Strategy targets metro day-trippers
Many Melbourne-based travellers think that a trip to Gippsland requires serious commitment before heading out.
Baw Baw Shire Council, Victoria, is seeking to redirect city folk to Melbourne’s outer east by assuring them that stunning waterfalls, picture postcard hillsides and mouth-watering wineries and eateries, are not only within easy reach, but closer than many other daytrip markets.
Rail and road to West Gippsland can deliver visitors to the Shire’s two main towns of Warragul and Drouin, in just over 60 minutes.
The Shire’s Economic Development team recently launched a new strategy aimed at raising awareness that Baw Baw Shire is not only on their doorstep, but strewn with world class natural wonders and hospitable locals.
A key component of this campaign involves rebadging their tourism website – Visit Baw Baw – to include the tagline ‘Closer Than You Think’ as well as compiling a tempting array of new events and activities to attract day-trippers.
The State’s first international jousting tournament is set for June 2019 and the Australian Ballet will perform under the stars early in the new year. Both events will be held at nearby Lardner Park – a world-class exhibition venue.
Such large, prestigious events come to Baw Baw through strong support from the Government’s Visit Victoria and Latrobe Valley Authority and from forging strategic partnerships with major local drawcards, including Lardner Park and Mt Baw Baw Alpine Resort, the closest snowfield to Melbourne.
Other upcoming events include outdoor cinema;
a visit by Women’s National Basketball League’s Melbourne Boomers; filming four episodes of the hit TV show Good Chef/Bad Chef; a women’s Pro Am golf tournament; and guided coach tours of the region aimed at international university students.
A targeted metro radio and social media campaign featuring local footie hero Bob Murphy also is underway, letting Melburnians know just how close Baw Baw Shire is.
Another notable element of the campaign focuses on three key destinations: Walhalla – a sleepy gold mining town that effortlessly transports visitors back 100 years; Noojee, a town steeped in timber tales and pristine natural settings; and Yarragon, a quaint village filled with cosy cafes, boutique shops and galleries.