On June 19 Tourism Victoria commenced the latest phase of its award winning Jigsaw marketing campaign, inviting Australia to come and Play Melbourne. The Play Melbourne campaign launched with a 60-second television commercial aired nationally across free-to-air television networks and subscription channels, and which will launch in New Zealand in 2012.
Play Melbourne is led by a year-long competition located at playmelbourne.com.au, which will see Tourism Victoria give away a weekend for two every week, for 52 weeks.
Still in its infancy, the campaign and the competition has already had considerable success.
As of Sunday, June 26, there have been over 11,000 entrants and more than 42,000 entries, with the dedicated Play Melbourne website receiving around 90,000 views so far, with over 20,000 of these views coming from Sydneysiders. Additionally, more than 4000 Facebook users have ‘liked’ Play Melbourne.
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