The Murray – Best Shared Marketing Campaign Spring 2019

Murray Regional Tourism, in partnership with Destination New South Wales and Destination Riverina Murray, has created the marketing campaign, The Murray – Best Shared, based on the concept of creating remarkable travel stories visitors can’t wait to share. The campaign showcased incredible tourism experiences visitors can have in The Murray, that are distinctive and memorable enough to share with their family and friends.

Campaign objectives

The Murray is already an appealing and established holiday destination for domestic travellers aged over 50. With that in mind, this new campaign aims to drive overnight visitation and increase length of stay among a younger demographic of 30 to 50 years of age. The Murray – Best Shared campaign will attract a younger generation to The Murray, while not disconnecting from the established older market, by leveraging the existing Legendary River Stories positioning, and presenting compelling food and drink, golf and nature-based travel experiences.

Launch date

Wednesday 28 August 2019

The audience: Adventurers

The Murray – Best Shared campaign targets Active Couples, 30-50 years of age from Melbourne, regional NSW and Victoria.

The secondary target is young, active groups, couples and solo travellers over 30 years of age. These segments love getting away from it all in natural surroundings, exploring water-based adventures, bushwalking and sampling local food and wine.

Communication channels

Get involved

We encourage tourism businesses across The Murray region to get involved in the campaign by:

More information