BMW Motorrad has announced a partnership with Hema Maps and the New England High Country to launch a ground-breaking map detailing the motorcycle routes in the region.
Boasting some of the best rides in Australia, the New England High Country in northern New South Wales will be easier than ever to discover thanks to what will be an Australian-first dedicated regional motorcycle map.
It’s all thanks to a unique partnership between BMW Motorrad, Hema Maps, and the New England High Country, who have combined forces to help motorcyclists get the best out of their time in the Great Dividing Range.
Like the region itself the map will cater for a wide variety of riders, from those wanting to experience the flowing roads to the adventurous looking to get off the beaten track.
“I’m excited to have this opportunity to promote a region that I love through a pastime that I’m passionate about,” said Armidale Regional Council Mayor Simon Murray.
“This is a perfect way to showcase the New England High Country.
“As someone who rides an enduro bike, I know first-hand that this is a world-class region when it comes to riding. It’s a Mecca for motorcyclists in Australia. From the winding roads to the plethora of dirt tracks cutting through incredible scenery, we have it all.
“And following a day on the bike nothing beats the region’s local hospitality to enjoy locally-grown produce and a glass of something brewed, distilled or fermented.
“I’d like to acknowledge the partnership that has brought us to stage three of our motorcycling campaign. Working with two class-leading companies in Hema Maps and BMW Motorrad, we’ve achieved something special.”
Rob Gallagher, CEO of Hema Maps, added: “Hema is really proud to have pulled together this partnership between the six local government areas, BMW Motorrad and Hema Maps to put the New England High Country region literally on the map for motorcyclists.
“The Hema New England High Country motorcycle map we have produced is just one of a number of marketing initiatives we have developed in collaboration with the region to help drive the visitor economy. We are excited to see more amazing content being produced in the coming days as the touring group of riders head off to the region.”
To celebrate the launch of the New England High Country map, BMW Motorrad has chosen the region as the host of the 25th anniversary edition of the popular BMW Safari programme in 2019.
The Safari will kick off in Windsor, New South Wales, before trekking through the New England High Country on what will be an unmissable adventure.
“This is an incredibly exciting partnership for us,” said BMW Motorrad General Manager Andreas Lundgren.
“Not only have we created an Australian-first with the New England High Country map, thanks to Hema Maps and the Armidale Regional Council, but to be able to properly delve into the region with the 2019 BMW Safari is a wonderful opportunity for us and our customers.
“We’re so proud to make the region more accessible to more riders through the map, and we can’t wait to welcome our customers to the beautiful roads and tracks during the Safari next year.”
First launched in 1994, the BMW Safari provides riders with a number of pre-marked routes of varying levels of difficulty. With the confidence of full BMW Motorrad support, participants can soak in some of the best motorcycle trips Australia has to offer over the course of an unforgettable week.
The New England High Country map will be launched on Wednesday 14 November and is available here and participating regional outlets.
