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Come Back to Life Campaign: Inviting Visitors to Reconnect and Recharge in Daylesford and the Macedon Ranges.
The Come Back to Life campaign is designed to encourage immediate travel to Daylesford and the Macedon Ranges, offering a refreshing escape from the everyday hustle. Whether it’s the calming landscapes, our locally sourced food and drink, rejuvenating experiences, many accommodation options, or a break from the fast-paced urban lifestyle, this campaign highlights the region as the perfect retreat for those seeking renewal.
Come Back to Life is aimed at two key demographics: spontaneous professionals and discerning retirees. These groups, with their flexibility and resources, are perfectly positioned to take advantage of last-minute getaways. Both audiences are seeking experiences that allow them to recharge and step away from the Melbourne and urban Victorian rat race.
Launching in spring, Come Back to Life will be promoted through targeted advertising on Meta and Google Paid Search, ensuring maximum visibility. The campaign is set to generate an impressive 1.5 million impressions during its first season, with performance closely monitored to optimize reach and engagement.
How Businesses Can Benefit: Resources for Industry
We encourage local businesses to leverage the Come Back to Life campaign to attract visitors and boost their visibility. The Come Back to Life campaign toolkit provides practical guidance on how your business can participate, ensuring you make the most of this regional initiative.
We can all help make Daylesford and the Macedon Ranges the ultimate destination for rejuvenation.
We encourage industry to get involved of Daylesford Macedon Tourism’s campaign. The campaign toolkit outlines how your business can get involved.
The 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.
