Pioneer Valley Mountain Bike Trails: Search for branding, logo, and slogans
The $26 million project nestled in a picturesque mountainous valley is anticipated to lure an extra 31,000 visitors each year. Read the latest on the trails.
Mackay
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The search is on to create an alluring name and brand for Queensland’s newest major mountain biking destination nestled in the Pioneer Valley.
It comes as the first stage of the $26 million project at Finch Hatton and Eungella, about an hour’s drive west of Mackay, is scheduled to be rolled out in March.
Mackay Regional Council is currently tendering for an experienced marketing consultant to study tourism markets to develop branding that “emotionally connects” to riders and travellers and capitalises on the site’s “unique selling propositions”.
The branding will include naming options for the park and individual trails, a logo, slogans, and marketing materials, with the consultant also needing to identify future event organisers, sponsors and investors.
Documents state the Pioneer Valley’s 100km of trails are anticipated to lure 31,000 new visitors each year including 5000 international riders and 22,000 riders from across Australia, who will collectively spend more than $18 million in the region.
The council has recommended the consultant engage with Yuwi and Widi traditional custodians; World Trail; Mountain Bike Alliance Group; businesses, residents and community members including property landowners and progress associations; and the council’s museum co-ordinator and internal project committee group, to deliver its branding.
Tenders will close on October 11, with the contract expected to be awarded in November, and branding complete by May next year.
Construction on the project’s remaining 11 trails is expected to start between 2023 and 2025.
Meanwhile, the council must still ground-truth the proposed trails, gain land-use approvals, secure funding, and complete detailed designs of the trail network and shuttle access road.
The State Government contributed $500,000 towards the project in March last year.
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