The campaign targeted lifestyle leaders — a segment representing 30–40% of the Australian population. These were trend-aware, culturally curious, socially connected consumers who influence the decisions of people around them. While Melburnians were the primary geographic audience, the campaign also reached consumers in New South Wales and South Australia within driving distance of regional Victoria. Content was tailored across multiple lifestages: young people, singles, couples without children, families, and retirees.

I worked within a three-part strategic framework designed to move audiences from awareness through to action. The campaign aimed to inspire an emotional connection with regional Victoria, inform audiences about the experiences on offer through curated content, and activate bookings by partnering with travel operators and regional tourism boards.

I led content production for the Wander Victoria campaign, writing and editing copy across a range of formats and channels — including the campaign website, social media, blogs, and media partner content. Each piece of content was tailored to a specific lifestage and experience type, covering Victoria's 11 regions and key themes including food and wine, spa and wellbeing, arts and culture, and natural landscapes.

To keep the campaign fresh and support in-market activity throughout the year, I produced a series of limited edition content packages tied to seasonal moments and curated experiences — from truffle hunting in winter to wildflower walks in spring. Each edition was designed to give audiences a timely, compelling reason to visit a specific region.

I produced a monthly newsletter to sustain engagement between campaign bursts, surfacing curated experiences and events tied to what was happening across regional Victoria each month. The newsletter supported in-market activity and kept the Wander Victoria audience warm between campaign flights.