New brand to take mountain bike trails to the world

Finch Hatton MTB was officially launched today (November 13), in what is a significant step for council’s cornerstone mountain bike trails project.

The brand was developed by award-winning destination and marketing specialists Destination Marketing Store (DMS) and Swell Design Group.

The launch was held at the Finch Hatton RSL with about 80 stakeholders, members of the public and invited guests in attendance.

Mackay Mayor Greg Williamson said the brand and marketing strategy would bring our new mountain bike trails to life, not just here in the Mackay region but around the world.

“It’s fantastic to introduce the Finch Hatton MTB brand to the people of our region who have played a major role in its development,” Mayor Williamson said.

“This brand represents our region, and specifically the townships where it is based, in look and feel,” he said.

“It also represents what mountain biking is all about – fun, adventure and the great outdoors.”

Destination Marketing Store Director Carl Solomon said DMS and Swell undertook extensive research, consultation and engagement with the community, local businesses, industry experts and mountain bike riders to inform the brand strategy and creative design.

“We were incredibly impressed by the high level of engagement by the Mackay region throughout our comprehensive brand development process,” Mr Solomon said.

“The positive response received during consumer testing is testament to a stand-out brand, worthy of a world-class trail network and one that will resonate with the community as well as with mountain bike riders from near or afar,” he said.

Mayor Williamson said Finch Hatton MTB would put the Mackay region on the leisure and adventure tourism map.

“When fully operational our trails are estimated to generate an additional 31,000 new visitors, $18.1 million in visitor spending and more than 100 full-time equivalent jobs,” Mayor Williamson said.

“Stage one of the trails, set to open before Christmas, will include the Finch Hatton Trail Head site, a pump track and 13.5 kilometres of airflow trails in Finch Hatton,” he said.

“Stage two will be an 82-kilometre network that spans from Finch Hatton to Eungella with construction forecast to start in 2026.

“This is an exciting time for our region and another feather in our cap, making us one of the best places in the world to live and visit.”

Carl Solomon, Destination Marketing Store (DMS) Director, Mayor Greg Williamson and Scott Kelley of Swell Design Group excited to introduce the Finch Hatton MTB brand to the region.