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Case Study - #GippslandRoadTrip

Case Study - #GippslandRoadTrip

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Nigel Preston
8 October 2015

The Gippsland region is dear to our hearts at Chatterbox Marketing, taking in a vast area of Victoria with a series of excellent tourism attractions and events.

These gems are sometimes separated by significant travel times in the car and this – along with other challenges - pose a hurdle for the team at Destination Gippsland to overcome.

About Destination Gippsland

Destination Gippsland is the regional tourism body designed to grow and serve the Gippsland tourism industry through marketing initiatives, industry training and development and support.

About the campaign

In 2015, Chatterbox Marketing conceived and produced an integrated marketing campaign to encourage Melbournians to take a winter road trip to Gippsland.

The campaign promoted the stories of five villages through a website featuring videos, itineraries and attracting consumers to explore more content on inspiredbygippsland.com.au where bookable packages sat.

At the centre of the videos were real local characters sharing what they loved about their towns in an honest and unreserved way. The clips weren’t polished and slick, but warm and engaging. Chatterbox Marketing led the scripting, filming and post-production of these clips in consultation with Destination Gippsland.

The campaign appeared in the The Age and the Herald Sun and featured in email campaigns and social media. Each road trip was supported by visiting journalists through Destination Gippsland’s public relations program.

This campaign was a cooperative campaign between Destination Gippsland and participating council partners, Latrobe City Council, Wellington Shire Council, Baw Baw Shire Council and Bass Coast Shire Council.

Outputs:

  • Campaign creation
  • Implementation of destination tourism strategy
  • Social media management
  • Content development
  • Campaign Website development
  • Media Relations and media hosting
  • Graphic design