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

Latest News

Disrupt Yourself Before Someone Else Does
  • Opinion

Disrupt Yourself Before Someone Else Does

Michelle Gibbings (pictured below) is a change leadership and career expert and founder of Change Meridian. She is also the author of Step Up: How to Build Your Influence at Work and Career Leap: How to Reinvent and Liberate your Career. In this guest post, Gibbings says career change is inevitable, so best start planning for […]

Monday TV Wrap: ‘Australian Story’ Heads A Stellar Night For The ABC
  • Media

Monday TV Wrap: ‘Australian Story’ Heads A Stellar Night For The ABC

An inspirational episode of Australian Story proved a winner for the ABC last night. The episode, that featured former deputy PM Tim Fischer and his autistic son Harrison, was the most watched show of the evening – pulling 732,000 viewers – outside of the 6pm news bulletins. Seven won the night with 29.8 per cent; however, […]

by B&T Magazine

B&T Magazine
Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne
  • Campaigns

Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne

Myer has announced the arrival of Naughty or Nice Baubles for sale at Myer stores around Australia. The baubles, developed by Clemenger BBDO Melbourne, are the centerpiece of this year’s Myer Christmas campaign. A Naughty or Nice bauble apparently lets you and your family know whether you’re on Santa’s naughty or nice list. Using a little […]

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner
  • Technology

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner

Data-driven marketing agency, Columbus, A Merkle Company has appointed Rich Conway as Group Client Partner in NSW. Conway will lead a large-scale team and head up Columbus’ integrated solutions across Virgin Australia and a number of key Australian brands. With more than seven years of industry experience, Conway joins Columbus from Reprise Digital where he […]

The Brand Agency Brings Science To Behaviour Change
  • Media

The Brand Agency Brings Science To Behaviour Change

The Brand Agency has welcomed behavioural psychologist Dr Mark Hurlstone to its strategy and behaviour change team. Dr Hurlstone is head of The University of Western Australia’s Behavioural Economics Laboratory in the School of Psychological Science. Dr Hurlstone’s appointment is in direct response to the lack of true behavioural psychologists in the communications industry. His expertise will […]

Buyer journey flat isometric vector. A man to make a purchase is moving by the specified route with following steps - awareness, consideration, reviews, choice, purchase.
  • Advertising

Study: Australian Consumers Say Marketers Are Doing Customer Experience Wrong

Despite increasing investment from brands in marketing technology, nearly half of Australian consumers say brands aren’t meeting their expectations when it comes to the customer experience (CX). On top of this, even fewer remember the last time a brand exceeded expectations, according to results of a global survey commissioned by Acquia. Today’s consumers have more […]

Busiest robot in the office with a heavy workload on all of his six hands.
  • Partner Content
  • Technology

Seven Tips To Stop Robots From Taking Your Job

The Fourth Industrial Revolution is upon us, and it has many people freaking out about their career future. Jobs are increasingly being automated via technology such as artificial intelligence (AI), the Internet of Things and cloud computing. In fact, recent research by McKinsey suggests about 60 per cent of occupations could see at least a […]

Partner Content

by Hays

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program
  • Advertising

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program

In a bid to encourage more indigenous people into the advertising and media industries, Pluto Media has teamed up with The Communications Council of Australia to form a brand new AWARD School Indigenous Scholarships program. This includes acceptance into the AWARD School Application workshop and then, if selected, entry into the AWARD School course itself. Pluto Media’s […]

by B&T Magazine

B&T Magazine
News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel
  • Media

News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel

News Corp Australia’s premium food and lifestyle media brand delicious. has unveiled its new website delicious.com.au and launched the brand’s travel content destination delicious. Travel at an event at Icebergs Dining Room and Bar in Sydney. News Corp Australia’s director of lifestyle Fiona Nilsson and delicious. editor-in-chief Kerrie McCallum were joined by newly appointed delicious.Travel editor-at-large George Calombaris and […]

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer
  • Campaigns

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer

Taylors Wines is again challenging wine conventions in a new campaign that inspires wine drinkers to chill their red wines this summer. It’s widely believed that red wine should be served at room temperature. But among those in the know, popping a red in the fridge for 30 minutes before serving can make all the […]

How To Be An Introvert AND Run A Successful Client-Facing Agency
  • Opinion

How To Be An Introvert AND Run A Successful Client-Facing Agency

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister – a self-confessed introvert – reveals her tips on overcoming her people fear and becoming a success… I have a classic kitchen bench, start-up […]

Opinion

by B&T Magazine

B&T Magazine
Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership
  • Advertising
  • Campaigns

Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership

Holden’s brand rejuvenation from Aussie local to full-import takes another step with the launch of the Holden Acadia advertising campaign: Holden Acadia. Arrive.  The campaign, developed by AJF Partnership, suggests Acadia drivers that they “Don’t just turn up. Arrive.” Holden marketing director Kristian Aquilina said the Holden Acadia – as well as the Equinox also launched this year – […]