2026.

The plan for showcasing Gippsland this year includes:

• Brand advertising: Utilising our content calendar, we will focus on themes such as seasonality, new products and events to drive a sense of place (brand) that is uniquely Gippsland, and speaks to our key themes and pillars.

• Invest in targeted campaign activity: we will promote the region under the key themes of nature first, supported by campaign work specific to food/drink and in line with with the next edition of Eat Drink Gippsland. We will also invest in targeted campaign activity that supports the drive market, including suggested itineraries, caravan and camping activity, cultural and heritage product, events, and other ad hoc campaign themes, as funding allows.

• We will work cooperatively with Visit Victoria to promote Gippsland to the Melbourne lifestyle leaders seeking a return to regional Victoria and to interstate audiences who may not be aware of what Gippsland has to offer. We will work in partnership with Visit Victoria to promote Gippsland to international markets via their new global brand platform, Every Bit Different.

• Maintain digital channels: Our website, newsletter and social media will be our core marketing focus, providing tailor-made content to suit the platform audience, time of year and other initiatives.

• Public Relations: Guided by the content calendar and consumer research, and working with Visit Victoria we will pitch, host and liaise with travel and mainstream media to provide editorial outcomes for Gippsland.

• We will increase our own digital capability by continuing to support product with ATDW listings, keeping the Marketing Toolkit updated for industry to use as a resource.

• We will work with product, to develop commissionable programs and packages so that we can ensure Gippsland is included as must-see destination, both on its own and as part of the Sydney-Melbourne touring route, working with international travel trade.

• We will deliver support to events and business events to gain market share of the business events sector, and increase our reputation across Victoria and interstate as a leading destination for consumer events in Victoria.