Monday 17 August 2009

Daylesford. Lead a Double Life.

Last night the $7.3 million Daylesford. Lead a Double Life campaign launched nationally with a 60-second television commercial appearing across free-to-air television networks and subscription channels.

Showcasing Victoria as the leading Australian destination for spa and wellbeing experiences, the interstate campaign raises awareness of Daylesford as the natural mineral springs ‘capital’ of Australia.

Tourism Victoria Chief Executive Gregory Hywood said Daylesford is the perfect vehicle to promote the diverse experiences on offer in regional Victoria and to attract more visitors from around Australia.

“Research indicates that there is an opportunity for Victoria to capitalise on the increased demand from baby boomers for day spas, boutique accommodation and outstanding food and wine experiences,” Mr Hywood said.

The television advertisement depicts Daylesford as a village perched on the edge of decadence and purity. It is a unique destination that delivers a balance of emotional and physical rejuvenation through its cleansing, yet enriching, natural waters and abundance of local delicacies.

The commercial is part of an integrated campaign that incorporates advertising, public relations activity and consumer offers.

Featuring Melbourne-born actress Isabel Lucas, the advertisement was filmed during April in key locations in and around Daylesford and the Macedon Ranges.

Behind the campaign

Daylesford. Lead a Double Life forms Phase 9 of Tourism Victoria’s successful Jigsaw campaign and is a key part of Tourism Victoria’s Regional Tourism Action Plan 2009-2012.

The new campaign highlights Victoria’s competitive strengths in spa and wellbeing experiences and positions Victoria for further tourism growth by focusing on the increasingly popular health and wellbeing trend.

While profiling Daylesford as Victoria’s hero spa destination, the spa and wellbeing campaign also provides significant leveraging opportunities for the broader Daylesford Macedon Ranges region as well as other Victorian regions.

Daylesford and Macedon Ranges Tourism Executive Officer, Graham Middleton predicted the campaign would not only increase visitation and yield to Daylesford, but it would also positively impact the broader region.

“The region is poised to build on its well-known reputation for high quality accommodation with integrated food, wine, spa and well-being products,” Mr Middleton said.

The campaign will be complemented by Villages of Victoria and spa and wellbeing marketing initiatives that will highlight the unique qualities of our villages and support spa destinations throughout the state.

Campaign elements

Daylesford. Lead a Double Life is an integrated campaign that will include public relations, television, cinema, online and print advertising elements to raise interstate awareness of Daylesford and position Victoria as the leading Australian spa destination.

The initial burst of campaign activity will take place from August through to October 2009, with further activity scheduled throughout 2010 and 2011.

Television

Cinema

Online

The visitvictoria.com and visitvictoria.com/dmr pages on Tourism Victoria’s consumer website will also be further developed.

Print

Public relations

Tourism Victoria will support tourism operators across the Daylesford and Macedon Ranges region by coordinating a dedicated familiarisation program for key interstate media. A major PR campaign is currently planned for March/April 2010.

Other

• Trade campaign has been negotiatied with Virgin Blue.
• ‘Making of’ video shown in-flight on Qantas routes during September and October 2009.
• To drive conversion, Daylesford and Macedon Ranges Tourism will develop cooperative industry marketing programs for local tourism operators.