TNE successfully launched the new Ride High Country brand and website in January, effectively unifying the region’s extensive cycle tourism offering.
This new brand has been taken to market by a dynamic and integrated campaign that highlights the region’s strengths across its mountain bike, rail trail and road cycling offering. This includes the use of high-impact outdoor media, like large-scale (12m long) billboards at Tullamarine Airport and tram-stop advertising throughout key Melbourne CBD locations, which have been key in bringing the brand to life. This has been complemented by targeted digital advertising and SEM/SEO efforts, along with the distribution of content and media releases to specialist cycle print and digital publications and the broader travel, lifestyle and news media nationally.
In addition, TNE established a highly successful shared content partnership with Flow Mountain Bike - flowmountainbike.com - Australia’s leading online publication for mountain bikers - resulting in huge social engagement for Ride High Country. Seven mountain bike hub videos have been produced as part of a regional ‘road trip’ series, with the Bright clip alone attracting more than 50,000 views within 48 hours of release. These efforts have been supported by social media editorial, full videos and homepage buy out advertising flowmountainbike.com, and the production of a full 30 minute feature video that will be made available for broadcast and digital presentation in 2017/18.
Rolling out through summer and autumn 2017, the campaign is a key pillar of the North East Victoria Cycling Optimisation master plan aimed at establishing the High Country as the premier bike destination in Victoria.