Riverland / Destination Riverland

Australia’s Murray River is the third longest navigable river in the world, after the Amazon and Nile. But for Destination Riverland, the opportunity was bigger than surprising facts. The task was to inspire desire, shift perception and drive visitation to one of Australia’s most distinctive regions.

Martins Brand House set out to reposition the Riverland as a destination that lifts the human spirit. Through community consultation, we uncovered a region rich with layered experiences, from nature and food to adventure, indulgence and history. The challenge was not to change the place, but to change how travellers perceived it.

“Good times flow” was created as a simple, uplifting idea that unified the region’s many places and experiences. It directly connects to the river while suggesting a continuous stream of things to see, taste, explore and enjoy.

The platform was supported by a comprehensive Place Brand Strategy, including target market segmentation, a clear vision and five brand pillars: Nature’s Awe, A Haven of Flavours, Natural Indulgence, Fun and Thrills, and History Brought to Life.

The repositioning gave the Riverland renewed energy as an active, inviting and enlivening destination. In 2022, the campaign won the Tourism Marketing Campaigns category at the South Australian Tourism Awards.