A new destination brand for an evolving Ballarat.
In an exciting step forward for Ballarat, the successful Made of Ballarat destination campaign is being adopted as the city’s over-arching destination brand.
The brand roll-out features a brand new, best-in-class website visitballarat.com.au. The site focusses on what both locals and visitors really want – event details, itineraries, stories and inspiration about where to eat, play, stay and explore in Ballarat. Requiring twelve months of rigorous research, planning, design and development, visitballarat.com.au delivers a seamless user experience and spotlights the best that Ballarat has to offer.
Made of Ballarat, first as a campaign and now as a destination brand, is designed to shift ingrained perceptions and reclaim Ballarat’s position as a city of significance, depth and value. It paints the picture that while gold reached legendary status long ago, an uncertain something lives on in the people and produce of Ballarat today, something born out of that same magical soil.
The campaign was a finalist in the Breakthrough Destination of the Year category at the 2019 Mumbrella Travel Marketing Awards; one of Australia’s pre-eminent marketing awards.
“Made of Ballarat is an attitude, a pride and a love of our city and everything within it,” Visit Ballarat chief executive officer Noel Dempsey said.
“What began as an ambitious destination positioning campaign will continue to develop over the coming years and break through outdated perceptions of Ballarat, delivering a broad audience with a new appreciation of this deserving city.”