Tourism Victoria launches $14m ‘Play Melbourne’ campaign to lure younger visitors
Tourism Victoria launches the tenth phase of its long-running jigsaw campaign today, introducing the line ‘Play Melbourne’ as the city targets 20-30 year-old domestic travelers.
http://youtu.be/-01Tgqy5OJM
Created by Publicis Mojo Melbourne, the campaign positions Melbourne as a “vibrant, creative and edgy city of experiences”, the Victorian minister for tourism and major events Louise Asher said at the launch event in Sydney this morning.
New South Wales is Victoria’s biggest tourism market – 1.1m Sydneysiders visit Melbourne annually, spending $4.7bn.
“Every tourism product needs to be refreshed,” said Asher. “Melbourne has done well to attract older visitors, now we’re marketing to the younger generation. The ad is about spontaneity. If you roll the dice, wherever you go there’ll be something fabulous to experience in Melbourne.”
The campaign includes a year-long competition where the winners will get a trip to Melbourne for two via the website playmelbourne.com.au.
The ads cost $1.5m to produce; initial media spend is $3.9m. The campaign, which will run nationwide and in New Zealand from next year, is budgeted to cost $14m over 2-3 years, according to Asher.
Tourism Victoria’s advertising business is currently under review, with the department looking for a lead agency for major campaigns and a boutique agency for fast turn-around work.
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Tourism Victoria
I live here and it makes me want to leave.
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^^ Then maybe you should…leave. Makes more room for those of us who would LIKE to live there…Melbourne is fantastic, if you don’t love it…
I think the campaign is great, hopefully I win a trip!
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I live elsewhere and it sorta makes me want to go there. Who wouldda thunk it, right?
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Melbourne has a lot to offer, shopping/arts/restrauants/sports and lots more what a great place to visit and enjoy . Sydney may have the weather, but Melbourne is what “lifes” all about.
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Pity the website is such a dud. The ad is great though.
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Oh Amber, I love Melbourne like no other, I’m just not quite as thrilled about a montage showing a bunch of hipsters racing around to (gasp) nightclubs and libraries, with the vacuous protagonist lusting after some other hipster’s penis for some unknown reason.
But hey, I ain’t the demographic I guess 🙂
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Play Melbourne is a great piece of work – doesn’t matter if I,m the right demographic or not.. Edgy for sure!
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The ad would be a lot less fun with a mandatory pre-commitment
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nice, i like it.
where would you rather them be running to then Finzensen? and whats wrogn with lusting after penis? you wouldn’t be here if it wasn’t for some good old fashioned penis lusting!
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I saw this on TV last night and was glued from beginning to end. I think it captures Melbourne’s spirit perfectly… can’t wait to visit again!
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nice spot, must be pitched at the young female market, usual whispy female vocal track, I wonder where it was shot, couldn’t see any melbourne? $1.5m production, go figure…
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Nice art direction, though anyone who lives in Melbourne will tell you that you can’t run through the library without being fined and/or jailed and also where are all the cops that patrol the streets chasing everyone out of the city?
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Don’t be hating on hipsters! They’re just as valid a market as any – with disposable income to boot!
And at least these hipsters look happy in this ad!
http://unhappyhipsters.com/
Ad’s great! Very cool and I’m the right demo.
Ps. I’m not a hipster.
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what a load of wank
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Seriously like this TVC – a great representation that is pitched at a younger audience, but has me smiling too. I might be alone here, but I loved the strong visual reference to the concierge. The visitor experience is oft overlooked in the rush to stake out a brand proposition that differentiates. Well done Tourism Victoria you get the big thumbs up from Destination Melbourne.
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Victor ‘I wonder where it was shot, couldn’t see any melbourne?’ – Think it is Crossley Lane for the Blonde Venus window scene (next to Pelligrini in the CBD, all those cobalt blue tiles), the domed interior of the State Library of Victoria for the opening scene running along the colonnade and through the Library, and the lovely grey marble staircase with leadlight going ‘down’, there is the exterior of the Olderfleet Rialto Building on Collins Street for the night scene (I think), looks like the rooftop of Curtin House and staircase up to Cookie in Curtin House for the cakes and white dress scene (Swanstown Street). Can’t help with the clubs – think one is at the Banana Alley vaults in Flinders Street or along from Princes Bridge Walk – and I wonder is the projected light laneway (great shot!) in Croft Alley? The campaign makes me want to move back to Melbourne.
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Victor – there is plenty of Melbourne in the ad and I could identify most places easily. In fact, so could most of my colleagues. Clearly you don’t know Melbourne. I think it’s a fantastic ad that captures Melbourne’s spirit and continues to show how diverse it really is!
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These are re run ads yes??
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I’d like a crack at the hipster’s penis, please.
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I wonder if the Mojo people are answering my comment, such protective passion for the ad seems a little bizarre!
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Is it as interesting for the non-Melburnians who can’t play “pick the location”?
Don’t think so…
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Yeah, it was ok. I’m in the demographic it was aimed at, and I’ve had nights like the ad depicted (with the exception of running through the Vic library of course, wanky tack on), but not sure if you dont know Melbourne, how you’d enjoy a night like this, not knowing where to find the cool spots?
If you came from interstate, you might accidently end up on King street looking for a night out, and that will only end in tears, or spare ‘Spearmint Rhino’ dollars…
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I find Tourism Victoria’s ads terribly pretentious and grating, but evidently this is their thing now.
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Well done it captures the melboune vibe perfectly and is lovely to watch . Building on an already great idea that has helped shape the Melbourne brand in the mind of this sydneysider
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I love this ad – shows all the stuff in Melbourne I actually do.
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Um I grew up in Melbourne and live in Sydney – love Melbourne but this ad is…erk. and that hipster male model who keeps popping up lives in sydney…whoops
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i dunno about this one, the lose yourself campaign done a few years ago by mojo is very similar to this, different theme I know, but still the same running around, that boy girl scenario thing…
unless thats whats meant to be happening? Going with the same theme??
The lose yourself campaign was better than this with a broader audience range.
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I definitely think there is a connection with the lose yourself campaign – the boy/girl thing, the cotton twine (balls of wool in the lose yourself campaign) – nice to see advertising that builds on the previous campaign IMO.
I think the ad is right on the money for its target audience. It is definitely more targeted than the lose yourself campaign, but hey, it might have more impact this way.
I am a Brisbanite, who is in love with Melbourne – and I recognise (and love) many of the places in the ad. It certainly made me want to book my next trip!
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cool
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shit load better than that daylsford crap……..but no point driving traffic to a website if it is the useless.
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i just wanna know about the music used for the ad…purpose written or from something else….i wanna find it!!
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Hello Mandy song is called Perfect Plan u can find it on Sarah Jaffe’s Album Suburban Nature
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Was Crown a sponsor of the commercial? To me it has a Crown feel.
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Your playmelbourne.com.au website isn’t working 🙁
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Website up now
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I know, the website isn’t working! I’m planning to go to Melbourne in October and was hoping to go on for ideas on what to do/where to go. Any suggestions?
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I am from Brisbane and this ad has been pipped out a fair bit on evening commercial tv, its a total load of garbage, i didnt think things could get worse after the balls of twine but obviously i was completely wrong. Dont get me wrong ive been to melbourne numerous times and its a great place, but i just think this ad is total bs
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I have played ‘playmelbourne.com’ for three weeks now, and cannot find out who has won each week. Where do you list the winners?????
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I like the ad – plenty of life and fun, attractive cast – it’s catchy… BUT given that it’s Melbourne Australia, not Melbourne Florida, being promoted wouldn’t it have been better to use an Australian singer – preferably a Melbourne one – for the sound track rather than one from Texas … we aren’t part of the USA (yet)
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It’s an online campaign, right? Targeting younger demographic? Is there an online campaign?
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