MUMBAI: Australia's Tourism Victoria has launched a campaign called Melbourne NOW! to encourage tourism to its capital city. The campaign highlights the sophistication of the city, its major hallmark events, the nature and wildlife experiences, and food and wine superiority.

The objectives of Melbourne NOW! are to revitalise and increase the Victorian experiences offered by industry to the travelling consumers; to strengthen the profile and desirability of the destination with the target markets; and to stimulate immediate bookings to Melbourne with increased length of stay and visitor spend.

As part of the online arm of the campaign, Indian travel industry will be challenged to create new travel packages to Melbourne and regional Victoria including only-in-Melbourne experiences. Participating travel agents will create new, innovative and sellable travel itineraries to Melbourne/Victoria and the most innovative itineraries and those that receive the most number of votes by the customers via the social media consumer interface will be awarded. Tourism Victoria will partner with the winning entrant to develop unique cooperative marketing campaigns.

The travelers also stand to win one a once-in-a-lifetime trip which will be based entirely on their preferred itinerary.

In order to promote the campaign to the trade partners and the audiences, Tourism Vicoria has developed a dedicated website with online media advertising, PR, Electronic Direct Mail (EDMs) and social media platforms.

Tourism Victoria regional manager South and South East Asia Celia Ho said, "The Melbourne NOW! campaign is being introduced at a time where inbound tourism from India to Australia has been on a steady rise and is forecast to increase by an average of eight per cent per annum between 2010 and 2020. If realized this will mean approximately 126,100 visitors from India and associated expenditure of almost $500 million to Victoria. As Australia's most romantic and stylish city, host to major sporting and cultural events such as the Australian Open and Formula 1 Grand Prix, and easy access to unique regional experiences - Melbourne is in prime position to capitalise on this growth."