Visit Victoria: Tempting Australians with Melbourne After Dark

The Challenge

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.

The Insight

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.

The Strategy

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.

The Impact

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.