Geelong and The Bellarine has been charming summer crowds for generations with golden beaches and water-view wineries, but this all-season destination has just as much to offer in winter – exactly what Tourism Greater Geelong and The Bellarine’s new marketing campaign is all about.
Highlighted in the campaign are Australasia’s best spa, Australia’s best golf town, one of the best wineries in the nation and an exhibition celebrating the best portraits in the country.
These experiences are just the start of the many award-winning wineries, distilleries, restaurants, tours and incredible attractions that can be enjoyed outside the hustle and bustle of summer. Many are undiscovered for visitors and even locals may be unaware of what’s on offer in the region.
Part of the campaign also acknowledges the role locals play in tourism.
Every year, roughly 50% of trips made to Geelong and The Bellarine are to visit the residents who live here. Locals continue to play an important part in driving visitation, especially during the cooler months.
To get the word out, thousands of postcards for local residents are being distributed, encouraging them to send to friends and relatives and invite them to enjoy the sweet spot outside the summer peak, while the crowds are busy lining up somewhere else.
Off peak deals promoted on the Visit Geelong and The Bellarine website and content showcasing the best experiences to enjoy this winter will help influence intrastate visitors to choose Geelong and The Bellarine.
The campaign concept has been developed by local Newtown-based agency, Make Mate, and is delivered across digital, print and outdoor media, targeting potential visitors across regional Victoria, Mornington Peninsula and Melbourne’s western corridor.
MEDIA COVERAGE
Tabs on Travel: Winter Escapes in Regional Victoria
Holidays with Kids: Bounty of The Bellarine
Times New Group: Drawing tourists for winter
