Ararat - Ararat Active City is a new marketing brand that has been introduced to increase public awareness and understanding of Ararat Rural City and to position the municipality and region as an area that's synonymous with outdoor activity and physical transformation.
As part of the new online marketing strategy the 'Ararat Active City' branding has been developed by Ararat Rural City Council to attract visitation via social media avenues such as Facebook, Twitter and the website.
Council has utilised The Biggest Loser as a vehicle, which represented an opportunity for the municipality, starting with a level of media exposure that would not otherwise be able to be accessed. Council believes the program represents the greatest opportunity to positively promote the municipality and region to a national audience and will provide the initial stimulus to position Ararat Rural City as a brand that lives beyond the show and becomes synonymous with something more enduring - personal health transformation.
While many aspects of the strategy are still in the planning stage a number of initiatives have already been implemented such as the $1000 workplace weight loss challenge and the free pebble monitor giveaway.
There has been a slow but steady increase in Facebook likes. People are interacting with the content in a really positive way on both Facebook and Twitter. Facebook used a different communication technique in delivering content with people responding mostly to comments on the contestants during the show.
With the inclusion of the Microsite on the Ararat Rural City Council website Council has observed that there has been an increase in unique visitors to the site and this has proven to be a great way to engage further with people who are looking or talking about visiting Ararat.