Marketing the Murray is about more than promoting a place, it’s about telling a story that inspires travel and benefits communities across the Murray region.
We combine bold creative ideas, strong partnerships, and targeted messaging to raise awareness, inspire visitation, and strengthen the region’s brand.
Spreading the word
Murray Regional Tourism tells the bigger Murray story, showcasing the whole region as a must-visit destination, while supporting and complementing the individual campaigns of our local government areas.
Through integrated campaigns across digital, print, social, and in-destination channels, we highlight the Murray’s landscapes, experiences, and communities. Our flexible digital marketing platform bridges Victoria and New South Wales, and our partnerships with national and state tourism bodies help us amplify the region’s profile to priority markets.
Delivering Campaigns & Cooperative Marketing
Our campaigns bring the Murray together under one shared story, creating regional awareness that benefits every part of the river.
We also work alongside Visit Victoria, Destination Riverina Murray (DRM) and Destination NSW (DNSW) on broader Murray-based marketing or cooperative campaigns, allowing us to extend our reach and amplify our message in targeted markets.
Recent Murray Regional Tourism Initiatives include:
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Murray Moments
A seasonal campaign capturing the best of a Murray getaway. From influencer collaborations to special offers, it inspires travel, drives bookings and encourages visitors to share their own moments. -
Mates of the Murray | Season 1 & 2
A storytelling campaign sharing the authentic voices of locals. Each week, a new “mate” is introduced through video, blog and EDM, inviting audiences to connect with the region through its people.
These initiatives bring the Murray brand to life and set the stage for local government areas to showcase their unique destinations within the broader story.
Targeted Marketing
Our marketing is guided by research, ensuring we reach the audiences most likely to visit and engage with the Murray.
Our priority audiences:
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Murray Habituals – Visitors who return regularly often for longer stays. They are self sufficient travellers and committed advocates for the region.
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Back to Basics – Travellers seeking simple natural and relaxed experiences that provide time to reconnect with loved ones.
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Road Trip – Visitors motivated by the freedom of driving holidays with interest in exploring new destinations towns and landscapes.
These audiences share a love of discovery, value authenticity and see the Murray as a place to slow down, reconnect and enjoy life’s simple pleasures.
View the Murray Regional Tourism Annual Report to explore our marketing approach in detail.