Thursday, 15 August 2024

 Jade BENHAM (Mildura) (10:01): Today in tropical northern Victoria the forecast is a balmy and not overly humid 26 degrees – in the middle of August.

A member: Tropical!

Jade BENHAM: Tropical. Last week Mildura Rural City Council’s economic development and marketing genius team pulled off one of the greatest PR exercises Mildura has seen in quite some time, the core message being of course that tropical north Victoria has more sunny days every year than the Sunshine State. In the first 24 to 48 hours after launch, the Tropical North Victoria campaign, featuring Shane Jacobson as our ambassador, was on every major media outlet on the eastern seaboard. For a modest spend, which I am not going to mention now, it has generated 79 million impressions alone, creating approximately $2.5 million in equivalent spend. Well done to PA, even though he does not want me to mention him, and to Lisa Merritt, Aaron Hawkins and the Mildura Rural City Council economic development team, as well as to Tropical North Victoria’s ambassador Shane Jacobson for falling in love with Mildura so his authenticity really comes through. I think we can already put this one down as a successful campaign.