Victorian Tourism Industry Council

Raising awareness of Victoria’s $25 billion visitor economy.

Work > Victoria Tourism Industry Council

Brief

Raise the profile of the tourism and events industry in Victoria and secure public funding for the visitor economy.

Response

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.

Result

The campaign was pivotal in securing hundreds of millions of dollars in government funding for the Victorian tourism industry.

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