“River Country” will soon be used as council’s primary tourism identity name as new collateral and digital information tools are rolled out this year.
Mayor Chris Bilkey said the new brand accurately reflects the tourism offering of the region.
“The brand name of ‘River Country’ clearly explains the tourism offering,’’ he said.
“The word ‘river’ recognises the mighty Murray, but importantly also recognises the other rivers across the council that give life to the communities and are assets for the local tourism industry.
“By including the word ‘country’ the assets that are not on the Murray, or necessarily on other rivers, are also recognised, creating the image of welcoming communities, open space and nature.’’
The identity aims to also allow for a variety of regional assets to fit easily under the brand; including the red gum forests, the Aboriginal heritage, the farming villages, the food trail, the river experiences and many more.
The brand also delivers a tag line — “Where the best memories are made” — providing a visual depiction of what holidaying in the region is all about.
The new brand was developed by council’s economic development and tourism team, supported by robust research.
Council’s economic development and tourism manager John Harvie said the brand not only emphasised the area’s offering, but would also deliver a unified tourism identity through strong imagery and visual style.
“The new brand is a clear and appealing representation of what the area is famous for,’’ he said.
“The use of earth tones will harmonise with the colours found within the region and compliments the simple yet effective brand name.
“‘River Country’ ensures the whole council is accurately represented and is now the catalyst to tie everything together in regards to destination marketing for this area.’’
Residents will start to see MRC’s new tourism brand in action when a new visitors guide and website is unveiled in spring 2019.
It will also continue to be rolled out across a number of mediums in consultation with local groups and operators.
Moama locals can hear the brand development story at council’s budget and brand reveal community information session tonight at Moama Seniors Community Centre from 6pm.
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