17 August 2009
Hollywood actress a boost for Australia tourist campaign
Australian actress Isabel Lucas will star in a multi-million dollar tourism campaign to showcase Victoria as Australia's premium indulgence and wellbeing destination.
The Hollywood-based Lucas is best known as Tasha Andrews on the Australian television soap opera Home and Away (2003–2006).
The $7.3 million Daylesford 'Lead a Double Life' campaign will kick off today on television screens around Australia.
In the advertisement, Lucas parties at a decadent soiree by night and recovers the next day with a walk through the countryside and a dip in the natural mineral springs in Victoria.
Tourism Minister Tim Holding said the state's industry had held up better than anywhere else in the nation through the global financial crisis.
Last year, for the first time in decades, interstate tourists spent more money in Melbourne than Sydney, he said.
“Melbourne has outstripped Sydney as the preferred destination for Australians,” Mr Holding said.
“But we can't be complacent in what are the most extraordinarily difficult circumstances that our industry has seen.”
Lucas, who is also an environmental activist, appeals to over 25s and the Baby Boomer market, Ms Whitehouse said.
“She certainly appeals to young men who are booking a lot of the weekend escapes.”
Tourism Victoria chief executive Greg Hywood said other states have more outback, nature-based experiences but Victoria is compact and can offer more intimate, village experiences.
Baby Boomers who are attracted to Melbourne for its romance and style are growing more interested in their health, Mr Hywood said.
“So we are moving that market from Melbourne out into regional Victoria,” he said.
The Run Rabbit Run campaign promoting the Yarra Valley, which began in 2004, led to an 18 per cent jump in visitors to the region in the first year.
Mr Hywood said he was confident the Daylesford campaign will see similar results.
Last year, the Daylesford and Macedon Ranges region attracted more than 1.7 million domestic visitors.
British Citizens wanting to visit Daylesford and Victoria need to obtain an Australian Tourist Visa. The most common Australia visa is the Electronic Travel Authority visa, or ETA visa.
This Australian visa can be applied for online, is almost instantly granted, and allows the holder to visit Australia for three months for tourism purposes.
The Australian Visa Bureau is an independent consulting company specialising in helping people with their Australia visa applications.