Lose Yourself in Melbourne

Target Market

The campaign has been created specifically to appeal to the Socially Aware Roy Morgan values segment as well as to a new segment identified as Creative Opinion Leaders. They are passionate people, actively seek mental stimulation, admire creativity in others and love the finer things in life. They are drawn to Melbourne because they can explore and experiment in a creative and welcoming environment.

Television and Cinema

The television commercial delivers the next phase of the Melbourne story by revealing a new layer of intriguing Melbourne experiences.  The advertisement shows a young woman navigating her way through Melbourne’s intricate network of laneways, arcades and alleys using a ball of vibrant red thread, discovering tempting bars, galleries, restaurants and boutiques at every turn.

The theme song is Sprout and the Bean, written and performed by US singer/songwriter Joanna Newsom. There are 90 second, 60 second, 30 second, 15 second and 10 second versions of the advertisement.

Magazine and Press Advertisements

Introducing a series of Signature Experiences - Luxury & Indulgence, Cultural Discovery, Cool Hunting and Fashion & Fun – brand and tactical advertisements have been developed to support the campaign in a range of publications and newspapers nationally.  Advertisements include full-page, strip and small space executions.

View the Melbourne sculpture campaign imagery (230kb).

Online and Digital Marketing

Tourism Victoria’s innovative website, visitvictoria.com, is the cornerstone of online communications for the campaign. The online advertising campaign seamlessly integrates with offline media.

Travel Industry Cooperative Marketing

For the first time the Melbourne campaign is being integrated into cooperative marketing activities with key travel industry partners nationally.

Public Relations

Public relations activities centre around the promotion of the Signature Experiences (177kb).

Useful Links

• Melbourne campaign online.
• Melbourne campaign flyer (351kb)