Explore Mid Murray, under one digital umbrella.
Mid Murray Council
Brief
Using a digital audit commissioned by the Mid Murray Council, our client Commshake identified there were 10 different websites promoting tourism experiences in the region. This complexity was contributing to a confused brand image and conveying mixed messages to potential visitors.
To fix this, Flux Visual Communication was commissioned to consolidate all relevant consumer-facing tourism assets into one destination identity and website: exploremidmurray.com.au
The focus was on establishing a strong, interconnected and consistent approach to promoting tourism in the region—integrating local businesses, attractions and events.
Since the website was to serve as the central hub for promoting tourism in the region, it was to have an image-driven design that inspires a sense of adventure, discovery and unique experiences that travellers can have in the Mid Murray area.
Process
The process began by developing vibrant and consistent branding via a new visual identity for the region, so the website has a consistent look and feel across all sections—reinforcing a cohesive regional identity.
Then a clear and intuitive site map that brings Mid Murray’s diverse tourism offerings together in one seamless journey was established. Website architecture and menu navigation was designed to reflect how visitors naturally explore the region.
Integrations included the Fareharbor booking platform for the council-owned heritage paddle steamers, as well as the Australian Tourism Data Warehouse (ATDW) for all participating tourism businesses.
Solution
The website brings every part of the visitor journey together in one place: activities, attractions, and towns across the region are easy to browse, helping users quickly discover what to do and where to go.
Accommodation is clearly organised so the traveller can find a style that suits them best, from family-friendly holiday parks to riverside retreats.
Adventure-seekers can explore recreational options by interest, including trails, cycling, paddling, 4WD and fishing. Practical information like travel details, visitor services, interactive mapping and volunteering opportunities ensures visitors and are supported from planning through to their arrival.
The result is a connected, user-friendly website serving as a unified digital platform that consolidates the region’s tourism offerings in a coherent, intuitive way.
Accessibility and inclusion are considered to ensure the website works well across devices, for diverse user-needs, making the region’s tourism inclusive and easy to access.
“With your help we have made significant progress in the digital space – many thanks.”
Andy Glen, Mid Murray Council
If you’d like to know more about how we resolved this project, or discuss a new website for your business, please contact us.
