Tourism campaign highlights best of the region

February 11, 2021 BY

Snapshots from the latest tourism campaign, which features 23 short videos showing why Geelong is greater than the sum of its parts. Photo: TOURISM GREATER GEELONG BELLARINE

A COLOURFUL series of short and snappy videos celebrating different attractions within the region has been launched as part of a push to entice Victorians to visit Geelong and the Bellarine.

Each of the 23 videos provides a bite-sized snapshot of the destinations and activities that are unique to the Bellarine, Geelong, Moorabool Valley and You Yangs.

The videos were produced by Tourism Greater Geelong Bellarine in collaboration with Ocean Grove videographer Jarrod Oord, of Streamline Media.

They form part of Tourism Geelong Bellarine’s ongoing “Greater Than >” campaign which encourages people to swap the hum-drum of everyday life for time spent exploring the best bits of this region.

Tourism Greater Geelong Bellarine deputy executive director Tracy Carter said the campaign recognised Geelong and Bellarine didn’t have one iconic thing that draws people to the area.

“There is no wiggly road or penguin colony and so we were trying to get our heads around what it is that makes our region unique.

“What we settled on is that there’s a whole lot of things to do in a really compact space.

“So we created a campaign that let all of these different experiences shine to show that Geelong and the Bellarine is greater than the sum of its parts – which is the message at the heart of this video campaign.”

Ms Carter said each video represented a special interest area such as nightlife, food and wine, family fun, outdoor adventure or exploring the coast.

The videos cheekily compare the excitement and beauty of a visit to the region with more mundane activities such as eating at your desk, a trip to the supermarket or running under the sprinkler.

Ms Carter said the launch was timely as summer came to an end and operators needed a marketing boost to maintain momentum outside the peak tourism season.

“The shoulder and off-peak seasons are when our tourism industry is going to need the
most support.”

The highlights on the videos were carved into six sub-regions – the Moorabool Valley, North Bellarine, South Bellarine, Geelong, Queenscliff and Point Lonsdale.

“The videos cover the signature experiences that are distinct to those areas,” Ms Carter said.

“We think the tourism industry will feel well represented and it is the sort of content and stories they can sell through their own platforms as well.”

She said the videos would be popping up in newsfeeds, stories and video playlists across the digital landscape to encourage visitation all year round.

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