Visit Wimmera Mallee

Launch of Unearth Amazing campaign for Visit Wimmera Mallee

Who better to create a tourism campaign than two passionate locals (us!) who #loverurallife. Our concept for the "Unearth Amazing' campaign is to encourage people to explore the Wimmera and Mallee with a curious mindset and set for adventure. Sure, you can't get a decaf soy latte everywhere you go... but that is the whole point. A journey made memorable by the characters you meet and experiences you uncover.

Campaign objectives

• Promote the Wimmera Mallee as a tourism destination building on the popularity of the Silo Art Trail

• Drive potential visitors to the recently redeveloped visitwimmeramallee.com.au website

Our approach

• Aubrey + Areegra identified three distinct target audiences - young families, international tourists visiting Lake Tyrell at Sea Lake and young vanlife-inspired travellers.

• We looked to art, film and fashion for mood and reference to ensure a shared vision with our client.

• Leveraging the popularity of the Silo Art Trail with the understanding that to uncover the best of the Wimmera and Mallee you need to search beneath the surface of your destination. This lead to the creation of the campaign “Unearth Amazing”.

• Created three 45-second content pieces plus cut-downs for social media, a series of blog articles unearthing unique experiences across the region, social media organic content and paid advertising, and a four-week television campaign targeting regional centres within a 3-hour radius.

Results

• Visitors to the Visit Wimmera Mallee website increased by 67.2% across the campaign period

• 85% of visitors to the website came through social channels and the top pages viewed were the blog articles

• With a budget of $1500 for social media advertising, we reached over 93,000 unique users and nearly 3000 clicks to the visitwimmeramallee.com.au website