Ballarat Winterlude


  • Mass Motion
  • Ballarat Regional Tourism
  • Paul Smith


Winterlude was a creative campaign for the Winter marketing activity of Ballarat Regional Tourism. A fresh, captivating concept was required to target both families and individuals (locally and Melbourne based) to “See Ballarat in a new light”, embrace winter and come and experience what the city has to offer.

Our illustrative concept exuded warmth and a sense of fun, bringing the Ballarat street scape to life, giving all the major tourist attractions a unique personality. The bright colours and playful illustrations appealed to all ages and made an unmissable splash on the streets of Ballarat.

Key Features


The multi-disciplinary campaign has had impact at many levels:
Outdoor advertising transformed the city with flags and 3D signage.
Two TVC campaigns were created to target both the family audience and SINKS/DINKS showcasing the broad range of product offering.
A multitude of executions covered press and online advertising, direct mail, environmental signage, social media assets and more. We also developed a light show to project onto the Ballarat Town Hall to complete the event experience.


More than 10,000 tickets sold for the Pop-Up Ice Skating Rink.
In excess of 30,000 page views and over 20,000 unique visitors tracked to the site during the campaign.
Accommodation occupancy in Ballarat increased by 80% on the same time last year.
Both food events were sold out.
Sovereign Hill recorded its busiest Winter period on record.
All major tourist attractions reported a rise in visitor numbers on the same time last year.


A campaign of this scale and impact has never before been seen in Ballarat. The high levels of consumer engagement tracked via the Visit Ballarat website and social media has ensured the campaign creative will remain in place for the next 2-3 years.

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