TOURISM VICTORIA ‘SPOTTED BY LOCALS’ CASE STUDY
Inspiration by Local Celebrities.
April – June 2013
The ‘Spotted by Locals’ campaign chose Victorian personalities such as comedian Dave Hughes, foodie and MasterChef contestant Debra Sederlan, designer Arabella Ramsay and Pop-rock chanteuse Ella Hooperon their high country heartland journey to rediscover attractions, wide open spaces, good food and wine and rugged beauty of their her hometown region.
The diversity and richness of regional Victoria experiences were showcased through a range of editorial destinations featuring a collection of rich images, articles and videos following the travels of the talent, as they rediscovered their hometown.
The challenge facing Tourism Victoria was the decline in Melbournians travelling within regional Victoria. Tourism Victoria wanted to shift perceptions of regional Victoria to that of a domestic short-break destination.
The target market was Lifestyle Leaders, primarily in the Melbourne metro market (including surrounding suburbs), and also in regional Victoria.
Shine the light on hidden gems
Under the campaign line of ‘Spotted by Locals’ well known Victorians were commissioned to embark on a journey back to their regional stomping grounds, to shine the light on local hidden gems which the target could experience and enjoy in regional Victoria.
- 59,976 Unique Visitors
- Stayz website experienced a 20% increase in Victorian enquires and a 12% increase in Victorian bookings
- 7 of the 8 regions experienced impact in visitation intention by +7.6%
- 6.6 min average time across desktop