Tennis fans at the Australian Open can take photos against a green screen featuring a range of Victorian tourist experiences.
A FUN and innovative ‘green screen’ project will promote the Great Ocean Road to almost half a million tennis fans attending the 2013 Australian Open.
Known as Play the Net, the promotion between Tennis Australia and the state government features iconic Victorian tourism locations, aiming to not only create awareness and encourage people to visit Victorian destinations, but to pilot an innovative tourism social media project.
Tourism and Major Events Minister Louise Asher said visiting tennis fans could take photos against a green screen featuring a range of Victorian tourist experiences, which are then sent to social media sites such as Facebook.
“The Australian Open is a leading event on Melbourne’s major events calendar, held during the summer holiday period for Australians, and attended by many international tourists,” Ms Asher said.
“This means the Australian Open is an event that can be used to encourage Australians and international visitors alike to visit regional Victorian tourism destinations.”
“As minister for both tourism, major events and Innovation, I’m particularly excited by the pilot use of this technology, combined with social media, to assist in promoting Victoria.”
Participants of the Play the Net project are directed to Tourism Victoria’s Facebook page and consumer website and encouraged to take up a range of deals and offers, including accommodation and tourist attraction packages throughout Melbourne and regional Victoria.
According to Tennis Australia, last year’s Australian Open generated an additional 446,000 visitor nights, with most hotels at full occupancy in Melbourne for the two weeks of the tournament.
“The Coalition government is committed to developing new and innovative ways to maintain our competitive edge as a leading tourist destination, as well spread the benefits that Victoria’s major events bring across the state in the current environment of the high Australian dollar,” Ms Asher said.
j.pech@fairfaxmedia.com.au