Visit Victoria and Clemenger BBDO Melbourne have created a tourism ad targeted at dogs.

The digital campaign has been optimised for dogs’ vision and hearing and includes a video of dogs enjoying various locations across regional Victoria.



The ad also endeavours to address the barrier 65% of Victorians face, which is not being able to go away for the weekend due to having pets to look after.

‘Your Dog’s Happy Space’ campaign is an extension of Visit Victoria’s ‘Your Happy Space’ campaign and aims to promote pet wellbeing and encourage a trip away for both pet-owners and pets.

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Dr Kate Mornement, dog behaviouralist and pet psychologist, said in a statement: “A short break away can have many of the same physical and mental health benefits for a dog as it would their owner.

“A new environment is not only stimulating and enriching for a dog but quality time together with a weekend away provides an opportunity for physical exercise, further develop social interaction, strengthen the bond and relieve stress.”

The content for the campaign was curated by local ‘pet-fluencers’ @MyAussieTribe, @Tomandcaptain, @ChandlerThePug and @HuckAndCo.

Peter Bingeman, Visit Victoria’s CEO, added: “Instead of putting their pets in an expensive pet hotel or arranging care, we know that the 65% of Victorians that do own a pet would love to travel in Victoria with their extended family.

“Not only does pet friendly travel and accommodation make intrastate experiences more accessible, it’s also a great way to build awareness of the incredibly diverse offerings across the state.”