USC Fraser Coast students will help promote one of Maryborough’s newest and most colourful tourism experiences locally and across the globe.

The University is partnering with the creators of the Maryborough Mural Project to market a trail of eye-catching public artwork and installations on the city’s heritage buildings and streetscapes.

Project co-founders Elizabeth Lowrie and Deborah Hannam said the students would assist its volunteer committee to develop innovative marketing solutions to promote the trail, including using digital platforms such as Instagram and Facebook.

“We are trying to build a sizeable tourism asset for the city of Maryborough,” Ms Lowrie said. “Currently we are working on our 37th mural, so we believe it is time to change the emphasis for the project to publicising what we’ve created.

“Until now, the group has been using the power of referral from an informal network of visitors, family and friends to publicise the trail.”

USC Lecturer in Tourism, Leisure and Event Management Dr Shahab Pourfakhimi said the partnership offered students a valuable, practical learning opportunity to devise solutions to regional tourism challenges.

“It is a chance to apply their theoretical knowledge and creativity to come up with strategies to help the committee achieve its goal of using art to revitalise the city centre and promote Maryborough as a tourism destination,” Dr Pourfakhimi said.

Ms Hannam said she believed the partnership would be a winning combination.

“We can provide the students with real industry experience, insights and feedback while they can bring young tech-savvy minds and general expertise in tourism and marketing to the project.

“Most of the volunteers who assist with the project are over the age of 50, so the students can provide new ideas on how best to market to a younger generation, as we realise that the backpacker market is one that we lack,” she said.

Five USC Bachelor of Marketing (Tourism, Leisure and Event Management) students –Charlotte Russell, Katie Allan, Bethy Welsh, Olivia Hay and Louise Ould – have volunteered for the project.

“It is exciting to have this opportunity to work together to implement what we are learning in our studies to help the community,” Bethy said.

Applications are still open to study at USC in 2020.

— Clare McKay