Mudgee Region Tourism
Mudgee Region’s Water to Wine Marketing Campaign is a unique VFR promotion.
This campaign was created not for the Mudgee locals, but for residents of Sydney, more specifically the Manly and Northern Beaches region, who have Visiting Friends and Relatives from the UK.
The reason was that when travellers come from overseas, they generally stay for at least a month, usually longer. If you have VFRs staying with you for that long, you need to find something to occupy their time, and potentially get them out of your hair for a while.
This campaign encouraged Sydney VFR host to send their guests out to Mudgee region to discover an authentic slice of Australia outside the city. Enjoy the wine region, see a kangaroo, and discover regional Australia. This is also the opportunity for VFRs to go on a journey of self discovery based on the trusted recommendation of their host.
The campaign featured advertising on the Sydney harbour ferries, and digital billboards within the Ferry terminals, as well as an online directory on the and itinerary builder on the campaign microsite.
