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Australian Tourism Department Launches Campaign Focusing on Spas

Posted: August 26, 2009

Highlighting how the tourism and spa industries can work together, the Australian organization Tourism Victoria has launched an advertising campaign centering on the spa treatments, vacations and more available in its Daylesford region.

Recently, the $7.3 million "Daylesford. Lead a Double Life" campaign launched nationally in Australia with a 60-second television commercial appearing across free-to-air television networks and subscription channels. Showcasing Victoria as the leading Australian destination for spa and well-being experiences, the interstate campaign raises awareness of Daylesford as the natural mineral springs capital of Australia.

Tourism Victoria chief executive Gregory Hywood said Daylesford is the perfect vehicle to promote the diverse experiences on offer in regional Victoria and to attract more visitors from around Australia. “Research indicates that there is an opportunity for Victoria to capitalize on the increased demand from baby boomers for day spas, boutique accommodations and outstanding food and wine experiences,” Hywood said.

The television advertisement depicts Daylesford as a village perched on the edge of decadence and purity. It is a unique destination that delivers a balance of emotional and physical rejuvenation through its cleansing, yet enriching, natural waters and abundance of local delicacies. The commercial is part of an integrated campaign that incorporates advertising, public relations activity and consumer offers.

Featuring Melbourne-born, Hollywood-based actress Isabel Lucas, the advertisement was filmed during April in key locations in and around Daylesford and the Macedon Ranges.