Faced with limited resources and post-pandemic challenges, Wimmera Mallee Tourism’s efforts needed to be elevated to better showcase the area, highlight the many wonders, and build content to connect with travellers. In a fiercely competitive tourism market, a digital campaign was required to attract local and interstate visitors by emphasising road trips that celebrate the journey, not just the destination.
The Wimmera Mallee offers a unique experience to seek something different, an opportunity to choose your adventure, to see the other side of Victoria and explore on your terms. The hero tagline, ‘Adventures in a Different Light,’ was developed. Working alongside Arthur St, True South Film, and Chris McConville Photography, a brand for the region and campaign was created to build a consistent and enticing visual identity. Video and photography content brings the campaign to life with a short film showcasing adventuring couples and families exploring the region and ‘ticking off’ the list of adventures. The brand mark brings to life the rich stories, memories, and experiences to be created in the Wimmera Mallee.
The response to the campaign has been unprecedented, with robust local support that has propelled a segment focused on visiting friends and relatives. Residents have developed a newfound pride in their locality, demonstrating an eagerness to share the campaign. The campaign has been so effective that it has been nominated for a Mumbrella Tourism Award.
