Ballarat below the surface
A new artisan-focused destination campaign dubbed Made of Ballarat aims to showcase the city’s artisans and creators through a variety of mediums such as cinema, creative events and publications.
Time to shine
The new Visit Ballarat campaign, created by agency Town Square, is designed to entice more Melburnians and cultural travellers to explore the region located 90 minutes’ northwest of central Melbourne.
The creative director of Town Square, Brendan Day, says Made of Ballarat: Where Progressive Artisans Create Earthly Treasures, will celebrate the new generation of artisans creators and makers who are challenging the status quo.
He says the first phase of the campaign will focus on people and produce and those who are inspiring positive change while staying true to the region’s rich cultural history.
The Ballarat brand
“Visit Ballarat wanted to create a destination-positioning campaign that would demonstrate to those living in Melbourne and beyond that there is an undercurrent of imagination that pervades our region,” says Day.
From handmade porcelain ceramic artists to winemakers and charcuterie butchers, the campaign explores the lifetime passions of many talented locals who represent the wider artisan culture in Ballarat.
Hunters and collectors
Adam Parker, of Parker Knives, who created a kitchen knife for Ben Shewry, is one of the talented locals who is helping the town forge a new future. Artist Ruby Pilven and David and Yuge Bromley, of the Pub with Two Names, will also show off their eclectic art collections.
Chief executive officer, Visit Ballarat, Noel Dempsey explains that Parker, who grew up on a farm not far from Ballarat, makes serious knives for hunters, collectors and even world-renowned chefs. “Made in Ballarat is about demonstrating to those living in Melbourne and beyond that there is an undercurrent of imagination that underpins our region,” Dempsey says. madeofballarat.com.au