Hills get higher profile

By Tania Martin
THE Dandenong Ranges is expected to see a boost in visitors after Tourism Minister John Pandazopoulos yesterday (Monday) announced $150,000 funding for an advertising campaign.
Dandenong Ranges Tourism (DRT) president Lou Hesterman said the funding would help raise awareness of the region to people living in metropolitan Melbourne and across Victoria.
Monbulk MP James Merlino said the funding aimed to boost the profile of the Dandenong Ranges.
Mr Merlino said last year there was a seven per cent increase in interstate visitation and a 19 per cent increase in international visitors from the previous year.
He said the Dandenong Ranges campaign is the latest in a series to promote Victoria’s regions to interstate visitors and Victorians.
Mr Merlino said the State Government has spent over $5 million on rolling out the highly successful Yarra Valley Run Rabbit Run brand campaign, which was most recently advertised during the Commonwealth Games period. He said since the launch of the campaign in 2003, interstate and overnight visitors to the Yarra Valley and Dandenong Ranges region has increased by 11 per cent.
But, Mr Merlino said Dandenong Ranges Tourism has been calling for a Dandenong Ranges specific campaign to boost the domestic market.
Mr Hesterman said although he applauds the Yarra Valley for their tourism campaign the Dandenong Ranges didn’t benefit from it.
“We are delighted that the minister has seen fit to find some funds for us to increase awareness of the Dandenong Ranges,” he said.
Mr Pandazapoulos said the funding for a Dandenong Ranges campaign is part of a program designed to stimulate Victoria’s $3.4 billion regional tourism industry and these funds will be used to further market and promote local tourism,” he said.
Mr Pandazopoulos said the Dandenong Ranges has always been a popular destination for day trippers with its tree top villages, parks, gardens, ancient mountain forests and nature trails.
He said there was so much to do and see in the Dandenong Ranges region, and its close proximity to Melbourne makes its a perfect destination for a break from the hectic pace of the city.
“You can climb aboard Australia’s oldest steam train, Puffing Billy, and travel through thick forests and lush fern-filled gullies or visit the William Ricketts Sanctuary and wander amongst rocks and fern gardens dotted with clay sculptures and Aboriginal figures,” he said.
Mr Pandazopoulos said the State Government has already rolled out similar campaigns for the Grampians, Phillip Island, Mornington Peninsula and Daylesford over the past few years, and we have campaigns for Geelong, the Bellarine, Gippsland and Murray to come.
“The campaign will be developed by Tourism Victoria in consultation with the local industry and will include different elements such as print activity, public relations and online marketing.
“Local industry can also participate in the campaign through cooperative marketing,” he said.