1. Introduction Tourism North East (TNE) is the regional tourism board for the High Country, charged with developing a broad range of supply and demand driven tourism initiatives that deliver strong outcomes to the local visitor economy. It operates across the key areas of regional marketing, industry development, infrastructure and product development, strategic planning, advocacy and research, and works collaboratively with a range of stakeholders to drive visitation, yield and dispersal throughout the High Country. At the end of each quarter, TNE produces a report that provides an overview of all of the regional activities that Mansfield Shire Council invests in, and key deliverables within that period. Following is the report for the third quarter of 2018/19, which has seen the launch of Walk High Country and Feast High Country Festival marketing campaigns, the completion of the High Country Agritourism Action Plan, and the formal commencement of the Lake Eildon Masterplan. At the very end of the third quarter, TNE also opened a Mansfield Office (located upstairs in the Council building) to complement its existing base in Beechworth. This will soon be joined by a third office in Bright, ensuring that the organisation has representation in all of the High Country’s key tourism hubs and is easily accessible to the region’s broad stakeholder base.

2. Ride High Country 2.1 Campaign Overview and Funding The North East Victoria Cycling Optimisation (NEVCO) Masterplan identifies a range of priority projects that offer the greatest cycle tourism growth opportunities for the region, defining the infrastructure, private sector activation and marketing required to achieve a leadership position in this space. Of all of the priority projects identified in the Masterplan, investment in a marketing campaign of scale was determined to deliver the greatest impact on the visitor economy, with the potential to attract an additional 99k visitors to the region who will spend $37million per annum. This recommendation was supported by a significant body of market research that was undertaken as part of the Masterplan process. This research identified that one of the primary issues inhibiting cycle tourism growth in the region is lack of awareness of the High Country bike offering. A lack of consumer awareness points to the need for sustained investment in a marketing campaign of scale – one that has the ability to move current and potential market

TNE Activity Report – Mansfield Shire Council 2018-19 Q3

segments from awareness through to inspiration and finally conversion – to generate cycle-related visitation and yield opportunities for the region. Recognising the need for marketing investment, $4 million from State Government has been committed to the delivery of a four-year marketing campaign that looks to capitalise on the clear and identified latent demand that exists for the High Country’s cycle tourism offering. Delivered by TNE, the program is led by the region’s ‘Ride High Country’ cycle tourism master-brand and launched in October 2018 at the start of the region’s cycle season. The delivery of a highly targeted and integrated marketing campaign of this scale will enable the region to own the cycle tourism category ahead of its competitors. It will effectively leverage the existing public and private sector investment that has already been made in the development of a broad range of cycle assets, and will create a platform for clear and competitive growth within the local visitor economy. 2.2 Campaign Channels a) Above the Line As the current campaign objective is to drive brand awareness, the primary focus of the program is above the line (ATL) activity, incorporating a range of mass media channels to stimulate brand recall and recognition. Highly visual, promoting hero products and competitive differentiators, these channels showcase the High Country’s ride experiences as being the best in Victoria. This plan brings the entire cycle tourism destination offering to life, which is key for success in establishing the High Country as the leader in this space. Primarily targeting the region’s core metropolitan Melbourne market, the current status of key components of the 2018/19 campaign are as follows:

● Out of Home (OOH) – a total of 30 premium large and medium format billboards in geo-targeted high-traffic, high-impact locations are scheduled throughout the campaign until mid-May. This has been complemented with 10 ‘bus back’ placements servicing Eastern Melbourne between October and December 2018. All placements have unique artwork, fresh for this season, highlighting different locations and experiences around Mansfield like the Great Victorian Rail Trail and Buttercup Road.

● Melbourne Airport Takeover – Between 24 December 2018 and 22 January 2019, a linked

activation was hosted throughout the Qantas and Multi Airline Terminals that allowed Ride High Country to own the consumer journey from airport arrival through to departure, and again on arrival through to leaving the airport. Ride High Country had a dominant presence throughout the airport including nine individual video placements (some of which include multiple locations eg. all baggage carousels), plus a static OOH large format billboard on approach and another digital OOH medium format billboard on departure. New video was captured and edited specifically for this execution featuring 12

High Country riding destinations including Mansfield, which had a prominent placement on the Halo.

● Digital Display Advertising – targeted digital advertising on key cycling, news and entertainment sites, as well as advertising via Video on Demand channels. The top traffic driving publisher has been nine.com.au, while the SBS and Newscorp sites have provided wide reach. Exposure via Cycling Tips and Pinkbike.com have captured dedicated cycling audiences that have produced top engagement rates on the Ride High Country website, reflecting the targeted nature of these mediums. Mansfield and locations along the Great Victorian Rail Trail have been featured in 12 creative executions via this media.

● Content Partnerships – partnering with cycling publications to reach engaged audiences

with high frequency via a combination of digital advertising and editorial. Prior to Christmas, Cycling Tips released a content piece titled ‘Beer, Coffee and Perfect Roads: our search for the High Country’s best-kept cycling secrets’ consisting of a video and editorial that will live in perpetuity on their ‘Adventure’ pages. Dedicated content created for a mountain biking audience has been produced by Pinkbike.com, ‘3 Days Riding Australia's Original Mountain Bike Trails in Victoria's High Country’ (released 29 January 2019) while Flow Mountain Bike developed a series of seven videos (one for each of the region’s MTB parks) released with beautiful imagery and park specific editorial.

● Print Advertising – leveraging PR opportunities, advertising placements have been taken with Treadlie, Cyclist Magazine (Australia/New Zealand), Australian Mountain Bike, Travel Play Live and Bicycling Australia. This advertising is spread across the length of the campaign, including through the winter months when readership of these titles increases.

● Strategic Marketing Alliances – partnerships with brands in the cycle space that have strong profiles and presence within the cycling community, and can add credibility and reach to the campaign. The strongest Ride High Country partnership this year has been

with MAAP, a premium Melbourne-based cycle clothing company, who has featured High Country destinations across their social media and product photography in addition to supporting the 7 Peaks and other Ride High Country events. In addition, Ride High Country supported GT Bikes in a large scale consumer mountain bike promotion. TNE is also continuing to pursue strategic marketing opportunities with other high profile cycling brands for next financial year.

● Ride High Country Managed Digital – TNE directly communicates with the target audience via the Ride High Country website and social media platforms, in addition to complementary search engine marketing (see item 2.3).

b) Below the Line

Where ATL has a mass communications approach, below the line (BTL) channels provide opportunities for conversion with primary segments via highly targeted and personalised engagement. Through this communication, the campaign can progress high value consumer segments through the purchase consideration funnel more rapidly. Key BTL campaign components have been executed as follows:

● Events and Exhibitions – attending cycle events and expos enabling direct engagement with high-value visitors to promote the regional ride offering and supporting tourism experiences. Ride High Country has attended:

○ Amy’s Gran Fondo in Lorne, September 2018 ○ Around the Bay in a Day in Melbourne, October 2018 ○ Giro Della Donna in Warburton, November 2018 ○ Tour Down Under in Adelaide, January 2018 ○ Otway Odyssey in Forrest, February 2019 ○ Peaks Challenge at Falls Creek, March 2019 ○ Australian MTB National Championships at Mystic MTB Park in Bright, April 2019 ○ Partnering with organisations for additional exposure at Gears & Beers (Wagga

Wagga), Sydney Beer Week and Canberra Ride Day.

● Event Sponsorship – Ride High Country sponsored one in-region event that offered brand exposure to a targeted audience, and support repeat visitation opportunities - the Great Vic Bike Ride - that attracted over 5k cyclists in December. These cyclists were exposed to Ride High Country brand and associated destinations through the ride itself, as well as event signage, website, social media, rider briefings and video content screened nightly in the event village.

● Database Acquisition and Communication – via events, competitions and directly online, TNE has grown the regional cycle tourism database by a third since the beginning of the season to over 11k. TNE regularly communicates with this audience via eDMs, approximately every three weeks throughout the season, to drive awareness and conversion.

● Ride High Country Ambassadors – TNE has appointed local athletes Paul van der Ploeg (MTB World Champion), Teagan Atherstone (Australian Champion in two disciplines), Aaron Gungl (future World Cup MTB Downhill prospect) and the Soup Boys (Melbourne based cycling collective with a High Country heritage) as Ride High Country ambassadors. Via their own social media reach and additional media features, these athletes enhance campaign reach and provide further authentication from trusted sources that the High Country is Australia’s premier cycle offering.

● Hosted Rides – through the 2018-19 season there were four 7 Peaks Hosted Rides ( Mt Hotham, Mt Buller, Falls Creek and Mount Buffalo) led by Ride High Country Ambassadors The Soup Boys. Enabling visitors to engage with ‘cycling personalities’ and participate in a hosted opportunity that has ride groups and support for cyclists of all capabilities was extremely successful with plans in progress to expand on this program for next season.

● Public Relations – TNE has executed an extensive PR campaign via targeted media channels to influence consumer opinion and travel trends, and keep the regional cycle offering front of mind (see item 10). These PR opportunities are supported by paid media.

● Road Signage Program - TNE has partnered with Regional Roads Victoria to install co-branded signage on the hero road cycling ascents in the region. Mount Buffalo, Falls Creek and Lake Mountain are all installed. Mt Buller has had artwork approved and it will likely be installed by the time this report is distributed.

c) Asset Development

High quality, modern hero imagery and video that displays the depth and breadth of the Ride High Country offering is essential for the ongoing performance of ATL channels and the success of this campaign in future years. Following an audit with each RMB and LGA, a plan was developed to capture a comprehensive suite of assets that can be used over the life of the campaign. Asset acquisition (photo and video shoots) is now complete across every LGA/RMB and in all appropriate disciplines. Key asset development items are as follows:

● Video and photo assets - the major activity was a 14-day TNE led shoot that was completed in early December. Additional assets have been generated by the program’s editorial partners including Flow Mountain Bike, Cycling Tips and marketing partner MAAP.

● ATL creative - over 60 creative executions have been completed for the ATL campaign alone.

● Ride High Country TVC - TNE is producing the first ever Ride High Country TV commercial (for use across TV plus video on demand channels) for future use. Filmed in conjunction with the airport take-over videos and still photography, editing will be complete in April.

● Social Media Ambassadors - TNE appointed 13 highly respected cycling Instagrammers to generate assets and amplify the Ride High Country message via their own established social media networks. A fully hosted ‘famil style’ weekend, complete with professional photographers, was hosted by TNE in mid-April, generating and delivering photography assets to the ambassadors and TNE, for use in the next campaign period.

2.3 Ride High Country Digital Assets a) Website The Ride High Country website - ridehighcountry.com.au - is the central call to action for the cycle tourism marketing campaign. During the third quarter, TNE focused on optimising this site through ongoing content creation and refining the user experience, which includes:

● Frontpage Instagram feed detailing the last 6 Ride High Country posts and click through to the Ride High Country Instagram page.

● Frontpage animations aimed to focus the eye on the High Country location on the Australia maps.

● Introduction of Photo Competition registration and image upload functionality

The Ride High Country website performed very strongly during the quarter, seeing 42k visits (sessions) and 123k pageviews. Growth is significant compared to the same time last year with sessions up 97.99% and pageviews up by 66%. Social media continues to be the primary source of website visitation, followed by Organic Search. As the campaign activity has been focused on brand awareness with a high proportion of out of home ad placements, website visitation as a result of these activities is a component of the organic search and social media traffic sources.

The most engaged audience was from referral sources such as Flow Mountain Bike and The Australian where visitors were classified as very highly engaged with 4.34 pageviews per session, followed by a strongly engaged organic search audience.

b) Social Channels Ride High Country social channels again experienced a high performing quarter due to campaign spend as part of the Ride High Country Facebook managed advertising campaigns for 2018/19, which accounts for 95% of the Facebook content reach. Quarter three was the highest performing period ever for Ride High Country social, with a total of 7 million social views. Paid content achieved over 1.9 million views (compared to 255k organic views) and resulted in 764k engagement actions and 34k link clicks to the website. Engagement and overall organic results for Facebook were slightly down during the quarter, which is a standard reflection of both the time of year (i.e. more people are on holidays or engaging in outdoor activities during summer, spending less time interacting on social media) and the strong growth in the channel.

FACEBOOK

Objectives Metric KPI ACTUAL

Brand advocacy Engagement rate 4.00% 3.11%

Fan acquisition New pages likes increase 5.2% 22.64% Instagram engagement remains high. Content activity was targeted at achieving strong channel growth, which was achieved above expectations during this quarter, taking the account to over 5k followers. The target is to achieve 10k followers in order to unlock the level of functionality (analytics, post and story links, discover channel placement, etc.) that will make Instagram a more effective marketing and engagement channel.

INSTAGRAM

Objectives Metric KPI ACTUAL

Brand advocacy Engagement rate 2.23% 9.4%

Fan acquisition New followers 2.27% 80.34% Facebook continues to be the most effective social channel for driving web traffic (33k webpage views in quarter three). Paid campaign activity was directed at high value brand awareness results utilising content placement throughout Facebook, Instagram and Facebook’s Audience Network (which includes related websites, news channels, blogs, online marketplace and search). This does not necessarily result in growth of page followers or engagement, but achieves very high reach and visibility of the Ride High Country brand. However, the Facebook page still performed extremely well for growth and cost per result of ads.

Ride High Country Facebook Highlights

Mansfield is well represented via Ride High Country social channels for road cycling and Rail Trail, with additional representation via the Great Victorian Rail Trail channels and a boost from the content related to the Soup Boys 7 Peaks Hosted Ride from Mansfield to Mt Buller. Mansfield region posts also continue to be a top performer on the See High Country channel.

3. Feast High Country Campaigns 3.1 Feast High Country Overview The Feast High Country brand represents the region’s food/drinks pillar, effectively unifying a strong and diverse industry. The long-term objective of the Feast High Country brand is to raise awareness of the High Country’s breadth of food and drink tourism experiences, and help position the region as a ‘must-visit’ destination for associated target segments. The creative concept for the Feast High Country campaign celebrates the people that capture the essence of High Country’s food/drink offering, and aims to convey the welcoming feel and authentic spirit that is alive and well in the region. The tagline ‘Join our table’ will be used across all Feast High Country executions, featuring portrait-style imagery of the region’s industry personalities with copy that depicts their impressive credentials, history and connection with the region. The call to action for the Feast High Country brand and associated campaigns is the feasthighcountry.com.au website, which has been developed in an editorial style, ideal for telling the story of the rich food and drink offering across the region, profiling producers and personalities, and providing the opportunity to change content in line with seasonality. 3.2 Winery Campaign As outlined in previous reports, TNE launched the first two campaigns under the Feast High Country campaign in November, which were focussed on driving awareness of the region’s winery and cellar door offering. This Feast High Country program was split across two campaign streams: a domestic campaign targeting key wine tourism segments in Melbourne, largely funded by the Victorian Government’s Wine Growth Fund; and a VFR campaign targeting the Chinese visiting friends and relatives (VFR) market in Melbourne, primarily funded via the Australian Government’s Wine Australia International Wine Tourism State Grant. These campaigns are set to be completed by the end of April, after which time a full report will be provided. 3.3 Brewery Campaign In February 2019, TNE launched a campaign designed to raise awareness of the brewery offering across the region (including Social Bandit), aimed at the passionate beer consumer for whom craft beer is a hobby. Aged 25-45 and predominantly male (but with an increasing female audience), this segment visits venues and destinations based on available beer selection, so is a strong target for a brewery tourism campaign. Central to the campaign is a video titled ‘And beer!’, a cheeky nod to traditional tourism marketing campaigns celebrating all a region has to offer - and beer too!

At the end of March, the ‘And Beer!’ clip had achieved over 66k views. On social media, paid posts on the Feast High Country Facebook page have also been receiving positive engagement, with a total reach of over 112k people, delivering over 232k impressions. On the Feast High Country website, the brewery trail page is currently the fourth highest viewed page (with the top being the homepage), with an average time on page of over 2.5 minutes, indicating that users are engaging well with the content. Examples of the creative are below:

https://youtu.be/EkEexsFvUlE

3.4 Feast High Country Website The Feast High Country website is the primary call to action for all Feast marketing campaigns. Content on the site is targeted at the summer and early autumn period with products, experiences and imagery aligned with this season. Content development during the quarter has included the launch of the Feast High Country Festival section of the site, showcasing the Festival, main destinations and the 40+ events on offer; and the introduction of frontpage Instagram social media content.

There has been strong ongoing growth in website with over 30k visits (sessions) achieved during the quarter, with the Feast High Country social media (Facebook and Instagram) being the primary source of visitation, followed by Google Display Network Ads.

In the third quarter, engagement by channel varied significantly with very strong engagement achieved through the organic search and eDMs to the TNE Food and Wine database. The social audience and paid digital advertising audiences, whilst large in total number of sessions, do not fit within the range of an engaged audience. Whilst this profile is somewhat typical of these channels, further consideration and refinement of messaging is needed to strengthen engagement with these audiences.

3.5 Feast High Country Social Feast High Country has continued to grow positively on social in alignment with TNE expectations, and has achieved very strong total Reach results. Feast High Country content was viewed 2.8 million times this quarter, up from 284.1k last quarter. Over 95% of Feast High Country Facebook reach is achieved with paid content. Feast High Country Facebook ad campaigns have a very good Cost per Result value of $0.58. Page growth and engagement are also predominantly driven by paid content, although organic growth is growing as the page matures. Instagram has had slower update, but had seen a significant rise in success during March with the launch of the Feast High Country Festival. KPIs*

FHC FACEBOOK

Objectives Metric KPI ACTUAL

Brand advocacy Engagement rate 2.4% 2.75%

Fan acquisition New pages likes increase 4.0% 610.10%

FHC INSTAGRAM

Objectives Metric KPI ACTUAL

Brand advocacy Engagement rate 2.23% 18.94%

Fan acquisition New followers 2.27% 208.74% *As this is only the second quarter of activity for Feast High Country on social (which began mid November 2018), these figures reflect the early growth period of a new social channel and will most likely normalise during quarter two of 2019/20.

Feast High Country Content Highlights:

LGA

CONTENT HIGHLIGHTS

4. Feast High Country Festival 4.1 Event Overview High Country Harvest, the region’s signature food/drinks festival, has been reimagined to align with the new Feat High Country brand. Accordingly, the event is now known as the Feast High Country Festival, effectively enhancing the impact of the master brand amongst the core Melbourne foodie market. In 2019, the Festival will be held on 3-19 May, featuring a 17-day regional event program that showcases the phenomenal food and drink offering that the High Country is renowned for. Importantly, the campaign will look to encompass the broader Feast campaign, celebrating the faces and personalities of the High Country. 4.2 Event Partnership TNE has partnered with Melbourne-based chef Scott Pickett (The Estelle, Matilda, Saint Crispin, Pickett’s Deli) for the 2019 Feast High Country Festival, a partnership designed to drive interest in High Country events via their channels, and expose the chefs and the Melbourne food audience to the region’s produce. This partnership commenced with an Estelle road-trip in early March, when Scott and two of his chefs visited the High Country for a tour of a number of producers across the region, including The Mill Inn at Merrijig. Photographs and video were shot during the road trip, which are now being used to promote the event program and events that feature Scott and the Estelle team. As part of the Feast High Country Festival program, Scott and his chefs will team up with Simon Arkless and his team at The Terrace Restaurant at All Saints Estate, for a four-course lunch matched with wines from All Saints Estate. Scott and Simon will tell the story of their farm visits to source the produce, and siblings Eliza, Angela and Nick Brown will guide guests through their chosen wines. 4.3 Marketing Campaign

a) Website In previous years, the High Country Harvest event information has been hosted on its own website. In 2019, TNE has created the feasthighcountry.com.au website, dedicated to the food and drink offering, with event information migrated to this website and given its own dedicated section. The new website provides users with the opportunity to browse not only the event information and book all events online, but also view related business listings (food, wine, craft beer, agritourism and accommodation) and feature articles on the people, places and produce of the High Country. Several screenshots of the Feast High Country Festival section of the website are below:

The Feast High Country website is the call to action for all marketing activities.

b) Video content A collection of videos have been created to promote the Feast High Country Festival. As well as

a hero edit showcasing the event as a whole, clips have also been tailored to the types of experiences customers can enjoy, including farm and produce, hands on (cooking classes,

brewing, wine blending etc), wining and dining. Links are posted below to each of the videos:

Hero edit: https://youtu.be/2VM7Rp1fM_s

Celebrity chef road trip: https://youtu.be/vstyXVQKqKE

Farm gates & local produce: https://youtu.be/et1zeMGaE7Y

Hands on experiences: https://youtu.be/HkQq3RFYcrw

Wining & dining: https://youtu.be/bfStggYqcf0

c) Media placement The following media has been booked following recommendation by TNE’s media agency, and is currently rolling out:

● Content Partnership: TNE has developed a content partnership with Broadsheet consisting of a piece showcasing key ‘Broadsheet pics’ of Feast High Country Festival events across the region, Facebook and Instagram posts (80K+ estimated reach), and email database inclusion. Running throughout March and into early May, this activity is supported by display advert placements consisting of article roadblocks and article galleries in the food and drink category.

● Digital advertising: Paid advertising via Fairfax sites includes Nine Digital video placements and run of network across mobile and desktop, and Nine Digital display including masthead ‘miniscroller’ placements (incorporating image gallery and video assets) also across mobile and desktop. This activity will target specific audience profiles identified as foodies and in alignment with the key Festival demographic.

● Out of home: The marketing program includes 50 high-profile transit adverts, appearing on the exterior of trams across the metro Melbourne areas, targeting key audiences in their daily commute.

● Radio adverts: 30 and 15 second radio adverts will feature across ARN (Gold/KIIS)

including commercial spot placements and sponsorship credits. ● Social advertising: The campaign incorporates paid social advertising across the Feast

High Country Facebook and Instagram channels, targeting key audiences as well as retargeting to previous event attendees.

● Direct mail: TNE has a 4k-strong database of previous event attendees that have been targeted with regular communications about the upcoming festival.

● Print advertising: A limited run of print advertising has been engaged for the marketing program, including a quarter page advertisement in the Border Mail and a full page advertisement in Visit Victoria’s Space Magazine, a lift-out that appeared in the Sunday Herald Sun on 3 March ensuring a significant audience reach.

4.4 Hero Event Activation Mansfield Shire is actively involved in Feast High Country Festival again this year, with 3 hero events featuring in the program. This includes:

Date Event Name Location Description Operator

Friday, 3 May Mansfield Producers Twilight Market

Mansfield Twilight market featuring local autumn produce

Mansfield Producers

Friday, 4 May Delatite Wines 50 Year Celebration

Mansfield A five-course dinner with matched wines to celebrate 50 years of winemaking

Delatite Wines

Saturday, 11 May

The Amazing Race

Mansfield An old fashioned car rally, finishing at the High Country Maze with a picnic and local wines

Mansfield Regional Produce Store, Barwite Vineyard, High Country Maze

This year, the members of the High Country Brewery Trail will also be participating in the Feast High Country Festival with an open brewery tour and tasting taking place in rotation in each brewery for the first 8 mornings of the festival, which includes Social Bandit Brewery. To incentivise visitors to stay longer in-region when attending this year's festival, a series called “Maker’s Choice” has also been featured on the website. In this section, each hero event operator has been invited to put forward their favourite ‘Dish, Drink, Treat and Activity’ within the High Country to provide inspiration for visitors and drive visitation to a range of restaurants and venues not necessarily included in the event program.

5. Feast High Country Guide In December, TNE finalised the production of the new Feast High Country Guide, an updated edition of the region’s popular High Country Food and Wine Guide. Produced biennially, the Guide provides a comprehensive outline of the region’s food and drink offering. The publication is a valuable tool for visitors before and during their stay, both as a source of inspiration to visit the region with the food and drink offering as a driver, as well as providing a complete guide for visitors in-region. A total of 90 businesses from across the High Country are represented via advertisements and business listings. The Guide has been updated with a fresh look and feel, incorporating the new Feast High Country brand and associated identity and colour palette. Distribution commenced in January via TNE’s distribution partner - to date, over 16,500 of the guides have been distributed to businesses across the region. The new guide has been very well received by both customers and operator. Mansfield Shire is well represented in the Feast High Country Guide with 10 pages featuring the superb seasonal snow, hiking and cycling offerings in the region, complemented by excellent pub and cafe options, great coffee and special occasion dining.

6. Walk High Country Campaign 6.1 Campaign Overview The Walk High Country brand leads regional marketing efforts in the nature-based tourism pillar, representing a product that has widespread appeal across key market segments. Walking constantly ranks as the number one ‘alternate/extra’ activity of those who have travelled to the High Country to experience other activity options (including cycling, snowsports and food & wine), and integrates well with all other products/attributes that the High Country is known for. The first Walk High Country campaign was launched in February to raise brand and product awareness of the hiking, bushwalking and village strolling offerings available in the High Country’s resorts, parks, village and town destinations. It was designed to capitalise on existing latent demand for walk offerings. The call to action for the campaign was the Walk High Country website www.walkhighcountry.com.au. 6.2 Marketing Program The Walk High Country campaign followed a market penetration strategy, designed to drive awareness (of the brand, destinations and products) among higher value target segments. Research conducted by Quantum (see item 7) has identified two priority consumer segments that were targeted:

Destination Explorers - Mostly under 40, motivated to explore and actively plan walks to points of interests (up to half a day) in ‘controlled’ environments. The High Country nature assets align with their desires but, as they do not currently visit the High Country in any great numbers, there is a significant opportunity to positively impact this audience via marketing.

Committed Hikers - This segment is already highly engaged with walk tourism embarking on a number of planned walking/hiking holidays per year. As the name suggests, they enjoy the walk itself as much as the scenery or the final destination. Committed Hikers are already aware of the High Country and may have even visited before. The goal with this high value (frequent travelling) segment is to move the High Country back to the top of the planning list and encourage repeat visitation across the entire region (multiple destinations).

Specifically designed for maximum impact within these target markets, the marketing program has been designed to optimise budget and generate the highest impact during a limited campaign period. In market for the month of February, the campaign was timed to take advantage of the six public holidays occurring between February and April, and included the following key components:

● A content partnership: A partnership with Broadsheet including two content articles (Mansfield & Mt Buller plus Bright & Surrounds), Facebook and Instagram posts, and inclusion in an eDM sent to the Broadsheet database. The editorial that appeared on the Broadsheet site delivered strong engagement, with users spending nearly 4 minutes on the associated articles, which is 75% longer that Broadsheet’s average content dwell time. The activity with Broadsheet delivered a total reach of 310k with approximately 50% coming from Facebook.

● Digital Display Advertising: digital advertising was created to display the depth and

breadth of the High Country’s walk offerings. Creative executions utilise a strapline of ‘Where the world is at your feet’, which was tested and resonated strongly with target segments. Thanks to a relevant contextual environment and beautiful imagery/creative execution, this channel had an average engagement rate of 0.37%, which is more than seven times higher than the industry standard of 0.05%. More than 260k impressions were served reaching 117k users.

● Programmatic Digital Advertising: this advertising was selected in order to reach specific segments whenever and wherever they are online, actively targeting them through keyword and third party audience segments. Creative executions featured the entire region with the positioning statement ‘Walk tall. Feel small. Walk High Country’. Close to 3 million impressions were delivered at an engagement rate of 0.07%. These ads had a viewability rate of 70%, which is exceptionally higher than the industry standard of 45%.

● Outdoor advertising: One digital out of home (OOH) site was chosen to accompany the

online channels, on the Western Freeway, Derrimut, to align with campaign launch. Featuring iconic High Country imagery and the ‘Walk tall. Feel small.’ campaign line, the channel performed 137% better than what was originally planned.

Whilst it had a relatively small budget, the Walk High Country campaign has also benefited in terms of awareness, by leveraging other High Country marketing campaigns, Ride and Feast, which were in-market over the same time period. 6.3 Walk High Country Digital Assets

a) Website During the third quarter, there were over 8k visits to the Walk High Country website generating a total of 24k page views. This audience was also highly engaged with 2.93 page views per session. Unlike the Ride High Country website, the Walk offering has attracted a more significant number of females - 58% of visitors compared to 36%. Primary sources of website traffic were the Walk High Country social media activity, with secondary traffic from one of direct, programmatic digital adverts or organic search.

With the exception of the programmatic activity, all other channels resulted in a highly engaged audience. This includes social media, Broadsheet, direct and organic channels, with an average of 3.74 page views per session. This is an excellent result and not previously observed in campaign activity, especially for traffic sourced via social media.

Of the 140 walk listings, the top 10 walks accounted for 32% of all walk listing views, which includes the Delatite River Trail Walk, Bindaree Falls and Howqua River Trail. b) Social Channels Walk High Country social channels on Facebook and Instagram were launched in mid-January ahead of the Australia Day holiday weekend. Early content has primarily focused on imagery

recommendations from the consumer segmentation research (relaxed hikers and spectacular views), which is proving to have high appeal with the Walk High Country target market and beyond. Indeed, Walk High Country social has experienced a highly positive launch, exceeding initial growth and engagement results of other successful activity/category based social channels developed by TNE. Overall, uptake has exceeded expectations and shows exciting potential to showcase the High Country’s nature experiences to a very large and engaged audience. For instance, after only 2.5 months of activity, engagement on Instagram sat at +30% - well above the long-term engagement target of 5%. Importantly, organic engagement has been very strong, extending beyond the initial ‘honeymoon period’ associated with the launch of a new brand channel. With the current growth trajectory, supported by appropriate spend on Facebook managed paid content, Walk High Country could be TNE’s largest (following + engagement) pillar social channel in 12 months’ time.

7. Walk High Country Research 7.1 Research Findings and Dissemination Quantum Market Research delivered the Walk High Country segmentation research report commissioned by TNE, providing insights into the walking tourism market and associated visitor segments. Key recommendations of this research were as follows:

● Target those at the more committed end of the walking market: Walking encapsulates a broad range of different tourist visitors, but only contributes to destination choice among those for whom it is a focus of their trip. This in itself is a sizeable potential market.

● Inspire breadth rather than sell specifics: The majority travel with only a loose idea of the walks they will undertake. The ambition should be to secure the belief that appropriate walking options will be available to choose from once in-region.

● Hero breathtaking alpine scenery: alpine scenery most reliably triggers intention to visit to a broad range of those who have not done so before. Once introduced, the platform can drive repeat visitation and dispersion.

● Ensure mainstream relevance: Only a minority undertake walks of greater than 10km / half a day. Furthermore, showing prepared hikers in promotions alienates the mainstream by reinforcing the misconception they are underqualified.

● Compile choice edits to support itinerary planning: Addresses critical barriers to visitation: Being overwhelmed by choice and not knowing where to base. Edits resonate with key target who are motivated to seek stand-out walks / points-of-interest.

In November, this research was delivered to industry and partners at an all-of-region presentation by Quantum. The findings and ensuing discussion were used to develop the workshop material that was delivered by TNE in three sessions across the region (Harrietville, Mansfield and Beechworth) in the third quarter. Follow up one-on-one mentoring sessions have commenced with interested operators and will continue to be offered throughout the year. Post winter, a re-cap of the walk research will also be presented to refresh operators and prepare them for the coming spring walking season. The findings from this research have now been incorporated into a Walk High Country Product Development Plan (see item 8.2).

8. Industry and Product Development While significant efforts are dedicated to driving demand for the High Country offering, it is essential that a commensurate effort is committed to diversifying and enhancing the supply side of the tourism equation. TNE delivers on this need through the provision of a broad range of

industry and product development services that are focused on providing a high-quality tourism experience. 8.1 Industry Development TNE supports existing High Country tourism operators in optimising their businesses and the experiences they offer visitors. This work includes up-skilling industry through mentoring and briefing sessions, identifying and working with businesses to fill gaps in the regional tourism offering, managing industry communication efforts, and driving ongoing industry and product innovation. It also involves facilitating relationships and tourism efforts between industry, Government organisations, tourism associations and other public and private entities to drive regional collaboration and growth. In the third quarter of 2018-19, TNE has delivered a range of initiatives in this space for Mansfield Shire including:

● The delivery of a range of both Mansfield-specific and broader regional group briefing sessions, which engaged 38 Mansfield Shire tourism businesses. This included:

○ Google Analytics - A workshop providing insights into the benefits using Google

analytics on tourism business websites, and how to effectively manage site statistics like page visits, bounce rates and average time visits.

○ Future Trends Briefing - The renowned UK-based future trends consultants, Future Labs, presented an exclusive, one-off event for High Country tourism operators. This session provided a rare opportunity for industry to hear about emerging trends likely to impact their business along with the tourism landscape more broadly, assisting them with effective strategic planning.

○ Feast High Country Festival Operator Briefing - A workshop for hero event operators covering event opportunities, marketing, social media and online booking systems.

○ Accessible Tourism Workshop - A presentation hosted by Disabled Wintersports Australia (DWA) CEO Rick Coate and local Paralympian Mark Soyer that provided an accessible tourism ‘101’ for business operators. It considered the size of the market, what constitutes a disability, rules and regulations, tourism opportunities and ways to assess business workplaces and offerings for visitors.

○ Walk High Country Workshop - Following on from the major all-of-region research presentation, a workshop designed to assist businesses in understanding tourism opportunities associated with the walk product and how to match them to consumer segments with the greatest potential for visitation and growth.

○ Agritourism Workshop - Exploring opportunities for relevant operators to leverage regional agritourism initiatives being driven by TNE.

● The delivery of 2 individual business development sessions to address the trends, issues

and opportunities of most relevance to their businesses. For this quarter, the most popular topics covered were food and drink, and accommodation.

● Facilitating or being involved in a range of meetings and sessions focused on developing tourism experiences and opportunities for Mansfield Shire, including:

○ Meeting with Creative Victoria to discuss High Country tourism projects that cover

both the visitor and creative economies, including the Rail Trail Enhancements Project and Hume Aboriginal Cultural Trail.

○ Meeting with Air BnB to discuss opportunities for cooperative activities. ○ Presenting agritourism research at the North East Victoria Food Policy working

group, which included providing an overview of food system issues in the region relating to the production, processing, distribution, consumption and disposal of food.

○ Attending the World Longest Regional Lunch hosted at Delatite Winery to support and assess the event.

● Attending or being involved in a range of meetings and sessions of relevance to Mansfield Shire and its strategic tourism direction including the following:

○ Participating in a workshop to review the strategic priorities of the Ovens Murray Digital Plan, ensuring that key tourism issues are represented.

○ Chairing and participating in the Ride High Country PSG meeting, looking at ways to realise NEVCO Masterplan priorities and assessing current strategic cycle tourism actions.

○ Attending and presenting at the Regional Development Victoria Ride High Country investment EOI briefing that included Council representation.

○ Attending the VTIC Visitor Economy Forum & Tourism Information Briefing, and bringing key learnings back to the region.

○ Attending the Destination Mountain Bike Tourism Conference in Maydena, Tasmania to source new opportunities for Ride High Country.

● Strategic engagement with other associations and organisations to progress Mansfield

Shire tourism priorities including Regional Development Australia, Regional Development Victoria, Ovens Murray Regional Partnership, and Visit Victoria.

8.2 Product Development In the product development space, TNE works across the region to deliver tourism projects of scale, most of which are supported by grant funding. TNE is instrumental in securing this funding, leveraging its reputation with Government for developing and delivering significant and strategic projects that have the potential to be regional gamechangers to deliver positive outcomes for the High Country and its stakeholders. TNE also work directly with its public and private sector partners to assist them in delivering new products and experiences that have the ability to enhance the destination offering, and diversify the broader regional landscape. In quarter three, the projects that TNE has been working on in this space of relevance to Mansfield Shire are as follows: a) High Country Agritourism Action Plan

In the third quarter, TNE finalised its High Country Agritourism Action Plan, which draws from the learnings of the agritourism consumer segmentation research and industry mapping projects (also completed within the 2019/19 financial year) to determine a strategic and meaningful way forward for the region in this space.

TNE will now focus its efforts on delivering the following key actions:

● Develop formalised agritourism clusters that encompass a critical mass of agritourism products that can be promoted through a destination lens.

● Develop produce trails within the clusters to assist visitors in navigating hero agritourism experiences available on a seasonal basis.

● Create a digital platform that communicates the available clusters and produce trails when people are in the region.

● Implement a program that increases the amount of local produce available on High Country menus, acknowledging that this is one of the first ways many people engage with the local produce of the region.

● Provide strategic support to farmers markets to enable them to grow/enhance their offering to meet visitor expectations.

TNE is currently seeking grant funding to assist with the production, content population and promotion of the agritourism digital platform.

b) Human Capital Review Project Attracting and retaining quality tourism staff in the High Country is increasingly one of the key challenges faced by local tourism businesses. As a result, operators face a difficult task maintaining and growing their businesses due to:

● Operator burn out, as they constantly have to cover unfilled roles in their businesses. ● An inability to spend adequate or necessary time on business development. ● An increase in sub-standard guest service, which brings reputational risk for the individual

business and the region as a whole. ● Reduced investment because businesses are reluctant to grow if they cannot manage

staffing for additional services and products. In the second quarter, TNE commenced a Human Capital Review to define this issue, including qualifying existing staffing shortfalls and quantifying the value of future demand for services and staff. A project steering group representing business operators in all key sectors was formed and met for an initial project scoping session. Drawing on this group’s input, a three-phase research approach has been adopted comprising two online surveys - one for employers and one for employees - aimed at identifying the challenges and restrictions to business caused by these issues. In addition, face-to-face interviews have been conducted with over 30 tourism employers to better understand workforce challenges. Both of the online surveys have been widely distributed across all High Country LGA and RMBs, however TNE is looking to secure further employer responses to ensure the statistical accuracy of data collected - a focus for the start of the fourth quarter. Once the required number of responses have been collected, a report outlining the key findings will be made available and used to guide the next stage of strategic work focused on collective regional solutions. c) Ride High Country Signage Strategy In the third quarter, TNE was advised that it had been successful in securing a $50k grant from the Australian Government’s Building Better Regions Fund towards the development of a $100k regional cycle tourism signage strategy. TNE will appoint a consultant to deliver the project, which will develop a strategy for delivering consistent cycle tourism signage throughout the region and across each of the High Country’s key cycle tourism disciplines of rail trail, mountain biking and road cycling. This will ensure that cyclists engage with a common ride experience that is easy to navigate, no matter which High Country destination they are riding in. It will address some serious gaps in the region’s cycle wayfinding signage, and also allow for a truly collaborative regional cycle tourism offering. The work will include a high-level assessment of current directional and informational cycle signage, identification of signage gaps and the development of a standardised cycle signage guide

consistent with Ride High Country branding. The project will commence once the funding contract has been finalised, with an anticipated start-date of May 2019. d) Lake Eildon Masterplan In the third quarter, work commenced on the Lake Eildon Masterplan, a staged plan to guide future development and investment opportunities in and around Lake Eildon for both on-water and off-water infrastructure and business growth. The project aims to define a shared vision for Lake Eildon, which will become the blueprint that leverages the economic opportunities of this key resource, whilst preserving and maintaining its natural values and other attributes for tourist and recreational users. The first phase of this project is focused on the development of a detailed economic analysis report that provides an understanding of the current tourism visitation and recreational value of Lake Eildon. The report will largely utilise available information and data sources, however will undertake some primary research to fill any gaps in available information. The report will be used to inform and guide thinking regarding the opportunities for attracting and maximising future economic returns and value from Lake Eildon and surrounds. The PSG has appointed consultant Urban Enterprise to deliver this body of work, who will start project roll-out in the fourth quarter, including the delivery of intercept surveys in and around the Lake to better understand consumer trends, motivators and spending patterns associated with this asset. While Goulburn Valley River Tourism is currently the project lead, the organisation has lost its key LGA funding partners and will likely be disbanded shortly. In this instance, TNE has indicated that it is willing to assume management of the project - as a priority tourism initiative for Mansfield Shire Council - and is appropriately resourced to see the Masterplan through to completion. e) Ride High Country Private Sector EOI The High Country is experiencing strong tourism growth ahead of State and regional averages, attracting 3.8 million visitors spending over $1.1 billion annually. Cycle tourism is one of the primary markets fuelling this growth, and the region is responding through the continued development of world-class cycling experiences.

United under the Ride High Country brand, the region is looking to innovate and diversify its tourism offering to meet the needs of cycle tourism visitors, and to enable the region to effectively support the growth of its broader tourism market. To this effect, a private sector EOI has been released by RDV on behalf of State Government inviting innovative proposals that will complement and enhance the regional cycle tourism experience. In doing so, the Government is seeking to gain an understanding of market appetite to invest in cycle tourism in the region, and identify a range of projects that will contribute to the region’s growth.

This EOI presents a unique opportunity for the region in that the $4.4 million Ride High Country campaign is driving demand and profile amongst the private sector, and this initiative has the

ability to generate complementary supply with Government backing. Applications close mid-May and TNE is working with a number of operators to assess and progress their applications.

f) Walk High Country Product Development Plan Quantum Market Research delivered the Walk High Country segmentation research report commissioned by TNE, providing insights into the walking tourism market and associated visitor segments. The findings from this research have now been incorporated into a Walk High Country Product Development Plan. Product development will focus on ensuring the offer aligns with walk research findings, so TNE will work with operators to shape their offer/marketing to appeal to high value segments. This may include changes to imagery, descriptions and copy currently used in marketing channels. Where possible, working to develop new, interesting and unique walks throughout the High Country will assist in providing ‘controlled adventure’ opportunities.

There are also several secondary businesses that can provide value to the walk visitor. These include shuttle/taxi services, accommodation providers and outfitters. TNE will work with current services to ensure information/timetables are readily available, including costs to popular destinations. TNE will also work with other businesses to package walk/stay trips which include a walk as part of an overall High Country holiday experience. Short-term product development efforts will focus on having a new and/or revitalised range of walk products ready to launch in Spring 2019.

9. Digital 9.1 Destination Websites The easy to reference dashboard reporting for Mansfield Shire’s sites are as follows:

Sessions

33.8K 17.9%

Audience and Engagement (compared to previous year)

mobiledesktoptablet

9.5%

34.8% 55.7%

Sessions by device type

Page Views

68.5K -4.0%

Pages/Session

2.0 -18.6%

Digital Dashboard - Q3 2018-19mans�eldmtbuller.com.au

Page Views by page type(compared to previous year)

Page Title Page Views

1. Mans�eld Mt Buller, Victoria - O�cial Tourism … 5,205

2. Search festivals and events in Mans�eld Mt Bu… 3,992

3. Craig's Hut - Mans�eld Mt Buller, Victoria 3,897

4. Hiking & Walking - Mans�eld Mt Buller, Victoria 2,923

5. Camping - Mans�eld Mt Buller, Victoria 2,850

6. Search accommodation in Mans�eld Mt Buller,… 1,965

7. Swimming - Mans�eld Mt Buller, Victoria 1,864

8. Craig's Hut - Mans�eld Mt Buller 1,626

9. High Country Huts - Mans�eld Mt Buller, Victor… 1,620

10. Fishing - Mans�eld Mt Buller, Victoria 1,248

▼

Top 10 pages

Page Title Page Views

1. Craig's Hut - Mans�eld Mt Buller 1,626

2. Pineapple Flat Camping Area - Mans�eld Mt B… 903

3. Bindaree Falls - Mans�eld Mt Buller 867

4. Craig's Hut Walk - Mans�eld Mt Buller 670

5. Bracks Bridge - Mans�eld Mt Buller 590

6. Sheepyard Flat - Mans�eld Mt Buller 540

7. Razorback Hut - Mans�eld Mt Buller 513

8. The Pap's Lookout - Mans�eld Mt Buller 464

9. Howes Creek Farm - Mans�eld Mt Buller 464

10. Howqua Hills Historic Area - Mans�eld Mt Buller 454

▼

Top 10 listings

Which channels are driving visitation?Goal: Engaged Users

Sessions Page Views

0 10K 20K 30K 40K 50K 60K

Organic Search

Direct

Referral

Social

(Other)

Home

5,215 -23.2%

Editorial

34,627 -9.9%

Listings

28,377 9.6%

Search Engine Terms Ranked 1 to 5

Sessions Page Views

0 10K 20K 30K 40K

mobile

desktop

tablet

Which devices are driving visitation?Goal: Engaged Users

Total Clicks

2,404 19.0%

CTR

8.4%

FY1718 - Q3 FY1718 - Q4 FY1819 - Q1FY1819 - Q2 FY1819 - Q3

0 100 200 300 400 500

Mans�…Listings: Outbound Clicks & CTR

Sessions

9.4K 3.0%

Audience and Engagement (compared to previous year)

mobiledesktoptablet

15.1%

34.8%

50.1%

Sessions by device type

Page Views

26.4K -10.4%

Pages/Session

2.8 -13.0%

Digital Dashboard - Q3 2018-19greatvictorianrailtrail.com.au

Page Views by page type(compared to previous year)

Page Title Page Views

1. Trail Map, Distance and Gradient - Great Victor… 4,891

2. Home - Great Victorian Rail Trail 4,868

3. Cycling the Trail - Great Victorian Rail Trail 3,219

4. Accommodation Search - Great Victorian Rail … 2,202

5. Popular Short Rides - Great Victorian Rail Trail 1,001

6. Cheviot Tunnel - Great Victorian Rail Trail 637

7. See & Do Search - Great Victorian Rail Trail 595

8. Walking the Trail - Great Victorian Rail Trail 521

9. Yea - Great Victorian Rail Trail 476

10. Mans�eld - Great Victorian Rail Trail 454

▼

Top 10 pages

Page Title Page Views

1. Cheviot Tunnel - Great Victorian Rail Trail 637

2. All Terrain Cycle Tours - Great Victorian Rail Tr… 160

3. Yea Riverside Caravan Park - Great Victorian R… 142

4. Horseshoe Lagoon Flora and Fauna Reserve - … 117

5. Tallarook Station - Great Victorian Rail Trail 112

6. Molesworth Recreation Reserve and Caravan … 108

7. Cycle Dindi 19 - Great Victorian Rail Trail 103

8. Yea Peppercorn Hotel - Great Victorian Rail Trail 101

9. Cheviot Glen Cottages - Great Victorian Rail Tr… 97

10. Yea Station - Great Victorian Rail Trail 88

▼

Top 10 listings

Which channels are driving visitation?Goal: Engaged Users

Sessions Page Views

0 5K 10K 15K 20K

Organic Search

Direct

Referral

Social

Home

4,830 -19.6%

Editorial

17,578 -7.7%

Listings

3,808 -8.9%

Search Engine Terms Ranked 1 to 5

Sessions Page Views

0 2K 4K 6K 8K 10K 12K

mobile

desktop

tablet

Which devices are driving visitation?Goal: Engaged Users

Total Clicks

406 -26.6%

CTR

10.6%

FY1718 - Q3 FY1718 - Q4 FY1819 - Q1FY1819 - Q2 FY1819 - Q3

0 20 40 60 80 100 120

GreatV…Listings: Outbound Clicks & CTR

The Mansfield-Mt Buller website (mansfieldmtbuller.com.au) achieved very strong growth in visitation in the third quarter, with total sessions up 18% compared to the same period last year and views of industry ATDW listings increasing by 9.6%. In total there were 33,800 visits to the website in the quarter. Layout changes were completed on 8 content pages to tighten up copy length and to provide a better experience for visitors on smartphone devices who represented 56% of visitors during the quarter. Frontpage and key areas of the site continue to be reviewed and tweaked weekly, ensuring these key pages reflects the events, activities and relevant seasonal messaging. Due to the continued strong performance of the frontpage ‘Walking at its peak’ call to action this will be retained until mid-Autumn. 9.2 Digital Optimisation During the quarter, Search Engine optimisation was completed for the Mansfield-Mt Buller website with the objective of boosting the number of search terms that would result in the website achieving a page 1 Google search result. The current search terms favoured by visitors was used as the basis to review site content to ensure contextual use of those terms in both page content and search engine specific meta-data fields, with a total of 28 refinements made. Due to the nature of search engine algorithms these changes cannot be directly attributable to change in rankings, however the website achieved a 48% increase in high ranking search terms compared to the same period last year, well above the regional average. 9.3 Destination Social The Visit Mansfield Mt Buller Facebook Page continued to perform well with above average engagement of 7.1%. Page content was viewed more than 22,500 times during the quarter.

Content from the Mansfield Mt Buller region also continued to perform very strongly on the See High Country channels, resulting in several of the most engaging and highest reach posts of the quarter:

The Great Victorian Rail Trail Facebook Page also had a strong quarter, with information updated and revised content published that aimed at encouraging summer visitation, primarily utilising User Generated Content from on the Trail. The total reach of Facebook activity was 17k users (up from 14k in quarter two), and 1,453 post engagements (up from 314 in quarter two) delivering a strong engagement result of 8.5%. Growth of page followers remains strong at 4%. Additional social reach and website referrals was achieved through a Facebook Ads campaign, which reached 40k people and had a very good Cost Per Result of $0.34 for every click to the website:

10. PR During quarter three, Ride High Country-focused media famil itineraries were prepared for Australian MTB, Bicycling Australia and Travel Play Live magazines. A Walk High Country media release was devised and distributed to all key media targets during January, receiving traction in a range of media outlets including News Ltd Escape and regionally on WIN TV News and the Border Mail. Feast High Country Festival long lead and short lead media releases were devised and distributed widely with direct follow up taking place throughout quarter three with a view to securing coverage and further media famil visits during the Festival in May. In support of the media campaign, a photo shoot was arranged with 10 leading regional chefs, winemakers, producers and brewers and included Delatite Wines’ David Ritchie, with resulting images used widely as part of Feast marketing and PR efforts. A comprehensive traveller.com.au story about the King Valley & Surrounds, the result of a media famil by journalist Julietta Jamieson in 2018, appeared in March. The famil included a visit to Mansfield, and the subsequent story highlighted Howe’s Creek Farm, Mansfield Coffee Merchant, The Produce Store and Social Bandit brewery.