The announcement comes as some of the country’s best riders descend on Alice Springs for this week’s Ingerreke Commercial Mountain Bike Enduro (19-23 May).
“Our new campaign will promote Alice Springs as a leading mountain bike destination not just in Australia, but the world,” said Minister for Tourism Matt Conlan.
“The dramatic landscapes of Central Australia and unrivalled beauty of the Red Centre offers the perfect backdrop for adventure mountain bike riders.
“The sky is the limit with this niche tourism market.
“With our world-class trails and unique holiday experiences, Alice Springs could become a mecca for mountain bikers around the globe.
“Among a number of strategies we are implementing is a new $50,000 12-month marketing plan in partnership with Tourism Central Australia to promote Alice Springs as a preferred holiday destination to mountain bike competitors, enthusiasts and sport riders from around the world.
“The campaign will establish a new brand for mountain biking in Central Australia using our key message: Ride the Red Centre.
“It will involve print and digital advertising and marketing support for local mountain bike groups to help promote the region at events around Australia. Tourism NT will also work with media partners, travel companies and key mountain bike identities throughout the year to promote the Centre.
“We’ll also be pitching Alice Springs as a great location for leading mountain bike brands to conduct their product launches and testing, which will provide mass exposure for the Centre.
“This new marketing campaign follows the opening of the Territory Government funded new $150,000 trail network at the Alice Springs Telegraph Station, which has already sparked a frenzy of use from both locals and visitors with local bike shops reporting increases in business.
“The Country Liberals Government is determined to boost tourism in Central Australia as part of our plan to develop Northern Australia and build a $2.2 billion visitor economy by 2020.”
The $50,000 new mountain bike campaign is in addition to the Territory Government’s $25,000 in funding to support the Ingkerreke Mountain Bike Enduro event.
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