New marketing campaign to encourage more short-break tourists to the Bellarine Peninsula

Posted: 17th Mar

A NEW $70,000 advertising campaign is trying to coax the Bellarine Peninsula out from the Great Ocean Road's shadow.

Geelong Otway Tourism last night launched three locally produced videos that brand Ocean Grove, Queenscliff and Portarlington as ideal destinations for Melburnians looking for a short break.

Tourism Greater Geelong and Bellarine executive director Roger Grant said the Bellarine Peninsula had failed to reach its full potential in recent years.

He said encouraging tourists to visit and "live like a local" for a few days was integral to the survival of local jobs and businesses.

"Tourism's not about destroying the local fabric, it's about celebrating it," he said.

"Too often both Geelong and the Bellarine have not had a brand that's different to the Great Ocean Road.

"This (campaign) is very much a big statement about where we're going and what we're doing. It's about stepping out of the shadow of the Great Ocean Road."

Mr Grant said the videos, produced by Ocean Grove company Streamline, captured the "points of differentiation" between the three towns and the Bellarine as a whole.

He said it featured local music and images and would be reach audiences through social media and TV.

"One of the biggest changes we are seeing in tourism is a movement away from destinations to experiences," he said.

"These videos are about capturing the experience, the emotion, the local vibe of the destination."

The State Government's Putting Locals First program contributed $45,000 towards the campaign.

Mr Grant said he was delighted with the outcome and hoped it would boost tourism numbers year round, not just in the busy summer period.

He said the region's beaches, wineries, historic pubs, Blues Train and Geelong Waterfront were some of the best attractions.

New marketing campaign to encourage more short-break tourists to the Bellarine Peninsula