Campaign to embrace the unexpected

TOURISM Midwest Victoria’s latest campaign, Brilliantly Unexpected, is showcasing Ballarat and surrounds in a new light.

The campaign reveals unique experiences which set the region apart from other destinations.

It was developed with branding specialists Us+Us and creative agency Einwick along with members of the region’s tourism industry.

“Focusing on the unexpected moments of a visit to our region that will have visitors talking about it to their friends and family for years to come, it’s a campaign that has been built with longevity in mind and breaks typical tourism marketing conventions,” Tourism Midwest Victoria chair John Pandazopoulos said.

“The launch of this new campaign marks a significant first step towards delivering on our 10-year aspiration to increase the value of the visitor economy and establish the region as a compelling destination.”

The first part of the campaign builds from popular experiences including Sovereign Hill’s Quartz Mine, Eerie Tours ghost hunts, Flamenco evenings at Meigas, gin tasting at Itinerant Spirits, culinary artistry through Babae, the historic Mooramong Estate and remote cellar door tastings in the Pyrenees.

A new look Visit Ballarat website has also been unveiled.

The campaign will be activated through high-reach communications channels such as broadcast video on demand, out of home advertising, print advertising, Spotify, and social media.

The marketing team will also work with Chinese and Indian media platforms.

“The new campaign, which highlights the region’s ‘Brilliantly Unexpected’ experiences, will play an important role in strengthening Ballarat’s reputation as a destination of choice,” City of Ballarat chief executive officer Evan King said.

“It certainly has the potential to inspire visitors to love our region as much as we do.

“The tourism industry delivers 2.8 million domestic visitors to Ballarat and generates more than $809 million into our local economy annually.”