Geelong’s peak tourism body has launched a new campaign intended to entice the “unexpected moments, makers and experiences on offer” in the region.
Tourism Greater Geelong and The Bellarine’s (TGGB) new Curious is Calling launched last week at an industry event at The Royal in Queenscliff, and will continue to roll out in the coming weeks.
According to Tourism Research Australia, from December 2020 to December 2024, domestic visitors to Geelong and the Bellarine increased by 20 per cent, nearly 5 per cent more than the rest of Victoria.
The new campaign attempts to capitalise that growth by capturing “the curiosity of intrastate and interstate travellers through scroll-stopping digital assets that tap into the sense of exploration and discovery”.
“Geelong and The Bellarine continues to be a surprising and memorable destination, with one-of-a-kind activities and experiences you won’t find anywhere else,” TGGB executive director Tracy Carter said.
“This campaign tickles the curiosity in us all to look a little closer to uncover that there is much more to this region than what first glances might suggest.”
“Curious is Calling will serve as our always-on marketing campaign over the next few years, driving brand awareness and encouraging visitation, stays and spend in Geelong and The Bellarine.”
TGGB is delivering the campaign in partnership with Melbourne-based Balance Agency.
Balance Agency’s David Gullotti said the intent was to “create a campaign that felt like the region itself: unexpected, layered and full of discovery and curiosity.”
