Spreading the word

Murray Regional Tourism develops and delivers a range of marketing campaigns on behalf of its local government and industry partners. Our campaigns aim to drive destination awareness and tourism-related visitation, and yield opportunities for the region.

Our marketing campaigns are innovative and integrated, utilising a range of channels to effectively engage with our region’s most important target markets.

Supporting destinations along the region with our flexible digital marketing platform, we straddle the state border to provide attractive, usable web experiences. And with strong relationships with the national and state tourism organisations, our online reach is second to none.

Delivering innovative campaigns and resources

Here are some of MRT’s key regional marketing initiatives delivered and currently underway:

  • Murray River Touring Map
  • Murray River Travel Planner
  • Cross Border Canoe Trail development
  • Adventure Trail Development
  • Ports of the Murray development
  • Food and Wine sector campaign development
  • Caravan and camping/self-drive and touring sector initiatives
  • Golf sector campaigns
  • Nature based tourism campaigns
  • History and heritage campaigns

Target markets

Stemming from our brand review, MRTB’s description of our overarching target audience is:

Interested, open and active people who find the demands of modern life often compromise their relationships with themselves and those around them.

They view regional Victorian holidays as the chance to get back to nature and the beautiful simplicity that brings.

These people are happy to travel for new experiences that’ll keep everyone happy with reasons to be active, involved and engaged.

They cross all age groups and demographics yet predominantly are well educated, higher in affluence and travel for short breaks.

Market segment by experience


Age groups/ Lifecycles


Inspired by Nature: Caravan & camping enthusiasts VIC, NSW, ACT, SA All age groups All lifecycles
Inspired by Nature: Eco-tourists, nature enthusiasts VIC, NSW, ACT 25 – 44 Young families, active mid-life empty nesters and self-funded retirees
Inspired by Nature: Outdoor adventurers: water sports, golf VIC, NSW 19 – 44, 45- 64 Young  families, self-funded retirees
Creative Opinion Leaders: History and heritage enthusiasts VIC, NSW 25 – 44, 45- 64 Young families, active mid-life, empty nesters
Creative Opinion Leaders: Events and business events VIC, NSW, ACT, SA 25 – 44, 45- 64 Young to mid-life social groups, golf enthusiasts, other club members
Food and Wine Lifestylers

- these can cross over into other categories

VIC, NSW, ACT, SA 25 – 44, 45 - 64 Young to midlife couples, social groups, empty nesters

See how our research and resources and can help with your marketing initiatives.