Got a great High Country story? We want to hear it.
Help create the next ‘It’s a High Country Thing’ campaign by pitching your High Country story ideas this July.
Following the success of our digitally led 'It’s a High Country Thing' campaign over the past two years, planning is now underway for the 2026/27 season.
We are looking for fresh, vibrant story ideas that bring the High Country to life.
We are calling all Victoria's High Country businesses with a unique product or offering to submit an idea to feature in Year 3 of 'It's a High Country thing'.
Got a winning concept? Submit your idea via the form below before July 31, 2026.
Every submission will be evaluated, and shortlisted ideas will be professionally produced by Tourism North East to feature in the official 2026/27 Victoria’s High Country marketing campaign.
Collaborative and unconventional ideas that showcase a destination are highly encouraged.
Looking for inspiration? Take a look at some of our favourite collaborative stories from 2025/26:
Campaign Summary
In a cluttered and busy world, people need a break. Finding joy in the simple pleasures in a place with real people is on the needs list rather than the wants list.
But where to start? We are inviting visitors to experience the High Country our way, by sharing a useful ‘how to guide’ for the ultimate High Country escape.
"It's a High Country thing" is a social media-led marketing campaign, highlighting why Victoria’s High Country is a fantastic spot for your next holiday, with a series of video guides made in collaboration with our dedicated tourism industry partners. These video guides are designed to assist visitors to holiday like a local in the High Country.
The content aims to drive engagement, audience sharing, post saves and link clicks to the Victoria’s High Country website, as well as direct clicks to the social accounts and ATDW Listings of products and experiences featured.
The campaign will be managed by Tourism North East.
Eligibility
Any existing tourism business operating within the Victoria’s High Country region including: Alpine Shire, Benalla Rural City, Indigo Shire, Mansfield Shire, Murrindindi Shire, Towong Shire and the Rural City of Wangaratta and the three major Alpine Resorts of Falls Creek, Mt Buller/Mt Stirling and Mt Hotham, who can meet the criteria listed.
Eligibility Criteria
- The business must have a valid Australian Business Number (ABN)
- The business must have and maintain a current profile on the Australian Tourism Data Warehouse (ATDW) for the product / experience they wish to showcase
- The business owner/s and other relevant team members must consent to being photographed/filmed and be confident to speak in front of a camera
- The product or experience will need to be provided free of charge for content capture
- The product or experience must showcase one or more of the High Country's product pillars
- If the business has participated in a Tourism North East led marketing campaign in the past two years, they will be required to offer a new product or experience (not previously featured) in order to participate in the 2026/27 campaign
The Process
- Submissions open on Wednesday 1 July, 2026
- Submissions close on Friday 31 July, 2026
- Applications will be reviewed by a judging panel consisting of Tourism North East staff and one independent non-staff member, in line with the TNE editorial policy
- A maximum of 10 story ideas will be selected
- All applications will be advised of the outcome via email by mid-August, 2026
- A Memorandum of Understanding (MOU) will be signed by all parties accepting the terms of participation
- Tourism North East will work with successful applicants to determine a mutually workable schedule of content capturing
- All businesses who submit an idea but don’t make the shortlist will be invited to attend an invitation-only hands-on Creative Production Workshop, focused on developing, producing and amplifying content to market your business and Victoria’s High Country
How to Apply
Submit your idea by completing the form below.
Applications open on 1 July, 2026 and close on 31 July, 2026.
If you have questions please contact Christina Harris, Head of Marketing – [email protected]