Ballarat has unveiled a fresh brand positioning, 'Brilliantly Unexpected', in a bid to promote the city as an 'unexpected' tourism destination. The campaign, delivered by experiential agency Graffiti in collaboration with Tourism Midwest Victoria, featured a larger-than-life activation known as The Unexpect-o-matic, set up in Melbourne Central.

The Unexpect-o-matic is an oversized machine that generates random itineraries featuring unexpected combinations of things to see and do in Ballarat. The activation also included surprise live entertainment moments, best-of-Ballarat prize bundles, exclusive discounts on every curated itinerary, and on-the-spot weekend getaway prizes in partnership with Time Out.

"We were thrilled to help Ballarat launch their new ‘Brilliantly Unexpected’ brand positioning. ‘Unexpectedness’ is an exciting springboard for live activation; the perfect opportunity to create a unique experience that’s all about surprise and delight. With The Unexpect-o-matic, we put the best of Victoria’s third largest city in one fun and fantastical machine, stepped back and watched Melburnians play," said Vivienne Collins, Graffiti General Manager.

Graffiti, a Melbourne-based brand experience agency, has been crafting activations and campaigns for 20 years. The campaign team included Senior Creative Laurel Davis, Account Director Hannah Avent, and Production Mia Curtis.

"Graffiti got right to the heart of the new brand and what makes Ballarat truly unique. The activation brought the region’s distinct personality to life in a truly memorable way, with a big, bold and playful experience you just couldn’t walk by," commented Hon. John Pandazopoulos, Tourism Midwest Victoria Chair.