Mildura Region Unveils 'Tropical North Victoria' In Playful Rebranding Campaign

Popular Australian actor Shane Jacobson was unveiled as the brand ambassador for Mildura’s new rebranding initiative at a marquee event held last night at the Mildura Arts Centre. The event brought together community leaders and key stakeholders from the tourism and hospitality sectors to celebrate the launch.

The campaign, designed to attract holidaymakers who typically visit Queensland, positions Mildura as a sunnier alternative to the Sunshine Coast. It showcases the region’s exceptional dining experiences and diverse outdoor activities, all without the crocodile encounters.

Mildura Mayor Liam Wood highlighted the significance of the rebranding, which renames the region as Tropical North Victoria. “We’ve always known about the unique experiences Mildura offers, and as Tropical North Victoria, we’re excited to share this with the rest of the country,” Wood said. “This rebranding also lets us engage in some friendly competition with our Queensland counterparts. We have a great relationship with them, but now it’s our time to shine in the tourism spotlight. Game on!”

Shane Jacobson will promote Mildura through a series of television commercials, social media campaigns, and national media appearances, including a feature on the popular breakfast TV show Sunrise. “Mildura is one of Australia’s hidden gems, but the secret is out now,” Jacobson remarked. “It’s the perfect place to escape the cold, warm your soul, and enjoy activities that calm the heart and mind. The mighty Murray River divides Victoria and NSW, but Mildura unites them.”

The campaign also introduces a new Mildura.com website, offering a comprehensive digital platform with detailed information, interactive features, and resources for visitors and industry partners.

Peter Alexander, General Manager of Strategy and Growth for Mildura Rural City Council, emphasized the importance of enhancing and protecting the region’s tourism sector, which contributes over half a billion dollars to the local economy. “Our projections indicate that even a modest increase in visitation could provide a significant economic boost,” Alexander said. “A 5% increase in visitors could result in 50,000 more tourists and over $25 million in additional economic benefits. Capturing just 1.6% of the Queensland tourism market could double our annual tourism figures.”

The campaign launch also featured major announcements to redefine the region’s tourism landscape. Renowned artist Bruce Munro will bring two highly anticipated installations to the area: the Trail of Lights and the Fibre Optic Symphonic Orchestra (FOSO). FOSO, located on the NSW side near Wentworth on Log Bridge Road, will present a world-first display combining symphonic music with an outback experience. Meanwhile, Trail of Lights, on Lock Island in Victoria, will feature 12,500 ‘firefly’ lights, pending government approval. This installation is expected to significantly boost accommodation, visitation, and tourism spending in the region.

Adding to the excitement, Geelong Cats AFL star and fishing enthusiast Patrick Dangerfield will promote cod fishing in the region through his popular podcast, joining a lineup of celebrity influencers promoting Mildura’s attractions.

For those planning to visit Mildura and looking for comfortable accommodations, the region offers a variety of options, including Melbourne furnished apartments. These furnished rentals provide convenient, fully-equipped living spaces for short and extended stays, ensuring a comfortable and enjoyable experience while exploring the newly rebranded Tropical North Victoria.