The Hunter Valley Wine and Tourism Association wanted a publishing and marketing partnership to drive increased visitor numbers to the region. Edge was tasked with revitalising and refreshing the Hunter Valley Magazine.
The power of storytelling provides a backdrop for readers to engage with experiences to gain positive awareness.
The main idea was to focus on ‘upping the pace’ of the original magazine by bringing to life the excitement and passion of visitors’ own stories and discoveries throughout the pages.
Also, by linking back to the website and other social media channels, bookings could be encouraged based on built-in recommendations shared within the magazine. We also suggested a stronger voice and deeper focus from the locals, which aimed to bring the richness of their character and local expertise to the magazine.
We brought new life to Hunter Valley Magazine, showcasing the endless beauty and possibilities of this region.
We used high-quality, panoramic imagery to help the audience feel a strong connection to the area in the hope of encouraging them them to visit. We used more original content including recipes and editorials from locals, and highlighted the experiences of visitors and residents to inject the spirit of The Hunter into the magazine. We also shared these stories across the website and social channels to drive bookings and boost revenue for this tourism destination.
These shifts saw Hunter Valley Magazine reignited and proved extremely powerful in driving visitors to travel to the region. The results of increased readership and new levels of ad revenue speak for themselves:
Andrew Margan of the Hunter Valley Wine and Tourism Association Board loved our work, stating: “Edge took over the publishing of our magazine and visitor guide from Hardie Grant over 12 months ago. We were very happy with our previous publishing partnership, but clearly we did not know the true meaning of happiness!”
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