Governance & Sustainability

PRODUCT DEVELOPMENT (cont)

Revitalising the Murray

Revitalising the Murray is a key strategic project funded by the Victorian State Government to assist with the Murray region through its COVID-19 recovery. The project consists of five components which collectively will provide a range of benefits and strategic outcomes designed to directly respond to the needs of industry and government across the region in both the immediate and long term.

1. Murray River Cruising Strategy - Development of a River Cruising Strategy to develop and enhance commercial river cruising experiences on the Murray River. 2. Murray Region Consumer Research Project - Consumer research to identify perceptions of the Murray region to inform both demand (marketing) and supply-side (product development) investment. This much needed project provided key insights which reflect current consumer perceptions and will inform future marketing strategies. 3. Accommodation Diversification Gap Analysis - This project aims to build occupancy rates and assist recovery through alignment of the regional accommodation offering with consumer preferences. The project involved undertaking an audit of all existing accommodation within the Murray region along with a consumer accommodation market research and assessment analysis. The aim is to identify gaps and opportunities for development of accommodation to meet consumers preference. 4. Murray Visitor Economy Dashboard - Development of a visitor economy research dashboard to monitor consumer insights to assist MRT, LGAs and operators to make informed strategic and commercial decisions. 5. Murray Brand Digital Content Hub Platform - Development of an online marketing content hub to provide centralised access to regional brand assets for the Murray region, along with sub-brand and co-branded content for our destinations and LGA partners.