Tourism Victoria launches $14m ‘Play Melbourne’ campaign to lure younger visitors

"Play Melbourne" The campaign positions Melbourne as a “vibrant, creative and edgy city of experiences”, the Victorian minister for tourism and major events Louise Asher said at the launch event in Sydney this morning.

New South Wales is Victoria’s biggest tourism market – 1.1m Sydneysiders visit Melbourne annually, spending $4.7bn.

“Every tourism product needs to be refreshed,” said Asher. “Melbourne has done well to attract older visitors, now we’re marketing to the younger generation. The ad is about spontaneity. If you roll the dice, wherever you go there’ll be something fabulous to experience in Melbourne.”

The campaign includes a year-long competition where the winners will get a trip to Melbourne for two via the website playmelbourne.com.au.

The ads cost $1.5m to produce; initial media spend is $3.9m. The campaign, which will run nationwide and in New Zealand from next year, is budgeted to cost $14m over 2-3 years, according to Asher.

Tourism Victoria’s advertising business is currently under review, with the department looking for a lead agency for major campaigns and a boutique agency for fast turn-around work.



Melbourne is a creative, exciting, ever-changing city with extraordinary surprises to be discovered in every basement, rooftop and laneway. You just have to be curious enough to venture off the beaten path. The more curious you are, the more enjoyment you will find. The possibilities are endless...

Forget what you think you know. Take a chance, roll the dice and see where it leads you....Play Melbourne.

For your chance to win a weekend for two in Melbourne, every week, for 52 weeks, visit www.playmelbourne.com

Clothes

The aim was to source the majority of clothes from Melbourne based designers.
The cast wore clothes and accessories from Melbourne designers, Gorman, Preston Zly, Scanlan and Theodore, and Calibre.

Art

The art that featured on the walls outside of Von Haus are by Melbourne street-artist, Miso (Stanislava Pinchuk). Miso is a 21 year old artist, living in Melbourne, Australia. Her work sways between pasting hand drawn portraits in city streets, to intricate drawings and installations in gallery spaces.

Miso is a Melbourne based street artist who installs her folk art inspired drawings as paste-ups (paper applied will wallpaper paste) around the city. For more information, including interviews and a bio in her words, go to:

http://cityofreubens.com/about/