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Highlights the best of Melbourne including dining, art
"PLAY MELBOURNE" tourism campaign has become a surprise hit on YouTube and has been credited with boosting visitor numbers.
The Play Melbourne tourism video, which shows a group of travellers
exploring the highlights of the city, has received more than one
million hits on YouTube since it was launched mid-last year.
It has also received 437,000 visitors to its dedicated website and 19,000 Facebook fans.
Victorian Minister for Tourism and Major Events Louise Asher said the campaign has been a hit.
"These
figures show the Play Melbourne campaign has generated significant
interest since its launch nine months ago," Ms Asher said.
"They
also demonstrate the campaign is effectively achieving what it set out
to do, which is spark renewed curiosity in Melbourne experiences and
destinations."
The slogan for the ad is: “Forget what you think you know. Take a
chance, roll the dice and see where it leads you....Play Melbourne.”
It
shows a smiling group of two women and a man running between locations
such as the State Library of Victoria and clothing stores as they are
given various clues in their hunt for adventure.
Fashion, dining, art, dancing and flirting all feature in the video.
The
campaign has been credited with Melbourne get the edge over Sydney in
terms of interstate overnight visitors, attracting more than 600,000
more domestic overnight visitors than Sydney, according to the latest
National Visitor Survey.
Kylie Minogue has come good on her promise to perform an `anti-tour' featuring B-sides, demos and rarities - and it will debut in Australia.
The pop princess is extending her Mardi Gras homecoming with two shows at The Palace in Melbourne on March 18 and Sydney's Luna Park on March 20.
Both venues have a capacity of under 2000 and were handpicked by the star to generate a more intimate atmosphere for her devoted fans.
It is expected that additional dates of the sized-down tour will be announced soon, which may include a visit to the US later this year.
Minogue first touted the idea of an `anti-tour' during her Aphrodite world tour, longing for a return to smaller gigs rather than the arena-sized spectaculars of recent years.
Initially expected to trial the idea in the UK, the singer entrusted friend and mentor Michael Gudinski to present the shows to Australian audiences first.
"(The) Anti tour is something I'm very keen on. I think it's an interesting concept," she told Sky News in Sydney at the weekend.
"That's something that's really just for super fans. There's not going to be hit songs in that show, but it's a good balance to something like (the) Aphrodite (tour)."
Minogue is currently celebrating 25 years in the music business and has branded her anniversary year K25.
Since the singer's debut single The Loco-Motion was released in July 1987, she has issued 11 studio albums and more than 50 singles.
*Tickets for both shows will go on sale from midday on Wednesday, March 7. Both are over 18 only.
