Campaigning for Ballarat’s Summer of Fun

AFTER a year of challenges, Ballarat’s hospitality and tourism industry is planning to bounce back with a new City of Ballarat marketing campaign.

Teaming up with Commerce Ballarat, Ballarat Regional Tourism and members of the tourism and hospitality industry, the Summer of Fun campaign has launched with the aim of showcasing the city’s best food, wine and attractions.

While announcing the launch, Ballarat mayor Cr Daniel Moloney said the Summer of Fun aims to target visiting friends and relatives as well as visitors from Melbourne and across Victoria.

“At the end of a tough year, people are ready for a summer of fun … people may think they know our city, but there’s so much more to explore, and this campaign is designed to encourage them to look again,” he said.

“There is so much to discover in Ballarat, from our numerous great eateries featuring fresh local produce, shady and inviting places to cool off and of course our award-winning visitor attractions.

“Whether it’s couples looking for a place to unwind, or families in search of a new school holiday experience, our warm days and balmy summer evenings make Ballarat the ideal setting for summer fun.”

As head of the city’s peak lobby group, Commerce Ballarat chief executive officer Jodie Gillett said a healthy tourism and hospitality industry is key to a thriving economy.

“Our hotels, cafes, restaurants and accommodation providers are among Victoria’s best and play a vital role in the cultural and economic life of our city,” she said.

“After the challenges of 2020, we are looking forward to welcoming visitors to eat, play and stay in Ballarat and to make 2021 a summer of fun.”

Although the campaign will be marketed around the state, Cr Moloney said he also encourages Ballarat residents to be ambassadors for the city to help activate the visitor economy.

“Ballarat has always benefitted from a strong visiting friends and relatives market and we’re encouraging locals to invite their families to Ballarat this summer,” he said.

“We have some of the best food, wine and entertainment that the nation has seen.

“Our Summer of Fun campaign is a unique opportunity to not only promote to Ballarat people we already know, but reach people across the state and across the nation if they can come here.”

As part of the campaign, owner of Eat Drink West Kate Davis worked alongside food writer Richard Cornish with venues around the city on a series of summer menus, activations and programs.

“Ballarat’s culinary creatives have been busy creating, and this summer there will be lots to discover for everyone,” she said.

“It’s going to be fun and relaxing, a throwback to the best summers of your life, think new spins on retro summer classics, and great offerings for kids and adults alike.”