Thursday, 01 August 2019

Unleash your inner, wild spirit and escape the daily grind with a trip to a hidden gem on the NSW South Coast - Eurobodalla. That’s the message of a new marketing campaign being launched today, which is aimed at driving tourism to the region.

The 13-week campaign titled All Kinds of Natural has been jointly-funded by Eurobodalla Shire Council and the NSW Government through the Regional Tourism Fund (RTF).

The Regional Tourism Fund is managed by the NSW Government’s tourism and major events agency Destination NSW, and has matched Eurobodalla Shire Council’s $320,000 contribution to the marketing campaign dollar-for-dollar.

Member for Bega Andrew Constance said All Kinds of Natural is the perfect way to sum up the essence of Eurobodalla.

“Eurobodalla truly is a hidden gem on the NSW South Coast that deserves to be explored. While many people haven’t heard of this beautiful region before, locals know it as a water and nature lovers’ paradise,” Mr Constance said.

“Whether you want to immerse yourself in the sparkling blue waters, enjoy some fresh oysters with a picnic by the sea, learn about the local Indigenous culture or camp out beneath the clear starry-skies, Eurobodalla really is an incredible place to visit and marvel at its natural wonders.”

Minister for Tourism Stuart Ayres said the marketing campaign is just one of many initiatives the NSW Government is undertaking to support and drive regional tourism.

“Tourism is crucial for our entire State, and particularly for rural and regional NSW where it contributes $19.5 billion to the NSW economy and employs more than 90,000 people,” Mr Ayres said.

“The NSW Government recognises the vital role tourism plays in local communities and it’s why marketing campaigns like All Kinds of Natural are so important in ensuring every corner of NSW receives its fair share of our State’s tourism boom.

All Kinds of Natural aims to drive awareness of Eurobodalla and stimulate demand for overnight visits and increased lengths of stay among couples in their mid-30s to mid-50s and young families.”

All Kinds of Natural involves a series of paid TV advertisements and digital media, complemented by PR activity by Destination NSW, which is centred around three key pillars: Immerse, Unearth, Taste.

The marketing campaign is designed to target explorer couples and families in Sydney, regional NSW and Victoria, and the ACT who are seeking adventure and looking to make the most of their time away from their daily routines.

Eurobodalla Mayor Liz Innes said she’s incredibly proud of this milestone.

“The campaign launch is the culmination of many months of work to reposition Eurobodalla in a competitive domestic travel market. Our goal is ambitious and it’s to increase overnight visitation and expenditure by 25 per cent by 2021,” Mayor Innes said.

“We’ve done all the strategic work behind the scenes, and now, with the support of Destination NSW, our brilliant creative partner Jim Jam Ideas, and our hard-working tourism industry, we’re ready to share our new brand and start building that visitor growth.

“The new campaign captures the essence of what the region is all about and will absolutely spark the imagination of visitors. We have a new strategy, a new partnership, and now a new campaign. This is the beginning of something big and wonderful.”