Visit Ballarat has launched a new artisan focused destination campaign, Made of Ballarat from independent agency Town Square.
In a bid to entice more Melburnians to visit and explore Ballarat, located a 90 minute drive North West of central Melbourne, the campaign showcases the city’s artisans, makers and creators through a variety of media including cinema, creative events, documentary video and publications.
Town Square’s brief was to highlight the creative spirit of Ballarat and encourage reappraisal of the regional city by discerning Melburnians, the campaign aims to cultivate increasing visitation of cultural travellers to Ballarat.
“This first phase of the campaign is about celebrating the people and produce – the creativity, productivity and craftsmanship – born of the same magical soil that produced one of history’s richest gold rushes”, says Brendan Day, creative director, Town Square.
Noel Dempsey, CEO, Visit Ballarat, explained that Made of Ballarat “celebrates the city’s new generation of creators, makers and artisans – those who are challenging the status quo and inspiring positive change while staying true to the rich cultural history that Ballarat is indeed made from. Ballarat has always been known as a city laden with history, but it’s mostly locals that truly appreciate the creative energy that exists, and has always existed, here”.
He added, “Visit Ballarat wanted to create a destination positioning campaign that would demonstrate to those living in Melbourne, and beyond, that there is an undercurrent of imagination that pervades our region. We are encouraging Melbourne’s curious and experimental cultural connoisseurs to escape the city life and indulge in a unique experience. Made of Ballarat has been designed with Ballarat’s true essence in mind – we are the place where progressive artisans create earthly riches.”
Day continued: “Melbourne, as we know it today, is arguably Made of Ballarat. As was much of Australia’s early wealth. Any regional city that has had that sort of influence on today’s culture is pretty amazing. Unfortunately, most people don’t give Ballarat its due credit. But we’d like to change that.”
It was the story that dominated the headlines last month. Australian-Lebanese journalist Antoinette Lattouf was ousted from her radio presenting role at the ABC after she reshared a social media post protesting the Israeli government’s treatment of Palestinian civilians. Following the dismissal, Lattouf sent her submission to the Fair Work Commission industrial tribunal. So viewers will […]
Despite the cost-of-living crisis, Australians are still keen to make holiday plans in 2024, with digital audiences for travel searches notching up record numbers in January, according to Ipsos iris data. January travel content had the highest audience since Ipsos iris began, up 2.8 per cent compared to December, and up 4.2 per cent on […]
Australia’s largest independent media agency, Nunn Media, has taken out two major awards at Local Planet’s 2024 Global Conference, including the evening’s top honour of Global Independent Agency of the Year. Rising above more than 75 independent media agencies from 125 markets around the world, Nunn Media was recognised as Global Independent Agency of the […]
Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]
Are Media, Australia’s leading omnichannel content company for women, today published the March edition of The Australian Women’s Weekly – with Robert Irwin on the cover. The Wildlife Warrior and I’m A Celebrity… Get Me Out Of Here! host is only the third solo man in modern times to grace the magazine’s cover (the others […]
Exactly one year ago, and on the five year anniversary of the marriage equality vote, Tinder announced the Big Tinder Wedding and commenced a nationwide search for queer couples who found love on the app and wanted an all-expenses-paid dream wedding. Tinder’s latest phase of the campaign aims to celebrate the colourful love stories unfolding […]
DDB executive creative director Matt Chandler has announced the appointment of creative team Emmalie Narathipakorn and Seamus McAlary from The Monkeys, building on the success of its existing creative team. Lead Image: L-R – Emmalie Narathipakorn and Seamus McAlary Narathipakorn, who was an art director at The Monkeys, joins DDB as senior art director, while […]
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]