Outback councils of regional North West Queensland and the Northern Territory have joined forces to place the famous outback driving route known as the Overlander’s Way on every travellers ‘to do list’.
In an innovative project known as the Overlander’s Way Marketing and Rebranding Project, Local Governments situated along the route have become partners to overhaul the Outback’s appeal to the self drive tourism market.
A collaboration of the North West Outback Queensland Tourism Authority, the Overlander’s Way Rebranding Project spans eight northern Government regions. Including Townsville, Charters Towers, Flinders, Richmond, McKinlay, Cloncurry, Mount Isa (Incl. Camooweal) and Tennant Creek, all project partners are located along the Flinders Highway known as the Overlander’s Way, linking the heart of Australia with the wonders of the Great Barrier Reef.
The Project and Overlander’s Way group was recently recognised for its innovation and dedication to the tourism industry with a big win at the 2011 Outback Queensland Tourism Awards; awarded top prize in the category of Most Significant Council Tourism Initiative with McKinlay Shire Council being recognised for their efforts as project sponsor.
Since commencing in early 2010 the Overlander’s Way Marketing and Rebranding Project has seen the development of the route as a major Outback tourism drive.
Stage two includes the upgrade of all roadside signage along the route to include rejuvenated branding and up to date imagery.
Like stage one this stage aims to encourage lengthier stays and the development of the region’s tourism industry.
North West Queensland Outback Tourism Authority Chair Shane Cagney was pleased with the recognition and quick to highlight the positives of the project. “Being an Outback location with strong links to the mining and agricultural industries we have to work even harder to not only develop the regions’ tourism industry but gain recognition for our collaborative efforts,” he said.
“To have the project recognised as Outback Queensland’s most Significant Council Tourism Initiative really makes the efforts of all our partners well worthwhile and we look forward to continuing the project into the future for the benefit of the north west’s tourism industry.”
For more information go to www.overlandersway.com.
