The Today Show featured everything from an brief demonstration of cheese-making to an interview with local hot rodders, and a treasure hunt through antiques and collectibles.

It was based at arts hub The Mill Castlemaine, with features at businesses such as Austrian cafe Das Kaffeehaus.

The Mill's publicist Denise Button said the show's display of the town's sites was a fantastic exposure for the region.

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Gates at the Mill opened at 4.30am for technical set up, before the first live cross at 5.40am.

Ms Button said it was the Mill's second time round, after hosting a live cross in May 2017.

She said the Today Show's feature stretched beyond the Mill, including an interview with Doug Falconer from Shedshaker Brewing, a member of Hunters & Collectors, who even gave a drumming demonstration.

Ms Button said the feature - part of a holiday local campaign - was a nice round up of attractions in the region, many of whom had struggled through lockdown.

She said it was hard to pinpoint the effect of featuring on the Today Show exactly, but the coverage had driven an influx of visitors in the past.

"It's obviously fantastic exposure and great for the regions and will always deliver positive results," Ms Button said.

"It was a great way to showcase the region, of course it only just scratches the surface of all the treasures that we've got."

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