A New Cycle of Creativity for the Victorian Goldfields

The first goldfields builders were faced with nothing but mud and dust. But they had boundless energy, creativity - and gold. Today's goldfields inhabitants have inherited an extraordinary cultural heritage and a world class opportunity to develop Victoria's Goldfields into Australia's cultural heritage region.

Tourism operators in Bendigo, Ballarat, Mount Alexander, Loddon and the Central Goldfields have united to build a new cycle of innovation in the way they communicate the stories from their region. Building on the brands established by Ballarat and Bendigo, the new approach to tourism marketing is designed to encourage collaboration between the two cities and neighbouring municipalities with the aim of retelling the modern story of the Goldfields and increasing visitation.

In order to establish an effective PR presence, peak regional tourism body, the Victorian Goldfields Tourism Executive, has appointed Melbourne-based PR Agency, Media Moguls Communication. Media Moguls have worked across the Sovereign Hill and Ballarat PR Accounts for three years and with their extensive PR background in state and regional tourism, strong knowledge of the Goldfields region and excellent relationship with Tourism Victoria are well-placed to deliver the dynamic PR program sought for the new focus on the Victorian Goldfields.

"We are excited to be embarking on this new partnership for the Victorian Goldfields region," Mr Chris Meddows-Taylor, Chairperson of the Victorian Goldfields Tourism Executive said. "Our aim is to enhance and create a world-class Goldfields experience for visitors based on the real destination success of Ballarat and Bendigo, building on the key regional strengths of history, heritage, art, culture, festivals and events to establish a compelling and intriguing destination."

The Victorian Goldfields region will take on a hub-and-spoke approach, encouraging visitation not only to the prominent cities of Ballarat and Bendigo, but also to the key regional centres, shires, villages and old mining townships, where quirky stores and a refreshing cultural and contemporary scene await. The Victorian Goldfields will also be developing a strong digital approach, designed to engage and connect travellers to the region.

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