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what people thought about Ballarat as a place to visit.<\/p>\n
\u201cThe campaign had gone a long way in starting to change these perceptions, so it made sense to continue the great work that had been started.\u201d<\/p>\n
This time around, the team analysed brand health across the board and researched Ballarat\u2019s visitor market and what motivates them to better tailor the campaign to its audience than the original.<\/p>\n
In acknowledging that Ballarat attracts a variety of people for a variety of reasons, this next phase of the campaign aims to take a multifaceted approach to marketing all the stakeholders.<\/p>\n
\u201cWhen Made of Ballarat launched in 2018, it launched with a focus on cinema advertising, print, digital and public relations and was aimed at the busy millennial,\u201d Cr Moloney said.<\/p>\n
\u201cThis time around you can expect to see refreshed creative and a broader media buy that gives us the opportunity to reach more people.<\/p>\n
\u201cThe marketing team has analysed\u2026 how best to improve the campaign, as well as conduct audience research to better understand who the campaign should be targeting.\u201d<\/p>\n The aim of Made of Ballarat and Made of Ballarat WEEKENDS is to tell the stories of Ballarat and promote it as progressive, creative and enriching and to show off the region\u2019s diverse experiences.<\/p>\n Operators are encouraged to get involved in the campaign and be featured on Visit Ballarat and Visit Victoria and can do so by listing their business on the Australian Tourism Data Warehouse.<\/p>\n With a strong digital focus this time around, the campaign will utilise marketing tactics such as search advertising, remarketing, influencer partnerships, digital analytics, social media and collaborations with travel publications.<\/p>\n \u201cWith overseas travel off the cards, and intrastate travel still restricted, there has never been a better opportunity to compel Victorians, especially Melburnians, to explore their own backyard,\u201d Cr Moloney said.<\/p>\n \u201cWith everyone competing for Melbourne’s attention and tourism dollars, we know we need to take an approach that is sure to stand out.<\/p>\n \u201cWe will be focusing on the distinctive characteristics of Ballarat to give potential visitors a reason to choose our city over other destinations.\u201d<\/p>\n![\"\"](\"https:\/\/timesnewsgroup.com.au\/ballarat\/wp-content\/uploads\/sites\/9\/2020\/11\/Made-of-Ballarat-3-300x200.jpeg\")