Hot on the heels of the highly-successful Tropical North Victoria campaign, which drew millions of eyes nationally, Mildura Rural City Council has today unveiled its highly-anticipated follow-up – this time focused on elevating our region as a nationally-recognised arts and culture destination.
From art galleries and sculptures to some of the greatest culinary experiences in the country, and the nearby Willandra Lakes World Heritage site – home of Mungo Man, there's plenty to like about the new campaign.
The campaign, once again spearheaded by Mildura's tourism ambassador, Shane Jacobson, also showcases Trail of Lights – the region's new art installation by the internationally-renowned Bruce Munro – our deep connection to First Nation's culture, the natural environment while also acknowledging the region's reputation as the nation's food bowl.
"At its core, the campaign is about promoting Mildura as a great place to visit, utilising our diverse arts and culture offerings as the key driver for increased visitation and spending," Deputy Mayor and Councillor for Arts, Culture and Heritage Helen Healy said.
"While Mildura is known for its sunny days, this campaign is all about letting the world in on it's great secret – that we have a lot to proud of in the arts and culture space.
"We're not just talking about galleries – though there's some brilliant ones in the region – the arts are in our heart and soul."
The campaign also highlights the local café and coffee scene and laneway murals.
"Great food, great wine, great people. A great place for a holiday. We'll see you when you get here." - Shane's sign off says it all!
Councillor for Events and Tourism Rebecca Crossling said the campaign aimed to attract a diverse range of visitors to the region, from arts and food enthusiasts looking for their next adventure, to the close-knit family that love to share memories with loved ones.
"It appeals to that adventurous couple who thrive on the great outdoors or the ultimate grey nomads who are travelling around Australia enjoying each new experience," Cr Crossling said.
"We know the tourism market is crowded, with this campaign designed to deliver strong value for money for ratepayers by extending our reach and keeping the region top of mind for potential visitors.
"We have to stand out from the crowd – especially given our location – and this campaign has certainly got people talking about the region, while putting Mildura front of mind."
Cr Crossling said the new campaign would look to build on the success of the inaugural Tropical North Victoria promotion launched in 2024.
"The initial Tropical North Victoria campaign significantly elevated Mildura's brand visibility, generating a significant amount of national media coverage, providing around $2.5 million in advertising value," Cr Crossling said.
"Over the past 12 months alone we've seen visitors inject $220 million into the local economy – a 3.5 percent increase on the previous year.
"We've also seen an 18% increase in spending on attractions, events and recreation, a 17% increase in spending on breweries and wineries and a 14% increase in spending on local restaurants – bucking the trend being experienced in a lot of regional centres.
"We anticipate this latest campaign to continue to add to this, generating more spend in our region over the coming months.
"These campaigns are about more than just promotion, they're about ensuring Mildura remains a compelling choice for travellers through strategic brand positioning."
Find out just why Tropical North Victoria is the arts and culture capital of Australia by visiting mildura.com
Check out the new campaign here: https://youtu.be/RoY-6F20JXo
Campaign background
The launch of Mildura's new tourism campaign didn't come without some good old-fashioned, eye-catching antics.
It began in early November, when a 'letter of demand' appeared in the Herald Sun calling for the City of Melbourne to hand over a famous piece of artwork – Vault by Ron Robertson-Swann.
What followed was national media interest, supported by the artist himself and spearheaded by tourism ambassador Shane Jacobson.
This media interest generated more than $1.4 million in equivalent advertising spend for the region, drawing an audience in excess of 65 million people in six days.
This interest led to Shane staging a 'sit-in' at Vault – which was the cause of some controversy and mockery in Melbourne at the time of its installation – demanding it be reunited with another of Mr Robertson-Swann's piece 'Beethoven' – which has been in Mildura for the past 50 years.
Shane set further tongues wagging when he staged a "heist" through an AI video (check it out on Mildura.com socials), where it appeared he had symbolically reclaimed Vault for Mildura - triggering public interest and national commentary.
The big reveal? Mildura was already the arts and culture capital of the world – boasting more than just sunny days, but a deep love affair with the arts – a love we want to share with the rest of the world.
