Clemenger BBDO And Visit Victoria Create Stunning $3 Million Campaign

Clemenger BBDO And Visit Victoria Create Stunning $3 Million Campaign
SHARE
THIS



Clemenger BBDO Melbourne and Visit Victoria (formerly Tourism Victoria) are launching a new campaign designed to encourage Melbourne residents to get out of the city and experience what the rest of Victoria has to offer.

‘Wander Victoria’ is all about slowing down and having a different type of travel experience – one where you take the time to connect, rather than trying to cram as much in as possible.

The first TVC starts with two couples enjoying lunch at a winery. The men decide to walk home, embarking on a journey that covers all eleven of Victoria’s regions in a single day. Seems like a bit of a stretch, but the visuals look good.

Victoria’s landscapes have as a result become an incidental (yet crucial) backdrop to the campaign, in this break from traditional tourism campaigns that favours unusual locations over well known spots f regional Victoria.

The campaign is a long-term strategy with new storylines and characters to be revealed in subsequent phases, highlighting different experiences around Victoria as it unfolds.

Visit Victoria acting director of marketing and airline services Melanie de Souza said Wander Victoria is their first marketing campaign aimed specifically at Melbourne residents.

“In a cluttered media environment and increasing competition in the travel category, we are confident that the quirky narrative and creative treatment will resonate well with Melbourne audiences,” she said.

“The main film aims to highlight regional Victoria’s scenic beauty and diverse natural landscapes as these are key motivators for Melburnians to travel to regional Victoria.”

“Wandervictoria.com is the website underpinning the campaign and the suite of online and media partnership activity focuses on the curation of ‘bite-size’ information targeted towards consumers at all life-stages,” de Souza added.

Clemenger BBDO Melbourne senior creative Lee Sunter added, “Everyone’s busy – which means the greatest modern luxury is time. This campaign shows how it feels when you find that time in regional Victoria”.

The campaign will launch on Sunday via TV, cinema, press, digital and social platforms.

Credits
Visit Victoria
Acting Director of Marketing and Airline Services Melanie de Souza
Group Manager Regional Marketing Shae Keenan
Group Manager Brand Strategy & Advertising Nicole Bradley
Clemenger BBDO
Creative Chairman James McGrath
Executive Creative Director Ant Keogh
Senior Creatives Lee Sunter, Alex Derwin, Hilary Badger
Account Management Simon Lamplough, Jonathan Pangu, Paige Prettyman, Rebecca Orlandi
Strategic Planner Matt Kingston
Senior Producer Karolina Bozajkovska
PRODUCTION
Director Steve Ayson
Producer Allison Lockwood
Executive Producer Edward Pontifex
Production Company The Sweet Shop
Managing Director Wilf Sweetland
DOP Germain McMicking
Art Director Lucinda Thomson
Editor Jack Hutchings, The Butchery
Post Production Eugene Richards, The Refinery
Colourist Edel Rafferty, Method Studios
Music Elliot Wheeler, Turning Studios
Casting Director Fiona Dann, Casting Sugar

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.