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.


Short Walks With A Story

The Indigo Shire Walks Guide is now in circulation. The 70 page guide features 40 walks as well as information on local attractions, what to see, eat and do.  The guide is quite beautiful and is supported by online content that we are currently creating.  We will also continue to work on strategic distribution of this fantastic promotion piece for our towns.


There will be promotional work happening from spring through to autumn to put the Short Walks With A Story message in front of our target audience.  On Saturday 22nd September, The Age and Sydney Morning Herald featured a one page spread on short walks in Beechworth in their respective Traveller lift-outs.

Filming has already been completed on a short video series.  Once the editing is complete, the videos will be rolled out over the coming months across our town websites, social media and fed through to media outlets.  It would be great if you could give them a share on your own social media as well.


Yackandandah was the hero in a 6 page spread in Junkies magazine.  The article showcased just some of the wonderful features of Yack and the magazine’s focus on sustainability is definitely a great fit.





The Ned Kelly Vault in Beechworth welcomed their 80,000th visitor in July.  Prime 7 were invited to talk to staff and visitors about the experience.


In other marketing news;

  • Discussions have commenced around our Official Visitor Guides and what they look like going forward. 
  • Short Walks with a Story and Arts & Culture continue to be the key focus areas for marketing in 18/19 supported by food, wine and craft beer, nature based experiences and cycling.
  • A working committee has been formed to look at potential product around the gold mines in the shire and how they can be activated in a motivating and sympathetic way.


Media, July - September 2018

2 July  Border Cafe Winemaker's Next Challenge as a 'Rural Leadership' Graduate - Belinda Chambers 
4 July  O & M First Kerferd Oration question posed and answered
  Australian Country Magazine High Country Superlatives
  Border Mail Fortifieds add depth to delicious desserts - Louisa Morris Cakes and Rutherglen fortifieds
  Border Mail Get in the box seat for Bento in July - Provenance at James & Co
  Border Mail Old Vine Muscat in the mix
5 July Border Mail North East link to story of Chinese Australians who fought in the world wars - Burke Museum.
  O & M Multiple tidy town nominations again
  Corowa Free Press  Workshops to boost grant choices - Events
6 July Trade Tours 2019 Beechworth Opera in the Alps
  O & M War history to be digitised - Chiltern Athenaeum
  O & M Groups share $76k - Events Grants
  Border Cafe Music on the Murray, Pfeiffer's Winter Farmers Market - Wha's On this Weekend
7 July Border Mail Long Road to Revelation - Author Joanna Baker's novel featuring Yackandandah
  Border Mail Cafe drinks to change - Saint Monday
  Border Mail Honey Sales only from Aussie bees - Beechworth Honey
8 July Border Mail Beechworth Organ Society secured return of 1886 town hall organ
10 July Border Mail How's the serenity - Mayday Hills Caravan Park
11 July Beer & Brewer Bridge Road Brewers 13th Birthday
12 July  Border Mail Only rock 'n roll but we like it - BMF Rock School
13 July  Border Cafe Jones Winery - Tour De France - What's On this Weekend
18 July  Herald Sun The best 20 red wines to try this winter - Rutherglen
19 July  O & M Locals encouraged to get involved with annual ride - Great Victorian Bike Ride
  O & M Next phase for draft Indigo tourism plan
  O & M Third Kerferd Oration Question
20 July Border Cafe Iconic Brewery Releases First Thirst Quencher in 100 years - Billson's Brewery
Border Cafe Chiltern Jam Session, Tour De Beechworth - What's On this Weekend
21 July Border Mail Death Gin straight up
  Border Mail Mt Carmel Convent - Rutherglen unlocked
  Border Mail Tour De Beechworth & Chiltern Jam - What's On
24 July Australian Financial Review Restaurateur Peter Bartholomew and winemaker Mark Walpole revive vineyard
25 July  Prime 7 News Ned Kelly Vault - TV News piece and FB Post
  Australian Financial Review The Block Arcade lures L'Occitane and the Victorian countryside - Beechworth Honey & Beechworth Lolly Shop
  Architecture AU Robin Boyd hidden "gem" among architectural treasures in border town festival - Rutherglen-Corowa Unlocked
26 July RACV There are grapes, good food and a golden past at this north-eastern town with the lot - Rutherglen
  O & M Fourth Kerferd Oration Question
  Border Mail Town has pulled out all stops - Town Hall Organ
  O & M  Valuable experience for Kelly experts - Burke Museum & Historic Precinct staff famil 
  ABC Pipe organ with 'amazing history' returns home to Beechworth Town Hall after 110 years
  Hit 104.7 The Ned Kelly Vault in Beechworth has had 80,000 visitors since opening in 2014
  Border Mail Beechworth welcomes back organ first installed in town hall 132 years ago 
28 July Border Mail Brand is back after a century - Billson's Brewery
  Border Mail McCarthy looking to the future - Kerferd Oration
  Border Mail Kerferd Oration - What's Happening
30 July Border Mail We must be 'truth-telling' - Treaty talk is cusp of change: Senator - Kerferd Oration
  The Irrigator  We must be 'truth-telling' - Treaty talk is cusp of change: Senator - Kerferd Oration
2 August  O & M Kelly Collection still drawing people in
  O & M Digital transformation for museum - Chiltern Athenaeum
  O & M Senator gives insight into First Nations and the way forward - Kerferd Oration
  Border Cafe Brewing with Australia's Best Restaurants - Bridge Road Brewers
6 August Border Mail Kelly's history links NE towns - Ned Kelly Alive
7 August  Border Mail Billson's Plan to brew again
9 August O & M Report details potential to enhance Kelly story - Ned Kelly Alive
  One Hour Out Winemaker for a day - All Saints Winery
10 August  Border Cafe Pfeiffer's History of Rutherglen Wineries, Rutherglen farmer's Market, Sunday session at Empire - What's On this Weekend
13 August O & M Victorian themed evening to celebrate organ's return
  Border Cafe A Local Town Provides Inspiration for an Agatha Christie Style Mystery - Yackandandah
14 August  Border Mail Rutherglen cellar door James and Co hosts Death Gin and Andiamo Does Argentine in August
15 August O & M Once in a generation opportunity - Ned Kelly Alive
  Border Cafe A 'Beautiful Mess' - Georgie James - Mt Ophit Exhibition
16 August Border Cafe Kelly Country Pick, Yack produce swap, Rutherglen-Corowa unlocked - What's On this Weekend
21 August  Border Mail Rutherglen and Corowa Unlocked gives history and architecture buffs a chance to explore significant buildings
  Border Mail  Morris Wines to share history behind cellar door at Rutherglen & Corowa Unlocked
24 August Border Mail Rutherglen-Corowa Unlocked - What's On this Weekend
26 August Border Mail Historic open day at Rutherglen's historic Olive Hills homestead
27 August TimeOut Melbourne The best places to see spring flowers near Melbourne - Gorge Scenic Walk Beechworth
28 August  Border Mail Digital Ned Kelly will appear in court again
29 August  Border Mail Rutherglen in the City coming to Melbourne this spring
30 August  O & M Embracing Kelly Plan
  O & M Local history efforts recognised - Victorian Museum Awards
  Border Mail Program cares for wartime artefacts - RSL's get help to preserve military history
31 August Border Mail Indigo Council announce successful Community Grant and Event and Festival Grants Applications
  Border Mail Sunday Funday at Cofield Wines & Music on the Murray - What's On this Weekend
2 Sept  Courier Mail Who's making Australia's best white wines - Giaconda
4 Sept Border Mail Vineyard restored in the same place it was first planted in the 1800s - Stonetryst Vineyard
  Border Cafe Exhibition 'Seizes the Day' in the Old Beechworth Gaol - Carpe Diem - Collages from the Diaries
6 Sept Visit Victoria EDM Best places to birdwatch - Chiltern Mt Pilot National Park
7 Sept 3AW This Week in Food: Celebrating spring with cherry blossoms + Rutherglen in the city
  Border Cafe Scion Spring lunch - What's On this Weekend
12 Sept Border Mail Beechworth Town Hall supper concert marks historic organ's return
13 Sept O & M Rail Trail Project begins
  O & M Second meeting for Beechworth ahead of ride - Great Victorian Bike Ride
  O & M New ticketing system to provide better data and experience at precinct - Burke Museum & Historic Precinct
  Border Cafe Moodemere Quartet Yack, Artist in residence - Pfeiffer wines, Classical music - All Saints - What's On this weekend
  Border Mail  Wheelie excited to start work on $6.2 million rail trail between Beechworth and Yackandandah
15 Sept Border Mail New-look Moodemere Quartet to play in Yackandandah tomorrow
19 Sept Wangaratta Chronicle Top Aussie acts to make mark in Rutherglen - A Day on the Green
  Beer Diva High Country Brewery Trail - Bridge Road Brewers, Empire Hotel, Provenance, Rutherglen Brewery
20 Sept One Hour Out Rutherglen in the City
  Border Mail Torch run helps shine light on the invisible
21 Sept  Triple M OB Yackandandah
  Sydney Fine Food Show Gooramadda Olives gold medal
22 Sept The Age - Traveller Taking to the trails of gold rush country - Short walks with a story
  Sydney Morning Herald Taking to the trails of gold rush country - Short walks with a story
24 Sept Border Mail Public invited to sample fine wines at Rutherglen Wine Show tasting event
  TNE Spring Media Release Top 10 picks for Spring in the High Country - Spa at Beechworth, Black Barn Farm
25 Sept ABC News The Chinese settler with a hops empire and a 'visionary idea' for Australian Beer
  Border Cafe Award Winning Olive Producer's Bold Plans - Gooramadda Olives
26 Sept Corowa Free Press Community Groups to share in $76,000 - Tourism events grants
  O & M Torch run delivers message of inclusion
  Border Mail Beer wait all over bar the shouting - Billson's Brewery
  Border Mail Beechworth's Billson's Brewery gets council approval for expansion into beer, gin and whiskey production at 19th century building
27 Sept Get Tossed Salad Bar Born from Granite - Raised in Beechworth - Billson's Brewery
28 Sept Border Cafe Portals into Rutherglen
  Border Cafe  Scarecrows, Sausages & Shiraz, Sunday Funday - What's On this weekend
29 Sept Weekend Notes Beechworth Honey at Block Arcade


Your Help Needed

Your participation is a vital element of successful destination marketing and building a rich and inspiring online presence.

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 new news so we can create ongoing media stories, rich content for our website and social media create a vibrant 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 Pete Quon – – 03 5728 8000

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.