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The integrated digital and public relations campaign aims to build awareness of Maitland as a desirable domestic holiday destination, drive overnight visitation, increase visitor spend and promote the area’s diverse experiences and events.
From complimentary local produce to discounted accommodation prices, patrons at a dozen destinations in the Maitland area can capitalise on a suite of special accommodation and experience packages.
The campaign is funded in part by a $50,000 Tourism Industry Marketing Support Grant from the State Government through Destination NSW, matched dollar for dollar by Maitland City Council.
Maitland Mayor Philip Penfold says the campaign will promote Maitland as a ‘warm, friendly and authentic destination for overnight stays’.
‘From its history and heritage to our vibrant and creative local arts scene, Maitland is a uniquely diverse and lively place to visit.’
‘We want to generate sustained interest in Maitland as an attractive destination by enticing holidaymakers, both couples and families.’
Minister for Tourism Stuart Ayres says Council’s campaign is a great initiative that has the support of the NSW Government.
‘The NSW Government is committed to supporting tourism initiatives like the Make It Maitland campaign that create jobs, boost regional economies and position NSW as an aspirational visitor destination.
‘Maitland is one of the real jewels of NSW, which this great campaign will highlight. With warm hospitality, a thriving arts scene, fascinating history and gateway to the Hunter Region I would encourage anyone considering their next holiday destination to make it Maitland.’
The campaign welcomes visitors to escape the crowds and Make It Maitland between the months of February and May to redeem exclusive accommodation deals.
Visitors will be inspired to take in Maitland’s rich history, culture of creativity and thriving café, restaurant, and bar scene.
From romantic weekenders to spontaneous midweek getaways and family road trips, visitors are encouraged to dig out their suitcase and experience all that Maitland has to offer.
Maitland City Council Coordinator City and Visitor Economy Caroline Booth says the campaign is the latest step in a long term plan for Maitland.
‘In September 2020, Council adopted an ambitious Destination Management Plan that provides a collaborative roadmap for building and sustaining Maitland’s visitor economy.’
‘This new campaign is an important milestone for our tourism industry. While no one could not have predicted the challenges of the past two years, we remain committed to our ultimate goal, which is to ensure tourism continues to add value to the economic, social and cultural fabric of the Maitland community.’
The campaign aims to restore revenue for businesses amidst the impacts of the continuing COVID-19 pandemic, something which The Bronte Boutique Hotel director Clint Marquet says is important for the local economy.
‘Maitland is a hidden gem, and it is important for the area that we showcase the best it has to offer to grow our local economy, particularly post pandemic.
‘Maitland is a unique destination with much of its original heritage intact, as well as many unique food, entertainment and retail options for visitors.
‘Local businesses are extremely pleased with the Council’s efforts to promote visitor accommodation dollars to Maitland.’
The campaign will run until the end of May, spanning the Easter school holidays as well as two of Maitland City Council’s flagship events: Hunter Valley Steamfest (9 and 10 April 2022) and Maitland Taste (20 to 22 May 2022).
www.makeitmaitland.com.au