Department of Industry Investment’s Bill Mabey, Mid North Coast Tourism’s Belinda Novicky and Legendary Pacific Coast Project’s Kim MacDonald toast the new ‘legendary’ billboard near Port Macquarie.
Department of Industry Investment’s Bill Mabey, Mid North Coast Tourism’s Belinda Novicky and Legendary Pacific Coast Project’s Kim MacDonald toast the new ‘legendary’ billboard near Port Macquarie.

'Legendary' hwy's marketing boost

THE Pacific Highway has changed greatly from past memories of family holidays and, accordingly, so too has the tourism marketing of the iconic national highway.

Like the Big Banana, the well-beaten tourist drive has now taken on a title of greatness, that of legend, in a new drive to bring visitors to the Mid North Coast.

Marketed for a year now as the Legendary Pacific Highway, the rebranding of the upgraded coastal arterial aims to get metropolitan, country, interstate and international holidaymakers to return to the holiday destinations of their childhoods.

As a media campaign is rolled out to entice summer travellers from the Central Coast to the Northern Rivers, a billboard has been unveiled at Port Macquarie.

"There are so many legendary locations for travellers off the Pacific Highway and we're encouraging travellers to 'see where it takes you' and discover what lies on either side of the highway ... be it pristine beaches, national parks, stunning rivers and hinterland regions stretching from the Central Coast to the Tweed," Legendary Pacific Highway project co-ordinator Kim MacDonald said.

Collectively, The Legendary Pacific Coast accounts for about 22 million visitors per annum and more than 33 million visitor nights in NSW.

The Legendary Pacific Coast brand was launched in November last year to promote Australia's top coastal drive and a five-day road trip was conducted by Sydney's Triple M Grill Team.

Since then, a website and free iPhone application have received plenty of hits, providing information for anyone travelling north of Sydney.



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