Grampians Tourism chief executive Marc Sleeman said it was an exciting new venture, as the region bounces back from a difficult period.

"We're hoping we can mobilise the community by leaning on that sense of pride in your destination. All of a sudden, you've got more than 50,000 people doing the heavy lifting for you," he said.

"It's going to be a region-wide approach with a clear message to the community that they are the ambassadors of our region.

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"So, please, to all our residents out there, please invite relatives to come and visit."

The marketing campaign highlights places such as Natimuk, Horsham, Wartook, Pomonal, St Arnaud and Ararat.

Photographers and videographers based in the Grampians region were used for the campaign - a pledge from the tourism body to continue with the "local-based" theme.

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