Ride High Country: Marketing Australia's Premier Cycling Destination

The Making of Australia’s Premier Cycling Destination Matt White Marketing Manager - Tourism North East Victoria, Australia

Melbourne

3-4 hours drive from Melbourne

We are blessed with cycling assets...

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6 of the toughest 15 road cycling routes in the country 5 HC and Cat 1 climbs from one town 7 MTB Parks with 50% of all singletrack in the state The only recognised ‘Epic’ trail in the Southern Hemisphere The largest Rail Trail network in the southern hemisphere The longest sealed Rail Trail in the country, connecting towns, villages and farm gates No peak hour. No traffic lights.

Build it and they will come?

Opportunity knocks...

2017 commissioned research:

LOW AWARENESS HIGH APPEAL

● LOW AWARENESS ● HIGH APPEAL ● LATENT DEMAND

LATENT DEMAND

● Unify 13 destinations and 9 LGA’s ● Unify 4 cycling disciplines ● Emotive brand

Living up to expectations...

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Education, training and accreditation Ensure the on-the-ground experience matches the marketing hype 140 businesses region wide Information and services Actively marketed FOC on www.ridehighcountry.com.au, media famils and content creation.

Drum roll please...

In the 18 months since the inception of the Ride High Country brand:

Cyclists to the region:

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● Visitation

● Spend

4%

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Spend almost double p/n when compared to the ‘average tourist’ On average stay one extra night per trip.

15% Full brand awareness plus Economic Impact Assessment to be delivered in 2020.

GOOD LUCK! Keep it rubber side down...

MATT.WHITE@TOURISMNORTHEAST.COM.AU