It’s Easy to Lose Yourself in Melbourne – NZ Campaign

'It’s Easy to Lose Yourself in Melbourne' is the latest evolution of Tourism Victoria’s long-running Jigsaw campaign. It builds on the Melbourne brand developed in previous campaigns, and in particular the distinctive black and white 'Melbourne. You’ll never want to leave' campaign launched in 2001.

This campaign introduced Melbourne as a city of style, sophistication and romance. 'It’s Easy to Lose Yourself in Melbourne' brings in creativity as an additional attribute.

Victoria’s market share of New Zealand visitors has increased from 21 per cent to 24 per cent over the period 1999-2006. This equates to 87,000 additional New Zealand visitors, accounting for $100 million of additional visitor expenditure per annum. The campaign was launched in New Zealand in September 2007, with the 60 second version of the advertisement airing nationally. The 30 and 60 second versions of the advertisment aired for the initial six week launch period. There are 12 versions of the television and cinema commercial: 1 x 90 seconds, 1 x 60 seconds, 2 x 30 seconds.