New tourism campaign pushes greater message about Geelong

A NEW campaign spearheaded by Tourism Greater Geelong and the Bellarine (TGGB) is promoting the area as an experience greater than the sum of its parts.
“Greater Than” has been formed through extensive brand research by TGGB and nearly two years of destination workshops.
It divides the municipality into six sub-regions: Queenscliff and Point Lonsdale, South Bellarine, North Bellarine, Geelong, Moorabool Valley and the You Yangs region.
The master brand for Geelong and Bellarine describes it as “a region of saltwater sounds and natural wonder, indulgence and adventure”, “a place with a maker’s heart, a foodie’s appetite and an explorer’s mind”, and “where the weekends are a little longer and the flavours a little fresher”.
Each sub-region in “Greater Than” has its own brand atlas, with detailed explanations of the master brand and sub-regional brands; and brand narratives guided by input from tourism operators, as well as other resources.
For example, the brand atlas for South Bellarine – which includes Barwon Heads, Ocean Grove and Wallington, is “an accessible take on the surfside of life”.
“From understated sophistication to earthy and raw adventures, we welcome all visitors to style their own brand of saltwater rejuvenation.”
The South Bellarine also offers a range of support experiences intended to be “reassurance factors” for visitors, including indoor entertainment, a concentration of world-class golf courses, the active outdoors, being within easy reach of a host of complementary experiences, and cultural exploration.
In contrast, the brand atlas for North Bellarine – covering Curlewis, Drysdale, Indented Head, Portarlington and St Leonards – is “Victoria’s intimately indulgent seaside culinary landscape”.
“Perched on the edge of Bellarine bay’s spectacular amphitheatre, with a compact concentration of world-class maritime wine, fresh produce and enterprising local artisans.”
Visitors can also enjoy a compact region of wines, vines, olives, dairy and distillery accessible by car, bike or on foot, the historic experience of early life in the area, safe beaches and family fun, a genuine network of towns, and communities, and where fertile farm land rolls down to meet the sea.
Queenscliff and Point Lonsdale’s brand atlas paints a picture of “Victoria’s intimate gallery of maritime wonders” that are “offered by creative seaside villages which illuminate the past and inspire the now, leaving visitors thoroughly nourished and invigorated”.