The Dandenong Ranges campaign, Visit Make Believe, positions the Dandenong Ranges as a secluded, stylish, fresh, natural haven in which to recharge.
The campaign aims to shift consumer perceptions of the region (from childhood memories of doilies and old fashioned attractions) by building a positive emotional connection with the target market.
The campaign also fulfils a need to show the modern tourism product in the Dandenong Ranges.
The creative idea demonstrates that staying in the Dandenong Ranges is like escaping to your own movie set. The towering mountain ash, lush fern gullies, beautiful log cabins, picturesque boat houses, and winding forest roads are the perfect setting for a film.
This magnificent setting will fill you with wonder and excitement and you can let your imagination run wild.
The Visit Make Believe campaign targets Melburnians in the Socially Aware Roy Morgan Value Segment™.
The campaign launched in September 2007 in newspapers and magazines as well as online and e-marketing mediums in Melbourne.
View Dandenong Ranges tourism information online at visitvictoria.com.
|Last Updated ( Monday, 27 February 2012 )|