JimJam to set new tourism marketing direction

Promotion of Eurobodalla as a tourism destination is set to take a new direction with the appointment of a Sydney-based creative company JimJam Ideas.

JimJam is directly attributed with the highly-successful ‘Go behind the scenery’ campaign for Tourism Tasmania, which resulted in a 75 per cent increase in tourism visitation to the island since the campaign began in 2012.

Mayor Liz Innes announced the partnership with Council, saying it was time for a change.

“This is incredibly exciting for our tourism industry because JimJam is a leading Sydney agency who have done amazing things for Tasmanian tourism and Flinders Island. They really get nature-based tourism and the characters of smaller communities.”

“We’ve participated in the Unspoilt campaign for the past six years but we identified in our Eurobodalla Destination Action Plan the need for a new creative marketing approach.

“In a very busy and cluttered market place, we need to make sure Eurobodalla’s marketing cuts through into the Sydney, Canberra, regional NSW and Victorian markets,” she said.

“Our tourism manager Dr Meredith Wray has been doing consumer perception research to see what people in Sydney think of Eurobodalla, and her research gives us confidence we’re on the right track in taking a new strategic marketing direction.

JimJam’s co- founder and Executive Creative Director Andrew Crocker, who spent a lot of time on the south coast growing up, says his team can’t wait to get started.

“It’s great to work with brands you genuinely believe in. Eurobodalla is a beautiful part of the world that deserves to be discovered by more people.

“These days when it comes to holidays, people are looking for moments, not monuments. We call it dinner party currency. When people get back from holidays they talk about moments from their trip, sharing stories of genuine experiences.

“A lot of places try to be something they’re not. Every place has a sunrise and a sunset, or beautiful food. We can’t wait to get there later this month, meet people, explore, and start to work out what it is that sets Eurobodalla apart.”

“We need to find the something the area can own and then live up to that. Our aim is to put together a strategy that will deliver for the business community and the audience. We really want everyone to buy in. It’s a lot more powerful if everyone’s going in the same direction.”

Meredith Wray says JimJam’s work will include a tourism brand review, development of a brand strategy and style guide, a creative marketing strategy and marketing implementation plan.

“The marketing implementation is important,” she said, “it will guide how we implement brand and creative recommendations across all media. Exciting times ahead!'