TGI Wildcard and Visit Victoria team up to bring the Diamonds into the heart of Melbourne
In the lead-up to the 2025 International Test Series and Constellation Cup, TGI Wildcard and Visit Victoria have launched a new campaign celebrating Melbourne’s vibrant spirit through the lens of netball and the Diamonds.
The announcement:
In the lead-up to the 2025 International Test Series and Constellation Cup, TGI Wildcard and Visit Victoria have teamed up to launch a new campaign that brings the Diamonds into the heart of Melbourne.
An extension of Visit Victoria’s Every Bit Different platform, the campaign is designed to strengthen the brand’s connection with Netball Australia and inspire visitation to the state by tapping into the passion and pride of netball fans across the country.
Through a blend of visuals, video and copy, the campaign brings Melbourne’s personality to life with playful nods to netball lingo, drawing parallels between iconic game strategies and the city’s celebrated pillars: from “wing attacks” in Melbourne’s renowned food scene, to taking “the perfect shot” at a local coffee spot, calling a “team huddle” to experience the city’s vibrant late-night culture, or taking a “tactical timeout” for wellbeing at one of Victoria’s acclaimed spas. The creative fuses the energy of netball with Melbourne and Victoria’s diverse experiences, creating an authentic and engaging link between sport and place. Rolling out across digital, out-of-home and owned channels, the campaign is designed to deepen the emotional connection between fans, netball and Melbourne.
Shae Keenan, chief marketing officer at Visit Victoria, said: “The team at TGI Wildcard has allowed Visit Victoria to connect with netball fans across the country, strengthening our partnership with the sport and inspiring more people to visit our state. We are grateful to the team for their expertise and ability to bring this campaign to life.”
Sam Fleming, general manager at TGI Wildcard, added: “We are incredibly proud of the creative and production work we have produced in collaboration with Visit Victoria and the Diamonds. Creative partnerships that play at the intersection of storytelling and sport are where our team thrives, and we’re thrilled to have played a part in this campaign.”
Visit Victoria’s Every Bit Different campaign continues to showcase the unique aspects of Melbourne — from its diverse personalities and iconic landmarks to its distinct voices and experiences.
Source: TGI Wildcard
