The most important tourist attraction in Geelong is the people who live here.
That’s the message behind Tourism Greater Geelong and The Bellarine’s latest marketing campaign that will aim to boost visitation and support the local industry this autumn and winter.
More than 50% of visitors to the region are here to spend time with family and friends. That means residents play a huge role in how visitors experience our region. And a little local insight goes a long way.
Everyone’s An Influencer will encourage local people to use their influence to bring their loved ones to Geelong and The Bellarine. By sharing their favourite things or new experiences with their circles is a powerful way to drive interest and build plans.
With clever creative and incredible visual assets, it will highlight the broad range of experiences available to every type of character – foodies, adventurists, shopaholics, culture vultures, sporty types and those with kids.
“The Visiting Friends and Relatives market has always been an important one for Geelong and The Bellarine. This campaign encourages our local community to be ambassadors and hosts by inviting their loved ones to explore the region,” says Tourism Greater Geelong and The Bellarine Executive Director, Brett Ince.
This approach ties nicely into the existing “Greater Than The Sum of its Parts” tourism marketing messaging for Geelong and The Bellarine, which positions the region as a place with a wonderful and diverse offering.
“We know local people are proud of this region, and they like the same fabulous experiences our visitors love. This campaign is about harnessing that pride, and the human need connect with people again after such long periods of physical distance. Geelong and The Bellarine is a great place to enjoy those catch ups, and spend the time creating brilliant memories together,” Mr Ince said.
Tourism Greater Geelong and The Bellarine have worked with local creative agency Ruck to develop the campaign, which will be in market until September.