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Case Study #63 - Visiting Friends and Relatives

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Visiting Friends & Relatives Campaigns - ‘Treasure Adventure’

Pace were chosen by Tourism Greater Geelong & The Bellarine to deliver a strategic marketing campaign that targeted the visiting friends and relatives of Geelong residents, who comprise over 50% of Geelong’s entire tourism base. In typical Pace fashion, we went above and beyond.

The Treasure Adventure campaign encouraged Geelong residents to take part in a treasure hunt around the Geelong and the Bellarine, with clues being released online, in local newspapers, on local radio and exclusive clues being released on the Geelong and the Bellarine App.

Participating businesses donated great prizes, which the elusive mascot of the campaign - “the Captain” - had hidden throughout the region. This campaign generated significant buzz around the region with hundreds of participants registering in the first two months of the campaign. Treasure Adventure is a unique campaign that has encouraged participants to discover Geelong and the Bellarine in the colder months, while having a bit of a fun at the same time.

Pace's VFR campaigns have set an industry benchmark, which has increased each season. We have developed a strong reputation as experts in the VFR market, consulting on strategies for tourism bodies all over Australia.