Australian Tourism Department Launches Campaign Focusing on Spas


Highlighting how the tourism and spa industries can work together, the Australian organization Tourism Victoria has launched an advertising campaign centering on the spa treatments, vacations and more available in its Daylesford region.

Recently, the $7.3 million "Daylesford. Lead a Double Life" campaign launched nationally in Australia with a 60-second television commercial appearing across free-to-air television networks and subscription channels. Showcasing Victoria as the leading Australian destination for spa and well-being experiences, the interstate campaign raises awareness of Daylesford as the natural mineral springs capital of Australia.

Tourism Victoria chief executive Gregory Hywood said Daylesford is the perfect vehicle to promote the diverse experiences on offer in regional Victoria and to attract more visitors from around Australia. “Research indicates that there is an opportunity for Victoria to capitalize on the increased demand from baby boomers for day spas, boutique accommodations and outstanding food and wine experiences,” Hywood said.

The television advertisement depicts Daylesford as a village perched on the edge of decadence and purity. It is a unique destination that delivers a balance of emotional and physical rejuvenation through its cleansing, yet enriching, natural waters and abundance of local delicacies. The commercial is part of an integrated campaign that incorporates advertising, public relations activity and consumer offers.

Featuring Melbourne-born, Hollywood-based actress Isabel Lucas, the advertisement was filmed during April in key locations in and around Daylesford and the Macedon Ranges.

Behind the campaign

"Daylesford. Lead a Double Life" forms Phase 9 of Tourism Victoria’s successful Jigsaw campaign and is a key part of Tourism Victoria’s Regional Tourism Action Plan 2009–2012. The new campaign highlights Victoria’s competitive strengths in spa and well-being experiences and positions Victoria for further tourism growth by focusing on the increasingly popular health and well-being trend.

While profiling Daylesford as Victoria’s hero spa destination, the spa and well-being campaign also provides significant leveraging opportunities for the broader Daylesford Macedon Ranges region, as well as other Victorian regions. Daylesford and Macedon Ranges tourism executive officer Graham Middleton predicted the campaign would not only increase visitation and yield to Daylesford, but it would also positively impact the broader region. “The region is poised to build on its well-known reputation for high-quality accommodation with integrated food, wine, spa and well-being products,” Middleton said.

The campaign will be complemented by Villages of Victoria and spa and well-being marketing initiatives that will highlight the unique qualities of the villages and support spa destinations throughout the state.

Campaign elements

"Daylesford. Lead a Double Life" is an integrated campaign that will include public relations, television, cinema, online and print advertising elements to raise interstate awareness of Daylesford and position Victoria as the leading Australian spa destination.

The initial burst of campaign activity will take place from August to October 2009, with further activity scheduled throughout 2010 and 2011.

Television: The first screening of the television advertisement aired on Sunday, August 16 on all free-to-air networks in Sydney and Adelaide, as well as on SBS and subscription television stations.

Cinema: Screenings will focus on high-profile and arthouse cinemas in Sydney, Brisbane and Adelaide. Cinema advertising will also be supported by digilites in cinema foyers.

Online: Online activity will include search engine marketing, electronic direct mailouts, homepage buy-outs on nineMSN and the Fairfax network, banner ads on Yahoo!7, Gourmet Traveller, Harpers Bazaar and Fairfax news sites, and online promotion with the Sydney Morning Herald. The and pages on Tourism Victoria’s consumer Web site will also be further developed.

Print: A 16-page magazine insert will appear in the New South Wales edition of the Good Weekend magazine, in addition to print ads in national women's fashion and food magazines.

Public relations: Public relations activity will provide further depth and information on Victoria’s spa offerings. Tourism Victoria will support tourism operators across the Daylesford and Macedon Ranges region by coordinating a dedicated familiarization program for key interstate media. A major PR campaign is currently planned for March and April 2010.

Other: A trade campaign has been negotiatied with Virgin Blue. A ‘making of’ video will be shown in-flight on Qantas routes during September and October 2009, and to drive conversion, Daylesford and Macedon Ranges tourism will develop cooperative industry marketing programs for local tourism operators.

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