The Pacific Coast Touring Route has been rebranded The Legendary Pacific Coast through a new tourism initiative to promote the popular touring route along the Pacific Highway, between Sydney to Brisbane.

Collaboration between the tourism industry and four NSW regional tourism organisations, including Northern Rivers Tourism, along with $500,000 received through the Australian Government’s TQUAL Grants program, has provided the opportunity to develop the new brand and create new marketing opportunities. 

“The brand repositions the section of the Pacific Highway between Sydney and Brisbane as a place where personal memories and legendary experiences are waiting to be created by today’s travellers. The Legendary Pacific Coast represents a touring destination that embraces the open road, the freedom and both the magnificent beaches and hinterland that lie to either side,” said the CEO of Northern Rivers Tourism, Russell Mills.

“It stretches for more than 200 kilometres right through our region, so the rebranding and intended marketing will be of great benefit to the Northern Rivers.”

Industry and stake holders will be invited to take part in a suite of innovative and targeted opportunities from a new website, tourist signposting along the route, media and brand activities and a technology campaign, to provide an innovative approach to visitors planning to travel The Legendary Pacific Coast.

The Legendary Pacific Coast brand campaign is being communicated to attendees at the Australian Tourism Exchange (ATE) in Adelaide, up to 4 June. It will also provide the platform to announce a Road Show planned for the 1 to 5 November for The Legendary Pacific Coast. 

The Road Show will begin at Sydney Harbour Bridge and complete its journey at the Story Bridge, Brisbane. 

“We will be getting right behind the Road Show when it reaches the Northern Rivers as it will be a significant media and touring event to heighten the profile of The Legendary Pacific Coast for travellers along the new Pacific Coast corridor,” Mr Mills said.

The Legendary Pacific Coast project was initiated by PCTR Inc, which was formed by four North Coast Regional Tourism Organisations (RTOs) – Central Coast Tourism, Hunter Regional Tourism Organisation, Mid North Coast Tourism and Northern Rivers Tourism, in March 2008 to manage Australia’s most popular and the fastest-growing corridor and tourism initiative in Australia. 

The project is overseen by a Project Management Committee comprising of the CEO’s and industry representatives from each RTO. 

Enigma, a leading advertising agency, is working closely with The Legendary Pacific Coast project, following its work on the Barrington Tops project, to develop the brand and communication activities for this project.

Collectively The Legendary Pacific Coast accounts for nearly 22 million visitors to NSW, and over 33 million visitor nights. Total expenditure was $5.4 billion in 2008.