The Way We Holidayed celebrates the memories and traditions that have made the Murray region part of people’s holidays for generations while inspiring what their next Murray holiday could look like.
Campaign at a glance
- Campaign dates: 23 September – 28 October 2026
- Destination: This is a region-wide campaign for The Murray (see geographic area map for more detail)
- Audience: Past and regular Murray visitors, alongside people ready to start traditions of their own
- Channels: Visit the Murray website and social channels, paid digital advertising and the ‘Find your Murray tradition’ quiz
What’s the idea?
Lots of people already know and love The Murray, but holidays change, routines get interrupted and traditions can quietly fall away.
The campaign uses those memories as a starting point, reminding people what they love about the Murray region, while giving them new reasons to return, reconnect or start a tradition of their own.
How industry can get involved
Tourism businesses, events and destinations across The Murray can help bring the campaign to life through their own customers, stories, photos and experiences.
You don’t need to create special campaign content. You might share a campaign post, tell the story of regular visitors, dig out an old photo, highlight a familiar holiday ritual or simply show people something they can experience in The Murray today.
Tag @VisitTheMurray on social media so we can see what you’re sharing and look for opportunities to reshare it.
Not sure where to start? The Campaign Toolkit includes simple ways to take part, practical content ideas, caption prompts and examples of what campaign-aligned posts could look like.
Update your ATDW listing
The campaign will direct visitors to visitthemurray.com.au, so now is a good time to make sure your Australian Tourism Data Warehouse (ATDW) listing is up to date.
Operator and event listings on Visit the Murray are sourced from ATDW, so check that your description, images, contact details, opening hours and booking information are current.
What will visitors see?
The campaign will feature real Murray holiday stories and photographs alongside future trip planning ideas. It’ll roll out across Visit the Murray’s digital channels, including:
- Organic social content across Visit the Murray’s Instagram and Facebook
- Paid social and digital advertising
- The ‘Find your Murray tradition’ quiz
- Campaign content and trip inspiration on the Visit the Murray website
- Additional amplification supported by councils and local tourism partners across the Murray region
Key links
Instagram: @VisitTheMurray
Facebook: Visit the Murray
Campaign website content: visitthemurray.com.au
For campaign enquiries:
Rachel Anderson, Assembld
Campaign lead
[email protected]
0434 645 430
For MRT marketing enquiries:
Pamela Canavan
Marketing Coordinator
[email protected]
0461 494 474
For MRT industry enquiries:
Kaylee Whitfield
Industry & Local Government Lead
[email protected]
0456 925 189