The Lakes Entrance Action and Development Association (LEADA) has officially launched a new pilot tourism campaign aimed at driving off-peak visitation to the coastal town.
The “Road Trip to Lakes Entrance” initiative is designed to encourage regional travellers to choose the town for day trips, weekend stays and short coastal escapes, providing a direct economic boost to local businesses outside the peak summer season.
At the heart of the campaign is the free Road Trip to Lakes Entrance Digital Pass. Visitors can register for the pass online to receive a personal link via email, which serves as a centralised hub allowing holidaymakers to browse exclusive, current offers from participating local operators.
The pilot campaign operates on a simple four-step model:
– Promote: LEADA markets Lakes Entrance as an accessible, easy coastal getaway.
– Register: Visitors sign up online for their free digital pass.
– Browse: Pass holders view simple, value-driven deals from local businesses.
– Redeem: Visitors book, buy, or redeem their chosen offers directly with the merchant.
LEADA is urging local business owners to get involved by submitting simple, appealing incentives that staff can easily execute, such as accommodation packages, dining inclusions, retail discounts, cruise deals, or midweek incentives.
To maintain fairness, participation is exclusively available to financial LEADA members, ensuring businesses benefiting from the shared marketing push also contribute to its administration. However, operators looking to participate can join the association immediately, with offer submissions accepted while membership applications are pending.
The promotional campaign will heavily target drive markets within striking distance, including the Latrobe Valley, West Gippsland and South East Melbourne, as well as past visitors and those travelling to the region to visit family and friends.
By bundling the town’s key assets — including its fresh seafood, lake views, cruises and retail options — into a single digital passport, organisers hope to give travellers a compelling reason to hit the road.
Local businesses ready to participate are encouraged to select a visitor offer and submit their details through the official LEADA business participation form.
