Council launches North of Murray Tourism Campaign


Federation Council has officially launched its North of the Murray Tourism brand in to the domestic market.

The North of the Murray ‘More to Life Campaign’ will run over a 12 month period, across a number of mediums, including television, programmatic online video and social media placement.

This awareness campaign has been designed with the key objective to define where North of the Murray is located, by highlighting the four key townships of Mulwala, Corowa, Howlong and Urana, along with the regions smaller towns and villages. The key message invites visitors to discover a place where there is “More to life” and emphasizes that the place where there is more is “North of the Murray.” This is supported by inspirational footage and written content featuring the region’s key experiences.

  • On the water;
  • Food and Drink;
  • History arts and Culture;
  • Sport; and
  • Outdoor Adventure.

The campaign is built around the various holiday periods in Victoria and New South Wales, inspiring lifestyle leaders from across regional Victoria and Southern NSW along with Melbourne, Canberra and Sydney.

Federation Council Mayor, Councillor Patrick Bourke said Council was thrilled to launch the North of the Murray Tourism Brand Campaign into the domestic market.

“We are excited to partner with a number of professionals in the television and online marketing space to showcase the incredible offerings and experiences that are North of the Murray,” he said.

“This campaign highlights that now is the perfect opportunity for every Australian to discover where there is more to life, North of the Murray.”

To support the implementation of the new tourism brand and launch campaign, Council has developed extensive tourism programs and marketing assets over the past 12 months.

These include:

  • Destination Marketing Strategy;
  • Offical Visitor Guides;
  • Town Maps;
  • Promotional Banners;
  • North of the Murray Merchandise;
  • Connect with Us Cards;
  • Rebranding and revision of the North of the Murray Website and North of the Murray associated socials media pages;
  • Print Marketing; and several
  • Media Famils to showcase the many offerings and experiences on offer throughout our unique tourism businesses.

In addition to this Council has created the online North of the Murray Tourism Industry Hub and the North of the Murray Operator Toolkit to support North of the Murray tourism businesses with helpful links, useful tips and suggestions for how to leverage from Federation Council’s Tourism initiatives. Tourism businesses are also encouraged to follow the North of the Murray Facebook and Instagram pages.

Discover more North of the Murray

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