The Eurobodalla has a new catchphrase as it pushes further out into the competitive tourism market.
‘All Kinds of Natural’ replaces the ‘Unspoilt Eurobodalla’ campaign of recent years. The new messaging and advertising push was unveiled last week before 100 local tourism operators at the Basil Sellers Exhibition Centre in Moruya.
Eurobodalla Mayor Liz Innes says 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 launch is the culmination of many months of work to reposition Eurobodalla in a competitive domestic travel market. Our goal is ambitious and it’s to increase overnight visitation and expenditure by 25 per cent by 2021,” she says.
“All Kinds of Natural is set to bring a greater awareness of Eurobodalla to individuals, couples and families living in busy urban centres.
“In particular, we’re focusing on couples aged in their thirties through fifties looking for adventure and are 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,” Cr Innes says.
Click play to watch the new Eurobodalla TV ad…
How great is the Eurobodalla! #Eurobodalla #NewSouthWales #Australia #visitnsw #visiteurobodalla #tourism #allkindsofnatural
Posted by Peter O'Kelly on Wednesday, 31 July 2019
Council’s Director of Planning and Sustainability, Lindsay Usher says 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 says.
“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 Tourism 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.
Check out the shire’s new pitch to holidaymakers at the Eurobodalla Tourism website.
Click play for our live interview with Mayor Liz Innes and Steve Piction from VIP Private Tours…
LIVE in Moruya for the launch of the new Eurobodalla tourism campaign. More to come.
Posted by About Regional on Wednesday, 31 July 2019
Original Article published by Ian Campbell on About Regional.