This new Spontaneous Breaks digital campaign is designed to drive immediate visitation, driving home the message that there is no better time to plan a visit than now. We have developed this new tactical, behavior-driving, regional visitation campaign to directly address the above challenges – intending to give Daylesford and the Macedon Ranges a greater share of urban Victorian visitation.

With the tagline ‘Come Back to Life’, this campaign will be delivered to potential visitors via major digital and social media channels, including Google Search. We have negotiated a significant media buy, designed to create impact and conversion with our key target markets – specifically last-minute millennials, Chelsea, Heather, Mai, and Alex, along with discerning over 55’s such as Geoff (see our customer personas here). This combined buying power results in a far greater reach and impact for individual operators.

For in-depth details on the campaign concept, including visuals and storyboards, please see below.