South Australians encouraged to ‘play and pause’ on the Murray River

30 December 2013

A new television commercial showcasing the diverse tourism experiences on offer in the Murray River, Lakes and Coorong will hit the big screen later this week.

The Murraylands ad, which will premiere in cinemas on Thursday 2 January 2014, is part of the State Government’s Best Backyard intrastate marketing campaign.

The ad will then be screened on televisions across the state from late January.

Tourism Minister Leon Bignell said the new commercial, titled Play Pause, shows the region as a place where tourists can go for relaxing or high energy experiences.

“The new ad showcases the different landscapes of the Murray River, Lakes and Coorong through the eyes of a young girl who, with her dad, set off like Tom Sawyer and Huckleberry Finn along the Murray River,” Mr Bignell said.

“The commercial highlights how the region changes between a slow and relaxing, paddling pace to the energetic pace of ski-boats and running up sand dunes.”

Set to the song Garden by local Adelaide artist Timberwolf, the ad opens to a shot of a young girl setting off with her dad on a canoeing adventure on the lower Murray River and then discovering the red cliffs, the open river banks, and the beauty of the Lower Lakes.

The adventure continues taking in the tranquility of the Coorong, then the windswept power of the Southern Ocean and closes with the tagline ‘Find a place to play and a moment to pause, on the Murray River, Lakes and Coorong’.

Federal Government figures released recently show 254,000 overnight trips were made to the Murray, Lakes and Coorong in the year to September 2013, with a further 713,000 nights and 654,000 day trips spent in the region.

A new ad showcasing the Riverland will be released in the coming weeks, while the campaign will also continue to focus on areas that have already been promoted via TV, radio and print including the Limestone Coast, the Adelaide Hills, Barossa, Eyre Peninsula, Yorke Peninsula and Kangaroo Island.

Mr Bignell said the campaign aimed to create awareness of the lower Murray River to South Australians and help boost intrastate visitation to the region.

“This campaign will be used to remind South Australians that the Murray River, Lakes and Coorong is an accessible water playground that everyone can immerse themselves.”

The new ad can be seen here on the South Australian Tourism Commission YouTube channel.

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