Melbourne Brand

Destination Melbourne is committed to a unified brand structure for Melbourne and will continue to seek greater alignment between Melbourne’s leading brands. We work in partnership with City of Melbourne and Tourism Victoria to promote Melbourne as a visitor destination.

Tourism Victoria & Play Melbourne

Over the past ten years Melbourne has established itself as Australia’s most popular domestic holiday destination. (Roy Morgan Research). The “It’s Easy to Lose Yourself in Melbourne” campaign resonated strongly with consumers, producing significant results.

In June 2011 we saw the launch of “Play Melbourne” – the new Melbourne branding campaign developed and delivered by Tourism Victoria.  Play Melbourne is a multifaceted campaign that utilises a variety of media including television, cinema, online, mobile and print. This new phase leverages the current brand equity will continue to market Melbourne as the most creative and innovative destination in Australia.

The $14 million campaign launched with a 60-second television commercial which aired nationally across free-to-air television networks and subscription channels. Key target markets for the campaign are Sydney, Adelaide, Brisbane and Perth, and it will launch in New Zealand in 2012.

Reinforcing Melbourne’s reputation as a city of endless possibilities, the campaign centres on the idea that if you are curious enough to take a chance, you’re bound to discover one of Melbourne’s many treasures. It depicts a city that is vibrant, energetic and colourful and encourages visitors to reawaken their curiosity and explore Melbourne on a whim.

Destination Melbourne is a key partner in the campaign, which seeks to convert consumer appreciation into real visitation through a strong tactical component.

For more information on the Play Melbourne campaign please download an information sheet here or visit www.tourism.vic.gov.au

City of Melbourne

The City of Melbourne is responsible for identifying and marketing the city’s key consumer strengths to metropolitan Melbourne and for positioning the city as the premier leisure and entertainment destination. The marketing direction runs across three tiers (brand, seasonal, and tactical) with all campaigns continuing to feature the city’s impressive strengths in retail, bars, dining, events, waterfront, laneways, parks and gardens.

www.melbourne.vic.gov.au

Brand Victoria

Brand Victoria is the international destination brand for the State of Victoria. It is a Victorian government initiative to position the State as a destination of choice for international students, investors, skilled migrants and tourists. The brand is represented by a brand mark and associated brand messages that are utilised by government agencies and private organisations to enable a cohesive approach to marketing Melbourne’s competitive international products.

For more information on Brand Victoria and to access brand marks and brand tools visit: www.brandvictoria.com.au