Campaign overview

The upcoming Spring into the Grampians marketing campaign seeks to promote travel into the region from late winter through early summer, 2010 by restimulating market awareness of the region’s rich wildflower legacy.

Spring into the Grampians offers a marketing platform for existing and new events and activities (floral shows, exhibitions, group workshops focusing on... photography, floral arrangement or art, garden tours, wholesale nursery inspections, suggested self-drive and coach itineraries, produce dinners and much, much more) that will be promoted across Melbourne, regional Victoria and Adelaide.

The campaign will promote this menu of activities – themed generally around the concept of spring wildflowers via print and electronic editorial, direct mail and eDM, in lifestyle magazines and features across the targeted markets acknowledging that 'gardening and/or wildflowers' has an exceptionally broad appeal, probably beyond the region’s interests in the key segments of young families, mature couples and older seniors.