Marketing and PR Update
We need to feed the hungry online beast! Please keep the wonderful photographs, videos and animated gifs coming. Post them to your own Facebook or Instagram and #your town. We can’t use everything, but we are always on the lookout for inspiring and visitor-motivating images.
2018/19 has officially come to a close. This update will review last year’s marketing objectives and reflect on the success Indigo Shire has achieved.
Digital media remains a core focus of tourism marketing. Indigo’s Explore Destination Websites continue to grow in popularity and continue to drive visitors to business, attractions and events that are listed through ATDW and are on the Explore Destination websites. Read more about our online performance here(PDF, 14MB)
Media Exposure & PR
Ready to sit down and enjoy some of the media highlights for the last quarter? The Shire is well represented in national media coverage and throughout local publications. Wine and Ride products were the focus of most of the coverage, which aligns to the Feast High Country campaign that was implemented in autumn. The range of articles in national publications: Australian Financial Review, Broadsheet and The Australian achieves brand awareness of the region throughout Australia and aligns to our identified target markets. PR is an important marketing initiative to have strong engagement with the viewer as the messaging comes from journalists and publications they are well connected to. The natural landscape and unique cultural identity of the area have been well communicated as a secondary point of interest in the articles. We don’t expect that you’ll be able read through all links so we have curated a must read list for you.
Top 5 must read articles
Want more? Here is a list to go...
Australian Financial Review 'War of the vines'
Hospitality Magazine 'final 12 young guns of wine announced'
ABC 'community owned renewable energy north east Victoria'
Brew News 'a century old brewery is restored in Beechworth'
Mamamia 'Beechworth Asylum'
Bordermail 'Opera in the autumn change of date for iconic event'
Bordermail 'surviving items from Kelly Gangs last stand united in Beechworth'
Broadsheet 'apples ale and autumn our top picks Feast High Country Festival'
The Australian 'Two muscats and a muscadelle from Rutherglen'
The Herald Sun 'Victoria's best regional winery restaurants'
The Shout 'young gun of wine finalists for 2019 revealed'
Australian Financial Review 'Vineyard glamping is the new cool'
Wine Companion 'a guide to the Australian wine vintage 2019'
Town and Country Magazine 'best moscato wine brands'
The Canberra Times 'Another Australilan renewable first'
Australian Financial Review 'Why its time for Australian Sangiovese to shine'
The Australian 'like a Neil Diamond fan screams for red red wine'
ABC 'Artefacts from Ned Kelly Glenrowan seige to be reunited
Daily Telegraph '140th birthday 'such is life' bloody bushranger Ned Kelly dead'
Australian Financial Review 'cheers to the Roussanne renaissance in the Australian vineyards'
Broadsheet 'field blend wine cheese store'
“Short Walks with a Story” & Festival of Short Walks
Based on the market research undertaken by Tourism North East and the success of the Walk High Country campaign, Indigo Shire produced a ‘Walks with a Story’ brochure that promotes 40 walks within the Shire that are significant because of the natural environment and cultural context. The brochure has been very well received in the market and there is a strong case for expanding the depth of content for the walk product and support it with a strategic marketing campaign. To further develop the walk product offering and to build awareness of the walks product, Indigo Shire and industry members have partnered to deliver an exciting Festival of Short Walks in October this year. The Festival features a curated program of walk events highlighting the natural environment, food and wine, and arts and culture. The campaign has been designed to target people in Melbourne, regional Victoria and locals seeking walk experiences and a detox from city life. For more information email firstname.lastname@example.org or visit the tourism development staff in next week's drop in sessions.
Share Your News
We can’t wait to hear about your new initiatives, innovative products and seasonal visitor experiences. Tell us your human interest stories and share your successes. Please feel free to send us your news so we can create ongoing media stories, rich content for our websites and social media channels to create a vibrant online destination presence.
List Your Business and Event
Listing your business or event on your town’s website is vital to the success of the website and the promotion of each destination.
It’s now easier than ever to list your business with the introduction of the Digital Excellence Partnership. This is a fantastic initiative that has great benefit for our tourism businesses. The objective of the Digital Excellence Partnership is to raise the overall digital presence of our businesses and our towns and everything that makes them worth visiting.
Essentially businesses are asked to fulfill a range of requirements, all of which will be helpful to their business. In return, they will receive a range of benefits, the key item amongst those being a 100% subsidised Australian Tourism Data Warehouse (ATDW) listing. An ATDW listing automatically feeds through to www.visitvictoria.com, www.victoriashighcountry.com.au and the appropriate town website such as www.explorebeechworth.com.au.
Click here for more information or contact the Tourism Unit - 1300 365 003
Please note that event listings are free for all in Indigo Shire Council.