Sub-segment Key Experiences Description Nillumbik Product Match Nillumbik Gaps - Creative arts Montsalvat Seek cultural and creative pursuits and are open - Coffee culture to new experiences and new ideas. They like to Creative Opinion Leaders Independent galleries Coffee culture be amongst the first to discover new places and - Art galleries experiences to satisfy their desire to explore. Art trail - Events Seek authentic, original and creative food and - Destination dining wine experiences, often combined with other Wineries Destination dining Food & Wine Lifestylers - Wineries and cellar doors cultural and soft adventure activities. Farmers markets Local produce stores - Local produce and farmers markets Seek luxurious breaks to indulge personal - Natural mineral and geothermal springs passions within a culturally rich, natural or Enriched Wellbeing - Villages rejuvenating setting. They want to enrich their Parks and reserves Spa and wellbeing facility mind, body and soul, seeing a nature escape as - Outdoors and recreation an antidote to busy city life. Seek active breaks where they can enjoy opportunities to re-connect with one another and - Natural landscapes nature. Natural bushland - Experiences with nature They regularly get away for weekends, and want Inspired by Nature Incidental wildlife experience Formal wildlife experience a choice of activities that allow them to get active - Wildlife to varied degrees, from hiking and cycling to Walks and cycling shopping and dining. Have preference for eco- - Walks and cycling experience where respect for natural surrounds is paramount. - Meeting and mixing with other people; Wineries -Country wildlife and scenery; Diamond Valley Railway Seek leisure activities for the family to enjoy Local produce stores Traditional Family Life -Family friendly together. Enjoy high quality experiences but Edendale Community Picnic facilities which are good value or money. Environment Farm -Wineries; and Playgrounds -Touring. *Sub-segments are not mutually exclusive and individuals can be matched to multiple sub-segments. Source: Tourism Victoria 2015, Great Ocean Road Market Profile December 2013
Sub-segment Key Experiences Description Nillumbik Product Match Nillumbik Gaps Creative Opinion Leaders - Creative arts - Coffee culture - Art galleries - Events Seek cultural and creative pursuits and are open to new experiences and new ideas. They like to be amongst the first to discover new places and experiences to satisfy their desire to explore. Montsalvat Independent galleries Art trail Coffee culture Food & Wine Lifestylers - Destination dining - Wineries and cellar doors - Local produce and farmers markets Seek authentic, original and creative food and wine experiences, often combined with other cultural and soft adventure activities. Wineries Farmers markets Destination dining Local produce stores Enriched Wellbeing - Natural mineral and geothermal springs - Villages - Outdoors and recreation Seek luxurious breaks to indulge personal passions within a culturally rich, natural or rejuvenating setting. They want to enrich their mind, body and soul, seeing a nature escape as an antidote to busy city life. Parks and reserves Spa and wellbeing facility Inspired by Nature - Natural landscapes - Experiences with nature - Wildlife - Walks and cycling Seek active breaks where they can enjoy opportunities to re-connect with one another and nature. They regularly get away for weekends, and want a choice of activities that allow them to get active to varied degrees, from hiking and cycling to shopping and dining. Have preference for experience where respect for natural surrounds is paramount. Natural bushland Incidental wildlife experience Walks and cycling Formal wildlife experience Traditional Family Life - Meeting and mixing with other people; -Country wildlife and scenery; -Family friendly -Wineries; and -Touring. Seek leisure activities for the family to enjoy together. Enjoy high quality experiences but which are good value or money. Wineries Diamond Valley Railway Edendale Community Environment Farm Playgrounds Local produce stores Picnic facilities *Sub-segments are not mutually exclusive and individuals can be matched to multiple sub-segments. Source: Tourism Victoria 2015, Great Ocean Road Market Profile December 2013 eco-