Destination Central Victoria delivers year-round marketing activity that showcases the experiences, people and places that make Victoria’s Heartland unique. Through campaigns, content, public relations, media famils, partnerships and digital marketing, we build awareness of the region and inspire travel.
Victoria’s Heartland: A Place of Plenty is the consumer-facing tourism brand of Destination Central Victoria. Our integrated approach keeps Victoria’s Heartland front of mind for potential visitors, helping drive visitation, visitor spending and length of stay across the region.
Our campaigns are designed to inspire more people to visit Victoria’s Heartland, stay longer and uncover new experiences across the region. Through seasonal campaigns, visitor publications, digital marketing, PR activity and cooperative promotions, we create opportunities for local businesses to increase their visibility and connect with potential visitors. Partnerships with Visit Victoria, Tourism Australia and the Great Southern Touring Route for international audiences further extend our reach and amplify our marketing impact.
Our destination marketing activity is designed to benefit the entire tourism sector through supporting a strong and connected visitor economy. By growing awareness of Victoria’s Heartland and attracting more visitors to the region, we help increase visitation, visitor spending and economic impact, creating benefits for operators and communities across the region.
Victoria’s Heartland is our place of plenty. This idea captures what makes the region distinctive. A place defined by fullness, warmth and endless opportunities to reconnect, recharge and discover. Whether it’s nature, food, wine, events, creativity or connection, our visitors leave with more than they came for.
Discover how to bring our brand to life. Our Brand Toolkit provides everything you need, from logos and imagery to tone and style, so you can confidently incorporate Victoria’s Heartland into your marketing.
As the tourism landscape continues to evolve, Destination Central Victoria, in collaboration with industry stakeholders, has refined its cooperative marketing strategy. We’ve developed a more measurable and cost-effective operator model, delivering more tangible outcomes for the industry.
By signing up as a partner, you’ll have access to our cooperative marketing activities. If you’d like to learn more about these opportunities, please check out our media kit HERE.
We are the trusted voice and brand for the region, recognised and supported by Visit Victoria as the lead tourism body for the region. Our omnichannel marketing efforts focus on driving visitation by giving potential travelers compelling reasons to visit. Through our cooperative marketing options, partners have the opportunity to be front and centre when visitors explore the region.
How we communicate with visitors
Our Instagram followers continue to build and now we can send traffic directly to you via stories. Check out our account: @victorias.heartland
Our TikTok audience is growing, with a focus on short-form, inspiring video content that showcases the best of the region in a fun and authentic way. It’s a strong channel for reaching new and younger audiences and driving discovery. Check out our account: @victorias.heartland
With an engaged local and tourist following our Facebook audience is engaged and wants to learn more about the region. Check out our account: Victoria’s Heartland
Designed to inspire and inform, traffic is growing so quickly we’re reluctant to put a figure on weekly traffic here, other than to say that it’s huge. We add several pieces of content every week, both editorial, itineraries, recipes, competitions and events: victoriasheartland.com.au
The Victoria’s Heartland App is the official travel app from Victoria’s Heartland, designed to help visitors easily discover what’s on, what’s open and what’s nearby while exploring the region. Download from the App Store or the Google Play Store.
We have an engaged and loyal email database of over 50k subscribers that we strategically grow, through competitions popups and advertising. Our open rate is well above industry standard and our email list is one of our best marketing assets. We showcase itineraries, events, operators, competitions and more, with emails going out about once a month (plus special seasonal email). They offer a great opportunity for local businesses that want to target an engaged audience.
Our premium glossy magazine inspires visitors through high‑quality, practical content and reaches an engaged, far‑travelled audience.
Distributed through Visitor Information Centres across regional Victoria and Melbourne, it’s also stocked in venues throughout the region, ensuring strong visibility where visitors are most likely to pick it up.
New for 2026: the guide will also be stocked in Melbourne Airport Terminal 2, placing your business in front of more than 35 million interstate and international travellers each year.
Print 30,000
Readership 105,000
A comprehensive tear-off regional map covering all business sectors in the tourism space. Distributed through Visitor Information Centres across regional Victoria and Melbourne, as well as accommodation and venues throughout the region.
Print 20,000
Readership 70,000
Launched in February 2026 our new visitor App is perfect for featuring what to do in your location. It knows where you are and is a great in region companion just like have a visitor information centre in your pocket. Closest pub, attraction, walk, tour, winery, restaurant, bar. It’s all in there. For partners listed on ATDW, this feeds directly into the App with photos and links so again, make sure your ATDW listing is up to date. Connected partners are also featured on the interactive map. Download from your preferred app store for free today!
Our premium glossy magazine inspires visitors through high‑quality, practical content and reaches an engaged, far‑travelled audience.
Distributed through Visitor Information Centres across regional Victoria and Melbourne, it’s also stocked in venues throughout the region, ensuring strong visibility where visitors are most likely to pick it up.
Print 30,000
Readership 105,000
NEW DESIGN: A comprehensive tear-off regional map covering all business sectors in the tourism space. Distributed through Visitor Information Centres across regional Victoria and Melbourne, as well as accommodation and venues throughout the region.
Print 20,000
Readership 70,000
Come Back to Life Campaign: Inviting Visitors to Reconnect and Recharge in Daylesford and the Macedon Ranges.
The Come Back to Life campaign was designed to encourage immediate travel to Daylesford and the Macedon Ranges, offering a refreshing escape from the everyday hustle. Whether it’s the calming landscapes, our locally sourced food and drink, rejuvenating experiences, many accommodation options, or a break from the fast-paced urban lifestyle, this campaign highlights the region as the perfect retreat for those seeking renewal.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Bi annually we produce a magazine called Daylesford Macedon Life. We insert it into The Age and The Australian and work with Mr Moto to distribute it to hundreds of cafes and venues in Melbourne and Geelong. We also distribute to regional cities like Bendigo and Ballarat and drop it to many businesses in the region. The magazine is hugely popular and has an audited readership of over 1 million All editions can be viewed online.
Tens of thousands of copies of our high-quality regional Visitor Guide are found all over Victoria – and beyond. It’s over 120 pages, features the highlights of the region and our amazing operators. It can be found at Visitor Information Centres across the state and many retail and hospitality venues around the region. It is our most popular publication, with good reason.
Tens of thousands of copies of our high-quality regional Visitor Guide are found all over Victoria – and beyond. It’s over 120 pages, features the highlights of the region and our amazing operators. It can be found at Visitor Information Centres across the state and many retail and hospitality venues around the region. It is our most popular publication, with good reason.
Tens of thousands of copies of our high-quality regional Visitor Guide are found all over Victoria – and beyond. It’s over 120 pages, features the highlights of the region and our amazing operators. It can be found at Visitor Information Centres across the state and many retail and hospitality venues around the region. It is our most popular publication, with good reason.
Our Eat + Drink Guide takes visitors on a gastronomic journey, helping them plot out a culinary adventure throughout Daylesford and the Macedon Ranges. With the inside word on where to eat and drink in the region, where to pick up local produce and where they can meet producers face to face. Visitors will discover information on classes and experiences, be inspired by engaging interviews with local leaders of the hospitality
industry and find out details of what’s in season and when.
This A5 guide is designed to be picked up in region at our many venues and accommodations and distributed widely via a strategic distribution partner.
Our Eat + Drink Guide takes visitors on a gastronomic journey, helping them plot out a culinary adventure throughout Daylesford and the Macedon Ranges. With the inside word on where to eat and drink in the region, where to pick up local produce and where they can meet producers face to face. Visitors will discover information on classes and experiences, be inspired by engaging interviews with local leaders of the hospitality
industry and find out details of what’s in season and when.
This A5 guide is designed to be picked up in region at our many venues and accommodations and distributed widely via a strategic distribution partner.
We currently produce one map, called Tasty Little Touring Map. This map was created to support and hero our local producers and produce. It showcases the best wineries, restaurants, cafes, pubs, bakeries and more…as well as the region’s many farmers’ markets and mineral springs.