Destination NSW and Eurobodalla celebrate ‘all kinds of natural’ in new campaign via JimJam

CB Exclusive – What is Eurobodalla? That’s the first question creative agency JimJam asked when it set about putting this little known place on the map, as part of a new joint-initiative aimed at driving tourism to the region.

JimJam soon discovered Eurobodalla was one of the best kept secrets on the South Coast of NSW, and one of the last natural bastions that truly reminds you of the way holidays used to be.

Eurobodalla is an untapped playground urging you to dive in, throw caution to the wind and immerse yourself in ‘all kinds of natural’. Now NSW Government’s tourism and major events agency Destination NSW wants to urge more Australians to discover this special place for themselves.

JimJam has been working closely with the Destination NSW in conjunction with Eurobodalla Shire Council to develop the overall strategy and produce the content for a compelling and fully integrated campaign.

All Kinds of Natural aims to unleash the natural spirit within visitors; something that often gets buried beneath the daily grind of our demanding urban lives.

Minister for Tourism Stuart Ayres said the marketing campaign is just one of many initiatives the NSW Government is undertaking to support and drive regional tourism.

Says Ayres: “Tourism is crucial for our entire State, and particularly for rural and regional NSW where it contributes $19.5 billion to the NSW economy and employs more than 90,000 people.

“The NSW Government recognises the vital role tourism plays in local communities and it’s why marketing campaigns like All Kinds of Natural are so important in ensuring every corner of NSW receives its fair share of our State’s tourism boom.

“All Kinds of Natural aims to drive awareness of Eurobodalla and stimulate demand for overnight visits and increased lengths of stay among couples in their mid-30s to mid-50s and young families.”

Eurobodalla Mayor Liz Innes said she’s incredibly proud of this milestone: “The campaign launch is the culmination of many months of work to reposition Eurobodalla in a competitive domestic travel market. Our goal is ambitious and it’s to increase overnight visitation and expenditure by 25 per cent by 2021.

“We’ve done all the strategic work behind the scenes, and now, with the support of Destination NSW, our brilliant creative partner Jim Jam Ideas, and our hard-working tourism industry, we’re ready to share our new brand and start building that visitor growth.

“The new campaign captures the essence of what the region is all about and will absolutely spark the imagination of visitors. We have a new strategy, a new partnership, and now a new campaign. This is the beginning of something big and wonderful.”

Says Charlie Cook, creative director, JimJam: “I honestly have to say I’d never heard of Eurobodalla before. So when I discovered this natural haven just a few hours down the coast I was utterly blown away. I’m privileged to hopefully introduce a few more people to this rare place.”

Tim Tregoning directed the campaign video and it was produced by Dan Trotter at Found At Sea Films.

Visit Eurobodalla’s website: http://eurobodalla.com.au/

Creative Agency – JimJam
Creative Directors – Charlie Cook & Andrew Crocker
Art Director – Patrick Andersson
Account Director – Lee Atkinson
Strategy Directors – Tony Gordon & John Campbell-Bruce

Production Company: Found At Sea Films
Director/DOP – Tim Tregoning
Producer – Dan Trotter
Photographer – Jason Ierace
Editor – Simon Njoo
Music – Smith & Western
Production Agency – Found at Sea Films