Tourism Midwest Victoria and Graffiti launch new brand positioning for Ballarat
Ballarat has a new brand position – ‘Brilliantly Unexpected’ – courtesy of Tourism Midwest Victoria and Graffiti.
The announcement:
Brand experience agency Graffiti has collaborated with Tourism Midwest Victoria to launch Ballarat’s new ‘Brilliantly Unexpected’ brand positioning, popping up in Melbourne Central to surprise shoppers and commuters with The Unexpect-o-matic – a larger-than-life activation that brought the best of Ballarat to the heart of the city.
Forget what you think you know about one of Victoria’s oldest cities, Ballarat is filled with unexpected and out of the box experiences, just like The Unexpect-o-matic.
An oversized machine serving up an out-of-the-ordinary encounter with Ballarat at the touch of a big, tactile button, The Unexpect-o-matic generates random itineraries featuring unexpected combinations of things to see and do, eat and drink, giving Melburnians a vibrant new perspective on Ballarat. The activation also included surprise live entertainment moments, best-of-Ballarat prize bundles, exclusive discounts on every curated itinerary and on-the-spot weekend getaway prizes in partnership with Time Out.
Graffiti general manager Vivienne Collins says, “We were thrilled to help Ballarat launch their new ‘Brilliantly Unexpected’ brand positioning. ‘Unexpectedness’ is an exciting springboard for live activation; the perfect opportunity to create a unique experience that’s all about surprise and delight. With The Unexpect-o-matic, we put the best of Victoria’s third largest city in one fun and fantastical machine, stepped back and watched Melburnians play.”
Tourism Midwest Victoria chair Hon. John Pandazopoulos says, “Graffiti got right to the heart of the new brand and what makes Ballarat truly unique. The activation brought the region’s distinct personality to life in a truly memorable way, with a big, bold and playful experience you just couldn’t walk by.”
While The Unexpect-o–matic has been powered down for now, the opportunity to discover the brilliantly unexpected side of Ballarat continues at visitballarat.com.au
Source: Praytell
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