A tourism campaign is being presented in Ballina today on the joys of a road trip between Sydney and Brisbane in Ballina (pictured).
A tourism campaign is being presented in Ballina today on the joys of a road trip between Sydney and Brisbane in Ballina (pictured).

Revving up the Pacific coast

BLUE ocean and green hills – they’re just part of what makes up the att-ractions along the Pacific coastline.

And there’s no better way to appreciate them – and the towns and other iconic sites in between – than from a road trip, according to North Coast tourism chiefs.

They want more of the travelling public to get on that road and to bring their dollars with them.

To this end, a campaign is being presented today in Ballina, where 35 tourism industry operators will learn about the benefits of joining together to promote the joys of driving between Sydney and Brisbane.

Known as the Legendary Pacific Coast Project, the campaign began earlier in the year, supported by $570,000 in government funding.

It seeks to create a new ‘brand’ for the road, which was previously known as the Pacific Coast Touring Route.

Tourism operators will be invited to join in to take advantage of a new website, campaign photo shoot, tourist signposting, brand communications and media.

The aim of the campaign is to reinvigorate the Australian public’s enthusiasm for the Pacific route, said Russell Mills, CEO for Northern Rivers Tourism, to compete with cheaper overseas airfares and other classic drive routes in other states.

Mr Mills said driving holidays were part of Australia’s culture, and the Pacific route touched many popular bases.

“The Pacific coast features legendary beaches such as Nobbys Beach, Glen Gowrie and The Pass in Byron Bay,” he said.

“But part of the journey also involves coastal and hinterland towns and communities, such as Nimbin and Alstonville, and this is an opportunity for travellers to reconnect with the Australian experience.”

As part of the self-drive campaign, travellers along the Pacific coast would be encouraged to travel at their own pace and create personal memories and legendaryexperiences to increase the prominence of this popular touring route.

The workshop for the Northern Rivers is at the Ballina Beach Resort today. Places were still available, Mr Mills said.


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