Tourism industry representatives from across the Mount Alexander, Macedon Ranges, Hepburn and Central Goldfields shires descended on Castlemaine’s Boomtown Winery & Bistro last Thursday evening for the official launch of new visitor brand – ‘Victoria’s Heartland’.
The unveiling marks an exciting new chapter for the region following the inception of Destination Central Victoria (DCV) last year.
Formerly known as Daylesford Macedon Tourism, the new entity now represents four shires, doubling in size and scope and now boasting a combined visitor economy worth close to $1 billion dollars.
Backed and funded by both state and local government, DCV is dedicated to leading tourism development, promotion, and collaboration across the four local government areas.
DCV unveiled the fresh new consumer brand ‘Victoria’s Heartland: Place of Plenty’ which aims to capture the spirit and heart of Central Victoria and is designed to unite communities, attract visitors and drive sustainable growth across the region.
Interim CEO for Destination Central Victoria, Paul Matthews said the new brand was developed following close consultation with the four council areas and key industry partners.
“Victoria’s Heartland was born through extensive engagement and collaboration with stakeholders. While preserving the strong brand equity already associated with Daylesford and the Macedon Ranges, our new identity aims to spotlight the region’s key brand pillars and hero destinations, reinforcing its appeal to visitors,” he said.
“This brand captures the very essence of our region – warm and authentic, welcoming to all, rich in creativity and natural beauty, and forward–thinking while honouring our past,” he said.
Alongside the new brand identity, DCV also launched its brand–new Victoria’s Heartland visitor website and a dedicated Victoria’s Heartland Visitor App – both of which have been created to enhance the experience of visitors and locals exploring the region.
The app features geocaching so visitors can tap into local experiences in their surrounding area.
The new brand will also be bolstered by social media influencers visiting all corners of the heartlands and sharing their experiences at local accommodation, eateries, stores and attractions.
“The new brand, website and app are set to strengthen Central Victoria’s position as a must–visit destination, a place with authenticity, creativity, diversity and heart,” Mr Matthews said.
Whether it’s nature, food, wine, creativity or connection, visitors can expect to leave with more than they came for.
Visit the Victoria’s Heartland website at victoriasheartland.com.au or socials to discover more.