Rise Up for our River
A $4.6 million river tourism recovery plan is helping support Murray River operators impacted by the once-in-a-century flooding event. It includes the “Rise Up for Our River” marketing campaign and the River Revival Voucher program.
The campaign showcases iconic river locations, highlights tourism operators along the river and calls on South Australians to throw their support – and dollars – to impacted river communities. It launched state-wide across TV, print and outdoor, as well as digital and social media, with a TVC running from mid-March.
You can also find the River regions - their accommodation, tours and experiences - highlighted on our dedicated campaign page.
Prior to the flooding event in late December 2022, tourism in the two regions was worth a combined $436 million and directly employing 2,800 people across both the Riverland and Murray River, Lakes & Coorong.
RIVER REVIVAL VOUCHERS
The River Revival Voucher program has so far pumped an estimated $10.7 million into South Australia’s Murray River regions, driving recovery for businesses and communities hit hard by the once-in-a-century flooding event last summer.
Vouchers used in the Riverland and Murray River, Lakes & Coorong regions, included:
- $100 Experience vouchers
- $100 Accommodation vouchers for a minimum one-night stay
- $200 Accommodation vouchers for a minimum two-night stay
- $750 Houseboats / guided tour vouchers (minimum $1500 spend inclusive of the $750 voucher)
The vouchers have been timed and staggered to allow for tourism operators to be ready to welcome the boost in visitation by voucher holders.
Booking and travel periods for all three rounds have closed.
HOW TO AMPLIFY
Like all other campaigns, this needs your support for it to reach its true potential. Find below an industry toolkit and some suggestions on how to leverage your own tourism business and marketing with this campaign:
Access the campaign assets for your marketing and owned channels from the River Revival Asset Toolkit.
If you'd like to explore further ways on how to amplify the message, check out our 'Rise Up for our River' Guide, including pre-designed Canva templates for both Instagram and Facebook posts, as well as Instagram and Facebook stories.
Align your digital marketing with our ‘Rise Up for our River’ campaign by sharing the hero video and other assets such as imagery on your own channels.
For social media, be sure to tag @SouthAustralia and #SeeSouthAustralia to increase the number of people viewing your content.
Use these key campaign messages in your own communications and include examples of your own curious and unique locations and experiences.
Some examples:
‘FEEL’ HEADLINE EXAMPLE
The Murray River, Lakes & Coorong is calling you to treasure it, rediscover it and explore it.
The Riverland is calling you to treasure it, rediscover it and explore it.
‘THINK’ HEADLINE EXAMPLE
[INSERT REGION/TOWNSHIP] needs your support
There's never been a better time to visit our river regions and Rise Up for our River.
‘DO’ HEADLINE EXAMPLE
Rise Up for our River
Book now and be part of the revival.
Ensure your Australian Tourism Data Warehouse (ATDW) listing is up-to-date and promotes your tourism business or experience to its full potential. Remember, this will be showcased not only by southaustralia.com but by up to 260 other distributors of ATDW content.
For information about how to get the most from your ATDW listing, see our ATDW Support & Marketing Hub.
MID MURRAY TOURISM RECOVERY FUND
Mid Murray River tourism operators significantly impacted by the once-in-a-century flooding event will receive an additional $500,000 in funding to support the return to full operations, staff upskilling, marketing activities and funding for events.
Eligible businesses include those located primarily in the Mid Murray Council region and low-lying neighbouring areas that were impacted.
The funding includes $150,000 to be shared among five councils impacted by the flood to support new and emerging events - Mid Murray Council, Berri Barmera Council, City of Murray Bridge, Renmark Paringa Council and District Council of Loxton Waikerie. Additional funds will also provided to the Mid Murray Council to support tourism recovery efforts.
A further $300,000 will be allocated to support businesses significantly impacted by the floods, with grants of up to $50,000 available through the Mid Murray River Tourism Business Support Program.
The remaining $50,000 will be used by the South Australian Tourism Commission to provide support to impacted businesses, through a combination of marketing and media spend.
CONTACT
For enquiries, please contact [email protected].