Our Curious is Calling campaign is now live.
Launched in February 2026 in partnership with Balance Agency, this campaign marks a new chapter in how we present Geelong and The Bellarine to the world. It invites travellers to look closer. To discover the unexpected moments, makers and experiences that set our region apart. This is more than a creative idea. It is our always on marketing platform for the next few years.
The launch hero films are designed to spark intrigue rather than explain everything. They invite people to look again and look closer.
Curious to see the campaign launch videos? Click here
You will notice the campaign language woven through the creative, including expressions like:
- Salt Curious
- Taste Curious
- Craft Curious
- Adventure Curious
- Nature Curious
These cues help connect different experiences under one confident platform.
Why this campaign? why now?
Geelong and The Bellarine has experienced strong annual domestic visitation growth of around 20 percent between December 2020 and December 2024, outperforming the Victorian average.
We are no longer emerging. We are competing.
Curious is Calling challenges old perceptions and highlights the depth of what is here. A growing culinary scene. Diverse local produce. Cultural attractions. Memorable experiences you will not find anywhere else. The campaign positions the region as a place to explore, not just visit.
How the campaign is rolling out
The Curious is Calling campaign is a multi-year, always on tourism campaign, largely digital, designed to capture attention and drive action over the next three years.
Activity includes:
- Targeted placements across Meta, Youtube and Google Display Network
- Out of Home and national media
- A strong SEO and AEO strategy
- Influencer and media engagement to amplify awareness
The goal is clear. Build brand awareness. Drive visitation. Strengthen our competitive position in both intrastate and interstate markets.
Here are examples of a few of the targeted ads that will roll out over visitgeeongbellarine Meta accounts (Instagram & Facebook):
What This Means for Industry
This campaign gives our region a unified story. As operators, you are at the centre of that story. Curious works best when the experience on the ground matches the promise in market. When visitors arrive ready to explore and are met with depth, detail and genuine character.
We have put together a toolkit specifically for you, our industry, to understand the campaign and learn how to get involved.
It includes:
- Downloadable campaign assets
- Messaging guidelines
- Opportunities to align with campaign activity, including co-op marketing buy in’s.
When we speak with one clear voice, the message carries further.
We are just getting started.
The Curious is Calling campaign is designed to grow and evolve over the next three years, building momentum and driving visitation. Over the coming months, we will share further detail on our off season focus and winter deals activity through our Member Opportunity Guide, which will be circulated in the coming months.
If you have any questions or would like to discuss how to get involved, reach out to the team at marketing@tourismgeelongbellarine.com.au.
