Welcome home to the Riverina Murray

Helping people see a future for themselves across the region

RDA Riverina + Country Change

How do you show what a move to the Riverina and Murray could really mean for someone’s life? Our long-running partnership with RDA Riverina brings together strategy, film, photography, written stories, social campaigns and a magazine to share the people and possibilities behind a country change.

Sector

Regional development and resident attraction

Partners

RDA Riverina and 17 participating local government areas

Partnership

2014 to present

Our Role

Strategy, positioning, stakeholder engagement, brand, film, photography, copywriting, social media management and digital campaigns

The Challenge

RDA Riverina needed to attract people to live and work across a large, diverse region without relying on generic country-lifestyle messages. Prospective movers needed to see real career opportunities, communities and ways of life, while each participating town needed to retain its own identity.

Our Response

For more than a decade, Blue Clay has worked with RDA Riverina, councils, employers and local industries to build Country Change’s shared story. We capture the experiences of local ambassadors and people who have moved to the region, then connect those stories across film, articles, photography, magazines, the website and targeted social campaigns. Ongoing social media management keeps the stories reaching new audiences throughout the year.

The Outcome

A partnership since 2014. A growing body of nearly 200 videos and at least 100 published articles. Together, they give people a way to explore the Riverina and Murray through those who live and work there. The campaigns continue to reach beyond the region. Promotion for the 2025 Country Change Expos generated 700,000+ social views and 18,000+ website sessions. Country Change films were also displayed on the Martin Place screen through the Sydney Film Festival TV partnership in 2025 and 2026.