Both Ballarat and Bendigo have traditionally been bundled together as ‘The Goldfields’ region for tourism marketing purposes. But both have undergone enormous change over the last decade and deserve their own unique brand positions. iSPY worked with Visit Ballarat and the city to develop a new Brand Strategy to help combat traditional perceptions and build a contemporary yet highly authentic Ballarat offer. The subsequent brand campaign developed by Town Square Creative  (shown below) has faithfully expounded the strategy to show off Ballarat's earthy artisan spirit through its' culinary enterprise, creativity and performing arts. Taking Ballarat from being seen as 'old, cold and gold' to progressive, creative and enriching in everyway.