Beyond the Track: Elevating Bathurst & Surrounds

As Project Elevate’s creative agency, we developed a Strategic Blueprint to redefine the destination, focusing on sustainability and premium experiences to boost visitor demand and economic growth.

The Project

Our role as Project Elevate’s creative tourism agency was to craft a visionary and insightful Strategic Blueprint to redefine the destination for the mid to high-value traveller. We aimed to establish a collective signature brand strategy, synonymous with land connection, sustainability, and premium leisure experiences. Ultimately, the goal is to boost visitor demand, business investment and economic growth while benefiting the community.

The Client: Project Elevate

‘Project Elevate’ serves as the provisional name for a collaborative effort involving a collective of tourism operators throughout Bathurst and neighbouring villages in Central West NSW, Australia.

The industry collective comprises a group of local owner-operators and Bathurst Region Tourism with a powerful vision to elevate the destination to cater to and engage the mid to high-value traveller.

The Challenge

Known for its adrenaline-pumping motor races, Bathurst’s hidden gem was its potential for premium tourism. The challenge: to unveil this aspect, drawing affluent travelers in search of unique, immersive experiences. A strategic narrative shift was needed, spotlighting the region’s sustainable, authentic leisure offerings beyond the racetrack.

The Solution

By setting a strategic brand direction and encouraging the development of more aspirational and premium experiences in the region, this project helps create an environment that will lead to increased visitor demand and yield, improved visitor experiences, business investment, and the sustainability of tourism operators and jobs across Bathurst & Surrounds. Concepts and outcomes were designed to motivate the local tourism sector and lead to informed decision making and destination marketing approaches. Our solution involved:

Market Research: Site inspections, stakeholder workshops and surveys.
Strategy Development: The creation of an informed brand strategy in the form of a Strategic Blueprint. The Blueprint serves as a roadmap for redefining Bathurst & Surrounds in the eyes of target audiences.
Project Consultation: The input, feedback, passion and support of industry stakeholders, including the dedicated teams at Project Elevate and Bathurst Regional Council.

Bathurst & Backroads.
Pause the Pace

The ripple effect of this strategic rebranding will be profound. Visitor demand will surge, catalysing business investment and fostering economic prosperity. More than just growth, this development harmonises with the community’s vision, ensuring tourism enriches every corner of Bathurst sustainably. The success of Project Elevate goes beyond mere numbers; it marks a new chapter of shared progress and inclusive prosperity.