Murray Regional Tourism is banking on a new marketing campaign to bring visitors back to river towns such as Echuca-Moama in droves.
Encouraging people to create their own ‘Murray Moment’, the campaign is focused on rebuilding consumer confidence and raising awareness of the region, while inspiring customers to book a short break to the Murray.
MRT said the campaign was designed to support the local tourism economy and drive bookings over the coming months following a summer season disrupted by the devastating floods.
Consisting of radio and digital advertising, media partnerships, social media and PR, the campaign has been co-funded by the Victorian Government, MRT and Destination Riverina Murray and will be in market from now until early September.
It is targeting potential tourists in regional Victoria, New South Wales and South Australia, as well as visitors in Melbourne, Sydney and Canberra.
MRT chief executive officer Cameron Sutton said the campaign had been created to bolster tourist numbers.
“We know it’s been a challenging time for tourism businesses, so we’ve developed a marketing campaign to drive awareness and increase bookings for the region,” Mr Sutton said.
“This campaign is about encouraging people to plan a visit and create their very own Murray Moment — whether that’s stargazing around campfires, indulging in epicurean delights, exploring our incredible waterways or enjoying the beautiful landscapes.”
Mr Sutton said the success of the campaign would also depend on the influence of residents throughout the region, with MRT covering an area of 13 local government councils from Albury to Mildura, including Campaspe and Murray River.
“We’re also calling on the support of locals for this campaign and asking them to get involved by sharing their own Murray Moments across social media and inviting their friends and family back to the region to create, and share, their own Murray Moment too,” he said.
As part of the new campaign, consumers have the chance to win one of three unique ‘Murray Moments’ packages valued at $2000.
For more, go to visitthemurray.com.au/murray-moments/competition
The competition entries are open until August 20, 2023.