Daylesford Macedon Tourism (DMT) has announced the launch of its new campaign, “Come Back to Life”. The campaign showcases the region’s rejuvenation experiences while celebrating the exceptional tourism operators that make it one of Victoria’s top destinations.
The “Come Back to Life” campaign is a proactive response by Daylesford Macedon Tourism to protect the region’s $750 million tourism economy which has recently suffered the effects of slowing visitor numbers and reduced spending due to cost-of-living pressures.
The campaign aims to reinvigorate interest in the region and drive a much-needed boost to the tourism economy. From boutique accommodation to wellness retreats, and from vineyards to gourmet dining establishments, these operators are at the forefront of providing the experiences that define the region.
The campaign targets potential visitors via major digital and social media channels, demonstrating how a visit to the region can make them “Come Back to Life”. Targeting the metro Melbourne market, it aims to deliver an immediate visitation boost for the region, driving home the message that there is no better time to plan a visit than right now.
DMT worked with experienced marketing strategist Pete Randeria, Chris Hince and Andy Segal from creative consultancy Hincey & Andy, and Paul Murphy from media agency Kookaburra Riot to develop the campaign. It represents a significant investment across digital and social realms. Visitors can also explore the dedicated campaign website, which includes itineraries, inspiration and exclusive offers from participating operators.
The campaign has been funded by operator buy-in, with support from Macedon Ranges Shire Council and Hepburn Shire Council.
“We’re excited to launch the “Come Back to Life” campaign at such a pivotal time,” said Steve Wroe CEO of Daylesford Macedon Tourism. “We are 100% focused on converting visitors to plan a trip now, delivering visitors to the doors of our many tourism and hospitality businesses. When businesses start closing, you must adapt, regardless of what’s causing the slow down.”
“Our region is all about rejuvenation and that’s what a lot of people need now, more than ever. Access to nature. A spa indulgence. A cozy B&B. A wholesome meal and glass of wine,” said Mr Wroe.
“We are confident that reaching stressed-out and busy Melburnians, reminding them that they need a break, while showcasing our natural assets, amazing visitor offer, and proximity to Melbourne, will help boost visitor numbers.”
“We invite everyone to Come Back to Life and experience the rejuvenation and luxury that only Daylesford and the Macedon Ranges can offer,” he said. Discover more by visiting daylesfordmacedonlife.com.au/come-back-to-life
