The ‘Daylesford. Lead a Double Life’ campaign positions Daylesford as the natural mineral springs ‘capital’ of Australia. The campaign highlights Daylesford as a village dedicated to wellbeing that provides nourishment for the mind, body and soul whilst upholding the Melbourne and Victoria brands.  

The campaign focuses on naturally occurring mineral springs, heritage in spa and wellness and Australia’s greatest concentration of spa and wellness product.

The campaign endeavours to highlight Daylesford’s proximity to Melbourne and Melbourne Airport and include the experiences in the broader region including other towns and natural attractions.

Launched in August 2009, the campaign contrasts purifying natural springs and geothermal waters with decadent local produce and luxury accommodation.

The campaign target market is Nouveau Enrichers, females (25-34 years) who work hard and seek to invest more in their wellbeing and indulge their mind, body and soul. Additionally various groups, such as families, girls weekends away, groups of couples will also be targeted.

The campaign features print (magazines and press), online, television and online with a focus on Sydney, Adelaide and Brisbane.

View this campaign online at visitvictoria.com/daylesford.