Mildura will be rebranded as Tropical North Victoria as part of the biggest tourism campaign in the region's history.
Popular Australian actor Shane Jacobson was unveiled as the brand's ambassador to community leaders and key stakeholders from the tourism and hospitality sectors at a marquee event at the Mildura Arts Centre last night.
The campaign specifically targets holiday makers who typically travel to Queensland, boasting that Mildura has more sunny days than the Sunshine Coast and highlighting its exquisite dining experiences and great outdoor activities - excluding the crocodiles.
Mildura Mayor Liam Wood said the Tropical North Victoria rebranding and marketing campaign would be a landmark moment for the region's tourism industry.
"We've always known we have something special in the Mildura region in terms of the unique experience we have to offer visitors, and as Tropical North Victoria we're aiming to make sure the rest of the country knows as well," Cr Wood said.
"This is also our chance to enter into some friendly rivalry with our Queensland counterparts, who we have a great working relationship with. It is now time to steal some of their thunder in the tourism market. Game on!"
Mr Jacobson will be promoting Mildura as a must-visit destination on a series of television commercials, as well as through social media and the national media, including an appearance from Mildura on popular breakfast TV show Sunrise on Monday morning.
"I think Mildura is one of the hidden gems of Australia but the secret is out now, so it's hidden no longer," said Mr Jacobson, who was recently voted Australia's most likeable celebrity by the Australian Talent Index.
"Mildura is a great place to escape cold weather and warm the soul whilst enjoying all the things that calm the heart and mind. The mighty Murray River divides Victoria and NSW; Mildura is the place that unites them."
The campaign includes the new Mildura.com website, providing an enhanced digital platform that offers comprehensive information, interactive features and resources for both visitors and industry partners.
Mildura Rural City Council's General Manager Strategy and Growth Peter Alexander said it was crucial to continue to grow and protect the tourism industry, which equates to more than half a billion dollars of economic benefit to the region.
"Our Projection Scenarios show that even a relatively minor increase in visitation percentage will provide enormous economic benefit to the region," Mr Alexander said.
"Only a five per cent increase would equate to 50,000 more visitors and more than $25 million in economic benefit to the region.
"If we were to capture just 1.6 per cent of the Queensland tourism market, we would double our annual tourism market."
Sunday night's campaign launch also featured a host of other big announcements that will help redefine the tourism landscape in the region.
The locations for two distinct and highly anticipated art installations by the renowned Bruce Munro, Trail of Lights and Fibre Optic Symphonic Orchestra (FOSO), were announced for both sides of the Murray River.
FOSO, the NSW side of the installation, will now be located four kilometres from Wentworth, on Log Bridge Road, with the iconic Perry Sandhills and Thegoa Lagoon as the backdrop.
FOSO is a world-first display featuring a full symphonic orchestra music. It will also provide an outback experience for visitors.
Trail of Lights, the Victorian side of the installation, will be staged on Lock Island, subject to government approval, paving the way for a significant increase in accommodation, visitation and tourism spend across the region.
Trail of Lights is an epic light display that will feature 12,500 'firefly' lights among other attractions.
Geelong Cats AFL star and avid fisherman Patrick Dangerfield will be spruiking cod fishing through his popular Podcast, joining a host of celebrity influencers who have been lined up to promote all that the region has to offer.
