Play Melbourne

Destination Melbourne works with Tourism Victoria to ensure that each of our publications is consistent with the brand messaging for Victoria.

On Sunday 19 June we saw the national unveiling of Play Melbourne – the next phase of Victoria’s highly successful Jigsaw campaign.

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.

The campaign will predominantly target Creative Opinion Leaders who have extensive social networks and are strong generators of positive word of mouth. It aims to entice them to Play Melbourne, and tell their friends.

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

Click here to download a summary of the Play Melbourne campaign.