Research has shown that one of the primary issues facing the region is lack of awareness. Acknowledging this, a key aim of TNE’s marketing activity is to drive awareness of the High Country’s tourism offering, with a view that increased destination and product awareness will convert demand into visitation, driving yield and dispersal opportunities for the region.
This broad strategy is supported by five activity pillars and associated annual marketing plans, namely:
- Ride High Country
- Feast High Country
- Walk High Country
- Snow Victoria
- Arts and Cultural Heritage (under development).
This strategy has been developed in consultation with Visit Victoria, as the State’s lead tourism entity, recognising the ever-growing and important role that the High Country plays in the State’s tourism efforts.
TNE develops and delivers a range of marketing campaigns on behalf of its local government and industry partners, which look to drive destination awareness and tourism-related visitation and yield opportunities for the region. These campaigns are innovative and integrated, utilising a range of channels to effectively engage with target markets.
Some of the key regional marketing initiatives delivered by TNE include: