Tracey says, the primary objective is to get the visitor to take their time whilst travelling on the highway. "To explore and discover what this region, the Southern Tablelands really has to offer, from the arts trail around Queanbeyan, the cool climate wines from the Bungendore area, historic Braidwood, the amazing rainforests and rugged wilderness that our National Parks offer or just enjoying a cold beer at a real country pub. We feel that by adopting a regional approach to this project we can offer quite a unique set of Australian experiences.

The project is built around an innovative, interactive website, which is designed to attract, engage and encourage prospective visitors to discover and explore the options; they can create their own itinerary, print out maps and information relevant to them. It will also help tourism orientated providers, community and private, to connect with relevant market segments in an effective and affordable way."

Other advertising and promotional material will sell the brand, build awareness and encourage website visits.

"Our marketing strategy is based on current highway users, as at last year there are approximately 3 million vehicles that use the Kings Highway, if our project can encourage just 10% of those to make one more stop and spend $20 that will generate an extra $6 million into our local economy. Flow on effects could range from employment opportunities for our youth to more demand for tourism based businesses" says Tracey.

"Our brand "Kings Highway to Discovery" is all about discovering attractive experiences."