Mudgee Region Tourism announces new comms partner

In a piece in Mumbrella, Mudgee Region Tourism reveals they have selected we scout as their PR agency after a competitive pitch.

Mudgee Region Tourism has appointed We Scout as its new strategic comms partner, following a competitive pitch.

The appointment comes as Mudgee Region looks to start a new chapter of discovery for domestic travellers, and invite Australians back to visit.

We Scout will oversee PR strategy, brand storytelling, media and influencer relations, and event activations. They will lean into the region’s promise of ‘Small Towns, Big Experience’.

As part of the “new chapter”, Mudgee Region Tourism has also shifted to a new structure that introduces a regional tourism organisation model.

The new structure will also introduce the ‘Destination Experience Department’ under the Mid-Western Regional Council.

Former marketer and recently-appointed CEO of Mudgee Region Tourism, Beau Kassas, will lead the new chapter, reporting directly to the general manager of council.

Kassas and his team will remain “laser-focused” on destination marketing, engagement, and services, with business operating functions streamlined to other council departments.

He admitted it is a big change for the organisation, but told Mumbrella “we’ve never shied away from innovation”.

“The introduction of the Destination Experience Department further highlights council’s commitment to the longevity of tourism in the region and the growth we plan to drive over the coming decade,” he said.

“The Mudgee Region is proudly small, but our ambition is anything but. Partnering with we scout gives us a PR engine as nimble and bold as the region itself. Together we’ll remind Aussies that the biggest joys in life can come from the most authentic, small-town moments.”

We Scout’s co-founder and director, Annabelle Jones, said the Mudgee Region deliver “raw, real storytelling… in spades”, and that’s what the agency thrives to collaborate with.

“The diversity in offerings found in Gulgong, Kandos and Rylstone is a perfect example of that. Their ‘celebrate the small’ ethos mirrors our belief that the right story, well told, can punch far above its weight,” she said.

“We’re thrilled to help write the region’s next chapter.”

Work has already commenced, with initial activations slated in the coming months.

Kassas and Jones will also take to the stage at Mumbrella’s Travel Marketing Summit in August, to share their “anti-big” movement and earned-first approach to destination marketing. The pair will discuss how smaller players can best their bigger, and better resourced, competitors.