How an Earned-First Approach Changed the Direction of the Mudgee Region

Date: 28 August 2025

The things we value most in life are EARNED… however, like most tourism brands, the Mudgee Region followed a traditional approach that starts with how much awareness and attention they could BUY… and although it served them well for decades, they had to make an intentional change to swim away from sinking in a sea of sameness.