A long-time paddle steamer enthusiast from Echuca is front and centre in Murray Regional Tourism’s (MRT) latest campaign that was officially launched last weekend.
Adam Fitton is one of six people to be featured in Mates of The Murray — a storytelling showcase promoting destinations on or near the Murray River that include Echuca-Moama, Albury, Urana, Swan Hill and Mildura-Wentworth.
The experienced local has always been involved in the marine industry. After completing his apprenticeship as a shipwright in 2002, his working career took him up and down the Murray from Echuca down-stream to Goolwa in South Australia where the river meets the ocean.
“I then would travel to many towns for many years completing maintenance and repairs to paddles steamers and other vessels along the Murray,” he said.
“Throughout the years I then furthered my studies to complete many marine qualifications to then allow me to act in commercial crewing roles such as skipper, marine steam engineer, marine diesel engineer general purpose hand, as well as other courses along the way.”
Since coming back to Echuca Moama roughly seven years ago, Adam has worked on notable commercial vessels in the Port of Echuca such as paddle steamers Pevensey, Adelaide, and Alexander Arbuthnot.
His position with Campaspe Port Enterprise (CPE), who oversees the port, involves managing the operation of these public vessels, as well as acting as a skipper, engineer, deckhand and trainer.
“I do a bit of everything — when I came back I was acting as crew, I manage charters, daily operations, compliance documentation, training to get certified for commercial vessels,” he said.
“As the commercial vessel(s) require (specific) qualifications to operate, I have then been able to spend time with assisting crew members in obtaining these qualifications.
“It is a long process and at times can be challenging but I have found it to be rewarding as fellow crew members have accomplished their exams and continue to strive in their new roles.”
Adam also became a member of the Echuca Vintage Machinery Club one year ago — members of the community club help to restore a wide variety of vintage engines and support events like last weekend’s Steam Iron & Trades Revival.
He even has his own 4hp Ruston Proctor self-moving portable steam tractor Ruston Proctor on display at the Port, which he restored with his father, David.
The engine is one of five to come to Australia from England and the first to be imported into Australia in 1910 by MV McKay and then purchased and taken to a sawmill in Warwick, Queensland. The restoration was completed over seven years after undergoing boiler work, all missing parts fabricated, and the motion machined.
Driving tourism in the region
As the organisation responsible for marketing the region, MRT is regularly producing destination campaigns designed to drive visitation and encourage visitors to stay longer and to spend more on the Murray. The Mates of The Murray campaign came about through discussions with industry, local communities and Visitor Information Centre staff.
MRT chief executive Cameron Sutton said the conversations uncovered the Murray’s reputation as a place where people feel welcomed by the locals. The campaign taps into this to uncover a more authentic side to the region.
“Mates of the Murray isn’t a typical destination campaign; it’s more reserved, inviting people to go deeper and make a real connection with the region and the people,” he said.
“We know the Murray region’s waterways and landscapes are captivating, and that’s reflected in the videos and images as part of the campaign.
“Our featured locals and their stories build on this and add a personal touch, just like people will experience when they come here.
“This approach aligns perfectly with our vision of making the Murray a memorable, must-visit region.”
The video and blog series features stunning video footage and imagery from across the Murray, paired with relaxed interviews with six locals, capturing their stories and passion for the region. Other participants include: Albury Wodonga tour guide Ruth Davys, Urana sculptor Andrew Whitehead, and Mildura winemaker Cindy Heley.
Now live on Visit The Murray’s website and social channels, there will be weekly releases of new video and blog content, with Adam Fitton’s profile to be released on June 30. Mates of The Murray is expected to boost awareness and encourage visits from key target markets.
In line with the campaign’s objective, Adam said CPE is trying to make the Port more lively for tourists to enjoy, while opting for more active displays as opposed to static ones.
“At CPE we’re trying to create a more active atmosphere and reactivate the Port of Echuca so there’s more activities for families to enjoy — the main attractions are the river, paddle boats, and the Discovery Centre museum,” he said.
MRT encourages residents and tourism operators to engage with and share campaign content on social media as it’s released each Sunday. For more information about the Mates of The Murray campaign, head to MRT's social media @visitthemurray