The High Country’s cycle tourism credentials are well established as the strongest in Victoria, featuring three signature rail trails, the only internationally recognised mountain bike trails in the Southern Hemisphere and the toughest, most popular road cycling rides in the country.

This significant offering has now been unified under a new master Ride High Country brand that will lead marketing efforts aimed at establishing the High Country as the premier bike destination in Victoria.

The brand is a simple, flexible wordmark which can be incorporated into TNE’s local government partners’ own destination-specific bike promotions – supported by a comprehensive style guide. The Ride High Country brand will be taken to market in association with rail trail, mountain bike and road cycling campaigns that are targeted to suit the different demographics of visitors associated with each of these disciplines.

The strength in this approach is that market traction gained by any one of these campaigns will benefit the entire regional Ride High Country effort, effectively establishing the region as owning Victoria’s premier cycle tourism offering.

In line with this new strategic direction, a $310,000 State Government grant was announced late last year for the development of a North East Victoria Cycling Optimisation master plan to develop a coordinated regional approach to cycle tourism in the High Country taking into account infrastructure investment, marketing and private sector involvement.