Seasonal Campaigns

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While many people may be familiar with The Murray as a summer holiday experience, MRT want to drive awareness that each season gifts new experiences to be had.

Three seasonal campaigns are developed each year  to encourage repeat visitation and extend te shoulder seasons within the Murray River Region.  Autumn, Winter and  Spring campaigns with the creative branding - Love The Murray.

Underpinning each campaign MRT is the positioning statement The Murray is Perfectly Seasoned and we use this as the creative anchor for the seasonal campaigns throughout the year.

We want visitors to:

  • Experience the seasons in The Murray
  • Taste the seasons in The Murray
  • Feel the seasons in The Murray

Seasonal Focus Themes

Each of the three seasonal campaigns has a strong focus on key seasonal activities within The Murray while simultaneously aligning with and amplifying Visit Victorian and Destination NSW key themes.

Winter themes include:

  • Enjoy the winter sun, with The Murray home to more sunny days than the Gold Coast in winter.
  • Nourish yourself with the many excellent food and beverage offerings available.
  • Immerse yourself in The Murray’s cultural scene exploring galleries, museums, and cultural walks.
  • Experience nature’s drama camping and glamping, all while keeping cosy in nature.

Spring themes include:

  • Experience the great outdoors, enjoying outdoor activities; walking, cycling, hiking, kayaking, and visiting scenic lookouts.
  • Taste the first of the new season produce – follow the Murray Farm Gate Trail, enjoy alfresco and outdoor dining experiences at wineries.
  • Experience the best of nature in spring– wildflowers (canola fields), birdwatching etc.

Autumn themes include:

  • Exploring nature to experience the changing outdoor landscapes.
  • Outdoor activities (non-water based).
  • Seasonal produce at farm gates and on restaurant menus.