Victoria unveils new campaign to lure visitors to Melbourne

Victorian tourism officials have unveiled a new advertising push, designed to lure more Australian visitors to Melbourne.

The “A Twist at Every Turn” campaign will launch this weekend in Sydney, Brisbane, Adelaide, Perth and New Zealand.

CEO of Visit Victoria Peter Bingeman told 9NEWS the adverts aim to showcase Melbourne’s many faces.

“The campaign reflects how visitors experience Melbourne’s many personas- serious, playful, quiet, dramatic and full to the brim of cultural and sporting heroics,” Mr Bingeman said today.

Despite a significant increase in international visitors, domestic tourists remain Melbourne’s largest market

Officials said 5.4 million Australians spent $4.3 billion in the city in the 12 months to June.

The campaign is Melbourne’s first domestic marketing push in almost seven years, and aims to increase the length of time visitors stay in the Victorian capital.

The State’s Tourism Minister, John Eren, said he hoped the campaign would bring thousands more visitors to Melbourne.

“Melbourne is the best place in the world to live, work and visit- and this new campaign is a gentle reminder of that to our friends across the border,” he said.