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RIDE HIGH COUNTRY HITS MELBOURNE

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TNE’s Ride High Country marketing campaign is making its presence felt across the region and now on the streets of Melbourne where billboards have appeared in new highly-visible, strategically targeted locations, including Brunswick Street Fitzroy, Gertrude St Collingwood and at Melbourne Airport.

The campaign, which launched mid-November and continues until the end of April 2018, also includes digital advertising, advertising in leading cycle publications (both print and online), attendance at events like ‘Around the Bay in a Day’, the production of a new Ride High Country image and video library for road and rail trail cycling, media famil visits to the region by Cycling Tips and Ella Cycling Tips online magazines, Bike Australia and in 2018, Voyeur, the inflight magazine for Virgin airlines.

The 2017-18 Ride High Country campaign targets the region’s core Lifestyle Leader market, and is designed to drive visitation in association with the High Country’s cycle tourism product. The campaign also reinforces the High Country’s position as Australia’s premier cycling destination across each of the cycling disciplines of road, mountain biking and rail trail.