Marketing and PR Update

Share-Button.png 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.



Feast High Country Festival

This annual region-wide celebration of our food and wine is on from 3 to 19 May. The Indigo Shire region has 15 hero events featuring in the program which is a great result from our fabulous food, beer and wine industry. If you haven’t already checked out the full program, head to the website and see how you might promote visitation to your property or business by utilising this opportunity.  

Tourism Famils & Media Exposure

Tourism North East has driven a number of high profile media familiarisation tours to the Shire over the past three months. These famils occur because of ISC’s investment in and partnership with Tourism North East. TNE pools the resources of six shires and three resort management boards so that collectively, the North East gets greater ‘cut through’ in the crowded media landscape.

Below are a selection of articles the Shire has enjoyed over the past three months: 

Australian Mountain Bike Magazine Feature

Beechworth and Yackandandah were featured in the cover story of the January issue of the Australian Mountain Bike Magazine. The mag is Australia’s leading off road cycling publication and features extensive and industry leading mountain bike trail and product reviews and has a readership of 100,000 with 31,400 social media fans. AMB MAG.png


Australian Travel Play Live Magazine

The team from Australian Travel Play Live magazine were in the Shire on Saturday 16 March and stayed at the Bridge Motel while exploring the Beechworth MTB Park, Bridge Road Brewers and Saint Monday Café. Travel Play Live targets women who aspire to an adventure lifestyle. The famil was a product of our partnership with Tourism North East. 

The Young Adventuress

One of the world’s most popular travel bloggers was in region in late December on a famil which came through Tourism North East. Liz Carlson, aka ‘The Young Adventuress’, visited Beechworth and Rutherglen along with a number of other High Country destinations. The campaign generated a total of $265, 503 in media value with a total reach on Facebook of 17,340 and engagement 1,029. Instagram reach was 320,216 and engagement 46, 680 which all translates to one of the most successful social media famils to date into the region. Read Liz's blog titled '25 photos that will inspire you to visit the Victoria High Country'

Tourism Town Maps

In February we received delivery of the remaining new town maps for Yack and Chiltern. Individual maps were produced for Rutherglen, Beechworth, Chiltern and Yackandandah and featured those businesses that are listed through the ISC Digital Excellence Program. The maps are quite stylised and have been well received by visitors. 

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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 fulfil 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, and the appropriate town website such as

Click here for more information or contact the Tourism Unit - 1300 365 003

Please note that event listings are free for all and at this time of year they also feed into an event list used by emergency services, so that’s another good reason to list your event.