The successful 'Moments That Mean Everything' tourism campaign, designed to attract visitors to our magnificent Murray region, will start its second year with an exciting new twist.
The marketing initiative is a partnership between Moira Shire Council, Berrigan Shire Council and Federation Council, and this year it's even easier for local tourism operators to join the campaign.
Launched in July 2025, the initial nine-week campaign featured captivating content, supported by a mix of traditional and digital advertising, to inspire winter getaways in the Sun Country and North of the Murray regions. It celebrated nostalgic escapes, natural freedom and local hidden gems.
Following the strong performance and valuable insights gained from the 2025 campaign - including an increase in forward bookings for the off-season 2026 - planning for this year is well underway.
Moira Shire Council Chair Administrator Dr Graeme Emonson PSM is delighted the three councils are continuing their regional marketing partnership.
"We are pleased to invite tourism operators to get involved and be a part of this exciting next phase, to ensure our local businesses get the most out of this year's campaign," Dr Emonson said.
"Investment in tourism marketing initiatives ensures everyone benefits from great content, stronger collective promotion, wider reach and a unified message celebrating the moments that make our region special, but ultimately it's about getting more visitors into our region," Dr Emonson said.
"Our local tourism businesses are a vital part of our region, with the economic benefits of visitor dollars spreading across the community."
Berrigan Shire Council Mayor Julia Cornwell McKean shared Dr Emonson's sentiments.
"This initiative highlights the experiences visitors are seeking; genuine hospitality, beautiful natural settings and the opportunity to slow down and reconnect," Mayor Cornwell McKean said.
"By supporting our tourism operators and showcasing the unique character of our towns, we are helping drive visitation, strengthen local businesses and support our regional economy."
Federation Council Mayor Cheryl Cook emphasised the strategic advantage of the joint effort.
"The strength of the 'Moments That Mean Everything' campaign lies in our ability to pool resources and expertise across three councils to create a high-impact regional presence," Mayor Cook said.
"By working together as a unified region, we provide our local businesses with a platform and digital reach that far exceeds what we could achieve individually. This partnership ensures our message is louder, our marketing is sharper, and our local operators are positioned front-and-centre for the 2026 season."
