'The Murray River, Wind down' positions the Murray as the perfect destination to relax, unwind and enjoy the slow pace of this majestic river.

The campaign objective is to provide consumers with an emotional connection to the Murray River as well as increasing awareness of the region’s key attributes and destinations, including food and wine, history and heritage, golf and water-based activities.

Launched in August 2006, the campaign uses clever imagery showing a mix of couples and families enjoying time by the river in a range of activities, and importantly, winding down from the stresses of daily life.

View The Murray campaign press ads (776kb)

The Murray Campaign is predominantly targeted to Murray Meanderers, defined as Australians (30-64 years), medium to high spenders who show a tendency for activities that align with identified Murray product strengths. It also has appeal to Mid-life Households (45-59 years) and Young Parents (35-44 years).

This campaign features print (magazines and press) advertising, online and e-marketing in Melbourne, regional Victoria, regional New South Wales, the ACT and South Australia.

View The Murray tourism information online at visitvictoria.com/themurray.