Barwon Coast Caravan Parks has launched a playful tourism campaign designed to entice Melburnians to rug up and hit the coast this winter.
In a bid to encourage more Victorians to explore the stunning coastline of the Bellarine Peninsula this winter, Barwon Coast Caravan Parks has this week launched its ‘Who dares, winters’ campaign: flipping the script on the classic summer road trip and urging would-be adventurers to revel in the coast’s off-peak delights.
Barwon Coast, the organisation that operates the caravan parks, is responsible for caring for 22 kilometres of coastline along Victoria’s Bellarine Peninsula. As a non-profit Committee of Management, revenue generated through Barwon Coast’s three caravan parks – Barwon Heads, Riverview and Breamlea – along with the seasonal Riverside Campground, is reinvested directly back into caring for the coast, supporting conservation, local wildlife and public facilities.
Its iconic campsites are brimming with visitors over the warmer months but experience a sharp drop-off in visitation during winter. This not only impacts the caravan parks, but also its capacity to invest in caring for the coast year-round.
“The Bellarine Peninsula really comes to life in winter, but the majority of visitors don’t get to see it this way,” said Pru Farrer, manager of marketing and engagement at Barwon Coast. “There’s so much to see and do down here – beaches, walks, spas, wineries, amazing local businesses, and the fact that everything is quiet in winter makes all of those things better. I’m biased, but I don’t think you’ll find a better spot for a winter break in Victoria.”
Leveraging a two-for-three accommodation incentive, ‘Who dares, winters’ also makes a point of the winter-only offer of allowing dogs and campfires on the park properties.
Created and produced by Melbourne-based B Corp agency GOOD&PROPER, the campaign is led by a hero 60s video and spans creative, content, social, PR and influencer – with the likes of local legends (and ARIA Award-winning) Teeny Tiny Stevies and Masterchef contestant Simon Toohey on board to offer a heartfelt invitation to winter-curious Victorians.
View this post on Instagram
“We loved this brief from the moment Pru contacted us,” said GOOD&PROPER’s founder and managing director, Oliver Pelling. “The opportunity to support meaningful conservation efforts and support local businesses through fun, consumer-facing creative like this is why we exist. We’re stoked with where the work has landed – and we had a lot of fun in the process, too.”
‘Who dares, winters’ is brought to life via a playful hero video, which reveals the wintery pleasures that await when the cabana-carrying masses head back to the city. The visual tone and messaging for the campaign is inspired by the nostalgia of beach holidays from a different era – long before smart phones and endless streaming content.
“We wanted a bold campaign, and as a non-profit we wanted to work with an agency that understood our needs and could work within our budgets to deliver something bigger than the sum of its parts,” added Farrer.
“GOOD&PROPER have been wonderful partners – they have given us all of this and more. The work really stands out in a crowd, and we couldn’t be happier with the outcome, the process or the team.”
The campaign will run from this week through to the end of August across paid, earned and owned channels.
Credits:
Barwon Coast Caravan Parks
Manager of Marketing and Engagement: Pru Farrer
GOOD&PROPER
Managing Director/Creative Director: Oliver Pelling
Head of Content/Copywriter/Account Lead: Sarah Smith
Head of Production: Taryn Stenvei
Head of PR and Communications: Emma Webber
Social Lead: Meg Green
Videographer and DOP: Liam Neal
Director: Prad Sen
Talent: Olivia McCrimmon
VO: Sarah Smith, ElevenLabs
Paid specialist: Sarah Macdonald
Graphic design: Veronica Costa
