Tourism Greater Geelong and The Bellarine is currently seeking proposals from appropriately skilled agencies to develop a Visit Geelong and The Bellarine branded marketing campaign to help drive visitation in an always on campaign until 2027/2028.
About Us
Tourism Greater Geelong and The Bellarine (TGGB) is the regional tourism organisation responsible for driving visitation and supporting the visitor economy in Geelong and The Bellarine. We work with local businesses, industry partners, and government stakeholders to grow tourism, promote the region, and enhance the visitor experience.
Visit Geelong & The Bellarine (VGB) is our consumer-facing tourism brand, designed to inspire travel and showcase the best of the region to visitors. Through storytelling, campaigns, and digital engagement, we highlight the experiences that make Geelong and The Bellarine a must-visit destination year-round.
Download our brand guidelines here.
Campaign Duration
February 2026 launch, with ongoing implementation into 2026/27 and 2027/28.
Budget Overview
FY25/26 campaign budget: $70,000 with an additional $20,000 allocated for digital marketing advertising. Additional industry buy-ins for further amplification are optional.
FY26/27 & FY27/28 to be confirmed in relevant budget planning stage. Estimated at $50,000 per year with options for additional industry buy-ins for amplification.
Budget must cover all deliverables listed in this Request for Proposal.
Key Dates
EOI live: Tuesday 23 September – 9:00am Monday 27 October 2025
Shortlist: Notified if successful by 5:00pm Tuesday 28 October 2025
Agency presentations: Monday 3 – Friday 7 November 2025
Agency appointed: By Monday 10 November 2025
Campaign in-market: February 2026
About the Campaign
We are seeking an agency, or group of partnered agencies, to help us develop creative for multi-year ‘always-on’ campaign and amplification plan that will underpin all our tourism marketing activity from early 2026 onwards. This campaign needs to be built for longevity, with flexibility to shift in tone or execution seasonally, while maintaining a clear identity across three years.
To increase tourism visitation, nights and expenditure in Geelong and The Bellarine from intra and interstate visitors, achieved by showcasing the uniqueness, breadth and quality of experiences in the region.
The creative should be seasonally responsive (e.g. summer, winter) but remain consistent and recognisable. We want a campaign that reflects the feeling of being in Geelong and The Bellarine, appeals emotionally to visitors, and helps locals feel proud of their patch.
All proposals are to be addressed to:
Elise Riga
Digital Marketing Officer
Tourism Greater Geelong & The Bellarine
egetson(at)tourismgeelongbellarine.com.au
We will evaluate all proposals based on merit, synergy and experience. Tourism Greater Geelong and The Bellarine reserves the right to obtain additional information. An opportunity to present your brief will be provided to short-listed candidates in the week commencing Monday 3 November 2025.
