The ‘Interstate Market Drive Trails’ project aims to accelerate the region’s interstate market recovery as domestic travel returns in the coming months. The project has been designed by MRBTA in partnership with ASW, and has received funding from the Australian Government under the Recovery for Regional Tourism program, an initiative of the $1 billion COVID-19 Relief and Recovery Fund.
In what is predicted to be a fiercely competitive domestic travel environment, the region must take a holistic approach to attracting interstate travellers, and address their needs from the perspective of tourism product, right through to promotion and visitor servicing. Project activity focusses on three areas:
- Marketing campaign activity to ensure that this destination stands out as desirable above others.
- Training and development to ensure the best possible visitor experience and positive word of mouth.
- Digital marketing mentoring to ensure the region’s prominence in the competitive online landscape.
Five self-drive trails provide the focus for the marketing, training and mentoring. The self-drive trails are based around the geographical areas of:
- Margaret River
The Trails feature a selection of the region’s hero tourism product and breathtaking natural attractions.
Business participation has been determined through an EOI process which took place in September 2021 – with information and a project brochure published here.
Participation criteria includes the ability to dedicate up to 30 hours to participate in training, development and marketing activity, as well as the payment of a $500 industry contribution fee.
The development of the self-drive trails has been a collaborative effort, with two lots of consultation sessions taking place in Busselton, Dunsborough, Cowaramup, Margaret River and Augusta, in October and December 2021.
The following businesses have confirmed participation in the drive trails:
- Broadwater Resort
- Abbey Beach Resort
- Shelter Brewing Co.
- Wonnerup House/National Trust
- Origins Market
- The Sophisticated Beast
- Flametree Wines
- Discover Deadly
- After Hours Wine
- Churchview Estate
- Busselton Jetty
- Forest Adventures South West (MRBTA)
- Gravity Etc,
- Gannaways Charters and Tours
- Whicher Ridge
- Forage Safaris
- Eagle Bay Brewing Co
- Gabriel Chocolate
- Happs Wines
- Commonage Pottery & Gallery
- Marri Wood Park Biodynamic Vineyard
- Swings & Roundabouts
- Wild Hop Brewing Company
- Windows Estate
- Yallingup Cheese Company
- Ngilgi Cave
- Wills Domain
- Lagoon Yallingup
- Private Properties Holiday Homes
- Pullman Bunker Bay Resort
- Smiths Beach Resort
- Wyadup Brook Cottages
- South West Eco Discoveries
- Koomal Dreaming
- Bettenays Wines & Margaret River Nougat
- Black Brewing Co
- Cape Grace Wines
- Cowaramup Brewing Company
- Cullen Wines
- Domaine Naturaliste
- Fermoy Estate Winery
- Howard Park Wines
- Margaret River Nuts and Cereals / WOW Illusions
- Clairault Streicker Wines
- The Grove Distillery
- The Margaret River Chocolate Company
- Margaret River Providore
- The Nookery Cafe (& Woody Nook Wines)
- Three Lily’s Gin
- Vasse Virgin
- Woodlands Wines
- Fraser Gallop Estate
- Southern Forests Honey/The Colony Concept
- Churchview Estate
- Cape Lodge
- Eight Willows Retreat
- The Margaret River Discovery Co.
- Standup Surfing
- Jesters Flat
- Brown Hill Estate
- Jarvis Estate
- Margaret River Fudge Factory
- The National Trust of Western Australia – Ellensbrook at Mokidup
- Voyager Estate
- Xanadu Wines
- Yahava KoffeeWorks
- Cape Mentelle Vineyards
- Eagles Heritage
- McHenry Hohnen Cellar Door
- Margaret River Farmers’ Market
- JahRoc Galleries
- Walk Talk Taste Margaret River
- Swings & Roundabouts Margaret River
- Margaret River B&B
- Margaret River Holiday Cottages
Brand and Marketing
The drive trails will be promoted under the regional destination brand, which was redeveloped in 2020/21, and consists of the overarching Margaret River Region brand as well as sub-brands associated with the anchorpoints of Busselton, Dunsborough, Margaret River and Augusta. The drive trail messaging will reflect the region’s Generous Nature brand story and visual identity, as well as the unique identities developed for the region’s town and City locations.
Messaging for each of the trails has been refined in collaboration with participating businesses. The marketing plan is currently being finalised and will roll out to coincide with the commencement of the Jetstar Melbourne-Busselton flight route in February 2022.
Business Training and Mentoring
The project is first and foremost a training and development initiative, with the following work underway:
- 1-1 Interstate readiness mentoring: 7 businesses completed the program from August – December 2021. Up to a further 13 businesses will undertake mentoring during 2022.
- 1-1 Digital marketing mentoring: 9 businesses are undertaking 1-1 training from December 2021 – March 2022. All businesses participating in the drive trails will receive group-based digital marketing training from February – May 2022.
- Training & development group format: Training topics to be delivered to all MRBTA members in 2022 include sustainability, cultural awareness and experience design.