Introducing
Your new presentation assistant.
Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.
Trending searches
Grampians Marketing Campaign
20
Grampians Marketing Campaign
Group Members
1. Nguyen Ngoc Anh -20051260
2. Jordan Ng - 20050841
3. Do Tran Yen Linh - 20054727
4. Tien Long Nguyen - 20027603
Team
Grampians Region
Municipalities
- City of Ararat
- City of Ballarat
- Golden Plains Shire
- Hepburn Shire
- Hindmarsh Shire
- Horsham Rural City
- Moorabool Shire
- Northern Grampians Shire
- Pyrenees Shire
- West Wimmera Shire
- Yarriambiack Shire
Grampians
Visit Victoria (n.d.)
Nature
Figure 2
Figure 1
Grampians National Park
Brambuk National Park
Grampians Attractions
Figure 3
Kanawinka Geotrail
Aboriginal Rock Art
Figure 5
Figure 4
Manja Shelter - Hamilton
Billimina Rock Art - Wartook Valley
Indigenous Culture
Figure 6
Bunjil Shelter - Stawell
Current Marketing
Figure 7
Marketing Campaign 2018-2019
Marketing
Marketing problems
Too little emphasis on international markets
Figure 8
Marketing Objectives
1. Increase exposure of the Grampians Region to the international market
2. Increase awareness on the importance of sustainability and preservation of the natural environment
3. Improve the local economy by providing revenue from tourism and increasing jobs
Marketing Objectives
Key findings
Tourism Revenue
Tourism Jobs
Domestic versus international visitors
$479 million (2017)
Jobs generated - 4200 (2017)
2.201 million Domestic
52000 International
Business Victoria (2018)
Key findings
Business Victoria (2018)
International Market
Business Victoria (2018)
Target Market
Business Victoria (2018)
Communication Plan
Social Media
Video
Figure 11
Figure 10
Figure 9
Communication Plan
Brochure
- Cost effective
- Visually appealing
- Targets specific demographics
- Easy to read
Measurement of Success
Measurement of Success
1. Compare the revenue earned from international visitors and number of international visitors from the year before the campaign was released and the year after the campaign is released
2. Number of followers and likes on instagram posts
3. Local councils within Grampians having larger budgets to implement sustainable initiatives after the release of the campaign
4. Number of views of the video and positive comments of Grampians from the video campaign
5. Compare the number of jobs generated in Tourism the year before the campaign was released and the year after the campaign is released
Campaign Video
https://www.youtube.com/watch?v=xuCTFqhax1w
Campaign
Brochures
Social Media
https://www.instagram.com/grampianstraverlers/?hl=en
Presentation References
Business Victoria. (2018). Grampians Regional Tourism Summary, Victoria.
Retrieved from https://www.business.vic.gov.au/__data/assets/pdf_file/0004/1758919/Grampians_Regional_Summary_year_ending_December_2018.pdf’
Business Victoria. (2019). Victoria’s Top 10 International Markets, Victoria.
Retrieved from https://www.business.vic.gov.au/__data/assets/pdf_file/0004/1794235/Victorias_Top_10_International_Markets_year_ending_December_2018_Factsheet.pdf
Figure 1. Scaletti, D. (n.d.). Grampians National Park (Digital Image). Retrieved
from http://www.exploreaustralia.net.au/Victoria/Grampians-and-Central-West/Grampians-National-Park
Figure 2. Grampians, V. (n.d.). Brambuk National Park (Digital Image). Retrieved
from https://www.visitgrampians.com.au/products/brambuk---the-national-park-cultural-centre
Figure 3. Grampians, V. (n.d.). Kanawinka Geotrail (Digital Image). Retrieved
from https://www.visitgrampians.com.au/products/kanawinka-geotrail
Figure 4. Grampians, V. (n.d.). Billimina Rock Art Site (Digital Image). Retrieved
from https://www.visitgrampians.com.au/products/billimina-rock-art-site---wartook-valley
Figure 5. Grampians, V. (n.d.). Manja Shelter (Digital Image). Retrieved from
https://www.visitgrampians.com.au/products/manja-shelter---hamilton
Figure 6. Grampians, V. (n.d.). Bunjil Shelter (Digital Image). Retrieved from
https://www.visitgrampians.com.au/products/bunjil-shelter---stawell
Figure 7. Australasian, L. (2018). The Grampians Way (Digital Image). Retrieved
from https://www.ausleisure.com.au/news/grampians-tourism-launches-2018-19-destination-marketing-campaign/
Figure 8. Frank, L. (2019). Great Southern Touring Route (Digital Image).
Retrieved from https://www.franklane.com.au/gstr
Figure 9. Salim, S. (2019). Video Marketing Statistics (Infographic). Retrieved
from https://www.digitalinformationworld.com/2019/01/infographic-video-marketing-statistics.html
Figure 10. Sharma, R. (2019). Instagram Marketing Statistics (Infographic).
Retrieved from https://blog.statusbrew.com/social-media-statistics-2019/#instagram
Figure 11. Fou, A. (2014). Comparative Media Costs (Digital Image). Retrieved
from https://www.slideshare.net/augustinefou/usefulness-of-advertising-by-augustine-fou-marketing-consigliere
Visit Victoria. (n.d.). Victoria’s Regions – Grampians, Victoria. Retrieved from
https://www.visitvictoria.com/regions/grampians
Reference List
Reference List
“Australian network for plant conservation” (2013). Flickr. Retrieved May 7, 2019 from https://www.flickr.com/photos/anpc/albums/72157633482573651
Creative Commons Zero (2016). - CC0 [Online image]. Retrieved May 8, 2019 from https://www.google.com/url?
sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwiRifyQlIviAhVUaCsKHbFFB4UQjRx6BAgBEAU&url=https%3A%2F%2Fwww.maxpixel.net%2FWine-Australia-Grampians-Vineyard-Country-1518331&psig=AOvVaw3AKXe2-XmdwPURkgPAnUPY&ust=1557376401729319
“12 incredible places to visit in the Grampians” (2018).. Holiday House Deals [Online image]. Retrieved May 7, 2019 from https://www.holidayhousedeals.com/blog/
incredible-places-to-visit-in-the-grampians/
Cochran, A. (2018). Flower power season in the Grampians. Visit Grampians [Online image]. Retrieved May 7, 2019 from https://www.visitgrampians.com.au/articles/flower-
power-season-in-the-grampians
Fowler, D. (2017). Horsham rural city council [Online image]. Retrieved May 7, 2019 from https://www.hrcc.vic.gov.au/Our-Council/Draft-Council-Strategies/Horsham-CBD-
Revitalisation
Ohlsen, D. (2017). Grampians Parrot - pea. Royal Botanic Gardens Victoria [Online image]. Retrieved May 7, 2019 from https://vicflora.rbg.vic.gov.au/flora/taxon/bc6b7332-
cd96-4424-9b3a-9ba4285d4deb
Fila, A. MacKenzie Falls. Trover discover the best of everywhere [Online image]. Retrieved May 7, 2019 from https://www.trover.com/d/1c94Z-mackenzie-falls-zumsteins-
australia
Francis, R. The 'nerve test' at the Pinnacle, a lookout in the Wonderland Range, Grampians National Park, Victoria, Australia, Pacific. Gettyimages [Online image]. Retrieved
May 7, 2019 from https://www.gettyimages.co.nz/detail/photo/the-nerve-test-at-the-pinnacle-a-lookout-in-high-res-stock-photography/89202795
Gorgon, B., Meyer, K., & MacKenzie, L. Northern Grampians Shire Council [Online image]. Retrieved May 7, 2019 from https://www.ngshire.vic.gov.au/Our-Community/
Stawell-Camera-Club-Photo-gallery
Grampians wine regions. Victoria [Online image]. Retrieved May 8, 2019 from https://www.visitvictoria.com/regions/grampians/food-and-wine/grampians-wine-region
Greg. (2013). Hiking Fiasco [Online image]. Retrieved May 1, 2019 from http://hikingfiasco.com/2013/05/01/richards-to-beeripmo-mt-cole-state-forest/
Hemmer, L. (2018). Runner’s tribe worldwide running media and products [Online image]. Retrieved May 7, 2019 from https://www.runnerstribe.com/latest-news/despard-
and-forsyth-crowned-stawell-gift-champions/
Image 1. Grampians 2 day adventure (n.d.). Melbourne private tours [Online image]. Retrieved May 7, 2019 from https://www.melbprivatetours.com.au/grampians-2-day-
tour/
Image 10. Gurvan, K. (2019). Nelson Falls. Tripadvisor Ireland [Online image]. Retrieved May 7, 2019 from https://www.tripadvisor.ie/LocationPhotoDirectLink-g261600-
d3989916-i91309276-Nelson_Falls-Queenstown_Tasmania.html
Image 11. Clark, H. (2013). Highlands History Carrington Falls. Southern highland news [Online image]. Retrieved May 7, 2019 from https://
www.southernhighlandnews.com.au/story/5483235/a-jewel-of-the-escarpment/
Image 12. Alex, S. (2013). Epacris impressa. phylo Botanist [Online image]. Retrieved May 7, 2019 from http://phylobotanist.blogspot.com/2013/05/botany-picture-65-
epacris-impressa.html
Image 13. Local produce, (n.d.). Victoria [Online image]. Retrieved May 7, 2019 from https://www.visitmelbourne.com/Regions/Grampians/Food-and-wine/Local-produce?
page=3
Video & Brochure
Video & Brochure - Continued
Image 14. Farova, M. (2016). Aesculus pavia ‘Atrosanguinea’ (Red Buckeye) - plant. About garden [Online image]. Retrieved May 7, 2019 from https://www.about-
garden.com/ei/en/01137-02-red-buckeye-atrosanguinea/
Image 15. Thornbill, S. (2013). Australian Birds. Paul Dodd [Online image]. Retrieved may 7, 2019 from https://paul.angrybluecat.com/AustralianBirds/Australasian-
Warblers/Striated-Thornbill/i-Gk9c3p5
Image 16. Hurley, V. (2014). FalconWatch. CliffCare Victoria [Online image]. Retrieved May 7, 2019 from https://cliffcare.org.au/about/falconwatch/
Image 17. Nature and wildlife tours. Melbourne [Online image]. Retrieved May 7, 2019 from https://www.visitmelbourne.com/things-to-do/tours/nature-and-wildlife-
tours
Image 18. Kerin, J. (2012). Trip to the Grampians. Young birder’s notes [Online image]. Retrieved May 7, 2019 from http://
shyalbatrossyoungbirder.blogspot.com/2012/04/
Image 19. Genkin, I. Aboriginal Rock Art Paintings at Gulgurn Manja Shelter. Ilya Genkin Photography [Online image]. Retrieved May 7, 2019 from http://
www.genkin.org/cgi-bin/photo.pl/australia/vic/gulgurn-manja-aboriginal-art-shelter/gulgurn-manja-shelter-0002
Image 20. Aboriginal Victoria. Victoria [Online image]. Retrieved May 7, 2019 from https://www.visitvictoria.com/regions/grampians/things-to-do/aboriginal-victoria
Image 21. Cochran, A. (2018). Rock art in the Grampians. Visit Grampians [Online image]. Retrieved May 7, 2019 from https://www.visitgrampians.com.au/articles/rock-
art-in-the-grampians
Image 22. Robin, C. (n.d.) Nature slides at Tripplets Falls. Adventure me [Online image]. Retrieved May 7, 2019 from http://adventureme.com.au/waterfalls-on-the-
great-ocean-road/nature-slides-at-triplet-falls/
Image 23. “Grampians Bouldering Part III”, (2016). – Romanticising the Stone. Verticle Life [Online image]. Retrieved May 7, 2019 from https://
www.verticallifemag.com.au/2016/07/grampians-bouldering-part-iii-romanticising-the-stone/
Image 24. Robin, C. (n.d.) 7 must - do adventures in the grampians. Adventure me [Online image]. Retrieved May 7, 2019 from http://adventureme.com.au/things-to-
do-in-the-grampians/
Image 25. Corden, P. (n.d.) chase waterfalls on the Great Ocean Road [Online image]. Retrieved May 7, 2019 from http://adventureme.com.au/waterfalls-on-the-
great-ocean-road/
Image 26. Walking and hiking.(n.d.) Victoria [Online image]. Retrieved May 7, 2019 from https://www.visitvictoria.com/regions/grampians/things-to-do/outdoor-
activities/walking-and-hiking
Image 27. Grampians national park. (n.d.) Great Ocean Road one of life’s great journey [Online image]. Retrieved May 7, 2019 from http://www.greatoceanroad.info/
information/grampians-national-park/
Image 28. Visit Grampians. (n.d.) Ararat rural city [Online image]. Retrieved May 7, 2019 from https://www.ararat.vic.gov.au/
Image 29. Sustainability travel lifestyle. (n.d.) Pinterest [Online image]. Retrieved May 7, 2019 from https://www.pinterest.com.au/musingsandadventures/
sustainability-travel-lifestyle/
Image 3. Kondalilla Falls Circuit. (n.d.) QUT Trekkers [Online image]. Retrieved May 7, 2019 from http://quttrekkers.com/public/schedule/events/23107-kondalilla-falls-
circuit
Image 4. “Most beautiful sunrise shows up over Grampians National Park”, (2018), Australia. Imgur [Online image]. Retrieved May 7, 2019 from https://imgur.com/
gallery/6BDp1
Image 5. Lindsay, D. (2017). Grampians national Park, Victoria. The better living index [Online image]. Retrieved May 7, 2019 from http://www.thebetterlivingindex.com/
grampains-national-park-victoria/
Video & Brochure - Continued
Image 6. Piovesan, A. (2017). Snow falls on Grampians peaks during wild wintry weekend. The Stawell times news [Online
image]. Retrieved May 7, 2019 from https://www.stawelltimes.com.au/story/4838352/grampians-transforms-into-winter-wonderland/
Image 7. Grampians national park. (n.d.) Trover discover the best of everywhere [Online image]. Retrieved May 7, 2019 from
https://www.trover.com/d/mv7X-grampians-national-park-halls-gap-australia
Image 8. Hobbs, M. (2018). Top 10 sunsets in Australia. Experience Oz [Online image]. Retrieved May 7, 2019 from https://
www.experienceoz.com.au/en/the-top-10-sunsets-in-australia
Image 9. Teresa, N. (2019). Silverband Falls. Tripadvisor Africa [Online image]. Retrieved May 7, 2019 from https://
www.tripadvisor.co.za/LocationPhotoDirectLink-g552177-d9858524-i235568067-Silverband_Falls-Halls_Gap_Grampians_Victoria.html
Lynch, J. (2018). 10 things to do in the Grampians. Travel2next [Online image]. Retrieved May 7, 2019 from https://
travel2next.com/the-grampians-9-best-places/
Menkhorst, P. (2011). Smoky Mouse Pseudomys fumeus , Mt Terrible. Researchgate [Online image]. Retrieved May 7, 2019 from
https://www.researchgate.net/figure/Smoky-Mouse-Pseudomys-fumeus-Mt-Terrible-Photo-Peter-Menkhorst_fig3_268974684
Monique La Terra. (2017). Culture trip [Online image]. Retrieved May 1, 2019 from https://theculturetrip.com/pacific/australia/
articles/top-10-things-to-see-do-in-the-grampians-australia/
Natimuk. (n.d.), Victoria [Online image]. Retrieved may 7, 2019 from https://www.visitvictoria.com/regions/grampians/
destinations/natimuk
National Heritage Places - Grampians National Park (Gariwerd). (n.d.) Australian Government department of the environment
and energy [Online image]. Retrieved May 7, 2019 from https://www.environment.gov.au/heritage/places/national/grampians
Sabrina60. (2011). Trip Advisor Australia [Online image]. Retrieved May 7, 2019 from https://www.tripadvisor.com.au/
Attraction_Review-g3445118-d545970-Reviews-Mount_Ararat-Agri_Agri_Province.html
Smart, T. (2018). Show off. Best bird photos Australia [Online image]. Retrieved May 7, 2019 from https://
bestbirdphotos.com.au/show-off/
Reference List
Darrell Travel Photographer [@ausmican]. (2019, April 20 ). Morning from
Grampians. Retrieved from https://www.instagram.com/p/Bwc0EmGgWXm/?utm_source=ig_share_sheet&igshid=12tthd84qfqsq&fbclid=IwAR3GoLD8oI1mILwcqwLm4zcBX7_iGMB-8C61WgDN21C03uudkN3ZKgZkPt8
Manu [@manuzarathoustra]. (2015, September 10). Kangaroos at Grampians
National Park. Retrieved from https://www.instagram.com/p/7ciwhAJ4Q1/?utm_source=ig_share_sheet&igshid=dmnuzqw2gsu8&fbclid=IwAR0hs0eIlTGIhRRSKX-cJbdmMKOFeVRXWUkg2x290a18cuUpoU2vNCgAlmk
Emma Granger [@emmagranger42].(2014,June 20) Let’s go watch the sunset.
Retrieved from https://www.instagram.com/p/BxPgF_4h1U3/?utm_source=ig_share_sheet&igshid=1pzlrvl8nsq6q&fbclid=IwAR3fGxg1y4jWv-5uZyvbPx-cxvcqDWxZzuMsd_ZZgrhQqmMXwr9GKzEvNpA
Camilo Lopez [@lopezlcamilo]. Awesome day at Grampians. Retrieved from
https://www.instagram.com/p/BwdGybUHjwx/?utm_source=ig_share_sheet&igshid=1nx48re9hdxgs&fbclid=IwAR2X3_huj4WSQHG ubQ7e_jzjRm1qjgT_ccnfGzlMI74FaHSsMnNtiWnnrNU
Greater Hamilton [@visitgraterhamilton].(2019,Febuary 15). Boundless Plains. Retrieved from https://
www.instagram.com/p/BvN2gB6n_M3/?igshid=19vq54edylisb&fbclid=IwAR1puFLwia-ShsU2Rf7rT-AmTESyRDfMAZZZf9XOm9Maj8BbaPCbmHRZBOA
Yuulong Estate [@yuulong_estate]. (2019, March 17). Goodnight Ballarat . Retrieved from https://www.instagram.com/p/
BvHADBIgnKw/?igshid=1bfcdf6j44an3&fbclid=IwAR0rFrl9LjdAHYYVd0V0ToUxnV1QxFyJZjSOkkDw76Bmf2plD_SuMAD0U80
Katie [@what_katie_did_next_8].(2018.Hune 19). City of Ararat. Retrieved from https://www.instagram.com/p/
BkMySsHBAhJ/?igshid=a30xzgrsori&fbclid=IwAR0xYTKgWbNHPWqJFkG5oAgEhdBR1uOj7ncQWyYVRnjG7y_pLL-oDYH7a24
Clyde Park Vineyard [@clydeparkwines]. (2019, March 7). Vintage is in full swing at Clyde Park. Retrieved from https://
www.instagram.com/p/ButDB6jAkSk/?igshid=1w0w6utb68l4j&fbclid=IwAR3155G60n9gGygfHFgJIwlf7rNe55aVCPckdwCVxmgD85V-sOE35VQzQBk