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.
Acting Director of Marketing and Airline Services Melanie de Souza
Group Manager Regional Marketing Shae Keenan
Group Manager Brand Strategy & Advertising Nicole Bradley
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
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