Mudgee Region was competing against some of the most established tourism destinations, all with larger footprints and often bigger budgets. The challenge wasn’t just to drive visitation, but to reframe what made Mudgee different as its greatest strength. In a world obsessed with going bigger, faster and louder, we positioned Mudgee as the antidote to ‘big city burnout’. We launched ‘Mudgee Monday’, a bold campaign calling on Premier Chris Minns to introduce a new wellbeing public holiday, using national research to tap into a growing conversation around burnout.