Great food, arts and culture, nature, and experiences are at the heart of Tamworth Regional Council's brand-new tourism campaign, coined 'Think Country', which will aim to drive further overnight visitation to the region.
Launched this week, the campaign has kicked off with a brand-new television commercial and accompanying digital content, filmed by local videography company Alpine Films. The TVC showcases some of Tamworth Region's incredible sites and venues. These include the Big Golden Guitar, the Australian Equine and Livestock Events Centre (AELEC), Oxley Lookout, Tamworth Mountain Bike Park, Tamworth Regional Gallery, Goonoo Goonoo Station; local hospitality businesses such as The Workshop Kitchen and Sonny's Bakery; and attractions right around the region such as the Barraba Silos, Hanging Rock, Dungowan Station and Nundle. But this is just the beginning, with many more to feature as the campaign rolls out.
Marketing and Communications Officer Neive Roebuck says extensive research and planning went into developing this campaign, to ensure the right markets would be targeted and encouraged to visit Tamworth Region.
"Market research prior to our launch indicated that travellers want experiences that help them connect and escape their current reality. This campaign encourages visitors, such as "nature seekers" and young families and couples looking for a "getaway" to associate travelling to the country with our region", Neive says.
Tamworth Regional Council is very proud of the region's Country Music Capital branding, and this campaign builds on that, to include other elements that make up the perfect country experience, including nature, good food and entertainment.
The tagline 'Think Country' was created to leverage on our existing 'Capital of Country' positioning statement and promote the many tourism offerings Tamworth Region has to offer, complementing events like the Tamworth Country Music Festival, which the region is widely known for. These include so many authentic country experiences, wide open spaces that allow visitors to unwind and escape through activities such as bushwalking and mountain biking, as well as diverse food options and a range of cultural experiences.
The new campaign has been developed as part of Council's Visitor Economy Plan, which was adopted in 2022.The document, also identified the launch of the new place brand – Tamworth Region – Capital of Country, which combines all towns and villages within the Tamworth Local Government Area. Since then, the 'What's On' Campaign has been widely celebrated across the region, giving local businesses multiple platforms to promote and share their events. While
the re-imagined Tamworth Region website acts as a one-stop-shop to explore and plan a trip to Tamworth.
Coordinator – Visitor Economy, Linda Bridges says "By promoting the whole region, we're not just attracting visitors, we're creating opportunities for all towns, businesses, and communities to share in the economic and social benefits of tourism."
Data by Destination Country and Outback NSW (2024) gathered between 2019 – 2023 shows that the New England North West averaged the highest volume of visitors (3.37 million), which was 58% of its total network area. Of those, 55% of overnight visitors undertake Culinary tourism activities, while 21% will undertake nature activities.
"Think Country" aims to leverage on these tourism patterns and broaden the regions reach to additional target demographics. In turn, local businesses will benefit from the increase in visitation.
The first phase of the campaign will roll out across the Mid North Coast and Central West regions with intentions to expand into the broader NSW market in September.
