With easing of social and travel restrictions, TNE is set to roll out a range of marketing initiatives to the High Country’s key lifestyle leader market.
Under the Feast High Country brand, a new campaign launches in June aimed at the ‘wine enthusiast’ segment, showcasing a range of new experiences developed as part of a Kickstart product development project in 2019.
Running from June to August, the campaign will consist of content partnerships through Gourmet Traveller, Halliday Magazine and Broadsheet, with editorial and advertorial content alongside a small amount of brand advertising. A targeted social media campaign will also run alongside this activity.
Moving into spring, TNE will also begin rollout of further marketing activity showcasing the food and drink offering across the region.
After a short hiatus, Ride High Country, TNE’s pillar brand that promotes cycle tourism is also returning to market.
In addition to beautiful imagery that heroes cyclists enjoying the High Country’s abundant natural assets, creative executions will revisit the #RollOnBack messaging that TNE first launched in February after the bushfires. This campaign is a gentle reminder for cyclists, their family and friends that the High Country is opening and ready for their stay.