East Gippsland Shire Council has launched a new spring visitor campaign targeting the Canberra market, marking the first major activation under the region’s new regional marketing model.
The campaign represents a deliberate shift towards a more evidence-led approach to destination marketing and will serve as a pilot to test how strategic investment in visitor attraction can support East Gippsland’s economy and local businesses.
The campaign, Spring Tastes Different in East Gippsland, has been specifically designed to encourage visitors from Canberra and the ACT to explore East Gippsland during the spring shoulder season.
Through a targeted mix of radio, digital, print and outdoor advertising, the campaign will showcase the region’s natural beauty, food and drink experiences, coastal villages, country hospitality and unique seasonal experiences.
Mayor Cr Jodie Ashworth said council had an important role to play in supporting sustainable visitation and helping local businesses capture economic opportunities throughout the year.
“Tourism is a major contributor to East Gippsland’s economy, supporting local businesses, jobs and communities,” Cr Ashworth said.
“Council has a leadership role in ensuring our destination marketing is strategic, evidence-based and aligned with regional goals.
“This campaign isn’t just about promoting East Gippsland. It’s about understanding our markets, testing new approaches and building the knowledge to make future marketing investment more effective.”
Canberra was selected following brand and market research undertaken earlier this year as part of the Regional Marketing Strategy development process.
The research identified a strong opportunity to increase awareness and consideration of East Gippsland among ACT audiences, with Canberra residents already demonstrating an affinity for nature-based experiences, road trips and short regional escapes.
It also highlighted that East Gippsland is not currently achieving its full potential share of this market.
The timing of the campaign has also been carefully considered.
While East Gippsland experiences strong visitation during peak holiday periods, spring presents an opportunity to encourage travel during the shoulder season, supporting a more balanced distribution of visitors and extending economic benefits to local businesses beyond the traditional peak tourism months.
Importantly, the initiative has been deliberately designed as a pilot project.
The pilot will generate insights to shape future destination marketing efforts by testing key assumptions around target audiences, messaging, media channels and campaign effectiveness, helping council refine its approach over time and make more informed decisions about where marketing investment can have the greatest impact.
An evaluation framework has been built into the campaign, with measures including engagement, website traffic, conversions and broader insights into market response, creative performance and channel effectiveness. These learnings will help inform future campaigns and support the ongoing implementation of the Regional Marketing Strategy.
“One of the most valuable outcomes of this project will be the knowledge we gain,” Cr Ashworth said.
“By testing, measuring and learning, we can make more informed decisions about future marketing investment and ensure we continue building East Gippsland’s profile in markets that offer the greatest opportunity for sustainable growth.”
The spring campaign will run throughout August and September across a range of media channels in Canberra and the surrounding ACT region.
