The ‘Discover the Goldfields’ campaign positioned the region as Australia’s premier gold heritage region, easily accessible from Melbourne and offering spectacular historic towns, buildings, food and wine and gold history.

The campaign idea is that a hundred or more years on from the gold rush, there are still ‘treasures to be found’ in the villages surrounding Ballarat and Bendigo.

The campaign was launched in July 2003 and targeted 30-50 year old Socially Aware, ‘Visible Achievement, Traditional Family Life (without kids) Roy Morgan Value Segments™.

A new campaign is being developed for the Goldfields. This will be a fully integrated campaign with sub-destination branding to allow the key Goldfields towns Bendigo, Ballarat, Castlemaine/Maldon to promote their unique offerings.

View Goldfields B&B campaign imagery (8.7mb)
View Goldfields gallery campaign imagery (7mb)

View Goldfields tourism information online at visitvictoria.com/goldfields.