Shipwreck Coast Marketing's nine-week advertising blitz is targeted to reach an audience of 1.1 million potential visitors with Geelong region and south-east South Australia as the best main target, the organisation's chief executive Carole Reid said.

"We are encouraging people to take time out and make a shortcut to the Great Ocean Road down through Hamilton or along the Princes Highway either via Camperdown or Warrnambool," she said.

Cinema on-screen advertising will be supplemented with free four-page brochures distributed to theatres promoting the coast region as "a divine place to get away".

Cats football fans will be lured through web banner ads on the club's home page. Advertisements will be run on television and through the Geelong Advertiser while McHarry's buses in Geelong will also carry the campaign slogan.

The region which extends from Tower Hill to the Otway Fly and north to Camperdown is being promoted as the ideal place for short spring holidays with emphasis on niche local offerings and activities.

Moyne Shire is not involved after deciding last year to withdraw from the marketing organisation and run its own campaigns.

"We sense the cold, wet winter was slow when competing against destinations with cheap airfares," Ms Reid said.

"Short breaks are usually enjoyed by high-spend visitors.

"All businesses benefit from the tourism industry, but importantly it emphasises the economic benefits that come from all visitors not just those classified as tourists to our region."

pcollins@standar d.fairfax.com.au