How to get free destination marketing off the ground

In Attractions, Australian Cultural Exports, Australian Domestic Tourism, Business Resources, Community, Featured Home Page News, Harmonisation, Media and Communications, Momentum, Tourism Routes

The basics of online marketing are easier than you think – learn how here.

It’s a small thing, but one man doing consistent pie reviews and being followed can make the digital marketing of small businesses. (See article below.) Shaun Pyne started doing pie reviews online, and his mark on each business will remain for years.

Similarly, there is still a lot of untapped free marketing to do via the most informative online monoliths, namely Facebook, Wikipedia, Google and Instagram.

For example, very many Australian localities, such as NSW’ Brooklyn – which is the mouth of the Hawkesbury River and very near Sydney, known as an Oyster Farming centre and therefore a bit of a seafood mecca – has a Facebook location photo of e.g. a suburban street – not even a nice suburban street – because only locals, uninterested in tourism, have done the legwork to get the locality online.

Similarly, Wikipedia entries are somewhat simple to edit, with huge gaps existing in Australian cultural exports – theatre histories are undocumented via these means, along with very many locations that would benefit greatly from being earmarked online.

Basic Google Reviews that are particularly informative – especially indicative photos, are incredibly helpful. The featured photo above has 50,000 views on Google (the person who uploads the photo gets email updates to the relevant account). The venue already had very many reviews, but perhaps its indicative nature was what made it successful.


  • Wikipedia – you only need to be more informative than promotional, and based in fact (with references) to update Wikipedia.
  • Google Maps – any photos at any location are relevant, but the more indicative of style/ design etc. the photo is, along with a few useful words, the more it will be viewed and Google themselves may enhance the listings’ success. For example, the photo attached of the music shop above is useful because it demonstrated how a large music shop, now working out of a factory with a frontage, is managing supply and service during COVID. A photo of guitar strings – which anyone would assume a music shop would supply – is not new, useful information and therefore does not add value to Google’s product.
  • Facebook – New localities can be added e.g. íf you want your small coastal town to be known as a Seafood Mecca, you can add ‘Brooklyn, NSW, Home of Sydney Rock Oysters’. If it’s not particularly relevant it won’t take off, but if it is, then it will be incredibly useful to tourists and tourism.

If you need someone to do the marketing for you, please contact Australian Voice Marketing on 1300 156 664.

Meat pie critic on mission to boost regional businesses with online pie reviews

From, 31st July 2020, Pie reviewer Shaun Pyne has been promoting regional towns through his online pie reviews.(Supplied: Pyney’s Pie Reviews) Shaun Pyne is a sports manager by trade with a passion for pies and a love for small country towns.

Mr Pyne has been visiting regional towns across Australia to review pies from local bakeries while promoting their business to his online following.

“The whole review started to let travellers know about the awesome bakeries all over Australia, particularly in country towns that rely on a lot of tourists,” he said.

Pie collector

Mr Pyne began his pie reviewing project a year ago while on a road trip to the outback Queensland town of Birdsville with some friends.

“It started as a bit of a joke,” he said.

While some of his fellow travellers collected coffee cups, stickers and stubbie holders in every town, Shaun decided to collect and consume pies.

“I ended up having 23 pies in 18 days and I just started blogging about it,” he said.

Pie-reviewing road trip

In July, the Mr Pyne travelled with his wife and two friends across regional Queensland and New South Wales on a quest to showcase as many pies and bakeries as possible.

Caravan with the Pyney's pie reviews logo on the side of it
Shaun Pyne travelled in a caravan trying pies in remote towns across Australia(Supplied: Pyney’s Pie Reviews)

Starting at their home in the Sunshine Coast, they drove through Roma, St George, Nindigully and surrounds, then onto Lightning Ridge and Dubbo before arriving in Broken Hill.

While in Broken Hill, Mr Pyne met up with local baker Greg Lively to review some of the pies made in the Silver City.

“We had people mention it and saw a little increase in the pies he tried,” Mr Lively said.

Using pies to promote rural Australia

Now with thousands following on social media, Mr Pyne has used his platform to showcase the towns he visits and more importantly, the bakeries in them.

“The last couple of reviews we’ve had a reach on social media close to 80,000, so it’s a very good plug for these small businesses,” he said.

Raised in the rural Queensland town of Charleville, Mr Pyne wants to encourage more people to explore and support regional Australia.

‘A good pie doesn’t need sauce’

While Mr Pyne has an established five-category scoring system with a score of ten for each category, he said the final result should not matter.

“It’s about letting travellers know that when you’re in town, pop in say: ‘G’day!’, talk to the locals, spend some money in town and spread the word.”

Mr Pyne said a good pie should meet his five categories of value for money, meat ratio, flavour, temperature and pastry, and doesn’t need sauce.

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