Proud Icon Reborn on Murray
Australia’s most loved Murray River cruising icon has been revived, heralding a river renaissance.
Following a change of ownership in February 2011, the motor vessel Proud Mary has assumed her original, renowned name. For marketing manager, Matthew Sims, the equity in this iconic Australian brand was too strong to ignore.
“The first thing we did when we took over management was to conduct a brand audit which included market research,” reports Mr Sims. “What we discovered amazed even us. We found there was exceptional awareness of the brand Proud Mary and the respect and love of the vessel and the river experience it provided was very, very deep.
“For so many South Australian, Australian and international visitors, the name Proud Mary conjures up memories of luxury river cruising and a unique wildlife, cultural and heritage experience unequalled anywhere in Australia – and indeed the world.”
The name Proud Mary was dropped in 2007 when it was named Murray River Expeditions. Mr Sims said that change created confusion in the market place with tourists and tourism operators alike.
The renaissance comes at an opportune time when heavy rainfall in the river’s catchment areas of the Darling River and the Victorian alpine regions along the Goulburn River, has provided massive inflows to the Murray, refreshing this famous waterway.
“The wildlife on the river is now so prolific that we can guarantee a unique wildlife experience, along with the cultural and historical discoveries our customers revel in,” reports Mr Sims.
The MV Proud Mary has operated for over 30 years offering lunch cruises as well as two, three and five night cruise packages based at Murray Bridge, only 45 minutes from Adelaide. The 18 deluxe cabins, gourmet meals and the vessel’s intimate size provide a luxury, boutique cruise option with a strong emphasis on the daily nature-based shore excursions. The cruises feature ecological walks, aquaculture discoveries from small boat tours into lagoons and inlets, historic township exploration and a visit to the oldest archaeological digs in Australia, the Aboriginal Ngaut Ngaut conservation site.
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