After urging tourists to 'skip town' and turn 'water to wine', Mudgee Region Tourism have launched their latest campaign aiming to remind visitors new and old how the region makes them feel.
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The new 'Feel the Love' campaign is, according to Mudgee Region Tourism CEO, Cara George, a reflection of the sentiment they've received from visitors in the past.
"We've kind of wanted to bottle the feedback we've been getting from visitors for a long time now, which is they feel that there's a great authenticity and a contemporary country feel to our destinations where people go away feeling like they really felt the love and compassion of the region," she said.
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Something new to the campaign is a focus on 'staycations'. That is, encouraging the region's residents to plan a trip in their own area and support and experience the destinations offered in the region that are typically enjoyed mainly by tourists.
"We've always tried to encourage people around the region to explore their own backyard. But this is the first time we've delivered it as a phase for a whole community engagement element of the campaign," Cara said.
The tourism economy has taken a hit thanks to the recent fires that created dangerous conditions for travellers. But Cara says Mudgee has weathered it well.
"For us it was really important, particularly after some challenging times of late. We thought it was important to encourage people to spend in their own region to help the sustainability of those visitor economy businesses that might be doing it a bit tough," Cara said.
"Mudgee's not been totally unscathed by that. It's traditionally a lower season for us anyway... So we've kind of had a little less to lose...as opposed to counterparts that were in the thick of their high season and losing all their visitation.
"We're seeing the effect...we're not alone in that. We certainly feel like now is a good time to strengthen the resolve locally with community engagement and refresh everyone's memories out there about what they've known and loved about the Mudgee region."
