BENDIGO is growing its profile as one of the state's biggest cultural arts destinations with the installation of a giant advertising billboard and branding on public transport in Melbourne.
A billboard on the Tullamarine Freeway and banners on City Circle trams and V/Line trains promote The Body Beautiful in Ancient Greece and Undressed: 350 years of underwear in fashion.
Both exhibitions are on display at The Bendigo Art Gallery.
City of Greater Bendigo director of city futures Stan Liacos said the billboard spans all outbound lanes of the Brunswick Street overpass on the freeway and is being seen by thousands of motorists daily.
He said this type of exposure was "priceless".
"The billboard is in a high profile location and provide enormous publicity for Bendigo as a truly cosmopolitan city and one of Victoria's must see cultural destinations," he said.
"It's important to market Bendigo direct into Melbourne as a key heritage and cultural arts destination so we can continue to attract visitors and keep the Bendigo brand in the public eye.
"I can't think of a better way to market our beautiful city than by taking up the promotion battle right into the streets and heart of Melbourne."
The marketing campaign is a partnership between the state government and V/Line.
The billboard and freeway banners have been in place since the start of August.
Bendigo Art Gallery director Karen Quinlan said a large proportion of people who visited the exhibitions travel to the city and it was important to spread the message as far and wide as possible.
"Although we get great editorials in national newspapers, it's good to remind people they're on," she said.
Ms Quinlan said the gallery had been busy the past few weekends and she expected it to continue as Spring settled in.
"I hope a lot of Bendigo people visit the gallery to see (The Body Beautiful) while it is here," she said.
"It's the last time it will be shown, so it is a very rare opportunity."
The Body Beautiful will be on display until November 9, while Undressed will finish on October 26.