Media Release 2 September 2025
COOEE TO COAST, WINDMILLS TO WAVES
STRATEGIC MARKETING BOOSTS GOIN' TO GIL AND UNDER THE GUMS WITH REGIONAL EVENT FUND SUPPORT
Gilgandra Shire Council (Council/GSC) is pleased with the successful outcome of it's application under the NSW Government's Destination Country & Outback NSW Regional Event Fund (REF), which will strengthen the Goin' to Gil (GTG) and Under the Gums (UTG) marketing plan. This strategic funding allows Council and the community to deliver a bold and innovative marketing approach that will elevate Under the Gums and the Goin' to Gil Weekend to new heights in 2025.
The REF grant is enabling the roll-out of targeted campaigns designed to boost visitation, extend overnight stays, and generate significant economic benefits across the Gilgandra Region and beyond. Building on the momentum of 2024 - where 97% of attendees said they would return - Council is focused on converting this enthusiasm into ticket sales and regional spend.
The campaign includes the high-impact Coo-ee to Coast, Windmills to Waves initiative, targeting Newcastle through the Hunter and New England North West. Leveraging trends in "experience tourism," the marketing highlights authentic local culture, live music, food, and unique stories that position Gilgandra as a must-visit destination. By targeting millennials - particularly the emerging female traveller market identified in the DNCO Destination Management Plan - the campaign aims to attract new audiences while continuing to engage Gen X families and the important Visiting Friends and Relatives market.
The Planning Crew, a collaboration of Council staff, volunteers, businesses, and #LocalLegends, has played a key role in shaping the marketing plan. Their local insights ensure the campaign reflects community values while maximising regional collaboration through Real Country and Greater Western Plains partnerships.
With REF support, these efforts are expected to deliver stronger ticket sales, increased visitation, and deeper community engagement - outcomes that will directly contribute to the growth, liveability, and economic vitality of the Gilgandra Region.
GSC is excited to launch the Cooee to Coast, Windmills to Waves promotional campaign, a highlight of the Goin' to Gil Marketing Plan. With $20,000 secured through REF this strategic campaign will boost visibility, attract new audiences, and drive ticket sales for the Goin' to Gil Weekend and Under the Gums Festival 2025.
Travelling in the newly rebranded Under the Gums Bus, members of the Planning Crew will hit the road from Gilgandra to Newcastle, stopping at key destinations to promote the October Long Weekend events. This guerrilla-style marketing campaign will include live pop-ups, social content, giveaways, and activations with artists, sponsors, and travellers along the way.
Project lead Kathryn Larkin said,
"This campaign is about more than posters and ads - it's about taking the energy of Gilgandra to some of our key target markets. By involving our Planning Crews and #LocalLegends, we're creating authentic connections, showing our vibrant spirit, and encouraging people to experience the magic of Under the Gums firsthand."
High-Level Itinerary
- Wednesday 3 Sept – Gilgandra: Local launch, community pop-up at GIL Library Hub, Planning Crew photos, and Cooee to Coast launch at Sporties.
- Thursday 4 Sept – Coonabarabran & Tamworth: Business visits, VIC activations, live music, giveaways, "Cooee competitions," and evening pub activations with playlists, merch, and shoutouts.
- Friday 5 Sept – Newcastle: Lunchtime gig at Honeysuckle Hotel with Abbie Ferris, street activations, ticket giveaways, sponsor engagement, and Darby Street walk with live content.
- Saturday 6 Sept – Newcastle & Mudgee: Beach pop-up with coffee giveaways, social activations, and a final stop in Mudgee to connect with businesses, sponsors, and visitors before returning to Gilgandra.
The REF-supported marketing plan is expected to deliver long-term benefits: boosting ticket sales, increasing overnight stays and visitor spend, and strengthening Gilgandra's reputation as a vibrant regional hub for events, culture, and community.
