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Australian Tourism Department Launches Campaign Focusing on Spas

Posted: August 26, 2009

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Behind the campaign

"Daylesford. Lead a Double Life" forms Phase 9 of Tourism Victoria’s successful Jigsaw campaign and is a key part of Tourism Victoria’s Regional Tourism Action Plan 2009–2012. The new campaign highlights Victoria’s competitive strengths in spa and well-being experiences and positions Victoria for further tourism growth by focusing on the increasingly popular health and well-being trend.

While profiling Daylesford as Victoria’s hero spa destination, the spa and well-being campaign also provides significant leveraging opportunities for the broader Daylesford Macedon Ranges region, as well as other Victorian regions. Daylesford and Macedon Ranges tourism executive officer Graham Middleton predicted the campaign would not only increase visitation and yield to Daylesford, but it would also positively impact the broader region. “The region is poised to build on its well-known reputation for high-quality accommodation with integrated food, wine, spa and well-being products,” Middleton said.

The campaign will be complemented by Villages of Victoria and spa and well-being marketing initiatives that will highlight the unique qualities of the villages and support spa destinations throughout the state.

Campaign elements