Sovereign Hill ad strategies boosted

THE State Government has granted Sovereign Hill half a million dollars to support 2021-2022 marketing campaigns as the attraction continues to recover from the pandemic’s economic impact.

The promotional strategies, including earlier Winter Wonderlights advertising, are funded until April next year. The campaigns are expected to attract an additional 100,000 visitors.

Board president Craig Fletcher said the outdoor museum has an economic impact of $183 million annually, so the boost to marketing means the world to the organisation and the wider Ballarat community, after such a challenging 18 months.

“The funding will allow Sovereign Hill to strengthen, expand, and heighten their marketing activity so as to further connect with the domestic market during COVID recovery and grow new markets,” he said.

“We will ensure that there is a significant focus on partnering with Ballarat tourism and commercial industries, to maximise the potential for visitors not only to Sovereign Hill but across all the many attractions, events and facilities that Ballarat and the greater region has to offer.”

To ensure the campaign is successful, targeting the right areas and demographics, Sovereign Hill will collaborate with City of Ballarat, Ballarat Regional Tourism and Visit Victoria.

“We will also be putting marketing support behind the programs that we do…with our community, with organisations such as the Wadawurrung Traditional Owners Aboriginal Corporation, the Ballarat Historical Society and the Chinese Australian Cultural Society of Ballarat; all very important partners of ours,” Mr Fletcher said.

Minister for Regional Development Mary-Anne Thomas said the funding is designed to support jobs, while boosting the regional economy.