Welcome to this week’s editorial,
The launch this week of the new Eurobodalla advertising campaign of Eurobodalla—All kinds of Natural has certainly generated a lot of comment from locals. The advertisement however is not aimed at locals and will be seen over a period of 13 weeks 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.
Council say that All Kinds of Natural has a focus on showcasing the appeal of Eurobodalla as a holiday or short break destination during the region’s shoulder season.
The success of the campaign will be measured by financial return to our local businesses. More visitors in beds, more bums on café seats, a bigger spend at shops.
The All kinds of Natural 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.
Initially the catchcry was to be “All kinds of wonderful” that focused on the diverse range of Wonderful we do have on the coast from our beaches to our forests, from our local produce to the history and the undiscovered that is there to be explored. However, due to circumstances outside of their control, All Kinds of Wonderful that had seen considerable input and support from local industry had to be repackaged at the eleventh hour into “All kinds of Natural” with Eurobodalla Mayor Liz Innes saying All Kinds of Natural was set to bring a greater awareness of Eurobodalla to individuals, couples and families living in busy urban centres.
The video is emotive, it is evocative and reminds viewers of what holidays used to be like. It celebrates the simple pleasures, the family unity, the rediscovery of self without the distractors of consumerism. With the exception of a possible purchase of an oyster the promotion pushes no product nor any business or town. It is a reminder that a holiday can be pure, without complexity and achieved with natural pleasures of a bike ride, a surf or a jump in the sea.
The video coincides with the launch this week of the new Eurobodalla Tourism website ably delivered by Council’s new Destination and Marketing Manager, Karen Dempster.
Irrespective of the comments received to the advertisement campaign made by locals the efforts around the push of a quality video that is definitely evocative and representative of what we do have here in simplicity, nature and unwind are to be commended and the additional support by Destination NSW to get behind the campaign with their own marketing and funding is providing many in our local tourism industry with a real injection of enthusiasm and hope that visitations might result.
In the meantime it is critical that we, as residents of our own shire continue to support our own local businesses outside of peak times and do what we can to keep the Eurobodalla Natural.