Great Southern Rail Trail
The Great Southern Rail Trail (GSRT) is a much loved outdoor trail for locals, walkers, cyclists and riders throughout Gippsland and Australia.
Once managed and maintained by dedicated local volunteers, the trail expanded and evolved into a significant tourism asset. The South Gippsland Shire Council needed a new approach in order for it to become the premium visitor attraction envisioned in the South Gippsland Shire Council Visitor Economy Strategy 2021-2031.
With findings and insights from open and broad community and stakeholder consultation that took a broad approach to the visitor experience, we developed a Visitor Experience and Marketing Plan that could inform Council decision making, support Trail townships and businesses, champion community involvement, encourage visitors to come for longer stays, and initiate the shift from an asset management mindset into a visitor experience mindset.
Striking a balance between community engagement and ownership with Council support and a visitor mindset to elevate the GSRT towards being a nationally recognised immersive outdoor trail experience, The Plan is a flexible ‘living document’ unanimously supported by the community to bring together the best of South Gippsland’s nature, townships, history, art, culture and community from today to 2030 and beyond.
Stakeholder engagement sessions with community, business owners, residents, special interest groups.
Reviewing existing brand, messaging and activities, as well as competitors and best practice around the world.
Finding for gaps and opportunities for going from the current state to an improved future state.
Synthesising findings to form insights and recommendations for approaching The Visitation and Marketing plan.
Audience messaging activities and mapping out communication expectations throughout the visitor journey.
Feedback sessions to further explore and refine our recommendations.
Audience-focused and easily actionable profiles and key messaging to guide the team throughout the visitor journey.
A comprehensive Visitation and Marketing Plan with audience journey focused activities for both the short and long term.
