Mildura rebrands itself as Tropical North Victoria
Crocodile-free waters and no shark attacks, just 325 days a year of sun. Mildura is rebranding itself as Tropical North Victoria – but without any unwelcome aquatic predators.
Victoria
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Mildura is having a glow-up … and will rebrand itself as Tropical North Victoria.
“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,” Mildura mayor, Liam Wood, said.
The campaign, launching on Monday, isn’t afraid to poke fun at other tropical hotspots either.
It includes boasts that Mildura, 550km from Melbourne, has more sunny days than Queensland’s Sunshine Coast.
Its waterway, the Murray River, is also spruiked as a crocodile and shark free zone.
“This is our chance to enter into some friendly rivalry with our Queensland counterparts,” Mr Wood added.
“It’s time to steal some of their thunder in the tourism market. Game on!”
The campaign cheekily says: “The rebranding initiative aims to position Tropical North Victoria as the ultimate destination for those seeking an idyllic holiday experience without the typical hazards associated with northern tropical climates”.
“Cods not crocs,” it adds.
“Visitors can enjoy fishing in our serene, crocodile-free waters … where the only catch you’ll have to worry about is a mighty cod, not a croc.
“No sharks, just great bites,” the campaign continues, talking up the region’s restaurants as a safe haven, “without the concern of any unwelcome aquatic predators”.
Tourism bosses have signed popular TV host and stage star, Shane Jacobson, to promote the rebrand.
Jacobson says Mildura enjoys 325 days of sunny days annually.
“That’s more sunny days than Queensland, and there hasn’t been a shark or croc attack in a very long while; in fact, never,” he added.
Jacobson, a keen waterskier, said the river is another strong selling point.
“There’s heaps of fish up there, and they’re bloody big. For me, the best part of fishing in sitting in one spot, having a beer, and dealing with the annoyance of a fish ending up on your rod.”
Mildura, according to latest statistics, has a population of 55,000.
A Travel Victoria website says: “Originally a rather lifeless area, the region around Mildura was transformed into a rich agricultural oasis”.
The river is a popular hub for swimmers, with paddle steamers and house boats on the water, bustling cafes and bars nearby, and wineries and orchards on the fringe of town.
Jacobson said the region welcomes 600,000 visitors year, with 16,000 of them from overseas.
He added: “Mildura is one of the hidden gems of Australia but the secret is out now”.
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