Published on Dec 15, 2020

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Domestic travellers are seizing the opportunity to take a road trip and discover smaller regional towns, as borders reopen across the country.

To capitalise on our new-found freedom, Destination NSW has launched the next phase of the successful Love NSW campaign, “The Great Escape.”

Cessnock City Council’s Economic Development and Visitor Centre teams are encouraging businesses to support the campaign.

The new road trips initiative from Destination NSW is an extension of The Great Escape campaign to drive domestic visitation following the decline of travel due to COVID-19 and bushfires.

It includes 28 refreshed itineraries, web series and extensive media and partnership programs calling on travellers to book a NSW escape.

The initiative inspires holidaymakers to take the long road and ultimately spend more and stay longer in NSW regional and rural towns. The initiative aligns with Nielsen research that shows one in four people prefer to travel with their own car. Travellers also value flexibility over their itineraries when hitting the open road.

If you would like to be involved and showcase what the Hunter Valley has to offer, here are some practical tips you can implement now:

  1. Bree Free on Tourist Drive 33, the Valley’s very own Road Trip, Tourist Drive 33. Participate in ‘The Great Escape’ campaign. Be part of the campaign and spread the word by capturing a photo in an inspiring Hunter Valley location, then share the photo on your social media with the hashtags and tag:

#LoveNSW     #LoveHunterValley    #NSWRoadTrips   @huntervalley


  1. Ensure your official Get Connected listing is up to date! Campaign traffic pushed to lists your tourism product and events! Businesses can contact the Hunter Valley VIC for assistance with their listings on
  2. Use the Road Trip branding. The Great Escape logo and key messages that has been created for your own marketing collateral.
  3. Promote through every avenue! Ideas include:
    *Use and take advantage of all the nationally announced hashtag campaigns (as above)
    *Use your customer database to share the message and invite them back into the region!

For more information:

The industry ‘toolkit’ which contains information on what this campaign is all about.  Download the toolkit here:



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