October 16, 2018

Tourism North East’s development of strong brands to represent each of the region’s product pillars continues next month with the launch of the Walk High Country campaign.

Walk High Country aims to position the region as a ‘must-walk’ destination via an integrated and targeted advertising campaign focused on the Melbourne metropolitan market. The campaign, running from November to April 2019, includes new branding and a walkhighcountry.com.au site showcasing more than 100 of the region’s best hikes, bushwalks and village strolls.

It is being informed by comprehensive research commissioned by Tourism North East and conducted by Quantum Market Research into the regional walk offering. High Country tourism businesses can hear the findings of the research project at a presentation by Quantum on Tuesday 20 November at Wangaratta Performing Arts Centre.

The research examined the different walking market segments, what motivates walkers to travel and spend money, their accommodation preferences, which segments should be targeted and what do the High Country’s existing and potential markets look like.

During the free two hour session, Quantum will present in-depth insights into this walking market. This research will be fundamental to the direction of regional walking tourism strategic efforts and assist tourism operators in tailoring their businesses to capture this growing market.

This is a project supported by the Victorian State Government via the Ovens Murray Regional Partnership.