New ad invites Europeans to come to sunny Melbourne
Tourism Victoria has unveiled a new ad aimed at audiences in Europe designed to remind them that Australia’s weather is good during their winter.
The ad – featuring cold grey people peering through a picture frame at sunny Melbourn- e was released onto Tourism Victoria’s YouTube channel today in what it described as “a sneak peek”. The ad launches next month.
Publicis Mojo is Tourism Victoria’s ad agency.
December 15 update: Tourism Victoria has removed the ad from its YouTube channel.
Second Dec 15 update: Now linked to another version elsewhere on YouTube.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Looks like the new Melbourne logo has been officially snubbed for the far better old one.
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Hope Warnie has shown it to Liz.
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Have I missed something? Melbourne’s weather is good???
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Simon, how much did Melbourne spend on their last logo?
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I’m sure Warnie has..
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Love the line. It tells those Johnny Foreigners “where you live is shit”.
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Love it – a simple concept, superbly executed.
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Pity Sydney didn’t do this first to show in the US when Oprah is screening her 2 TV specials.
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I don’t get it. It looks like it’s all set in Melbourne
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It’s a bit rough but here’s a link to the vibeo: https://www.youtube.com/watch?v=Aft6uWmhVtA
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Having been to Geelong I’d say that, contrary to the tagline, Melbourne is only 40 mins by car from very ordinary indeed.
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Beautiful, gorgeous commercial. Very charming.
However, calm down on the sunny angle! let’s face reality, Melbourne is not that sunny, we are in the midst of a rainy summer and it’s very cloudy!!!!
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Simon you’re not confusing the City of Melbourne logo with the separate logo used for tourism are you?
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We’ve put the video back up on our channel!
Please view using the below link as it’s the highest quality. We’d love to know your thoughts on the new TVC. We’re really pleased with your feedback so far.
https://www.youtube.com/watch?v=Meh8fVq2a0Y
Regards,
Tourism Vic
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doesn’t matter about the reality, when you say ‘melbourne’ to people in europe they think ‘australia’ then they think ‘warm/sunny’.
so this ad is just enhancing that perception.
good job, i like
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