The marketing initiative is a partnership between Moira Shire Council, Federation Council and Berrigan Shire 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 from the 2025 campaign, including an increase in forward bookings for the off-season 2026, planning for this year is well underway.
Moira Shire Council chair administrator, Dr Graeme Emonson said he was delighted the three councils were continuing their regional marketing partnership.
“We are pleased to invite tourism operators to get involved and be a part of this exciting next phase, to ensure our local businesses get the most out of this year’s campaign,” Dr Emonson said.
“Investment in tourism marketing initiatives ensures everyone benefits … but ultimately it’s about getting more visitors into our region.
“Our local tourism businesses are a vital part of our region, with the economic benefits of visitor dollars spreading across the community.”
Federation Council mayor Cheryl Cook said the strength of the campaign lies in ways the three councils can pool resources and expertise to create a high-impact regional presence.
“By working together as a unified region, we provide local businesses with a platform and digital reach that far exceeds what we could achieve individually,” Cr Cook said.
“This partnership ensures our message is louder, our marketing is sharper, and our local operators are positioned front-and-centre for the 2026 season.”
Berrigan Shire Council mayor, Julia Cornwell-McKean said the initiative highlighted the experiences visitors were seeking; genuine hospitality, beautiful natural settings and the opportunity to slow down and reconnect.
“By supporting our tourism operators and showcasing the unique character of our towns, we are helping drive visitation, strengthen local businesses and support our regional economy,” Cr Cornwell-McKean said.
Tourism operators 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 be produced to showcase the unique experiences the region has to offer.
The campaign runs from Friday, May 1 to Friday, July 31, 2026, delivered exclusively through digital channels, with targeted advertising across Facebook, Instagram and YouTube.
For further information or to register interest in joining the campaign, please 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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