Signs feature Middle of Everywhere branding

New welcome signs popping up at the entry to townships across Wellington Shire tie in with the Middle of Everywhere branding.

NEW town entry signs are being rolled out across Wellington Shire.
First up was Rosedale earlier last week, followed by Maffra, Stratford and Sale.
Since the first sign was installed a week ago, council said it had received requests from other towns to be included.
Others in line during the first round of the signs’ roll-out include Yarram, Port Albert, Heyfield and Dargo.
Wellington Shire Council said it had worked closely with local business and tourism associations and key stakeholders to design and deliver the new signs which reflected the individuality of each town.
The new signs, slightly bigger than the old ones, stand in the same locations.
Wellington Shire mayor Garry Stephens said councillors were excited to see them popping up around the shire, featuring ‘The Middle of Everywhere’ branding.
Cr Stephens said the signs had everyone talking.
“The signs are bright, colourful and unusual, which challenges some — while others love it,” he said.
“In addition to the new colours, shape and imagery, council is proud to now have recognition of the Gunaikurnai on the new signage.”
Cr Stephens said it was “fantastic” how the community has taken ownership of the Middle of Everywhere branding, and local businesses were getting on-board.
He said the brand was gaining recognition much wider than just Wellington Shire.
“The Middle of Everywhere campaign is not just about tourism, it’s also about promoting why we think it’s the best place to live at every stage of life, the best place to work with challenging and highly regarded career opportunities and it is also an amazing location to invest,” he added.
“The interest this campaign has attracted so far is phenomenal and council is pleased there is so much interest in the new town signage, which is part of the overall campaign.”
Next up as part of the project will be new ‘Welcome to Wellington’ municipal signs.
In addition, new highway signs coming soon will encourage people to drive into Sale instead of taking the alternative truck route and missing Sale altogether.
The Middle of Everywhere campaign has been funded by the state and federal governments, through funding that was specifically allocated to re-activate the region post-bushfires.
Council decided that to benefit multiple business sectors, the best spend would be a strong economic development campaign.
The Middle of Everywhere promotes Wellington’s tourism, living, employment and investment opportunities.
For more about The Middle of Everywhere campaign, visit or download the app.