The trusty printed map is showing no signs of fading with Hema Maps releasing a customised edition specific for motorcyclist enthusiasts looking to explore the NSW New England High Country.
Bluestar was earlier this year nominated as the preferred printer for Emprise Group’s work after the company was formed when rival tourism publishers Hema and Adventures Group Holdings merged.
Prior to that local operators printed the maps and other publications but that is all now under one roof.
The map, the result of a joint venture between Emprise Group, BMW Motorrad and six local governments includes information useful for motorcyclists like specific road conditions, hazardous bends and fuel stops.
Around 20,000 New England specific maps were printed, the latest in the company’s foray into custom maps which it sees as a growth area, made further so by continued issues around connectivity to digital devices in regional and remote Australia.
It’s already produced 25 region specific maps for Tourism NT and an array of specific maps for Queensland’s motoring body, RACQ.
Emprise Group CEO Rob Gallagher says a physical map not only gives travellers inspiration to visit a certain town or place, but is crucial when there’s no mobile signal.
“Printed maps give context to a destination, if you are looking at a computer screen you are constrained by the way it presents,” Gallagher told ProPrint.
“Also if you have no access to your device you are still able to keep going.”
Despite the boom in digital navigation systems, Hema’s map sales are continuing to grow, with custom maps the latest area of demand.
Andrew Wilson, Emprise group partnerships manager, says custom maps give motorists and riders the confidence to try new roads.
The majority of the New England maps will be distributed in the December edition of Australian Motorcycle News and through local tourist information centres.
“It was a custom print for motorcycling enthusiasts for the NSW New England High Country covering the six local government areas of Armidale, Uralla, Walcha, Tenterfield, Inverall and Guyra,” Wilson says.
To make the maps, Hema sends out teams of people to drive on the roads ensuring specific details about topography, dangerous bends and fuel and food facilities are included.
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