Raise the profile of the tourism and events industry in Victoria and secure public funding for the visitor economy.
CPR developed an advocacy program targeting government decision-makers and guiding VTIC’s political activity. The advocacy program was accompanied by a public and media-facing campaign with a strong visual identity and connected slogan: ‘Tourism is Victoria’s Business’. The campaign focus was aligned with key election year themes – jobs, the economy and business growth. It clearly outlined election asks in a website and collateral positioning the tourism and events industry as a central component of Victoria’s economic growth.
The campaign was pivotal in securing hundreds of millions of dollars in government funding for the Victorian tourism industry.