V/LINE has presented the Bendigo community with a great opportunity through its decision to run special shopping services to entice people out of Melbourne to spend their Christmas money in regional areas this year.Surely, that’s an invitation Bendigo and the towns of Kyneton and Castlemaine can’t refuse.Firstly, congratulations to V/Line for such a proactive move in trying to help regional areas prosper in this time of retail concern.Such initiative is a credit to the organisation and should be appreciated by this community and others who will benefit.The question now is how do Bendigo, Kyneton and Castlemaine cash in on these special shopper services?For a start, there should be some sort of welcoming party at the platform when these shoppers arrive. We need to make them feel special in order to ensure they enjoy the experience. Clearly, the communities should make it well known the custom of Melbourne visitors is much appreciated and businesses look forward to providing them with value for money.Maybe a combined marketing campaign in Melbourne to help V/Line attract customers to its Christmas shopping regional services – spread the word far and wide that Bendigo, Kyneton and Castlemaine are the right place to get all those bargains.A special map could be made available on the trains to show visitors where all the best shopping and eating places can be found in each town.The ideas to cash in on these services are limited only by desire and motivation and it’s important the communities of Bendigo, Kyneton and Castlemaine make the most of being a test case for these Christmas services.V/Line is providing a new trading opportunity which makes a pleasant change from dollars heading down the highway the other direction.– ROD CASE, editor