The marketing initiative is a partnership between Moira Shire Council, Berrigan Shire Council and Federation Council, and this year it’s even easier for local tourism operators to join the campaign.
Launched in July 2025, the initial nine-week campaign featured captivating content, supported by a mix of traditional and digital advertising, to inspire winter getaways in the Sun Country and North of the Murray regions.
It celebrated nostalgic escapes, natural freedom and local hidden gems.
Following the strong performance and valuable insights gained from the 2025 campaign, planning for this year is well under way.
Moira Shire Council chair administrator Graeme Emonson said the initiative was about getting more visitors into the region.
“Our local tourism businesses are a vital part of our region, with the economic benefits of visitor dollars spreading across the community,” Dr Emonson said.
Berrigan Shire Mayor Julia Cornwell McKean said supporting tourism operators helped to “drive visitation, strengthen local businesses and support our regional economy”.
“This initiative highlights the experiences visitors are seeking: genuine hospitality, beautiful natural settings and the opportunity to slow down and reconnect,” Cr Cornwell McKean said.
Federation Council Mayor Cheryl Cook said that by working together the councils were providing local businesses with a larger digital reach.
“This partnership ensures our message is louder, our marketing is sharper, and our local operators are positioned front-and-centre for the 2026 season,” she said.
Tourism operators will have multiple ways of getting involved in the 2026 Moments That Mean Everything campaign, including content creation, social media support and paid partnership ads.
Fresh photo and video content will also be produced to further showcase the unique experiences our region has to offer.
The campaign will run from Friday, May 1 to Friday, July 31 and will be delivered exclusively through digital channels, with targeted advertising across Facebook, Instagram and YouTube.
For further information or to register interest in joining the campaign, contact the tourism team in your respective council area:
Moira: Email tourism@moira.vic.gov.au or call (03) 5871 9222.
Berrigan: Email tourism@berrigan.nsw.gov.au or call (03) 5888 5100.
Federation: Email tourism@federationcouncil.nsw.gov.au or call (02) 6033 3221.
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