Here for Greater
The Brief
It’s true, greater things do happen in Geelong and The Bellarine. Not only is it a greater place to live, but the excellent experiences for visitors to the region mean they often leave wishing they lived here too.With mid-year representing an offpeak period for tourism, visitors need a little nudge when it comes to planning a trip. Tourism Geelong and the Bellarine approached Ruck to build on the success of their previous campaigns, developing a new messaging platform for this key period.
The Solution
Our approach to this campaign was driven by a desire to evoke deep emotions around the Geelong region and its experiences. We aimed to reshape perceptions, showing locals and their visitors that the Geelong they once knew had evolved into a more mature and contemporary destination, inviting them to explore its renewed charm. The campaign style focused on capturing smaller, evocative moments that highlighted various locations.We used the "Greater Than" format, pairing wordplay with imagery, but emphasized emotions over direct experiences. Driven by content produced and captured by the Ruck team, the campaign rolled out across YouTube pre-roll, billboards, OOH media and paid social.
Services
