The Orange region has plenty to offer but getting people to know just what’s here is the next big challenge, says Caddie Marshall, General Manager of Orange360.
Formerly known as Brand Orange, Orange360 is the new tourism marketing brand for the region, a collaboration between the local councils of Orange, Blayney and Cabonne.
While in the past Orange has put a lot of effort on selling itself as a wine and food destination, Ms Marshall said, the next step for Orange360 is to make people realise just how much more there is to the region.
“Both Taste Orange and Brand Orange, their marketing strategies were heavily centred around events; in-region marquee food and wine events over the course of ten day festivals being Orange Food Week in April and Orange Wine week in October,” said Ms Marshall.
Those events have put Orange on the map, but Ms Marshall said it is time to build on that recognition and make people see what the region has to offer year round.
“There’s truly something magic about our region,” she said. “We've got great pubs and cafes and wonderful restaurants and wonderful things to see and do. We are not a one-trick-pony, we have got a diverse spectrum of things to see and do that people can come back and experience many times throughout the year. It is much more than food and wine, but that said we are very proud of the quality of the food and wine that comes out of our region.”
Ms Marshall said their key promotional tool will be the new Orange360 website, which is currently under construction. The website will be comprehensive source of information on the Orange region, designed to not only attract new visitors, but also giving those already coming here reasons to stay longer. 
“It will be a single source of information for our region. This will be where those attractions and events and opportunities for people to stay and visit will live,” she said.
“If you're an accommodation venue or you're a cellar door that might be hosting an event, you will be able to upload an event, or a community event. That can then be housed on our website and then people coming here and booking their accommodation will have your event presented as something that they will be able to see and do during their stay in the region.
“It is building all that appeal… showcasing what we've already got and helping people find that.”