Murrumbidgee Trails Visitor Guide and Website Copy
May - November 2020
Visitor guide project management, content strategy and copywriting | Website content strategy and copywriting
Murrumbidgee Trails is a tourism marketing collective in the Riverina region of NSW. The collective comprises of four local councils — Leeton Shire, Lockhart Shire, Narrandera Shire, and Murrumbidgee. The Murrumbidgee Trails visitor guide and website were successfully launched in November 2020.
Let’s talk numbers
Twelve months on in November 2021, the success of the destination launch and first visitor guide was celebrated with the following results.
Visitor Guide
20,000 copies printed with 11,000 copies distributed in the first twelve months
2,518 online impressions
687 online reads
155 QR code scans
Website
2,610 visitors
3,158 sessions
5,973 page views
In 2023-24, we’re working with the team on the next edition of the visitor guide — stay tuned.
About
The Murrumbidgee Trails marketing collective was created based on research that showed visitors see places as regions and that they consider what they want to do in that region rather than small areas divided by local government boundaries.
Marketing itself as a new region meant that Murrumbidgee Trails needed help developing a visitor guide and website copy that was memorable, and easy to navigate and encouraged visitors to visit more than just one attraction or town.
Building on the new visual brand created by Minta Viski, Assembld set to work creating copy for the Murrumbidgee Trails visitor guide using language that invited potential visitors to become drawn into the idea of exploring a trail. Strategy and planning were necessary to incorporate four council areas and 112 advertisements into a single, cohesive guide.
As a new destination, memorable imagery and language were a must to put the Murrumbidgee Trails region on the map. Taking inspiration from the bold logo and earthy brand colours, Assembled utilised short, easy-to-remember phrases to make their message stick.
Visitors were encouraged to take to the trails before being drawn into what they might find along the way. Rich, emotive, moreish language was used to turn day trippers into overnight adventurers.
You’ll see we’re not just the filler on the map between the desert and Great Dividing Range, we’re a destination in our own right, and we’re ready to explore.
A day or two simply won’t be enough once you see what we’ve got to show you. Best take it slow, friends, with the Murrumbidgee Trails as your guide.
When it came to the website, the strategy was about supporting the visitor guide while those searching for attraction-specific resources could follow links out to a local council website for more information. Making the most of the resources councils already had on their respective websites, and not recreating these with additional time and cost was a priority for the new brand.
What our client said
“With the short delivery time and pressure to deliver information across four councils the end result is amazing! Great job all round!”
“I think the tricky bit was working with four councils (four clients under the one banner). You did very well!”
Keen on having a tourism marketing expert on your team? You project might be right up our alley. Let’s get the convo started.
