PRESS RELEASE: FOR IMMEDIATE RELEASE
04 NOVEMBER 2020
Hunter Valley Wine Country Tourism Alliance destination campaign bringing tourists to the Valley
The Hunter Valley Wine Country Tourism Alliance has successfully run the first phase of a destination campaign to support the region’s recovery. The campaign is designed to encourage people to get back to the simple pleasures of the Hunter Valley Good Life and indulge in the incredible food, wine, experiences, adventures and activities on offer in the region.
This campaign is a joint initiative of the Hunter Valley Wine Country Tourism Alliance – comprising of the Hunter Valley Wine & Tourism Association (HVWTA), Cessnock City Council (CCC) and Singleton Council. HVWTA is leading delivery of the campaign. The funding for this campaign is a direct result of Government bushfire grant funding received by the Councils to assist the Hunter Valley with recovery.
Cessnock City Mayor, Councillor Bob Pynsent said the campaign was a great example of collaboration to boost the region.
“Keeping the Hunter Valley top of mind as a destination of choice for NSW regional tourism, and as interstate and trans-Tasman tourism reopens, is vital to our region’s recovery. Tourism is the largest employer of people in the Cessnock City Council local government area and its recovery is central to that of our community and local economy. We couldn’t be more pleased to support this exciting and collaborative campaign,” he said.
While day trips are certainly recommended, especially for those who live close by, extended stays and holidays will be the focus of the campaign targeted at a wider NSW and interstate audience. An initial digital component of the campaign will run on social media until October 2020 to encourage families, couples and groups to visit Hunter Valley Wine Country. Further campaign activity will be linked to the LoveNSW state campaign in partnership with Destination NSW. This will showcase the Hunter Valley as a top food and wine experience destination, as well as incorporating media partnerships and a period of high impact advertising with campaign coverage into Autumn 2021.
Mayor of Singleton, Councillor Sue Moore said that an important focus of the campaign was on creating a memorable stay for return visitors as well as those discovering the region for the first time.
“As more people look closer to home for a short break or holiday, it doesn’t matter if you’re downtown, down the road or down the highway: come up to the Hunter Valley and you’ll find exactly what you’re looking for, whether it’s open space for social distancing, temptation for the taste buds or excitement and adventure,” she said.
“This campaign builds on all that we love about the Hunter Valley as a postcard to everyone to come and pay us a visit and support the producers and the makers who – through good times and bad – make our region world-famous.”
Since the launching in June 2020, the campaign has amassed over 4.7M unique impressions, receiving over 151K active engagements. “We’ve had an amazing start to the campaign and is only expected to increase given the high volume of enquires and visitors Hunter Valley Wine Country is experiencing.” notes Amy Cooper, CEO Hunter Valley Wine & Tourism Association.
As the campaign continues, the next phase focuses on transitioning from awareness building to conversion. All local tourism focused businesses have the opportunity to feature their current experiences and package deals direct for people to book via the campaign landing site. HVWTA developed a toolkit and webinars to ensure all businesses are involved in showcasing the full tourism offering of the Hunter Valley.
-ENDS-
For further information or to arrange an interview with the Alliance, please contact Amy Cooper, CEO Hunter Valley Wine & Tourism Association at This email address is being protected from spambots. You need JavaScript enabled to view it. or 0419 090 631.