Mates of The Murray 2025 wraps with nearly 7 million views and a big dose of local pride

A storytelling-led tourism campaign shining a light on the people and places that make The Murray special has wrapped for 2025, with strong digital results and heartfelt support from communities across the region. 

The second iteration of Mates of The Murray, delivered by Murray Regional Tourism, ran through May and June and generated nearly 7 million views, 2 million reach across social platforms, and an increase in traffic to Visit The Murray’s website. 

But for Murray Regional Tourism CEO Cameron Sutton, the most valuable outcomes go beyond the numbers. 

“This campaign is about the people,” said Cameron Sutton, CEO of Murray Regional Tourism. “From the beginning, Mates of The Murray has been designed to celebrate the locals who make this region tick, the characters you meet, the passion they bring, and the sense of place they help create. We’re fortunate to have so many incredible tourism operators across The Murray who live and breathe this every day as they host visitors, share their stories and help others experience the heart of our region.” 

First launched in 2024, Mates of The Murray marked a more authentic, community-first approach to destination marketing. It uses real stories to spark curiosity, encourage regional dispersal and deepen emotional connection to place. 

This year’s campaign benefited from earlier planning, learnings from the previous year and a greater focus on amplifying voices from smaller towns. Content was released weekly from 11 May to 30 June across Visit The Murray’s Instagram and Facebook (@visitthemurray), as well as the official website www.visitthemurray.com.au. 

The impact of the campaign has been felt not just through views and clicks, but in the pride it has generated locally. 

“It’s been so great to be part of this campaign and raise the profile of our area. I think it gives people who live here a great sense of pride seeing the community featured too.” said Katrina Myers, one of this year’s featured Mates. 

For more information and to view the full collection of stories, head to Instagram and Facebook @visitthemurray or visit visitthemurray.com.au/plan/mates.