FRUSTRATIONS with the south-west's tourism marketing body have helped prompt one of the region's biggest business families to invest $50,000 in their own promotion effort.
The operators of three businesses owned by developer Graeme Rodger have agreed to pool their resources to market three of their own attractions to the domestic tourist market.
And providing other businesses are not direct competitors to the Roger stable, they too will get the chance to have their brand on Mr Rodger's new website, www.myseasideplayground.com.au.
Sam Stevens, the licensee of Port Fairy's Victoria Hotel and an assistant to Mr Rodger, said his hotel would combine with the Flying Horse Bar and Brewery and the Hopkins River Caravan Park to drive the marketing push.
The bold move comes two months after Moyne Shire Council cut all ties with Shipwreck Coast Marketing, destabilising the long-running marketing partnership between Moyne, Warrnambool City and Corangamite Shire.
Moyne's exit was largely brought about by its dissatisfaction with SCM's contentious proposal to rebrand the region "The Apostle Coast".
The removal of Moyne Shire attractions from SCM promotions was another factor prompting Mr Rodger's campaign, over concerns the Victoria Hotel in Port Fairy would miss out on promotions.
Mr Stevens said television advertisements promoting the new website would hit small screens by the end of this month in a bid to lure regional tourists looking for a holiday destination they can reach on one tank of fuel.
"When we think of the area down here on the coast . . . we thought ('my seaside playground') encapsulated a lot of the elements and good times," he said.
In March, Mr Rodger accused SCM of using "bully tactics" and revealed he was seeking legal advice over whether the organisation had breached the Trade Practices Act in its refusal to let non-members display brochures in the Warrnambool visitor information centre.
Flying Horse Bar and Brewery owner-operator Matthew Monk said the hotel was yet to renew its SCM membership.
SCM chief executive officer Carole Reid said the Rodger promotion was no different to what other businesses, including Sebel Deep Blue, Lady Bay Apartments and Quest Apartments, did to market themselves.
Ms Reid said Mr Rodger did not recognise that a big reason why investors were prepared to pour money into the region's tourism industry was the hard work done by the three municipalities and tourism operators in the past 20 years.
Meanwhile, Moyne Shire has appointed a south-west media and marketing consultant in an interim role to promote the municipality's tourist attractions.
Koroit-based Wordwiz has started an eight-month contract which is aimed at co-ordinating promotions, re-establishing a website presence and opening up communication between the council and tourism operators, Moyne chief executive officer Brett Stonestreet said.
Mr Stonestreet said the 2009-10 budget for tourism marketing of $70,000 would cover the engagement of Wordwiz, marketing initiatives and the development of a strategic marketing plan.
"We think there would be other businesses in the area that may want to put themselves on that website.
"But we wouldn't want to put up opposition businesses on that website."
"It's an interesting time for all businesses around this area as to how they present themselves and what they get for their membership fees, but we don't have to worry about that," Mr Stevens said.
"If they (Rodger family) are going to promote the region that just adds strength to everything we are doing," she said.
"That's what good businesses do. Normally, they also work in tandem with the regional association."
Wordwiz principle Tanya Waterson would also liase with Tourism Victoria and regional tourism associations, he added.
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