Hunter Valley Wine Country aims for $600,000 marketing boost

CROWD PLEASER: Hunter wine country is hoping to boost its marketing by $600,000 to reaffirm its position as one of the state's major tourist destinations.
CROWD PLEASER: Hunter wine country is hoping to boost its marketing by $600,000 to reaffirm its position as one of the state's major tourist destinations.

Hunter Valley Wine Country tourism operators are throwing their support behind a major destination marketing campaign set to be worth around $600,000 to encourage more visitors to NSW premier wine making region.

The Hunter Valley Wine and Tourism Alliance aims to approach Destination NSW with an impressive $300,000 in pledges, seeking them to match it dollar for dollar, and develop a major destination marketing campaign.

Industry is being asked to back the campaign by making a collective contribution of $200,000 that promises to generate an enormous increase in visitation to the region – and so far they’ve shown unwavering support.

The drive was launched last week, and was a huge success with a whopping $89,750 pouring in from 46 wine country operators excited by the prospects a campaign of this magnitude.

Chairman of the Alliance George Souris is not surprised by the rapid response from industry and says it shows they understand the power of a destination marketing campaign to visitation numbers.

“We’ve set a goal of $300,000, which we hope to be doubled by Destination NSW, to develop and implement an aggressive marketing campaign that will thrust Hunter Valley Wine Country into the limelight as the premier tourism destination of choice,” Mr Souris said.

“The Alliance understands how vital a destination campaign is to promote the wide ranging experiences, international award winning wineries, excellent cuisine, word class events and iconic attractions.

“That’s why we are working strategically with all businesses in the Hunter Valley Wine Country to pool our marketing resources to make this a reality.”

Destination marketing campaigns drive visitation benefiting not only direct tourism operators but indirect tourism business from across the Cessnock and Singleton local government areas.

Cessnock City Council and Singleton Council will work together to contribute the remaining funds to meet the Alliance’s goal of raising $300,000 in pledges.

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