The campaign highlights the creative spirit of Ballarat and encourages reappraisal of the regional city.
Tourism organisation Visit Ballarat has teamed up with creative agency Town Square to launch a new artisan focused destination campaign.
The campaign, called Made of Ballarat, aims to entice more tourists visiting Melbourne to also visit and explore the regional town, which is located 90 minutes North West of central Melbourne.
It highlights the creative spirit of Ballarat and encourages reappraisal of the regional city.
Town Square creative director Brendan Day says, “This first phase of the campaign is about celebrating the people and produce – the creativity, productivity and craftsmanship – born of the same magical soil that produced one of history’s richest gold rushes.”
The campaign aims to grow and maintain increasing visits from cultural travellers to Ballarat by showcasing the city’s artisans, makers and creators.
Visit Ballarat CEO Noel Dempsey explains that Made of Ballarat “celebrates the city’s new generation of creators, makers and artisans."
"It appeals to those who are challenging the status quo and inspiring positive change but stays true to the rich cultural history that Ballarat is made from.
“Ballarat has always been known as a city laden with history, but it’s mostly locals that truly appreciate the creative energy that exists, and has always existed, here," Dempsey says.
“Visit Ballarat wanted to create a destination positioning campaign that would demonstrate to those living in Melbourne, and beyond, that there is an undercurrent of imagination that pervades our region.
“We are encouraging Melbourne’s curious and experimental cultural connoisseurs to escape the city life and indulge in a unique experience."
The campaign runs over a variety of mediums including cinema, creative events, documentary video and publications, as well as the Made of Ballarat website which invites users to participate in a series of specialist crafts and trade events in Ballarat in the months ahead.
