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

2016 census Bloggers Brunch Kimberly Clarke Twitter YouTube

Latest News

Entries now open for Snapchat Young Lions Australia
  • Media

Entries now open for Snapchat Young Lions Australia

The annual search for the very best of Australia’s young media, creative, and marketing professionals has begun, with Cannes Lions Festival representative The Misfits announcing entries are now officially open for the 2021 Snapchat Young Lions Competition. The Young Lions Competition, which is proudly supported by Snapchat and The Trade Disk, gives blossoming media talent […]

by B&T Magazine

B&T Magazine
Pureprofile Snares Former Kantar Director Of Data Solutions & Sourcing Young Ham
  • Technology

Pureprofile Snares Former Kantar Director Of Data Solutions & Sourcing Young Ham

Global data and insights business Pureprofile Limited has today announced three new appointments to the Australian team to support its renewed growth strategy. Young Ham [pictured] joins the team in a global role as head of data, innovation and product, Kate Richards will hold the role of interim head of sales, data & insights ANZ […]

Taboola Lays Out Plans To Go Public
  • Technology

Taboola Lays Out Plans To Go Public

Taboola lays out plans to go public. And by that it apparently means the stock market, not the local park's lavatories.

The Three Must-Haves For Your Data Strategy
  • Technology

The Three Must-Haves For Your Data Strategy

Here are the three must-haves for your data strategy. A fourth could possibly include the value of legumes in your diet.

Opinion

by B&T Magazine

B&T Magazine
Business woman study financial market to calculate possible risks and profits.Female economist accounting money with statistics graphs pointing on screen of computer at desktop. Quotations on exchange
  • Technology

Third-Party Data Sales Spike 109% For Lotame In APAC

Lotame has today announced 109 per cent growth in third-party data sales in the APAC region from Q2 2020 to Q3 2020. Across the APAC region, India saw 555 per cent growth, followed by Malaysia at 190 per cent and Taiwan at 178 per cent growth. Subsequently, Australia saw 43 per cent growth and New Zealand […]

Busting Six Of The Biggest Ad Tech Myths
  • Partner Content

Busting Six Of The Biggest Ad Tech Myths

Here, six of ad tech's biggest myths get expertly busted. There was a seventh, but it turned out to possibly be true.

Partner Content

by B&T Magazine

B&T Magazine
Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
  • Media

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School

The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]