The campaign aims showcase experiences, from the spectacular Grampians Peaks Trail, to the renowned events and award winning cuisine and wine.

It will also profile the colourful characters that make the Grampians the unique destination.

Grampians Tourism chief executive Will Flamsteed said he delighted to launch the campaign.

"The Grampians offers visitors and residents an abundance of great experiences, great food, great wine and great people,” he said,

"We want people to experience the Grampians through the eyes of locals.

“Discover Greatness incorporates all the wonderful experiences and destinations that make the Grampians the place to visit in spring, when nature is at its absolute best.”

Mr Flamsteed said a wide range of spring holiday deals are now available and could be booked at www.visitgrampians.com.au.