The $40,000 print and radio marketing campaign specifically targets the upcoming school holiday and Easter period, encouraging visitors from Melbourne, Ballarat, the Mallee, Mt Gambier and Adelaide to experience the natural attractions and great food and wine of the Grampians region.

Press advertisements will appear in the Herald Sun, The Age and the Adelaide Advertiser, with radio activity scheduled for 3MMM, 3AW, SAFM and across other regional radio stations.

In addition to this dedicated campaign, the Grampians region will also be featured as part of the Tourism Victoria sponsored television show Postcards, and will continue to be featured in ongoing media relations and familiarisations programs.

Ms Asher said the campaign is designed to assist the region following the fires in January, by advertising that the region is 'Open for Business' and encouraging Victorian's to support tourism operators in the region.

"Last month I announced that the Coalition Government was contributing $50,000 towards the Grampians Grape Escape, to encourage visits from local, intrastate and interstate tourists.

"The Grampians is a beautiful place to visit at this time of the year, coming alive with autumn colours and offering visitors a wide range of experiences from biking and walking, interacting with wildlife and tasting great food and wine, all against the backdrop of the magnificent Grampians National Park," Ms Asher said.

In 2011-12, tourism contributed $949 million to the local Grampians economy (22.2 per cent of GRP) and generated employment for approximately 8,300 people.

Tourism is a significant economic driver for Victoria, worth $19.1 billion a year and provides jobs for over 200,000 Victorians.