Grampians Tourism launches 2018/19 destination marketing campaign

Grampians Tourism are encouraging prospective visitors to experience life unleashed with ‘The Grampians Way’, their latest campaign promoting the diversity of attractions the majestic destination has to offer all year round.

The campaign hopes to inspire visitors to escape the everyday, The Grampians Way, by showcasing the region’s endless possibilities for exploration. It offers visitors a unique picture of the Grampians by sharing some of its lesser-known attractions, as well as highlighting its appeal as a nature-based destination. All the activities can be explored year-round, including off-peak periods.

The campaign will include seasonal relevance and highlight the regions key offerings that cater to individual niches and interests, including Nature and Outdoors, Art and Culture and Food and Wine. It will also continue to disperse the visitor; promoting the diversity of the Northern, Southern, Western and Eastern Grampians, along with the magnificence of the Grampians National Park.

While the breathtaking landscapes and diverse attractions from all corners of the Grampians speak for themselves, this campaign brings them to life. Grand visual statements are paired with thoughtful emotive observations that tap into the mindset of those seeking a getaway, The Grampians Way. The campaign resonates with the modern traveller who seeks life enriching experiences and values adventure, the great outdoors, and feeling free.

Introducing the new campaign, Grampians Tourism Chief Executive Marc Sleeman explains “the success of our previous marketing campaigns has really set the stage for us to take the promotion of the Grampians region to the next level, continuing to grow the future of our tourism industry and the people it employs.

“This aspirational ‘always-on’ marketing campaign will tap into the essence of the unique Grampians experience and be a constant reminder to travellers of the range of what’s on offer here, whether it be in the north, south, east or west!”

The campaign will be delivered across a combination of social media, search marketing, targeted digital display advertising and public relations and strategic media partnerships such as Smooth FM and The Urban List Melbourne to ensure the message is engaging potential travellers consistently, all year round.

Sleeman adds “it tells the stories at the heart of our region: striking nature, bounding wildlife, seasonal appeal, food and wine offerings, dispersing travellers around the region,” says Mr Sleeman.

“The Grampians Way is a campaign that supports an already well-established Grampians brand and everything we do is intended to capture the range of experiences we have to offer.”

Grampians Tourism was established in 2009 and is the peak industry body for tourism in the Grampians region. It encompasses and is directly supported by Ararat Rural City, Horsham Rural City, Northern Grampians Shire, and Southern Grampians Shire.

For more information go to www.grampianstourism.com.au and www.visitgrampians.com.au