A huge bright-yellow Vegemite jar sits in a bush block - with a welcome mat out front
It's a striking juxtaposition, but in some respects not too far out of place, given Vegemite is back in Australian hands following the purchase of its parent company by Bega Cheese.
The oversized Vegemite jar set in the heart of the Bega Valley is a marketing campaign by Booking.com, one of the digital world's leaders in linking travellers to unique accommodation options.
It was opened to bookings for two nights only this weekend, December 6 and 7, and was booked out within 15 minutes of launching.
The "Vegemite Villa" sits four meters high and two metres across and is powered by solar panels so guests can have light and charge their phones - which will come in handy given the room is perfect Instagram fodder.
The walls are lined with shelves stocked high with Vegemite, as well as branded merchandise like socks, slippers, towels, pyjamas, drink coasters and an alarm clock. The bed is shaped and coloured like a large piece of toast with a Vegemite-coloured blanket - even the keyring to get inside is a little jar of Vegemite.
Gracie Low is the senior producer behind the Vegemite Villa project and was on site on Friday to give Australian Community Media the grand tour.
"Booking.com has 6.2million properties around the world with plenty of weird, quirky and wonderful opportunities for travellers," Gracie says.
You can even book a night in an igloo she tells us.
"We love showcasing how unique our locations are and what's more quintessentially Australian than a jar of Vegemite out in the bush.
"It sits really well here. We're not in some city with views of buildings, we wanted to give it a different setting and draw some attention to Bega. It's somewhere special."
The Vegemite Villa has been set up at Brogo, 20 mins north of Bega and the Bega Cheese factory. The property is also where Corinne Markov runs Fernmark Inn B&B.
"Corinne is really lovely and has been so supportive and keen to have something exciting like this come to the area," Gracie says.
"I love working with the local people in towns we go to.
"It's really refreshing and nice to be out and about, not just in cities.
"There are horses and alpacas wandering around and there were wallabies and kangaroos in the background this morning."
The guests staying this weekend are in for a real treat - provided they like plenty of Vegemite with their breakfast!
Ben Smyth
I have worked as a journalist since 2005 and am now Editor of Australian Community Media mastheads in Bega, Merimbula and Eden
I have worked as a journalist since 2005 and am now Editor of Australian Community Media mastheads in Bega, Merimbula and Eden
