The Sovereign Hill Museums Association
Since 1970, millions of visitors have known and loved
Sovereign Hill, Ballarat – a winner of major national
tourism awards. And they have fond memories of their
‘goldrush’ experience in our unique outdoor museum –
an action-packed day of goldpanning, mine tours, coach
rides and jokes with grumpy troopers!
However, in 2006, we faced a challenge to this
traditional formula. With attendances falling, we needed
to re-invent ourselves – to make our product more
appealing to younger audiences, especially.
The result was a series of spectacularly successful
school holiday events, delivered over 12 months and
supported by a bold and innovative marketing campaign.
