Transforming Regional Storytelling & Visitor Appeal
Ready Marketing assisted the visionary local conglomerate - Elevate Bathurst - in activating an industry-led, place-based brand strategy designed to unite the broader Bathurst region.
In less than six months, Bathurst & Backroads became one of regional NSW’s strongest emerging destination storytelling platforms — reshaping perception, driving media interest and laying powerful foundations for long-term visitor growth.
Bathurst & Backroads has demonstrated the transformative power of a unified, story-driven brand to shift regional perception, galvanise industry collaboration and inspire new forms of visitation. The campaign successfully repositioned the Bathurst region beyond its traditional motorsport identity, creating a contemporary platform that celebrates its villages, landscapes, makers and cultural heritage.
Through national media exposure, digital-first storytelling, ambassador-led experiences and a strategically built website, the project delivered rapid awareness, strong engagement and renewed community confidence. Importantly, the campaign has laid the groundwork for a long-term regional identity—one capable of growing with visitor demand, elevating local operators and positioning Bathurst as one of inland NSW’s most compelling year-round destinations.
Key project highlights included…
A multi-channel PR and marketing campaign showcasing authentic country experiences driving both local pride and city-based visitation founded in storytelling and connection to place.
Launched in mid-May 2025, within months the campaign became a key pillar of the region’s tourism growth strategy.
Teaser campaign launched during national coverage of Bathurst 12-hour with an audience of more than 4M and Meta content alone viewed over 592.3K times.
Social Media achieved a combined Reach of 5M within 5 months.
Developed a Bathurst & Backroads website which attracted 8.4K Sessions in its first 5 months.
Hosted media with Matt Moran including Sydney Morning Herald, Nine Travel, Australian Traveller and been listed multiple times in Tourism Australia's Hot List.
BACKGROUND
Bathurst & Backroads was created to reposition the Bathurst region’s visitor identity through a contemporary storytelling-led platform. Launched as part of Elevate Bathurst’s strategic mission to strengthen regional brand clarity, industry collaboration and emotional connection, Bathurst & Backroads serves as the region’s digital gateway - celebrating the villages, landscapes, makers and cultural heritage that define the Bathurst region.
In February 2025, the Bathurst & Backroads brand stepped into the national spotlight with its first major reveal during the Bathurst 12-Hour broadcast, reaching over 2.4 million Australians. This moment anchored the region’s emerging identity to one of its most powerful existing touchpoints — motorsport — and created an unparalleled launchpad for ongoing PR and marketing activity.
OBJECTIVES
- Build a unified regional storytelling brand that elevates Bathurst beyond motorsport.
- Drive visitor intent and regional dispersal through authentic narratives, seasonal content and digital discovery tools.
- Strengthen industry confidence and community participation through a shared platform.
- Grow national awareness of Bathurst’s unique mix of culture, heritage, food, wine and outdoor adventure.
STRATEGY & CONCEPT
Bathurst & Backroads was built using a multi-layered destination storytelling model:
1. Media-Led Storytelling & Ambassador Activation
Leveraging the region’s high-profile ambassadors, particularly Matt Moran, the project delivered curated media moments and famils aligned with national travel and lifestyle trends.
This resulted in coverage across:
- Sydney Morning Herald Traveller.
- Nine Travel.
- Australian Traveller.
- Multiple inclusions across Tourism Australia’s Hot List.
2. Digital Platform Development
The launch of bathurstandbackroads.com.au created a centralised destination hub featuring:
- Story Trails.
- Operator profiles.
- Seasonal content.
- Ambassador stories.
- Media-ready visual assets.
3. Always-On Social Media Ecosystem
Across Meta platforms, consistent content aligned to Story Trails and seasonal hooks built rapid early momentum.
First 5 months from launch 2025:
- 1.5 million in combined reach.
- Strong engagement across both local and Sydney-based families, lifestyle travellers and food/wine enthusiasts.
4. High-Impact Launch Moments
Key activations for launch included:
- Bathurst 12-Hour broadcast exposure (2.4M audience)
- Industry partner events.
- Ambassador-led media experiences.
- Early release of Story Trails content tied to major seasonal shifts.
5. Ongoing Media & Famil Strategy
Targeted media familiarisations co-hosted with Matt Moran showcased the region’s producers, distillers, artisans and accommodation providers — resulting in national stories that repositioned Bathurst as a premium inland destination.
Outcomes
Brand Visibility & Reach
- 2.4M viewers reached at the Bathurst 12-hour launch (brand reveal).
- 1.5M+ social reach across Facebook and Instagram.
- Multi-platform media coverage with high-value editorial.
Digital Performance
- 8,400 website sessions within the first 5 months.
- Strong average engagement and repeat visitation to itineraries and features.
- Early signs of growing demand for village, food/wine and slow-adventure content.
Media & PR Impact
Bathurst & Backroads has already been featured by:
- Sydney Morning Herald Traveller.
- Australian Traveller.
- Nine Travel.
- Habitus / Indesign.
- En Route.
- Tourism Australia’s Hot List (multiple entries).
Industry & Community Impact
- Strong operator participation in content development.
- Elevated confidence and collaboration across villages.
- Increased visibility for small and emerging tourism businesses.
A strengthened regional voice aligned with the Bathurst DMP and Elevate strategic plan
KEY LEARNINGS
- Bathurst’s greatest strength is its diversity — Backroads storytelling has proven essential to shifting perception beyond motorsport.
- Authentic media experiences work — famils anchored by local characters and places drive high-value national coverage.
- Digital-first storytelling is essential — early social performance shows strong appetite for village content, agritourism, food/wine, and seasonal journeys.
- Partnerships amplify everything — alignment with Tourism Australia, DNSW, ambassadors and operators accelerates reach and credibility.