Melbourne has launched their new ad campaign which is geared in attracting interstate travellers. The tourism campaign called A Twist at Every Turn sets taxpayers back by $12 million. This was released in various channels including cinemas, television and social media platforms. It showcases the adventure activities in Melbourne rather than the scenic views and landscape.
Visit Melbourne said that they wanted to highlight the five main attributes which the city is known for – love music, sports, fashion/retail, creative industries/arts and culinary experiences. The campaign’s main goal is to attract visitors from the interstate as well as travellers from New Zealand.
Peter Bingeman, the CEO of Visit Victoria, said during a television show that he is aiming to centre the ad on the fact that Melbourne has a lot of experiences to offer instead of the usual tourism campaigns wherein the physical beauty takes centre stage.
He added that majority of interstate visitors as well as consumers have testified that Melbourne is considered to be an experiential place. Many would say that they should have hired a drone to capture the city and its beauty but the truth is it is not Melbourne’s highest point. The city is known more for the different experiences that the visitors can indulge in along with different emotions and moods.
There is a second phase to the campaign and this time they will be focusing on the nightlife of the city. It will be called Melbourne After Dark. Mr. Bingeman said that they have already launched the first on in Sydney last November 25 and the next will be in Brisbane and Adelaide. These places will be able to experience the nightlife in Melbourne through pop-up stalls including cafes, small bars and restaurants that are open 24 hours every day.
This is not the first time that Melbourne has gained an interest from their tourism ads. Back in 2006, they launched a campaign that went viral and it was dubbed as It’s Easy To Lose Yourself In Melbourne. Tourism such as adventure activities in Melbourne is the reason why there are additional 89,900 jobs in the state and Victoria is earning $8.9 billion every year.