Southern pie-lands wins major tourism award

Destination Southern Highlands

Southern Highlands

Southern pie-lands wins major tourism award

The hugely successful PIE TIME destination marketing campaign by Destination Southern Highlands has been recognised for its innovative and creative approach to destination marketing by winning the Destination Marketing category at the 2018 Canberra Region Tourism Awards held at the Hotel Realm in Canberra last Friday night which was attended by over 300 leading tourism representatives.

During the month of June this year the region became the ‘Southern Pie-lands’. Manager, Destination Southern Highlands Steve Rosa said “the unique and integrated tourism campaign performed beyond our expectations in its second year of development generating record levels of awareness and visitation for our region during our traditional off-peak season. This coupled with some great business results in which most participants in the campaign claimed increased levels of business against the same period of time in 2017 was a pleasing outcome. It is estimated that PIE TIME also helped to grow the visitor economy ‘pie’ with a record number 200,000 pies being produced and sold by 56 pie venues during June, with an injection of over $2,000,000 into the local visitor economy.”

Steve added, “This is the second year in a row that Destination Southern Highlands has won this category with our PIE TIME campaign. It follows our Silver Award for the campaign at the Australia Tourism Awards earlier this year in Perth. Following the win we are now looking to expand and develop on the PIE TIME campaign events & experiences for 2019. At a recent industry debrief and planning workshop some of the agreed changes will now see the NSW/ACT Best Pie Competition moved to the Mittagong RSL heralding in ‘Pie Time’ over the 30 & 31 May, with the two day Pie Festival ‘PieFest’ repositioned to the last weekend of June as the finale to a month long celebration of PIE TIME, the expansion of the Pie & Pinot Trail, and new pie themed visitor experiences & events will be developed in co-operation with local industry operators that will continue to cement the Southern Highlands as ‘Australia’s Home of Pies’.”

The Southern Highlands will now compete for the national title at the Qantas Australian Tourism Awards to be held in Launceston on Friday 1 March 2019 against the best Destination Marketing campaigns from each State and Territory as follows:

NSW – ‘100 Beaches Challenge’ Shoalhaven Tourism
QLD – ‘Driving the Great Barrier Reef’ Queensland Tourism
VIC – ‘Business Events Geelong’ Tourism Greater Geelong and The Bellarine
WA – ‘Entwined in the Valley’ Swan Valley Tourism
SA – ‘The Peninsular’ Yorke Peninsula Tourism
TAS – ‘Visit Flinders Island’ Flinders Island Tourism
NT – ‘Air North’s 40th Anniversary’ Air North NT
ACT – ‘Pie Time’ Destination Southern Highlands

Source = Destination Southern Highlands
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