Southern highlands tees off major tourism push


The Southern Highlands is set to benefit from two Winter tourism marketing campaigns that will reward both visitors and Southern Highlands locals.

A new $85k advertising and promotion campaign titled ‘Secrets Of The Southern Highlands’, supported by the NSW Government and Tourism Southern Highlands, will promote Winter breakaway deals to the region.  The new campaign aims to encourage visitors to explore some of the Southern Highlands best kept secrets.

In launching the campaign today on the first tee of the newly branded Peppers Craigieburn Resort, Bowral, Wingecarribee Shire Mayor, Duncan Gair said “This campaign will further support our push to position the Southern Highlands as an accessible short break destination hub within easy reach of Australia’s large population base.  We want more people to discover our fantastic cellar doors and local produce, majestic national parks, historic buildings and heritage towns, arts and crafts, magnificent gardens and natural attractions such as Fitzroy Falls, all part of the Secrets of the Southern Highlands.

Tourism Southern Highlands, Executive Tourism Manager, Steve Rosa said “Tourism NSW is providing matched funding to support this campaign to help drive more visitors to the region, especially during the traditionally quiet winter period.  This new campaign will continue to drive up the early season visitation that we are recording in the region and will target visitors from our key source markets of Sydney, Canberra and the Illawarra with TV, online, print and radio advertising”.  Mr. Rosa continued, saying that “the campaign would promote some great value package deals for accommodation and attractions for travel from 1 July until 31 August 2010.”

The campaign will also incorporate viral and promotional mechanisms with the aim of incentivising people to refer their friends and relatives to the campaign whilst giving them a chance of winning one of five (5) theme breakaway experiences to the Southern Highlands.

Complimenting the ‘Secrets’ advertising campaign is the launch of the local community ‘MySouthernHighlands’ Ambassador Rewards Program, recognising Wingecarribee Shire residents as an important link in the success of the local tourism industry.  With more that a third (approx 500,000) of all visitors to the Southern Highlands coming for the purpose of visiting their friends and relatives local residents are being encouraged to become ambassadors and proud to call the region ‘My Southern Highlands’.  In return, locals and their visitors will be rewarded with great deals and discounts at participating tourism businesses under the categories of Food and Wine, Accommodation, Attractions and Activities, Arts & Shopping, Services.  All residents and businesses of the Southern Highlands will be mailed a special redemption card in the first weeks of July with a dedicated 20 page b! ooklet and micro website displaying the offers available.  Participating businesses will carry promotional material supporting the campaign that will be valid from 1 July 2010 until 30 June 2011.

Steve Rosa said “These two ‘push-pull’ tourism campaigns will stimulate greater visitation to the region throughout the year and especially during the winter months when it is so important to local businesses and to the local economy.  These campaigns will help show visitors that the Southern Highlands is a great place to visit ALL year round”.

The Southern Highlands 101 year old Historic Guest House, Craigieburn will further heighten the Southern Highlands’ as a major tourism destination by being branded a ‘Peppers’ Hotel, with effect 1 July and will now enjoy the promotional advantages of this well known brand.


Source = Tourism Southern Highlands
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