Marketing Plan for Tourism Macedon Ranges

Executive Summary

This case study was written to address the topic of Marketing Plan for Tourism Macedon Ranges. The case study draws attention to the background analysis of the Macedon Ranges and how it interacts with the market with main objectives for improving tourism. The foremost aim of this marketing campaign is to create greater international awareness of the Macedon Ranges to the desired customers. A problem that the Macedon Ranges face is the lack of visitors with a declined statistic in 2010 compared to the previous five year time line. To overcome this problem, a marketing campaign solution is too broad out there advertisement techniques, by using social media sites, such as Facebook and YouTube, which has been believed to be a key source for tourist attraction. It also has the added benefits of being a cheap and efficient method to reach the target audience. With the growing number of travelling youths that are active on social media platforms such Facebook, Twitter and YouTube, the ability to advertise on these sites will increase the diversity of tourists especially from within Australia, Europe and the United States. In efforts to increase tourism population, after implementing the marketing strategy to step into the social media scene, it has been concluded since 2012 that the low visibility status which the Macedon Ranges faced has disappeared and tourism is at a high once again. It is recommended to continue with the social media promotions, due it being a major part of everyone’s everyday life and it is to connect to the client base that the Macedon Ranges targets.

The Macedon Ranges is a tourism region located in central part of Victoria, Australia. The Macedon Ranges is less than an hour’s drive from Melbourne City along the Calder Freeway, and only half an hour from Melbourne’s Tullamarine