Visit Victoria launched its new Twist at Every Turn brand campaign with the aim of reigniting a desire to travel to Melbourne by interstate visitors. To generate awareness and spread the messages of the campaign, we needed to create a memorable moment and story that reminded Australians of the amazing experiences available in Melbourne around every corner all year round, and why the city should be next on their ‘to-visit’ list.
Melbourne already holds the position as the most preferred and most visited interstate holiday destination, however, a sustained absence from the market has resulted in Melbourne slipping from the hearts and minds of potential travelers.
We needed to remind Australians of why Melbourne is so unique – and if people couldn’t come to Melbourne, we wanted to take Melbourne to them! We delivered a series of pop-up events called Melbourne After Dark, which took place for one-night-only in Sydney, Brisbane and Adelaide. The free, ticketed events featured some of Melbourne’s best live music, entertainment and food and drinks experiences, and saw each venue transformed into a Melbourne laneway. Our hero event in Sydney took place all-night, and featured Melbourne based comedian Joel Creasey who entertained the crowd and a line-up of entertainment which saw guests partying into the early hours.
All three events were well received by consumers and media – with over 2,500 people pre-registering for the events, and a footfall of over 1,960.
Over 90 pieces of earned media coverage, including coverage in top-tier publications Studio 10, The Daily Telegraph, Pedestrian TV, ABC, Broadsheet, News Corp Escape and more, with a combined reach of over 2.3 million people.
Travel consideration to Melbourne increased from 28% to 33% during the campaign launch period. Visit Victoria has also seen a 127% increase year-to-year to Melbourne related website content during the campaign launch period.