Regional Victorians Invited to Play Melbourne

Destination Melbourne has partnered with four leading Melbourne Hotels, Tourism Victoria and V/Line to take the highly successful Play Melbourne campaign to regional Victoria.

Rendezvous Grand Hotel, InterContinental Melbourne, the Rialto, Mantra on Russell and Citadines on Bourke are partnering in a campaign worth over $150,000 that will entice regional Victorians to visit Melbourne during winter.

Chris Buckingham, Chief Executive, Destination Melbourne is delighted to be kicking off the campaign today, with a Play Melbourne feature in the leading regional publication, Melbourne Style.

This year Destination Melbourne has worked in partnership with Tourism Victoria and boutique agency OBM to develop a multi-channel campaign across Brisbane, Sydney, Adelaide and regional Victoria. The innovative campaign will deploy a combination of print, digital, TV and radio until August.

The Winter Campaign is an annual tradition that was first led by the Australian Hotels Association in 2001. The Melbourne hotel sector recognised that there was an opportunity to promote the Melbourne winter offer. Destination Melbourne took responsibility for the delivery, of what was traditionally an interstate campaign, in 2006.

“The Winter Campaign is a key feature in the Melbourne Visitor Industry’s strategy to encourage visitation, in what is traditionally the low season. It complements the terrific program of cultural and sporting events in Melbourne, during winter,” said Buckingham.

Highlights this winter include; The Wonders of Mesopotamia at the Melbourne Museum, Napoleon: Revolution to Empire at the National Gallery of Victoria, Game Masters at ACMI, AFL, Rugby and Basketball Internationals.

“The fact that Melbourne is recognised as the most popular domestic holiday destination in Australia is no mistake. Business, community and government have consistently worked together for over a decade to encourage visitors to come and experience this beautiful city,” added Buckingham.

“It will be great to see locals and visitors from regional Victoria and interstate walking Melbourne’s streets this winter enjoying everything Melbourne has to offer.”

 

For all media enquiries please contact Lauren Flint on (03) 9869 2444 or at lauren@destinationmelbourne.com.au.