It’s Time to Come out and Play

Destination Melbourne is getting behind Play Melbourne, Tourism Victoria’s latest Marketing Campaign.

Mr Chris Buckingham, Chief Executive, Destination Melbourne said: ‘We think Play Melbourne is a beautifully executed campaign that captures the essence of Melbourne. It is more overt and interactive than previous campaigns.’

The newly released television commercial is receiving positive reviews from the tourism industry and just as importantly seems to be capturing the imagination of Melbournians. Initial responses on social media sites suggest that the campaign is also resonating with Melbournians living interstate.

Mr Buckingham said: ‘We love the fact that the campaign recognises the importance of the visitor experience in a number of subtle yet meaningful ways. This is a campaign that rewards curiousity.’

The multifaceted campaign draws on Melbourne’s reputation as a destination that rewards repeat visitation. ‘Each time you come to Melbourne you can choose different experiences. The buildings and the essential character of Melbourne may not change dramatically, but there is a sense of complexity that means Melbourne will never be boring or one dimensional.’

Over the years, each Melbourne campaign has evolved to demonstrate a different dimension to the city. Melbourne is a romantic, stylish, sophisticated and creative destination. ‘Victoria’s Jigsaw Campaign has been incredibly successful. This latest iteration will stand Melbourne in good stead for years to come if the tourism industry and Melbournians get behind the campaign.’ said Mr Buckingham.

Destination Melbourne will be posting information about the Play Melbourne campaign on its website in the coming days and is actively encouraging the tourism industry to leverage off the campaign by partnering with Destination Melbourne in co-operative marketing activity.

‘The industry has a critical role helping extend the campaign and raising awareness of what Melbourne has to offer. Together we can help grow Melbourne as an outstanding global visitor experience.’ said Mr Buckingham.

To view the new Play Melbourne television commercial and to find out more about the art, locations and fashion featured Click Here

Media representatives: For more information please contact Chris Buckingham, Chief Executive, Destination Melbourne on 0405 518 057.

Tags: Buckingham, campaign, Chief Executive, Chris, Chris Buckingham, destination, marketing, Melbourne, tourism, Tourism Victoria, Victoria