Tourism Victoria continually strives to market Melbourne as a desirable destination for domestic and international visitors. This section has information on our current marketing campaigns.

Melbourne Marketing

Tourism Victoria launched the major brand campaign 'It’s easy to lose yourself in Melbourne' in September 2006.

The campaign has received numerous prestigious industry awards, including Best in Show, Best Film Direction and Best 45 second TV Commercial at the Melbourne Advertising and Design Club Awards, 2007.

The campaign takes its inspiration from Melbourne’s inherent mystery, diversity and creativity. It aims to motivate visitors to come and explore the city for themselves. It does this by evolving Melbourne’s current brand reputation as a stylish, sophisticated and romantic city to a city of creativity.

The campaign emphasises Melbourne’s depth, diversity and difference by focusing on the key strengths of precincts, people, arcades and laneways, boutiques, galleries, fine food and wine, arts, culture and architecture.

Melbourne constantly surprises and intrigues with its abundance of cafes, bars, clubs, galleries and boutiques, many to be found in the labyrinth of laneways and arcades. Its beautifully preserved Victorian architecture sits comfortably alongside the contemporary and cutting edge. Melbourne is a melting pot of cultures and backgrounds influencing its fashion, art, culture, architecture and food. This diverse community has influenced the cultural precincts in and around the city.

The campaign comprises television, cinema, magazine, press, online, public relations and cooperative travel industry marketing.

It’s easy to lose yourself in Melbourne is the first major brand campaign for Melbourne since the black and white Melbourne. You’ll Never Want to Leave campaign in 2001.

Further information on the Melbourne brand campaign.

Regional Marketing

Tourism Victoria, in conjunction with the Regional Campaign Committees, has developed a series of regional marketing campaigns. These promote the rational and emotional benefits of Victoria’s regions and encourage visitors to experience the core product strengths and the key villages and towns within each region.

Brand campaign development involves a number of stages including research analysis, strategy development, concept development, production and media planning. The aim is to provide an integrated promotion of the regions and their sub-destinations through a mix of brand, tactical, informational, public relations and trade activities.

Further information on individual regional brand campaigns.

History of the Jigsaw campaign

Tourism Victoria’s Jigsaw campaign is a highly successful tourism marketing and advertising campaign that dates back to 1993. Learn more about the concept and its origins.