Our brand

Mildura - it starts with the river

Mildura has devised a distinctive brand to describe its unique offering as a destination.

The results of that process of defining and developing the brand include a clear brand strategy. The subsequent development of the brand direction and brand essence is one of the most important initiatives of Mildura Tourism and other community sectors.

Mildura Tourism, previously Mildura Murray Outback Tourism (MMOT), undertook the brand project in response to the objective outlined in the MMOT Strategic Business Plan 2004 - 2007.

A clearly defined, well understood, wholly embraced and well communicated brand offering is essential to marketing and promoting the region, and the move towards a sustainable tourism industry that is complementary to and compatible with the Mildura community.

It is intended that application of the brand extends beyond tourism and tourism products and services. The brand should be embraced by other business sectors, the local community and the region as a whole. It is also important that the brand can be applied across the whole tourism region, including both the Mildura (VIC) and Wentworth (NSW) shires.

In developing the brand, it is important to consider that the brand needs to have flexibility, to be able to evolve over time and have longevity.

Apply to use the ‘Mildura-it starts with the river' word mark here