Expressions of Interest now open for 2025/26 Marketing Campaign

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. 

From September 2025 to June 2026, Tourism North East will run a social media-led marketing campaign to highlight why Victoria’s High Country is a fantastic spot for your next holiday, with a series of ‘How to High Country’ 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 a current profile on the Australian Tourism Data Warehouse (ATDW) and commit to maintaining profile until 31 December 2026
• To optimise their ATDW listing, the business will participate in a free listing ‘health check’ with the ATDW support team prior to their business being promoted via Victoria’s High Country
• 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. In turn, the business will receive a collection of assets for use at their discretion
• 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 2025/26 campaign
• The business must recognise that the product schedule is flexible, and agree to work with Tourism North East to find suitable availability for content capture that is mutually suitable
• The business will share a minimum of 3 posts on your their social media channels, using the campaign creative, over the period of the campaign

The Process

• EOI goes live on Thursday 13th February 2025
• EOI closes on 28th February 2025
• Applications will be reviewed by Tourism North East (in line with the TNE editorial policy) with all applications being advised of the outcome via email by Friday 7th March – a maximum of 30 businesses may be selected in the first round
• 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 
• Businesses who are not successful in the first round will be added to a standby list for future consideration as the campaign progresses

How to Apply

Submit your EOI by completing the form below.

EOI’s open on 13 February 2025 and close on 28 February 2025.

If you have questions please contact James Davidson, Content Producer – james.davidson@tourismnortheast.com.au