History of the Jigsaw Campaign

Tourism Victoria’s Jigsaw campaign was recognised as one of Australia’s most respected and successful tourism marketing and advertising campaigns. Dating back to 1993, when Tourism Victoria commissioned advertising agency Mojo Partners to create an exciting advertising campaign, the agency developed the slogan ‘You’ll love every piece of Victoria’ and the Jigsaw campaign.


Most tourism marketing symbolises a destination through its most popular icon – for example Queensland – sun; Sydney – harbour; Tasmania – green. Tourism Victoria’s research showed that no single icon adequately represented the State. Consumers described Victoria as a range of experiences and feelings.

The next stage was to identify key attractions that could build Victoria’s positioning of diversity.

The experiences identified as Victoria’s priority product strengths were: food and wine, natural attractions, arts, theatre and culture, shopping, special events, skiing and conventions and exhibitions.

The Jigsaw logo captured this diversity. It was used as the basis for memorable and often quirky cinema, television, magazine and press advertising.


  • The ‘You’ll love every piece of Victoria’ campaign was launched in October 1993.
  • World Map – launched in October 1993, the campaign identified the cosmopolitan elements that comprised Victoria.
  • Melbourne Experience – launched in April 1995, the campaign positioned Melbourne as Australia’s most cosmopolitan city.
  • Touring Victoria – launched in December 1996, the campaign focused on regional Victoria as a touring destination.
  • Melbourne Getaway – launched in August 1998, this ground-breaking television and cinema campaign unveiled the style, sophistication and romance of Melbourne and surrounding areas.
  • Melbourne Plus – launched in November 1998, this magazine campaign built on Melbourne Getaway and linked the city with three of its closest regions, Bays & Peninsulas, Yarra Valley, Dandenong’s and The Ranges, and Macedon Ranges and Spa Country.
  • Romantic Melbourne – launched in April 2001, thiscampaign positioned Melbourne as Australia’s capital of romance, style and sophistication with an award winning black and white television and cinema commercial.
  • Melbourne’s Yarra Valley. You’ll never want to leave - launched in May 2003, this campaign put the focus firmly on Victoria’s regions. It featured a campaign that ‘heroes’ the Yarra Valley and a series of tourism campaigns promoting destinations including the Goldfields, Great Alpine Road, Great Ocean Road, Grampians, Phillip Island and the Mornington Peninsula.
  • ‘It’s easy to lose yourself in Melbourne’ was launched in September 2006.

The Jigsaw Campaign built the desire to travel to Melbourne by evolving Melbourne’s brand reputation as a stylish and romantic city offering a diversity of sophisticated experiences. It was based on the rationale that Melbourne is an intricate network of laneways, staircases, arcades and non-descript doorways. Concealed within are many of the cities most exciting bars, galleries, restaurants and boutiques.

Last Updated 11th December 2015