Visit Ballarat launches new destination campaign via Town Square to entice Melburnians to visit
Visit Ballarat has launched a new artisan focused destination campaign, Made of Ballarat, developed by creative agency Town Square.
In a bid to entice more Melburnians to visit and explore Ballarat, located a 90-minute drive North West of central Melbourne, the campaign showcases the city’s artisans, makers and creators through a variety of media including cinema, creative events and publications.
Town Square’s brief was to highlight the creative spirit of Ballarat via a movement that celebrates the new generation of artisans extracting earthly riches out of the land. The campaign aims to cultivate increasing visitation of cultural travellers to Ballarat.
Says Brendan Day, creative director, Town Square: “This first phase of the campaign is about celebrating the people and produce – the creativity, productivity and craftsmanship – born of the same magical soil that produced one of history’s richest gold rushes.”
Noel Dempsey, chief executive officer, Visit Ballarat, explains that Made of Ballarat “celebrates the city’s new generation of creators, makers and artisans – those who are challenging the status quo and inspiring positive change while staying true to the rich cultural history that Ballarat is indeed made from. Ballarat has always been known as a city laden with history, but it’s mostly locals that truly appreciate the creative energy that exists, and has always existed, here.
“Visit Ballarat wanted to create a destination positioning campaign that would demonstrate to those living in Melbourne, and beyond, that there is an undercurrent of imagination that pervades our region. We are encouraging Melbourne’s curious and experimental cultural connoisseurs to escape the city life and indulge in a unique experience. Made of Ballarat has been designed with Ballarat’s true essence in mind – we are the place where progressive artisans create earthly riches.”
Says Day: “Melbourne, as we know it today, is arguably Made of Ballarat. As was much of Australia’s early wealth. Any regional city that has had that sort of influence on today’s culture is pretty amazing. Unfortunately, most people don’t give Ballarat its due credit. But we’d like to change that.”
To find out more about Made of Ballarat, the weekly series of mini events and artisan stories, visit madeofballarat.com.au.
Client: Visit Ballarat
CEO: Noel Dempsey
Head of Marketing: Lucy Ibrahim
Marketing Consultant: Sarah Myers
Agency: Town Square
Creative Director: Brendan Day
Creative Director: Gareth Davies
Art Director: Derek Van Den Hogen
Producer: Anna Morris
Production Assistant: Bec Stielow
Director of Photography: Marden Dean
Camera Assistant: Lily Youngsmith
Photographer: Rob Geary
Editor: Jimmy Walker
Colourist: CJ Dobson
Sound: Soundfirm
Account Manager: Gill McPhee
10 Comments
what? a campaign using artisans?
hello smith journal circa 2005
Visit Ballarat !
Visit Gippsland!
Visit Tralalgon!
Visit Echuca!
Visit Horsham !
why? no one knows!
This campaign works better than valium.
Completely devoid of any strategy.
Took a few minutes to watch the spots – found them surprisingly absorbing.
Me thinks the comments are kinda awesome here. There should be a separate section for the comments on the comments!
…are completely fucked (well, the mindless negative ones anyway).
@again? thinks it’s derivative because it shows people doing things.
@Thuglife questions local tourism marketing
and @woeful thinks there’s no strategy at all, without knowing the slightest fucking thing about the job.
I don’t work there, I have nothing to do with this campaign, or Ballarat for that reason, I’m just baffled by morons who have little to no real knowledge, understanding and empathy for the industry.
Fuck off douchebags.
Now you’ve made my soup go cold.
Ballarat’s events and history are vibrant and colourful. These videos feel as cold as Ballarat’s weather, nice stories but I think I’ll go to Bendigo, no Kyral Castle references?
Shocking.
The one person defending this agency is clearly an employee there. What an embarrassment
this is real bad.