Marketing Upper Murray

PARTNERSHIP PROSPECTUS 2019 MARKETING UPPER MURRAY PARTNERSHIP PROSPECTUS 1

Marketing Upper Murray

The Man from Snowy River Tourist Association, Upper Murray Business Directory, Towong Shire Council and Snowy Valleys Council have joined forces to provide a strong foundation for the launch of the new Upper Murray Brand.

Together, resources are being The Upper Murray 2030 Vision is to The new Upper Murray Brand is pooled to deliver a self-sustaining capitalise on the natural strengths creating opportunities for you, your program that will continually reinvest of the region in the areas of community and business. Get on in the branding and marketing of agriculture and tourism, to promote board today to see your business the Upper Murray; a program called the development of diverse, prosper in a thriving community. Marketing Upper Murray. resilient and healthy communities; Not only will you be contributing communities that people want to to the creation of a vibrant and live in, to visit, and to be part of in sustainable community, you’ll receive some way. exceptional value for money for various joint marketing activities. MARKETING UPPER MURRAY PARTNERSHIP PROSPECTUS 2

Marketing Upper Murray

By joining forces, Upper Murray businesses will be delivering the on-going implementation of the Upper Murray brand, ultimately creating a vibrant and prosperous community to live, work and play in. Marketing Upper Murray uses the Upper Murray brand for the first time and replaces the Upper Murray Business Directory and the Man from Snowy River Tourist Association’s website.

Key deliverables of the Program include:

THE WEBSITE THE UPPER MURRAY GUIDE PHOTO LIBRARY A standard listing on the website will The existing Upper Murray Business A comprehensive photo library is promote your business to locals and Directory will cease and be available for Program Partners to visitors who are directly accessing replaced with the Upper Murray access. Images are free for Program visituppermurray.com.au Guide. Featuring the new Upper Partners to use on their website, print Murray Brand, the guide will serve collateral and social media streams. A Victorian Australian Tourism Data the purpose of both a community Warehouse listing will promote directory and visitors guide, SOCIAL MEDIA your business to locals and visitors Production and circulation will who are directly accessing The Upper Murray Tourism Facebook substantially increase with a minimum visituppermurray.com.au page will be rebranded ‘Upper of 20K copies printed and distributed. as well as on: Murray’ and regularly feature The Guide will be delivered to highlights of the Upper Murray. • .com regional Visitor Information Centres, Posts will have both a community 15 million visitors p.a. as well as by Australia Post to and tourism focus. • visitvictoria.com approximately 2,500 Upper Murray 7.7 million visitors p.a. An Instagram account will be residents. launched in January 2019. • visithighcountry.com.au • ridehighcountry.com.au A3 TEAR-OFF MAP MARKETING AND • highcountryharvest.com.au Available to residents and locals alike, PROMOTIONAL CAMPAIGN • walkhighcountry.com.au a tear-off map of the Upper Murray will 100% of profits made from the UM incorporate a list of all participating Brand Program will be invested into businesses and their phone numbers. marketing and promoting the region. In addition, business locations will Program Partners can expect to be marked on the map. In addition, receive an update on activities business and tourism attractions will twice a year. be marked on the map. Our Region MARKETING UPPER MURRAY PARTNERSHIP PROSPECTUS 3

TO TUMBARUMBA

TO HOLBROOK BOGANDYERA NATURE RESERVE

JINGELLIC TO TUMBARUMBA TUMUT

WALWA TOOMA

THOLOGOLONG BURROWYE TALMALMO

MOUNT LAWSON STATE PARK GREG GREG

TALGARNO CABRAMURRA BURROWA - PINE MOUNTAIN NATIONAL PARK TO ALBURY BELLBRIDGE MOUNT MITTA MITTA REGIONAL TOWONG PARK CUDGEWA

BULLIOH OLD LAKE HUME TALLANGATTA COLAC COLAC TO , INDI & BUNROY THREDBO

NARIEL N TO OMEO TALLANGATTA EAST GIPPSLAND VALLEY LUCYVALE

TO MITTA MITTA DARTMOUTH

A natural source A pure escape With the advantages of clean air, fertile soil and proud As the beginning of the , this region holds a tradition, it’s no wonder produce from the Upper Murray rare sense of purity. Hidden away from the world, it has an tastes so good. The sense of health and wellbeing visitors untouched quality and an ancient beauty. This is the ideal enjoy is experienced in every bite. setting for discovery, adventure and escape. MARKETING UPPER MURRAY PARTNERSHIP PROSPECTUS 4

An engaged community With generations of local knowledge, a can-do spirit and old-fashioned mateship, this is a community bound together through shared experiences. Here, old-fashioned qualities of tradition, character and pride still hold true. MARKETING UPPER MURRAY PARTNERSHIP PROSPECTUS 5

Pricing Packages Select the package that best suits your business. Major sponsors are encouraged to speak to the Program Coordinator, Kerissa Heritage, regarding investment opportunities. To register your interest in participating, visit www.visituppermurray.com.au/register or complete the accompanying form.

PACKAGE INCLUSIONS INVESTMENT

Upper Murray Partner Program • Brochure display at the Visitor Information Centre $350 Designed to meet the needs of small • 1/6 page advertisement in the Upper Murray Guide* businesses in the Upper Murray whilst also • Tear-off map contributing to the collective marketing • Access to UM photo library and brand campaign. • Contact details on tear-off map • Contribution to collective marketing and promotional campaign. • Tourism businesses will receive membership to the Man From Snowy River Tourists Association.

Banjo Program Partner • Brochure display at the Visitor Information Centre $750 Suitable for medium to large businesses • ½ page advertisement in the Upper Murray Guide* who wish to make maximise the • Featured photo (with a tag of business name) in a rotating promotion of their business within the hero banner on visituppermurray.com.au UM Guide and website. • Access to UM photo library Provides a strong contribution towards • Contribution to collective marketing and promotional campaign. the collective marketing and promotional campaign. • Contact details on tear-off map • Featured story on UM’s social media accounts twice per calendar year. • Tourism businesses will receive membership to the Man From Snowy River Tourists Association.

Website Options • A Standard listing on the website will promote your $150 business to locals and visitors who are directly accessing STANDARD visituppermurray.com.au

• A Victorian Australian Tourism Data Warehouse listing $295 will promote your business to locals and visitors who are ATDW directly accessing visituppermurray.com.au as well as a selection of other tourism websites as listed on page 3.

*One listing per business; additional listings can be purchased at a discounted rate. An opportunity to upgrade to a full size advertisement is available.

A genuine welcome The rugged and raw quality of the land is reflected in the genuine nature of those people who call it home. No spin, just real people with a love of this unique region, and a warm welcome for all who come to visit. MARKETING UPPER MURRAY PARTNERSHIP PROSPECTUS 6

Managing Brand Upper Murray

The new brand will put Dr. Ian Cesa President of Horizon Maxine Brockfield is Chief Executive the Upper Murray on the Consumer Science. More than 25 years of and DON at Corryong Health and has been map as a great place to experience helping develop and manage a member of UMBI for 9 years. live, to visit, to work and consumer brands in Australia and other Sue Sullivan is a Upper Murray Health to buy from; realising the parts of the world. Board member and active community Upper Murray’s Vision and Ed Barry is a practising chartered member in many fields. The Secretary values through an distinct accountant, registered tax agent and of the the Man from Snowy River Tourist financial planner. Ed has many years of Association, Sue represents the interests Upper Murray personality business and community experience, and of the Associations members on the UM and a tone of voice. is a Fellow of the Institute of Chartered Brand Steering Group. Accountants. Jennie Star is a Towong Shire councillor To achieve this, local, skill-based Jo Mackinnon has extensive community and active community member. Jennie is stakeholders will manage the development experience having also an agribusiness owner, previous editor brand. At present, the Upper participated in numerous community of the Upper Murray Business Directory Murray Brand Steering Group groups and events in the Upper Murray and author of two local history books. consist of: over the last 32 years. The Towong Shire Council economic development staff will assist with the administrative component of the program.