The new Murray River, Lakes and Coorong Visitor Guide will be launched this week, as the final hero piece in a 12-month regional tourism campaign.
Originally due to be released in June, the publishing date of the guide was postponed due to the industry-wide devastation of COVID-19. However, its new release date could not have come at a better time, as our borders open up to the rest of Australia this week.
The 24-page, interactive digital flipbook is online now, and a significant marketing campaign will kick off next week to encourage people from across Australia to access it and start planning their 2021 holidays in our region.
Meanwhile, 30,000 printed copies of the Visitor Guide will be delivered to Visitor Information Centres and other key sites across the country just in time for the peak travel period.
The project is part of the MRLC’s 2020 Major Campaign, an award-winning framework which partners the local tourism alliance, with the SATC and regional operators.
MRLC Tourism Development Manager Bill Nehmy said the combined investment from various stakeholders, ensures that millions of people are engaged in some of our region’s most exciting and beautiful experiences.
“The campaign has included elements of social media marketing, website blogging, digital capacity building for operators, press opportunities and more, but the visitor guide is what brings it all together,” Mr Nehmy says.
“The release of the guide is especially timely given that road-trips are likely to see a significant rise in 2021 as people across Australia recover from (and continue to manage) the impacts of COVID.
“Already we have reached hundreds of thousands of people through digital marketing with this campaign, and now we’re looking forward to taking this number up again as we target new travellers and encourage them to stay longer in our region.
“Importantly, our region is a vital link between Victoria and Adelaide, and we expect this key visitor market to come back strong from this week, especially now that our visitor guide will be at many of their stop-off locations.
“On top of this, we know our proximity to Adelaide, coupled with our magnificent Murray River, Lakes and Coorong backdrop means our region is in a great position to bounce back from COVID-19, and I would encourage anyone who’s been considering a visit, to take a look at the new digital flipbook and start planning their itinerary.”
Mr Nehmy acknowledges that while it’s exciting to finally be releasing the Visitor Guide, there was a long way to go to help get the local, State and national tourism industry back on its feet.
“This is just the start of significant investment for this region over the coming months,” Mr Nehmy says.
“We’re also working on releasing two more significant campaigns in 2021 to help our growing tourism economy get back to where it was post COVID-19, quickly.
“Our operators are resilient and more ready than ever before to welcome people back, and with international travel still off the cards for some time, we have a chance to attract some of our avid Australian travellers here.”
Next week, Mr Nehmy will be hand-delivering copies of the new visitor guide to all of the operators across the region who invested in the 2020 Major Campaign, with each of them having significant promotion through the guide as part of their involvement.
He also revealed that three local photographers – being Jacob Jennings, Dave Hartley and Katey Klingberg – had their photography featured in the booklet, alongside some of South Australia’s best landscape and astro photographers.
Anyone interested in finding out more about the incredible Murray River, Lakes and Coorong tourism region – or even locals wanting to see some of their favourite places up in lights – should download the new visitor guide here.
Otherwise, those on the road can pick up the new booklets from Visitor Information Centres in the coming weeks.
For interviews or photos with MRLC Tourism Development Manager Bill Nehmy
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