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

Reinforcing Melbourne’s reputation as a city of endless possibilities, the Play Melbourne 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 be spontaneous, reawaken their curiosity and explore Melbourne on a whim.

The development of the campaign was driven by three fundamental factors including converting high domestic preference to travel to Melbourne into actual visitation; evolving the Melbourne brand to incorporate more active and energetic elements; and positioning Melbourne as a premium destination by highlighting the authentic qualities inherent to the city.

Play Melbourne is a fully integrated media campaign comprising television, cinema, print and radio advertising, cooperative travel industry marketing, as well as online, social media and public relations activity.

Play Melbourne forms Phase 10 of Tourism Victoria’s Jigsaw campaign and builds on the Phase 8 It’s Easy to Lose Yourself in Melbourne campaign which was in market from 2006-2010.

Further information on the Play Melbourne brand campaign.

Regional Campaigns

A series of regional campaigns have been developed in cooperation with Regional Campaign Committees. The campaigns promote both the rational and emotional benefits of Victoria’s tourism regions and encourage visitors to experience the core product strengths and the key villages and towns within each region. More

Victoria's Brand Health

One of Tourism Victoria’s objectives is to improve the branding and marketing of Melbourne and Victoria’s regions. This has been achieved through Tourism Victoria’s integrated “You’ll love every piece of Victoria” Jigsaw strategy, which is one of Australia’s most respected and successful tourism advertising campaigns. More

History of the Jigsaw Campaign

Tourism Victoria’s Jigsaw campaign is one of Australia’s most respected and successful tourism marketing and advertising campaigns. It dates back to 1993, when Tourism Victoria commissioned advertising agency Mojo Partners to create an exciting advertising campaign and a logo to summarise and highlight Victoria’s diversity. The agency developed the slogan ‘You’ll love every piece of Victoria’ and the Jigsaw campaign. More