Bastion Effect will roll out a new tourism campaign to drive visitation to the Doncaster and Warrandyte region of Melbourne, after winning a competitive tender called by Manningham Council.
Working with sister agencies Bastion State (creative and digital) and Bastion Latitude (research and insights), Bastion Effect has been appointed to deliver a new creative positioning for the area and showcase it through compelling content and influencer engagement.
Bastion has developed a visual identity for the campaign and a core theme that highlights both the natural and urban delights of the area.
The campaign will include the development of a short social media video series as well as an influencer campaign to drive day trippers and regional visitors to artistic, delectable and historic destinations such as Heide Museum of Modern Art, Kellybrook Winery and Mullum Mullum Trail.
Bastion Effect CEO Richard Chapman said: “We are really excited to have the opportunity to showcase the hidden attractions of Manningham to a broader audience.
“This campaign is an example of the power of the Bastion Collective. Our solution brings together the research-driven approach of Bastion Latitude, the creative nous of Bastion State, and the influencer expertise of Bastion Effect, creating a tailor made solution for Manningham Council.”
Manningham Council’s key campaign objectives are to increase year-round day trip visitation to the Manningham region, and showcase its key value proposition that visitors can have the best of both worlds; city and country within minutes of each other.
A Manningham Council spokesperson said it wants to develop a strong, content-focused campaign to be delivered across council owned channels with a strong influencer program.
“We’re targeting the day trippers market with a campaign centred on Manningham’s most stunning and vibrant travel destinations, which include areas like Warrandyte and Heide Museum of Modern Art to name a few,” the spokesperson said.
“We look forward to showcasing to the rest of Victoria why Manningham is one of the most beautiful regions in Melbourne and a great place to visit.”
Bastion Effect has been increasing its momentum in the tourism space over the past 12 months, picking up projects for Mt Baw Baw, SriLankan Airlines, Sri Lanka Tourism, and launching the refurbished Four Points by Sheraton in Sydney.