The ‘Daylesford. Live happily ever after’ campaign positions Daylesford as Australia’s iconic mineral springs destination. The campaign aims to increase awareness of Daylesford and leverage the unique community spirit of the area. It also aims to highlight Daylesford as a short drive from Melbourne (90 minutes) and an addition to a Melbourne trip for interstate visitors.

The campaign focuses on the unique aspects of a village borne from and dedicated to the idea of wellbeing and rejuvenation. As a result, after a trip to Daylesford and the Macedon Ranges you’ll feel so good you’ll think you’ve entered a magical world far away.

The campaign uses illustrations rather than photography to depict the ‘fairytale’ environment of Daylesford.

Launched in April 2006, the uniqueness of this campaign was recognised at the Advertising and Melbourne Design Club Awards 2007, where it received a Bronze award for ‘Best Illustration’.

The campaign target market is Holistic Healthies, females (30-50 years) who work hard and seek to invest more time in their wellbeing to help them keep balance in their lives.  Also targeted are females (30-50 years) from the Socially Aware Roy Morgan Values Segment ™.

This campaign features print (magazines and press), online and e-marketing nationally, with a focus on Sydney and Brisbane.

View this campaign online at visitvictoria.com/daylesford.