Sponsoring an Australian mountain bike event to the tune of $10,000 will help attract cyclists from that country to Central Otago trails.
Tourism Central Otago (TCO) head Anne Pullar said the regional tourism organisation, which is part of the Central Otago District Council, would be ''flying the flag'' at the Cycle Epic, being held near Brisbane next weekend.
Promoting this district through sponsoring a 4.2km trail run, one of the eight categories in the Epic, was part of the TCO's cycle tourism campaign, she said. The campaign focused on Australia, the North Island and Canterbury, as research showed cycle tourists in Central Otago were mostly from those areas.
''The Central Otago tourism strategy identified the importance of marketing our visitor experiences to the Australians. The Otago Central Rail Trail is the most recognised trail within New Zealand by the Australian market,'' Ms Pullar said.
''The Epic Cycle event is an opportunity to connect with 6000 trail cyclists and their families and supporters ... Central Otago will have a highly branded promotional marquee at the event base from which they will promote and sell packages to the region to participants and supporters.''
The level of sponsorship, including associated costs, was about $10,000, she said. Twelve Central Otago businesses had offered products for the prize package and would get exposure from the event.
''Now that we have 280km of fabulous social and well supported cycle trails crossing the region, cycling is a key attraction for visitors to Central Otago, Ms Pullar said.
This was the first time TCO had teamed up directly with an Australian based event organiser. The Epic was a ''great fit'' for Central Otago as it catered for novice riders through to the elite ones, she said.
