Moments that Mean Everything Campaign set to launch second year

Moments that Mean Everything Campaign set to launch second year

Published on 28 April 2026

Local tourism operators from across the region came together on 20 April for an industry networking workshop ahead of the launch of the second year of the 'Moments That Mean Everything' campaign. Delivered by InkSocial, the workshop equipped operators with practical tools to strengthen their digital presence and maximise their participation in the upcoming campaign.

Operators received insights on integrating their business into the campaign, improving digital readiness, mastering Google Business Profiles and customer reviews, leveraging social media and AI, and avoiding common pitfalls in online advertising. The workshop set the stage for a strong and collaborative year ahead, with the 2026 campaign officially going live on 1 May 2026.

Moira Shire, Berrigan Shire and Federation Council partnered in 2025 to deliver the inaugural Moments That Mean Everything campaign; an ambitious and emotive marketing initiative celebrating nostalgic escapes, natural freedom and the hidden gems of the Sun Country and North of the Murray regions.

Berrigan Shire Mayor, Dr Julia Cornwell McKean said the success of the first year demonstrated the power of regional collaboration.

"Our communities thrive when we work together, and this campaign is a powerful example of what shared vision can achieve. Visitors are looking for authentic, meaningful experiences, and our region offers those in abundance."

The 2025 campaign delivered impressive results across both digital and traditional channels, including Facebook, Google Search and Display, YouTube, Taboola native advertising and regional radio across Victoria, New South Wales and Canberra. It generated 7.7 million digital impressions, including an exceptional 80% YouTube view-through rate from 923,000 views. Radio activity delivered 395 regional spots, reaching 174,000 listeners.

The campaign drove 44,000 engaged users to the campaign website, resulting in 2,153 views of operator deals and 120 direct leads to participating businesses.

Engagement was strong across all demographics, with standout performance among audiences aged 25-34 and 35-54. Top-performing creative themes included golf, furry friends and nature-based escapes. The campaign's success contributed to increased forward bookings for the 2026 off-season.

Moira Shire Council's Chair Administrator Graeme Emonson PSM said the campaign's impact was felt directly by local operators.

"The results from year one of the Moments That Mean Everything campaign demonstrate the value of regional collaboration in driving real outcomes for local businesses," Dr Emonson said.

"Across Moira Shire, operators have benefited from increased visitor engagement and direct leads, and campaigns like this go a long way to putting our region on the map."

"Moira Shire Council is committed to this partnership with Berrigan Shire and Federation Council, and we look forward to building on what has already been a strong foundation for tourism across the region."

Federation Council Mayor, Cr Cheryl Cook said the campaign continues to shine a light on the authentic experiences and natural beauty that make the region so distinctive.

"The strength of this campaign lies in collaboration, and it's fantastic to see operators coming together, building their digital capability and embracing new ways to connect with audiences," Mayor Cook said.

"As we head into year two, we're excited to build on last year's success and continue positioning our region as a must-visit destination for meaningful, memorable escapes."

Moira Shire, Berrigan Shire and Federation Council are pleased to continue this collaborative regional marketing initiative and are excited to launch year two of the campaign on 1 May 2026.

As part of this year's activity, the councils have partnered with Peak Productions to capture new still images and video content showcasing the region's unique experiences. Fresh blogs and itineraries have also been developed to inspire visitors and support operators.

In 2026, the campaign includes partnerships with 20 local businesses across business photography, one-on-one social media sessions and paid partnership advertising. This year's campaign will be delivered exclusively through digital channels, with targeted advertising across Meta (Facebook and Instagram) and YouTube.

The campaign will run from Friday 1 May to Friday 31 July 2026.

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