A major marketing campaign to collectively promote tourism highlights across the Armidale, Guyra, Uralla and Walcha region was launched last week.
‘Experience the Highs’ is designed to tap into a major industry that is estimated to contribute in excess of $60 million to the local economy per annum. The tourism campaign takes a novel and leading edge approach to growing this contribution through the delivery of a 360° panoramic photography based iPad app, a sleek printed visitor guide, a foray into social media platforms and a public relations campaign. A website campaign page will also be launched in the coming weeks.
Speaking to guests attending the launch held at the New England Regional Art Museum (NERAM), Armidale Dumaresq Council’s representative for the region, Tony Broomfield, said the rationale for the campaign strategy was to broaden awareness of the natural beauty of the region, highlighting assets in a unique way that had not previously featured in promotional campaigns.
“Through the use of high quality imagery, we’re focusing on the uniqueness of the ‘highs’ of the region, the beauty and the adventure to talk to a new target audience — the 35- to 54-year-old, Brisbane through to Melbourne market — and promoting our experience-based tourism,” said Mr Broomfield.
“We’ve let the pictures do the talking, to great effect.
“In a first for the region, we’re also harnessing the potential of technology, with spectacular panoramic imagery on our iPad app which, I have to point out, has received great reception so far, and are making a foray into social media.”
Armidale Councillor and Chair of the Armidale Tourism Advisory Committee Paul Harmer stated that together, these initiatives give visitors all the more reason to come to the Armidale, Guyra, Uralla and Walcha area.
“An abundance of National Parks, with the highest waterfalls in the country, heritage tours and an art scene worthy of our metropolitan counterparts — there truly is something for everyone to experience in the New England High Country,” said Councillor Harmer.
