Destination NSW has created a campaign for south coast town Eurobodalla, calling for visitors to dive into “all kinds of natural”.
Creative agency Jim Jam worked alongside the Eurobodalla Shire Council and Destination NSW to develop the campaign strategy and content.
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The campaign seeks to “unleash the natural spirit within visitors” by reconnecting people to nature and each other.
Jim Jam creative director, Charlie Cook, said: “I honestly have to say I’d never heard of Eurobodalla before. So when I discovered this natural haven just a few hours down the coast I was utterly blown away. I’m privileged to hopefully introduce a few more people to this rare place.”
The campaign follows May’s tourism push for young people to visit Lake Macquarie.
NSW minister for tourism, Stuart Ayres, said the campaign was just one of many to come to drive regional tourism.
“Tourism is crucial for our entire state, and particularly for rural and regional NSW where it contributes $19.5bn to the NSW economy and employs more than 90,000 people,” Ayres said.
“The NSW government recognises the vital role tourism plays in local communities and it’s why marketing campaigns like All Kinds of Natural are so important in ensuring every corner of NSW receives its fair share of our State’s tourism boom.
“All Kinds of Natural aims to drive awareness of Eurobodalla and stimulate demand for overnight visits and increased lengths of stay among couples in their mid-30s to mid-50s and young families.”
Eurobodalla mayor Liz Innes said: “The campaign launch is the culmination of many months of work to reposition Eurobodalla in a competitive domestic travel market. Our goal is ambitious and it’s to increase overnight visitation and expenditure by 25% by 2021.
“We’ve done all the strategic work behind the scenes, and now, with the support of Destination NSW, our brilliant creative partner Jim Jam Ideas, and our hard-working tourism industry, we’re ready to share our new brand and start building that visitor growth.
“The new campaign captures the essence of what the region is all about and will absolutely spark the imagination of visitors. We have a new strategy, a new partnership, and now a new campaign. This is the beginning of something big and wonderful.”
Credits
Creative Agency – Jim Jam
Creative Directors – Charlie Cook & Andrew Crocker
Art Director – Patrick Andersson
Account Director – Lee Atkinson
Strategy Directors – Tony Gordon & John Campbell-Bruce
Production:
Director/DOP – Tim Tregoning
Producer – Dan Trotter
Photographer – Jason Ierace
Editor – Simon Njoo
Music – Smith & Western
Production Agency – Found at Sea Films