New England High Country (NEHC) has launched their new tourism website and digital marketing campaign to drive awareness, promote nature-based experiences and attract visitors to the region.
NEHC has collaborated for almost 10 years, making it an established tourism group committed to collectively promoting the region.
They apply a collaborative approach to marketing multiple regional towns across several local government areas as one destination, acknowledging that the visitor experience isn't bound by local government borders.
The group is staffed by council marketing, tourism, and events personnel at each of the member councils, including Glen Innes Severn Council, Inverell Shire Council, Tenterfield Shire Council, Armidale Regional Council, Uralla Shire Council and Walcha Council.
Brianna Fea, from Glen Innes Severn Council was the Campaign Project Lead, and she said elevating the New England High Country brand with the new website and digital campaign aimed to boost the recovery of our visitor economy.
"As a group comprised of smaller local government areas, we recognise the importance of collaborating to deliver a campaign above and beyond what we can achieve alone, to the benefit of our entire region," Brianna said.
"We have re-positioned New England High Country as a nature-based tourism destination, leveraging our region's concentration of national parks, state forests, parklands and natural landscapes."
She said the new campaign leverages our region's high altitudes, elevates natural experiences, and is aimed at increasing visitation, length of stay and visitor spend.
"I am thankful to have had the opportunity to lead the delivery of the campaign and work with Performics Mercherbell, customer experience agency and the NEHC group, sharing knowledge to benefit our region," she said.
The new website combines essential information with inspiring content, inviting visitors to come up and explore the region's most distinguished experiences, including nature, adventure, culture, food and events.
The website is the landing platform for the brand's promotion and marketing campaigns and can be viewed at www.newenglandhighcountry.com.
The launch of the new digital marketing campaign coincides with the website launch, and positions New England High Country as a place where nature finds its way into every story and plays on the region's high altitudes, where the air is fresher and your senses become heightened.
The campaign amplifies the region's natural environment and taps into the audience's sensory experiences, encouraging them to come up and explore New England High Country and get their healthy dose of natural high.
This campaign is a major initiative to boost the region's visitor economy following severe drought, devastating bushfires and the ongoing impacts of COVID-19 and is supported by the NEHC member councils and New England Joint Organistion.
