Hi all,
This email is a bit long, but it’s very important. We’re developing an exciting new regional marketing campaign.
Visitation is slowing, spend is dropping, and businesses are closing. We need to change the way we market the region to Melburnians.
We discussed the campaign at our June conference. Annissa and I also hosted a webinar on the new approach. You can watch the recording here.
| Q&A Webinar |
We encourage you to watch the webinar, but here are the key points:
In April, DMT reviewed its approach to marketing the region.
We conducted an industry survey, held focus groups, and had planning sessions.
Print materials were valued but costly. Our focus now is on conversion, getting visitors from Melbourne and regional cities.
We developed the ‘Spontaneous Breaks’ campaign to target key markets via digital channels, encouraging direct bookings.
This week we filmed the creative in-region with our agency andyhincey.com. We’ve produced a short video reel for a behind-the-scenes glimpse. Click here to view.
We are putting significant media spend behind this, mainly on paid social media. The digital ads will drive people to a landing page on our site, directing traffic to your websites and businesses. The landing page will feature itineraries, things to do, and events, utilising tools we’ve invested in to enhance user experience on our website.
The campaign name is ‘Come Back to Life’, promoting rejuvenating breaks, covering all sectors of tourism, designed for urban Victorians.
Our partnership offer is now a tiered subscription model: Gold, Silver, and Bronze. The response has been AMAZING. All Gold spots are taken, but Silver and Bronze offer excellent value.
We’ve done our research, engaged with partners, and created a campaign that we believe will attract overnight visitors. But we need your support: every dollar we get goes into media spend. The more partners we have, the greater the campaign reach and effectiveness.
We will be launching the campaign on the afternoon of September 12th so please pop a placeholder in your diaries and an invite will be coming soon.
This is an exciting time for the region, and we look forward to working with you and sharing the results.
The DMT Team
Cheers,
Steve Wroe (he/him)
CEO
Daylesford Macedon Tourism
