Australia’s most influential community riding organisation, Bicycle Queensland (BQ) has released a video campaign promoting the state’s abundant rail trails.
The documentary-style video interviews community members and users across several locations who enthusiastically share how their local trails are enhancing their historical pride, boosting their economies and creating shared recreational spaces.
Aiming to entice viewers to explore and make use of the rail trails, the video captivates the audience with the trails’ picturesque scenery through the lens of drone, point-of-view and candid action footage.
Andrew Demack, director of advocacy BQ worked on the production of the video, with support from the Queensland Government Department of Transport and Main Roads.
BQ plans to share the video across multiple social media channels; targeting a diverse audience. With this, they hope to “generate buy-in, support, and investment in developing rail trails among local governments, businesses, industries and communities”.
“As the CEO of Bicycle Queensland, I am truly excited about the positive impact that the Rail Trail Initiative will have on regional economies. We have seen similar projects worldwide demonstrate the potential for rail trails to inject new life into regional towns and drive economic prosperity. The Central Otago rail trail in New Zealand, for instance, attracts over 15,000 visits annually and contributes more than $12 million to the regional economy. Closer to home, the Northern Rivers Rail Trail in northern NSW has surpassed initial estimates of trail users by over 300% within its first quarter of operation. These success stories showcase the immense potential that the Rail Trail Initiative holds for our own regions, and we look forward to witnessing its positive impact firsthand.” – Lisa Davies Jones, CEO of Bicycle Queensland.