Reconnect Lakes Entrance


Lakes Entrance has long been considered a summer destination; however, one lucky family has discovered first-hand, the plethora of spring delights that the region has to offer, after winning a competition that saw them indulge in a host of local offerings.

The McDonald family of Ferntree Gully, were the winners of the Gippsland Lakes Family Getaway competition, which saw them enjoy a 4 night stay at Kalimna Woods Cottages, plus a kayak adventure with Venture Out and dinner for two at Miriam's Restaurant.

The contest was delivered as part of last year’s 'Switch Off and Reconnect' tourism campaign, which was managed by East Gippsland Marketing Inc, and delivered in partnership with Lakes Entrance Action & Development Association (LEADA) and Destination Gippsland (DGL).

The key focus of the campaign was to encourage visitors to switch off from their devices, work, stresses and everyday routine, and reconnect with the things that are most important to them; to live for the moment, and share experiences that are family-focused, fun for everyone (not just the kids), and to enjoy the unique landscape that East Gippsland is reputed for.

This innovative promotion was delivered entirely online, predominantly via Facebook and Instagram, and ran for an 8-week period throughout spring. The purpose was to increase visitation and the length of stays in Lakes Entrance during that period, as well as encouraging forward bookings for the peak summer season. 

In addition to digital marketing, the campaign attracted media coverage in publications including Visit Victoria, Time Out Melbourne and Concrete Playground. Further articles promoting the Lakes Entrance region are expected in early 2018 as an extension of the campaign.

The campaign was considered highly successful in increasing awareness and engagement with consumers looking to visit Lakes Entrance. The coastal town has  experienced a bumper summer season so far and this is attributed to the campaign’s contribution to helping drive increased interest in the region.

Shane Kidd from LEADA says, “LEADA was very impressed with the reach and interaction that this social media and online campaign achieved, by working with the marketing professionals at EGMI. Our future campaigns will be managed by EGMI, as it's important for local business associations to work in partnership with their peak tourism bodies for brand consistency and measurable results."

Adds Karly McCaskill, Marketing Manager for East Gippsland Marketing Inc, “By developing future tourism promotions in partnership with tourism bodies such as LEADA, we can create bigger and better campaigns, and get more of our businesses involved. Ultimately, we can create better results for our tourism industry."


Contact Details

East Gippsland Marketing Inc.

PO Box 1753, Bairnsdale, Vic, 3875
Telephone: (03) 5152 3677