The Hunter Valley Wine Region, one of Australia's oldest wine-growing areas, sought to boost its $511 million visitor economy by enhancing its appeal and encouraging repeat tourism. The Hunter Valley Wine Country Signage Strategy was developed in collaboration with Cessnock and Singleton Councils, local growers, and producers to achieve this. Funded by a grant from the Australian Government’s Building Better Regions Fund and matched by the Council, the $2.5 million project aimed to update outdated signage, establish a strong brand identity, and improve visitor navigation.

The strategy focused on representing the unique character of the region's micro-climates, creating a cohesive and informative signage suite. The project involved extensive consultation with stakeholders, including local councils, growers, and the community, to ensure the signage met their needs and regulatory requirements. The new signs, made from sustainable materials like locally sourced rammed earth, were designed for durability and minimal maintenance.

The project also acknowledged the Wonnarua People as Traditional Custodians through welcoming entry statements on new signs. The initiative strengthened community identity, promoted tourism, and supported sustainable development, setting an example for effective regional collaboration and enhancing the Hunter Valley's appeal as a premier destination.