Flood Recovery Update

Since the flooding at Tidal River in March 2011, Destination Gippsland has been working closely with the Flood Response and Recovery Committee to address the impacts to South Gippsland’s tourism sector. After six months of hard work by all partners Tidal River village was reopened to the public on 23 September by Russell Northe, Member for Morwell and Parliamentary Secretary for Small Business.

Mr Northe announced $125,000 for Destination Gippsland through the Victorian Government's $2.5 million Tourism Floods Recovery Program to promote regional tourism destinations affected by the floods.

In addition, Destination Gippsland has committed $40,000 from their own funds for flood recovery to help market the reopening of Wilsons Promontory National Park and encourage visitation to South Gippsland.

Flood Recovery marketing activity has included:

Public Relations

• Six media famils including a number of bloggers have been confirmed
• Specific hot deals and events were also featured through additional PR activity

Tactical advertising (Spring Campaign)

• A full page advertisement featured in the September/October issue of Australian Geographic magazine
• An insert in the November issue of Royal Auto magazine. The deals brochure was distributed to 50,000 homes in Melbourne’s south eastern suburbs

Tactical advertising (Villages Campaign)

• The Royal Auto package includes a double page spread and features on the RACV enewsletter and website
• The intrastate tactical package includes a range of print and online placements, including the Herald Sun and totaltravel.com

Industry development

• eMarketing workshops to support South Gippsland tourism operators, presented by digital marketing expert, Russell Easther

International

• Familiarisation support including Dertour and Corroboree

Destination Gippsland will continue to work with the Flood Response and Recovery committee to implement further Marketing and Public Relations activities.
 

The damage

Wilsons Promontory received 370mm of rain in a 24 hour period earlier this year, a third of the park's annual average. Severe flash flooding caused significant damage to the Tidal River General Store, cabins, offices and other essential services equipment that supports power, fresh water and the campground sewerage system.

Part of a bridge on the road was washed away, limiting access to the park. Many of the park's more remote sites are inaccessible.

Images and footage of the Prom are available at
http://www.flickr.com/photos/parks_victoria/               
http://www.youtube.com/parksvictoria

Information for local tourism operators

All affected operators are encouraged to review the crisis management strategy outlined in the Open for Business document. Click here.

Small Business Victoria (SBV) is offering assistance to eligible businesses affected by the recent flooding at Wilson Prom. Business advisors can help to assess the overall impact on business viability, supporting business owners in dealing with insurance coverage issues, investigating any government or other assistance that the business owner can access, support in handling communication with employees, customers and suppliers and working with a business owner to develop a strategy and plan to reopen their business. Find out more here or register by phoning 132 215.

Businesses indirectly affected by natural disasters, including the recent floods, are now eligible for up to $5,000 through the Business Relief Fund. To find out if your business is eligible visit the VECCI website. Alternatively, view the fact sheet or download the application form.

Media Releases

Sent 26 September: All roads lead to Tidal River!
Sent 23 September: All roads lead to Victorian tourism assets being ‘back in business’
Sent 8 July: A hive of activity at Wilsons Promontory National Park
Sent 7 July: Friends Groups making an impact for the Prom Flood Recovery
Sent 27 May: Flood recovery underway at the Prom
Sent 16 May: Roadworks update for Wilsons Promontory National Park (Parks Victoria)
Sent 27 April: Tidal River to re-close to enable essential repair works (Parks Victoria)
Sent 14 April: Limited camping for Easter at Wilsons Promontory (Parks Victoria)
Sent 14 April: Access open to Tidal River over Easter (Parks Victoria)
Sent 5 April: Northern section of Wilsons Prom reopens (Parks Victoria)
Sent 1 April: Vehicles to be removed from the Prom (Parks Victoria)
Sent 31 March: Premier urges families to visit Vic parks this Easter (Hon Ted Baillieu MP)
Sent 29 March: Tourism industry updated on Prom progress (Parks Victoria)
Sent 28 March: Aims to get Tidal River open for Easter (Parks Victoria)