Tourism Victoria: our ad campaign has helped Melbourne attract more visitors than Sydney

Pia McGeogh in Play Melbourne campaign

Tourism Victoria is claiming that Melbourne is Australia’s top destination for domestic holidaymakers off the back of its popular ‘Play Melbourne’ campaign, which launched in June last year.

Play Melbourne was created by Publicis Mojo Melbourne, which lost the prestigious account to Clemenger BBDO Melbourne shortly after launching the campaign.

“In the year following the launch of the Play Melbourne campaign in June 2011, Melbourne attracted 454,000 more interstate holiday visitors than Sydney,” a Victorian Government spokesperson told Mumbrella, referring to the National Visitor Survey.