The local government areas of Coolamon, Junee and Temora have joined forces with the three most visited tourist attractions in the Riverina to launch the 2022 Canola Trail experience – a self-drive immersive experience filled with good food, exciting experiences, and incredible views.
The 2022 Canola Trail flowering season was launched at a media brunch held at the Junee Licorice and Chocolate Factory on Saturday.
“We’re excited to host the launch of the canola flowering season and announce our partnership with the three LGAs that founded the Canola Trail brand, along with Coolamon Cheese and the Temora Aviation Museum,” said Junee Licorice Factory owner, Neil Druce.
Coolamon Shire Council’s Tourism and Business Development Officer Laura Munro said this year the joint marketing campaign has been reinvigorated by the collaboration with the tourism operators who worked together to develop a two year strategic plan.
“Since it was officially launched in 2017 the Canola Trail has steadily gained recognition and contributed to growing visitor numbers in the region. The strategic plan allows us to leverage the combined resources of the six partners to reach more travellers and develop a broader range of experiences for visitors along the Trail,” she said.
Key highlights of the strategic plan, which aims to increase visitation, spend and overnight stays on the Canola Trail, include:
- Developing a Canola Trail signature event
- Constructing Canola Trail viewing platforms
- Developing experiences for visitors to engage with canola farmers
- Developing a Canola Trail cycling route
- Developing a range of Canola Trail merchandise
- Social media and public relations to broaden brand awareness and drive visitation
Whilst was launched in 2017, this is the first time the tourism operators have jumped on board the collaborative marketing initiative.
“It makes sense,” said Temora Aviation Museum’s Deputy CEO, Peter Harper. General Manager of Coolamon Cheese, Kieran Spencer, agreed.
“The Canola Trail offers more than just yellow fields. It is an immersive experience of local produce, great food, incredible views, world-class experiences, and true country hospitality,” he said.
This year there is an added experience to the Canola Trail that will surely pique the interest of potential travellers.
“We have also partnered with Goldrush Ballooning who will be offering hot-air balloon rides over the canola fields,” said Temora Shire Council’s Economic Development Manager, Craig Sinclair.
“Each Friday, Saturday and Sunday throughout the month of September, hot-air balloon experiences are on offer, allowing for optimum viewing of the canola fields during the magical Spring sunrises,” he said.
Departing from Temora Airport, the balloon rides include a spectacular one-hour sunrise balloon flight across the canola fields, in-flight photography, and some delicious treats. Rides are priced at just $385 per adult.
The Canola Trail Facebook and Instagram pages are already very active with a competition offering two free ballooning tickets as a prize.
“The response to the competition has been over-whelming,” said Mr Sinclair.
“Bookings for balloon rides have already opened and are filling up fast. All the details can also be found on our website at www.canolatrail.com.au.”
This article appeared in the Narrandera Argus, 15 September 2022.