The Murray River, Lakes and Coorong region has launched its 2021 Tourism Come Back Campaign.
The Murray River, Lakes and Coorong Tourism Alliance (MRLCTA) is injecting around $80,000 into promoting the region to key markets in SA, Victoria and New Zealand.
The campaign comes off the back of the tourism industry’s most challenging year on record.
MRLCTA Independent Chair Ian Hill praised the combined efforts of industry members and ongoing funding support from Councils, which are critical to the alliance’s success.
“We have some of Australia’s most amazing experiences right on our doorstep and with restrictions on outbound travel there has never been a better time to holiday in South Australia,” Mr Hill said.
The campaign includes a significant investment into commercial radio, television and Google advertising, while continuing to extend the region’s presence in popular digital marketing spaces - such as Facebook, Instagram and experience-blogging
MRLC Tourism Development Manager Bill Nehmy said this year would look a little different for tourism marketing - because while the major annual 2021-22 campaign would kick off later this year, the Comeback Campaign would provide a significant head-start to operators working to turn things around after the devastation of 2020.
“Already we know that some of our operators have experienced exceptional numbers during the last two to three months as travellers start exploring our State again. Now it’s critical that we continue to support them well into 2021, by providing consistent, strategic and relevant marketing opportunities, which in-turn, helps build our region’s brand and encourages more day-trips, stop-overs and holidays along our beautiful waterways,” Mr Nehmy said.
Before the pandemic entered Australia last year, the MRLC tourism region was showing its best tourism year on record. Day trips, overnights and longer stays were all on the rise, and to the end of December 2019, figures showed the region’s value of tourism rose to $192million, up 36% from December 2013 ($123M). The MRLC is also tracking as the third-highest destination for day trips in SA (967,000 per year).
A diverse range of operators from across our region are involved in the campaign, including the PS Murray Princess, Proud Mary, Bremerton Wines, River Shack Rentals, Bridgeport Hotel, Bridges Event Centre, Monarto Safari Park, Spirit of the Coorong, The Bend Motorsport Park, Four Knots Cruises, District Council of Karoonda East Murray, Juggle House Experiences, Murray Bridge Golf Club, Mojos in the Marketplace, Mid Murray Council, Bowhill General Store, Big Bend By Night, River’s End Retreat, Rabbiter’s Hut Bed and Breakfast, Freedom Boat Hire and Unforgettable Houseboats.
“If anyone across the community wants to support our regional tourism operators this year, thenplease make sure you follow the Murray River, Lakes and Coorong on Facebook and Instagram,” Mr Nehmy said.
“Through our social media channels and website (themurrayriver.com) you’ll find plenty of inspiration for a staycation close to home this year, or even some ideas on what to do when friends and family come to visit from the city or interstate.
“We often take for granted what’s in our own backyard, but there is so much on offer between the Coorong, Murray Mouth, Lower Lakes and beautiful Murray River that we don’t need to travel far to see the best of it all!”
Photo PS Murray Princess, supplied