In its fifth year in 2017, High Country Harvest has grown to become one of the State’s key regional festivals with a record 53 free and ticketed events in a program curated by Tourism North East and held region-wide from 5 to 21 May.
TNE has been successful in securing $75k of grant funding for the growth of High Country Harvest. This funding has come via the Regional Events Fund program administered by Visit Victoria, and demonstrates strong State Government recognition of the value of this event and its associated marketing program.
This funding has enabled the development of a strategic partnership with high-profile Melbourne restaurant chain MoVida, which should significantly increase the exposure of the High Country Harvest offering in the region’s key Melbourne foodie market. THis partnership features three key components:
- a tour of regional producers by MoVida chefs ahead of the May festival
- a collaboration between MoVida and Provenance in Beechworth during the festival and
- a Melbourne dinner at MoVida with a menu showcasing the High Country’s excellent food and wine.
The partnership further cements the reputation of High Country Harvest, and by definition, the growers, makers, chefs and producers of the North East region as leading lights in the competitive and sophisticated food, wine, beer and spirits markets.
This year the High Country Harvest marketing collateral has a fresh new look and feel, with a colourful A4 fold-out program as well as a new pocket-sized version printed and now available. The A4 version has been inserted into The Age - Tuesday’s Epicure-Good Food liftout and Saturday’s Border Mail and Canberra Times. As part of the campaign, TNE has also launched a new website which offers an easy one stop shop for searching and booking High Country Harvest events.
The marketing campaign will be supported by a PR effort including media coverage and visits by key mainstream media and digital influencers.