Visit Echuca Moama has unveiled its new RIVER LIFE destination marketing campaign alongside a completely redesigned tourism website, marking a significant new chapter in how the twin towns and surrounding region are promoted to travellers.
Built around Echuca Moama’s positioning as Australia’s most immersive River Life destination, the campaign and website showcase the breadth of experiences that make the region much more than a traditional river town.
Under the creative proposition ‘Not just a river town. A whole River Life’ , the campaign invites travellers to discover their own version of River Life — from iconic paddlesteamer cruises and houseboat holidays to regional food and wine, outdoor adventures, cultural experiences, family activities and time spent reconnecting with nature.
The new campaign is designed to shift perceptions of Echuca Moama beyond its well-known riverboat heritage, highlighting the diverse experiences, people and places that give the region its distinctive character.
Murray River Council Director of Sustainability and Growth Bryce Kilian said the launch represents an important step in strengthening Echuca Moama’s identity in an increasingly competitive domestic tourism market.
“Echuca Moama has always had an extraordinary connection to the river, but River Life is about showing just how much that connection shapes the experiences people can have here.
“Whether it’s spending a few days on a houseboat, exploring our food and wine scene, getting out on the water or discovering the surrounding towns and villages, there’s no single way to experience River Life.
“This new direction gives us a stronger, more distinctive way to tell our story and encourage travellers to discover everything Echuca Moama has to offer,” he said.
A NEW DIGITAL HOME FOR RIVER LIFE
Coinciding with the campaign launch, Visit Echuca Moama has unveiled a completely redesigned destination website at visitechucamoama.com.au, reflecting the refreshed brand identity and making it easier for travellers to discover, explore and plan their own River Life experience.
Developed by tourism website specialists ROAM , the new platform brings together accommodation, attractions, food and drink, events, regional experiences and practical visitor information in a contemporary, visually led digital experience.
A dedicated River Life campaign landing page connects travellers with curated inspiration and itineraries built around different holiday styles, including Taste River Life, Playful River Life and Wild River Life.
The website also encourages visitors to Go Further, exploring the surrounding towns and villages and discovering more of the region beyond the river.
Integrated with the Australian Tourism Data Warehouse (ATDW), the platform connects visitors with local tourism operators through accommodation, attraction and experience listings, including business information and booking links.
Together, these features help travellers move from initial inspiration and destination discovery through to planning their stay and connecting with local tourism businesses.
TAKING RIVER LIFE TO NEW AUDIENCES
Developed by Australia’s most experienced marketing and PR agency for the food, drink and tourism sectors, littleBIG , the River Life campaign is rolling out across October and November through an integrated mix of digital advertising, regional outdoor media, organic content and public relations.
The campaign includes large-format digital billboards across Ballarat, Bendigo, Geelong and the Surf Coast, and Echuca Moama, alongside digital advertising across Meta, TikTok, YouTube and Google Display.
The activity is supported by a series of destination-led organic content and in-region familiarisation trips with media and influencers, designed to encourage travellers to discover the region through different River Life experiences.
Together, the campaign and website aim to build awareness of Echuca Moama’s refreshed positioning, attract new audiences and convert destination interest into active holiday planning.
littleBIG led the destination brand strategy, positioning, creative development, campaign planning and marketing execution, while ROAM was responsible for the design and development of the new website.
The launch comes as Echuca continues to build its reputation as a leading regional tourism destination, having recently been named Victoria’s Top Tourism Town and awarded Bronze at the 2026 Australia’s Top Tourism Town Awards.
