2023/24

half yearly report

december 2023

a welcome from the chair

East Gippsland continues to capture the imagination of Victorians as an ideal place to enjoy a rewarding and enjoyable work and life balance. The consistent efforts of EGMI and our partners in showcasing the region through captivating imagery and engaging content have left a lasting impression.

The values embodied by East Gippsland as a sustainably focused region continue to attract people seeking to establish their lives and careers here, thereby driving business activity and investment. The East Gippsland Shire’s Eco Destination accreditation attained earlier this year reinforces the message that East Gippsland is serious about sustainable practices and regenerative tourism.

EGMI continues to work to promote East Gippsland, playing an active role in assisting local businesses and organisations in tackling the challenges and seizing the opportunities of the domestic tourism market post-covid.

The Gippsland-wide ‘All Kinds of Wonder’ branding remains perfectly suited to East Gippsland's multifaceted appeal. The continued growth and success of the East Gippsland Winter Festival, the Metung Hot Springs, the first stage opening of the Omeo Mountain Bike Park and the ongoing success of quality and bespoke local provedores, provide ample material to keep East Gippsland in the spotlight of local, statewide and national media.

Working collaboratively with our partners, including East Gippsland Shire Council's Economic Development and Tourism team, EGMI recognises that we must continue our attention on investment opportunities, enhanced regional livability, and the attraction of a high-quality workforce that meets the demands of our major employers. This work shapes our agenda for 2023/2024 and beyond as we build upon the successes of the preceding year.

I would like to thank all of our partners for your commitment to East Gippsland and your continued support of East Gippsland Marketing.

Pat Carson

EGMI Chair

@ love east gippsland

The EGMI social media strategy is all about showcasing East Gippsland as a great place to live, work, visit and invest. Across Facebook, Instagram and LinkedIn through both industry and consumer platforms, we have an audience of more than 40,000 followers.

We are working to boost the visibility of both the East Gippsland and East Gippsland Marketing brands and create meaningful connections with our audience. Using data to guide us, we're combining different types of content and targeting specific groups of people to tell our brand story effectively.

After extensive research, we implemented a new Digital Marketing Strategy in July 2023 across all digital media. This includes a complete rebranding of our consumer social media @loveeastgippsland and the implementation of a new strategy for the industry accounts,  @eastgippslandmarketing. The new strategy involves showcasing our partners’ businesses, that’s your business, and highlighting their new products, initiatives and achievements.

The following outline highlights the areas of growth in response to our new strategy and branding.

marketing focus

East Gippsland's appealing lifestyle and natural beauty have been the focal points of our marketing efforts in this first half year. We have prioritised digital marketing due to its effectiveness, targeted engagement and the ability to quickly and efficiently analyse results. Here are some projects that we have been working on in the [ast six months:

buchan and bruthen digital assets project

EGMI successfully tendered for this East Gippsland Shire contract, in collaboration with our strategic partner Destination Gippsland.

EGMI engaged East Gippsland local photographer Lauren Anderson Photgraphy, and we worked together to curate an extensive image collection, comprising over 1,300 images and drone footage, showcasing businesses and natural assets, in and around both Buchan and Bruthen. These images have been shared with businesses to use for their own media and will serve as a comprehensive library for tourism agencies throughout Victoria and Australia, promoting the attractions of beautiful East Gippsland.

rural venture collective podcast

In 2023, EGMI was succesful in state government funding to promote well being. We decided that a great way to do this across our huge Shire, was through a podcast, thus the Rural Venture Collective podcast was born. This initiative was envisaged to provide a powerful tool to amplify the voices of the incredible women who call East Gippsland home.

Launched in October 2023, our podcast has explored a number of topics to date. From delving into the complexities of mental health to sharing heartwarming stories of individuals who have chosen East Gippsland as the backdrop for raising their families, each episode has added depth to the narrative of our community. Additionally, we've ventured into the dynamic world of digital nomadism, showcasing our own team member Kristen’s experience, as she works and maintains a connection to East Gippsland while on a trip around Australia with her family.

As we reflect on the past six months, the Rural Venture Collective podcast stands out as a dynamic and engaging initiative. To date it has been downloaded 361 times and we anticipate continued growth and impact, as we explored and become more familiar with this medium.

Listen here

great vic bike ride

The Great Vic Bike Ride travelling though the region in November 2023 presented a perfect opportunity to showcase our region and to entice riding participants to consider a return visit to East Gippsland.

We produced a bright postcard with QR codes directing riders to relevant businesses along the 2023 event route. Our media coverage of the campaign, the ride itself, and the spotlight on 10 featured businesses exceeded expectations. Notably, our website www.visiteastgippsland.com experienced a significant surge in hits over the Great Vic Bike Ride weekend. The QR codes and social media posts featuring the 10 businesses reached a wide audience, amplifying the campaign's impact. Check out these impact below:

community connection and event support

Over past six months EGMI has continued to establish relationships and provide suport to regional centres and community groups including consulting with the Omeo & District BTA, Future Orbost and Orbost Exhibition Centre and the East Gippsland Rail Trail.

In an effort to discuss issues surrouding staff attraction and retention, EGMI hosted a Job Expo networking event with a panel of exoerts. This forum, held in collaboration with the East Gippsland Shire provided an opportunity for discussion around this topic and avenues to seek assistance and more information.

EGMI has also supported the Shire with their Pathways to Growth program, designed to assist local events, such as the Twin Rivers Bream Classic and the Mallacoota Wild Harvest Seafood Festival to ‘future-proof’ and grow.

business partners

In this first half, EGMI has been focussed on you, our partner and on your business success as we continue to work towards regional growth.

We believe in the power of collaboration, and this past year saw us weaving a tapestry of initiatives to grow local businesses awareness and opportunities. We harnessed the power of LinkedIn, showcasing our partners to a wider audience through strategic posts and calculated campaigns. Your reach was amplified beyond local networks and connecting you with potential customers across the digital landscape. But we understand that online engagement is just one piece of the puzzle.

Beyond the virtual realm, we fostered real-world connections through our signature Business Networking breakfasts. These events provided fertile ground for your businesses to forge valuable relationships with like-minded local individuals, sparking collaborations and fueling mutual growth.

At EGMI, we believe in the transformative power of a dynamic approach. Our recent rebranding and refresh reflect our commitment to stay relevant and cutting-edge, always striving to be the most effective voice for your business. And we recognise the importance of open communication. Our soon to be launched comprehensive partner prospectus serves as a window into our plans and strategies, outlining exactly what we do for you.

We track the reach and engagement generated by our efforts, ensuring every initiative delivers measurable results to benefit our region.

As we turn the page to a new year, EGMI's unwavering commitment to partner success and regional success remains steadfast. We welcome your feedback and look forward to a successful 2024 together.