The latest promotional campaign to increase visitor number in the Mudgee region will focus on mid-week stays.
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The second stage of the successful ‘Let’s Skip Town’ initiative funded by Mudgee Region Tourism and Mid-Western Regional Council, incorporates print, digital media and promotional activities.
The campaign, which won gold for Destination Marketing at the 2017 Australian Tourism Awards in February, will showcase the region with a newly created TV commercial.
In 2016, the aim of the campaign part funded by Destination NSW, was to increase awareness and visitation to the Mudgee Region - boosting short break weekend stays.
Mudgee Region Tourism are determined to continue the momentum with stage two focused on increasing mid-week visitation.
CEO Cara George explained, “The campaign will continue to consistently communicate the region’s primary offering, food and drink, and introduce new themes: nature, arts and culture, sports and leisure and our villages as travel benefits to increase appeal and convert target audiences to engage in regular short breaks mid-week”.
The three core reasons for focusing on mid-week visitation:
- Weekend occupancies are tracking well, increasing year-on-year, however we will continue to encourage weekend visitation;
- Accommodation provider feedback indicates mid-week visitation is lower than weekends;
- The region’s shortfall of accommodation inventory could be a risk to growing the visitor economy, increasing the propensity of travel mid-week reduces this risk.
The ‘Let’s Skip Town’ campaign will target a specific audience – Sydney, Newcastle, Wollongong and the central west – to boost travel from September to February.