Promotion

Established Australia's premier wellbeing destination

The challenge

Victoria’s abundance of natural beauty and breathtaking man-made attractions have allowed the state’s tourism economy to flourish. Tourism, however, is a competitive industry, and it relies on the strength of independent operators.

With a plan to invigorate the Daylesford and Macedon Ranges region, the Victorian government invested $7.2 million into the tourism economy. It handed the reigns to Tourism Victoria and the Daylesford and Macedon Ranges Regional Tourism Board, along with the responsibility of creating Australia’s premier spa and wellbeing destination.

How we achieved this

Lead by Tara James, the team’s highly strategic, regional destination marketing campaign involved collaboration with state and local government, tourism organisations and associations, private investors, and a board of industry representatives. The project was complex, requiring cooperative advertising campaigns, ongoing market research, and a diligently crafted marketing and communications plan.

The results

The campaign was awarded as part of Tourism Victoria’s Jigsaw Campaign, and was celebrated nationally—but the proof was in the pudding. Annual domestic overnight visitors to the region increased by 3.6%, overnight stays increased by 6.6% and daytrip visitors also increased by 3.3%.