Murray Region looks to inspire visitors with winter tourism campaign

A new winter tourism campaign is promoting the Murray River's 'Sun Country' encouraging visitors to explore the area during the cooler months and experience everything the regions have to offer.

Launched last week, 'Moments That Mean Everything' is a nine-week marketing campaign developed by Moira Shire Council in partnership with Berrigan Shire Council and Federation Council.

Promoting the Murray and North of the Murray regions, the campaign features captivating new content, supported by a mix of traditional and digital advertising to inspire winter getaways. Grounded in strategic insights and emotional storytelling, the campaign is designed to create a deeper audience connection and ensure the region stands out from its neighbours along the Murray, driving visitation.

Advising that the campaign is all about highlighting the small, special moments that make a getaway truly memorable, Moira Shire Council Chair Administrator, Dr Graeme Emonson stated "this is an invitation for people to slow down, reconnect and enjoy the charm of the region in winter. Whether it's a stroll by the river, a cosy fireside meal or discovering a local hidden gem, there are so many ways to experience the Murray," Dr Emonson said.

Federation Council Mayor, Cheryl Cook, explained that the Council is proud to launch the campaign, noting "we are incredibly excited to partner with Moira and Berrigan Shires to launch this innovative off-season campaign for our magnificent Murray Region.

"Thanks to vital flood recovery funding, and council contributions we're able to showcase the true heart and soul of our area, inviting visitors to experience the simple, joyful 'moments that mean everything' here, whether it's reconnecting with nature, discovering hidden gems, or reliving nostalgic memories."

The campaign focuses on three key themes that continue to influence travel decisions: nostalgia, nature, and discovery, and is backed by insights into what visitors seek in a regional break.

The campaign includes:

• Regional and metro radio advertising across Victoria, NSW and Canberra

• Digital ads across Facebook, Google, YouTube and Taboola

• A new website with trip ideas and regional highlights - www.suncountryonthemurray.com.au

Berrigan Shire Mayor Julia Cornwell McKean said the collaboration across councils made the campaign stronger, adding "we're excited to join our neighbouring councils in launching this campaign, which celebrates the unique charm of our region and encourages visitors to discover the simple, joyful moments that make holidays memorable."

The campaign has been made possible through flood recovery funding, jointly funded by the Australian and Victorian Governments, and is part of the continued efforts to support the region's tourism industry and local economy.

Image: Fishing on Lake Mulwala. Credit: Murray Tourism/Rob Mulally.