Destination Riverina Murray
August 2018 - October 2024
Destination Riverina Murray is the organisational body in charge of championing the visitor economy in the Riverina Murray region of NSW. They work closely with a diverse range of stakeholders to grow the region and to develop and implement the region’s Destination Management Plan.
What we deliver
Monthly industry newsletter
LinkedIn and Instagram content
Copywriting support
About
Destination Riverina Murray (DRM) is one of New South Wales seven Destination Networks. Established in 2016, DRM’s role is to grow its region’s visitor economy by working with stakeholders including councils, local businesses, events and other tourism organisations. They’re also responsible for implementing their region’s Destination Management Plan, which facilitates increased visitation and visitor spending through government and industry collaboration and targeted marketing efforts.
Assembld is contracted by DRM to write and coordinate the distribution of their monthly industry newsletter as well as write and schedule social media posts across Instagram and LinkedIn.
Named ‘The Goods’ the monthly email newsletter features key industry news, insight and celebrations from the region, state and beyond. Written to be short, sharp, and insightful, the newsletter allows busy business owners to access relevant and timely information in an easy-to-digest format.
In addition to writing the newsletter and distributing it through DRM’s email campaign platform, Assembld has also worked to improve the layout and format. Local imagery and video is used to break up the text, and web links are provided for those wishing to undertake more in-depth reading on topics of interest. The relevant content and easy-to-read format have allowed for steady and consistent growth of over 1,500 subscribers and an average open rate of around 28%.
The Destination Riverina Murray LinkedIn and Instagram accounts provide a more interactive and up-to-date insight into the region. With more than 3.5k followers across both accounts, the content reaches a wide range of stakeholders within the region, as well as those in other regions wishing to learn and gain insight from DRM.
Content is written to support the key messaging in The Goods newsletter, with additional posts included to celebrate industry wins and new initiatives as they happen.
As Sarah, DRM’s Business Development Manager said,
“Rach is efficient with her time and consistently produces clear and succinct copywriting that accurately reflects our brand. She is very knowledgeable in these areas and is always a pleasure to work with.”
Interested in having an expert copywriter with tourism industry experience on your team? Let’s get the convo started.
