The first campaign using the shire’s new brand, Eurobodalla – All Kinds of Natural, was unveiled to more than 100 local tourism operators at the Basil Sellers Exhibition Centre in Moruya on Wednesday 31 July.
VIDEO: Eurobodalla All Kinds of Natural. This video remains the property of Eurobodalla Council and is published here under Fair Dealing for the purpose of news. Editors Note: The video was developed and produced by Sydney based JimJam
who professionally and ably managed the complete journey of the campaign, from communication planning to developing the creative platform and to its final execution to market.
Eurobodalla Mayor Liz Innes said All Kinds of Natural was set to bring a greater awareness of Eurobodalla to individuals, couples and families living in busy urban centres.
“In particular, we’re focussing on couples aged in their thirties through fifties looking for adventure and a willing to pay for a quality experience. We’re also wanting to bring to the shire more of those families with kids aged eight to 15 years, looking to reconnect with nature and each other,” Clr Innes said.
Council’s director of planning and sustainability Lindsay Usher said the 13-week campaign would highlight Eurobodalla as a hidden gem of the South Coast, with experiences revolving around three key themes – immerse, unearth, taste.
“Eurobodalla is the destination for visitors who want to get actively involved in nature, and rewards those who go the extra mile to explore our beaches and waterways,” Mr Usher said.
“All Kinds of Natural depicts the rich stories about the life of Eurobodalla and the experiences visitors can expect.”
The campaign will be seen in TV advertising in ACT, regional NSW and regional Victoria, and online in promotional videos including the Destination NSW and Council Facebook and Instagram. It will also appear on the visitnsw.com homepage, visible to more than 120,000 visitors every month. A range of PR and media activities will continue throughout the 13-week campaign, including a visit by Sydney Weekender and Sunrise morning show.
Eurobodalla tourism businesses will be able to get involved by using the campaign images, social media artwork and promotional text for their own marketing.
All Kinds of Natural has been jointly funded by Eurobodalla Council and the NSW Government through the Regional Tourism Fund, each contributing $320,000, with a focus on showcasing the appeal of Eurobodalla as a holiday or short break destination during the region’s shoulder season.
The campaign and new brand are integral to Council’s fresh approach to tourism, which also includes new destination marketing, events and nature-based tourism strategies.
The campaign video is now available on Council’s new tourism website at www.eurobodalla.com.au