Grampians Tourism have launched their 2021 winter marketing campaign in an effort to combat the winter challenges tourist operators face each year.
Grampians Tourism chief executive Marc Sleeman said the campaign, 'Take the Wheel, The Grampians Way' will target road trips, after the federal government's flight scheme left some operators out in the cold.
"The recent federal half-price flights scheme was clearly skewed to Queensland, and we are fully expecting that there's going to be a major exodus out of Victoria as people head north to Queensland," he said.
"The campaign that we're delivering now is strategic in the release, so we are having marketing activity at our key target markets in Melbourne and Adelaide during winter months to make sure that people are still activated to travel into the Grampians.
"It's an exciting time, it's the biggest single marketing campaign that we've delivered in the last 10 years.
"There was always that sort of little bit of barrier of being three hours from Melbourne.
"But it's very clear post-COVID that people are actually celebrating a road trip now and we're hoping to take advantage of that."
Mr Sleeman said the Grampians are at their best in the winter, and hopes tourists will come to the region to help continue the area's strong recovery, post-COVID-19.
"It's important to reinforce that message, obviously there are people who might want to go to Queensland, but the Grampians are a great destination in the colder months too," he said.
"The are the best in winter. Everything's beautiful and lush, the waterfalls are flourishing, the ferns are popping.
"It's just a beautiful time to be in the Grampians and you can rug up and head out to the National Park during some of the most beautiful times of the year.
"It was a tough time through COVID, but we were coming out of it quite strong and we are going to keep trying to maintain that similar level of recovery across our destinations."
Mr Sleeman said the campaign will involve some expansive programs with influencer's campaigns, one hour out content partnership, Adelady content partnership and Australian traveller partnerships.
Grampians Tourism will also be running an 'ultimate road trip' competition with a large four week radio campaign across their two biggest target markets in Adelaide and Melbourne.
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