Ride High Country Campaign
Cycle tourism is key to Tourism North East's organisation efforts, with the High Country recognised as having the strongest regional cycling credentials in Australia. The offering is untied under a regional master brand - Ride High Country - which leads efforts to ensure the High Country remains the lead bike destination in Victoria.
The Ride High Country 2018/19 - 2021-22 Marketing Strategy has been developed to assist the region in meeting its category ownership aspirations, outlining a vision for the development and promotion of the Ride High Country offering.
The Ride High Country masterbrand has been developed to unite the 12 cycling destinations of the North East, to leverage and grow its cycle tourism strengths, including:
- Rail Trails: the largest rail trail network in Australia, with almost 300km of trail to explore, including the longest sealed trail (Murray to Mountains 116km) and the longest continuous trail in Victoria (Great Victorian Rail Trail 134km)
- Mountain Biking: with seven dedicated mountain bike parks, the region features more than 50% of all the formalised mountain bike singletrack in Victoria, including Australia's only internationally recognised 'EPIC Trail'
- Road Cycling: the region boasts six of the toughest 15 road cycling climbs in Australia in addition to endless rolling valley roads to keep all road cyclists well and truly satisfied
- Gravel Grinding: with quiet graded roads, seemingly infinite firetrails, pine forest logging roads and alpine peak roads only accessible in the summer season, the High Country is every gravel cyclists dream.
The Ride High Country campaign focuses on converting latent demand across all four cycling disciplines into awareness and ultimately conversion. Utilising a range of promotional tactics, Ride High Country is positioned as 'Australia's premier cycling destination'.
For more information, visit www.ridehighcountry.com.au