Tourism Geelong and The Bellarine appoints Balance Agency, Melbourne

Tourism Greater Geelong and The Bellarine has appointed Balance Agency as its creative and digital partner for a major multi-year tourism campaign, following a competitive pitch.

Says David Gullotti, Creative Director at Balance Agency: “As one of Victoria’s fastest-rising destinations, Geelong and The Bellarine offer an incredible breadth of experiences, easily standing alongside the state’s most celebrated hero locations.”

The campaign will engage seekers of unique experiences, landscapes and lifestyle attractions to follow their instincts and explore what Geelong and the Bellarine offer. At the same time, the campaign will support a wide range of member businesses, display their pride in what they do and showcase the beauty and vitality of their communities.

Says Elise Riga, Digital Marketing Officer at Tourism Greater Geelong and The Bellarine: “We were looking for a creative and digital partner who truly understands the spirit of Geelong and The Bellarine and who could translate that into a campaign that feels both authentic and aspirational.

“Balance impressed us with an idea built from strong insight, emotionally resonant, adaptable across seasons and instantly recognisable to both locals and visitors. We’re thrilled to be partnering with them to bring a fresh perspective to the region.” The new brand campaign will launch in early 2026.

Balance has also had several other appointments including Leaselab, a leading novated leasing company.

Says Ed Smith, COO of Leaselab: “Balance have played a huge part in our growth. They’ve given us an awesome rebrand, shaped our creative direction and helped us confidently carve out a voice in a market that is usually such a yawn fest. Their campaign direction featuring Melbourne comedian Bron Lewis and our new positioning, ‘Labsolutely’ nailed it for us. They have been incredible partners to work with.”

The campaign, centered around the playful and engaging ‘Labsolutely’ positioning, highlights Leaselab’s easy going, can-do approach to novated leasing, making the category more relatable and engaging for everyday Australians.

Balance delivered the full end-to-end brand campaign from strategy and creative development through to production of a five part video series, supported by a suite of digital assets running online and across BVOD.

Alongside the campaign, Balance evolved Leaselab’s brand identity, introduced a modern and distinctive visual language and continue to manage the brand’s organic social presence to ensure the ‘Labsolutely’ platform is expressed consistently and confidently across all channels.

More at https://www.labsolutely.com.au/.

Client: Leaselab
Marketing Exec: Michael Laps
COO: Ed Smith

Agency: BALANCE
Creative Partner: David Gullotti
Managing Partner: Trent O’Sullivan
Account Director: Elie Aoun
Copywriters: David Gullotti / Rankin McKay
Senior Art Director: Eddie Coghlan
Agency Producer: Sharon Roder

Production Company: Wolf Road
DoP: Daniel Montero
Producer/Editor: Jacob Gullotti

Sound Design: Sonic Playground

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel