Mums the word for tourism body

“Mum’s’’ the word for tourism body

Bloggers provide authentic message for Gippsland tourism

GIPPSLAND, VIC August 9, 2011 – THE rapid growth in digital media has led tourism body Destination Gippsland to discover an authentic message for its consumers via mummy bloggers. Marketing and project manager James Archibald said it had always used a mix of traditional and new media, but would now have a stronger focus on digital media as its growth brought about new opportunities to attract visitors to Gippsland.

Mr Archibald said he chose to work with mummy bloggers – a relationship established via Brand Meets Blog founder Louisa Claire – because of the integrity they had to offer regional tourism. “With Louisa the integrity is sound and we’re looking for bloggers to send an authentic message to consumers.’’

The project involved mum bloggers Megan Blandford, Claire Hewitt and Toushka Lee visiting West Gippsland on Saturday and Sunday, taking in the towns of Yarragon, Erica and Rawson before reaching Walhalla. The trio experienced the inaugural light festival, Walhalla Vinter Ljusfest, and toured historic houses, a mine and cemetery with the town’s longest serving resident and Star Hotel proprietor Michael Leaney.

Ms Claire, of Brand Meets Blog, said engaging established bloggers for campaigns could be an effective part of any new media strategy. “A blogger’s reputation and reach means they capture their audience in a more personal way than is often achieved through traditional media.’’ She said watching the bloggers’ genuine engagement with the town confirmed what a powerful strategy this was for Destination Gippsland.

Mummy blogger Claire Hewitt from Clairey Hewitt ( said using targeted bloggers allowed a region to handpick the exact target market they wanted to attract. “If they are after Gen Y, families or retirees they can align their market with that direct audience by using bloggers of influence within that target market,’’ she said.

Keen traveller and mummy blogger Megan Blandford from Writing Out Loud ( agreed. “I think by adding this to my blog, I’m giving my readers not only information about a spot they might not have thought of visiting, but fun stories they’ll enjoy and photographs to inspire them. ‘’ She said each blog and website had a different audience reach and style, which had led to her sharing her experience on a travel blog as well.

Louisa Claire runs Brand Meets Blog, a business that helps connect brands with bloggers for personal and targeted campaigns. Louisa has over four years experience as a personal blogger and working on blogger outreach campaigns involving her own blog, Everything Is Edible. She is also the founder of The Mummble which caters to the rapidly growing group of blogging mums in Australia. Louisa is married with two children and lives in Melbourne.

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For more information or to arrange an interview contact:

James Archibal, Destination Gippsland, phone: (03) 5655 2044, email:, website:

Louisa Claire, Brand Meets Blog, email: , Facebook:, Twitter @brandmeetsblog

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