The effort to attract visitors to Bendigo for an art exhibition on the royal family has seen Bendigo Tourism win a top prize at the Australian Tourism Awards.
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On Friday night, Bendigo Tourism claimed the gold award for destination marketing for its Tudors to Windsors campaign.
City of Greater Bendigo tourism and major events manager Terry Karamaloudis said he was very proud of the work of the tourism and major events unit, but stressed that vital to the success of the campaign was collaboration: within the council, businesses in the tourism industry, and more widely.
"It really is recognition of our community generally, because it's the community that supports these initiatives," Mr Karamaloudis said.
This collaboration was really important, he said.
Union Jack bunting was hung in the streets, businesses had royal portraits in their windows, and eateries offered British-inspired meals.
"So when you came to Bendigo, you couldn't miss the Tudors to Windsors initiative," Mr Karamaloudis said.
The uniqueness of the campaign was another big point in its favour, he said, noting that a 14-tonne tram painted with the Union Jack was moved into the heart of the city.
The Tudors to Windsors exhibition - which featured portraits of royal family members alongside fashion, armour, personal effects and information - exceeded expectations.
It was anticipated 40,000 people would attend, but the four-month exhibition saw 60,000 visitors.
In the year to September 2019, the Bendigo-Loddon region saw 1.3 million overnight visitor stays, a 19.5 per cent increase on the previous year.
Mr Karamaloudis said it was not hard to see why, with exhibitions of the calibre of Tudors to Windsors.
The national award acknowledged the work of those involved in the campaign, he said, including those behind the scenes and in the wider tourism industry.
"For Bendigo tourism and the region, it turns the spotlight up even more," he added.
Bendigo was the only Victorian city to win a gold award at the national awards.
Bendigo Tourism was nominated for the national award after taking home the Victorian gong last year.
The region's tourism operators claimed six gold awards in total at that event, the most any regional city had won.
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Natalie Croxon
Reporter at the Illawarra Mercury, mostly covering social affairs. Previously of the Bendigo Advertiser, Northern Daily Leader and Quirindi Advocate. Our Watch award winner.
Reporter at the Illawarra Mercury, mostly covering social affairs. Previously of the Bendigo Advertiser, Northern Daily Leader and Quirindi Advocate. Our Watch award winner.
