Published on Sep 10, 2018

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The highly anticipated Hunter Valley Wine Country major destination marketing campaign “Here’s to the Good Life” has been launched. The Hunter Valley is now in the spotlight and we welcome the boost for our visitor economy.

Cessnock City Council is proud to have taken a key role in prompting this major destination marketing campaign in conjunction with Destination NSW and other industry partners.


At the end of 2017, the Hunter Valley Wine & Tourism Alliance (Alliance) invited all tourism operators and businesses in the Cessnock and Singleton LGAs to pledge a nominal amount towards the campaign to promote the Hunter Valley Wine Country and critically increase visitation to the region.

The two councils made contributions as did many local businesses, Chambers of Commerce, industry groups, and other organisations throughout the Hunter Valley. These generous pledges raised a staggering $318,050 by August 2018, which has been used to leverage almost $2 million in marketing value for the region.

This campaign is designed to set our destination apart from tourism competitors to help achieve conversions, increase market share and critically increase visitor numbers to the region.

The Alliance Working Group is very proud of the strong creative that has been produced and now encourages all local stakeholders to get involved and promote the campaign elements. The creative was well supported by the intensive market research undertaken by Destination NSW.


Businesses living the “Good Life” in the Hunter Valley are invited to help get the word out….

The new Hunter Valley campaign landing page was launched in early September 2018 and the media plan is to be executed immediately, and over the next 10 weeks, promoting the destination via TV, cinema, outdoor and digital platforms. Businesses are encouraged to share the creative across online platforms.


Download the Campaign FAQs

A Toolkit has been created that explains the objectives of the campaign and how you can specifically get involved. Here is a link to the Dropbox Filewhich contains imagery and marketing collateral for you to use.

Please make sure that your business is listed on the campaign website by registering or updating your listing via the Get Connected portal. If you need assistance in this, please contact the Hunter Valley Visitor Information Centre on  4993 6700 who can assist building or updating your listing.

If you have any questions regarding the campaign please contact the Hunter Valley Wine and Tourism Association on 02 4990 0900.


A very large “thank you” must be made to all the organisations who pledged towards the inaugural campaign. We did it! View the pledges.

View the official DNSW website for the campaign – Here’s to the Good Life.