The new brand is a joint initiative between Clarence City Council, Destination Southern Tasmania and local industry.

Clarence City Council Mayor, Alderman Doug Chipman said the Council had invested $15,000 for the brand development and overall project.

“This brand has been developed for the industry to promote the region and create a point of difference to market the Richmond and the Coal River Valley to the rest of Tasmania, Australia and the world”.

“The launch of the Coal River Valley brand is very timely with several other Coal River Valley projects underway, including:

Beacon project
Tourism infrastructure audit
Coal River Valley economic development plan
Feasibility study for a Coal River Valley gourmet cycle trail.”
Destination Southern Tasmania CEO Alex Heroys said the new brand captures what the Coal River Valley offers to Tasmanian, interstate and international visitors.

“Coal River Valley Destination Action Plan identifies priorities in visitor infrastructure, better story-telling in the region and brand,” Mr Heroys said

“This brand launch is important, along with the recent launch of the Richmond Wine Wall. The Coal River Valley is one of Australia’s premium pinot noir-growing regions with 32 vineyards and 16 cellar doors.”