Visit Victoria, OMD and OMD Create, have joined forces with Network 10 to reinvigorate tourism in Melbourne by showcasing a city that’s open, vibrant and welcoming through a unique partnership with The Project.
The initiative will take The Project to the streets throughout a four-week integration partnership and will see panellist and comedian, Nazeem Hussain, joining the 60-minute live show from different iconic Melbourne destinations each Friday night.
This is a first for The Project, as the news and entertainment program aims to showcase a city dear to its heart.
Visit Victoria and OMD’s conceived the campaign as a means to reintroduce Aussies to Melbourne’s brilliance and refamiliarize themselves with the creativity, cultural distinction, lively people, world-class events, and chef hatted restaurants of Victoria’s capital.
Because let’s face it – there is nowhere else quite like it – from the buzz of the iconic laneways to the rooftop and underground bars, as well as the live music scene and unrivalled cultural institutions. That’s not to mention the breathtaking atmosphere of The ‘G.
Visit Victoria and OMD are taking advantage of easing restrictions to remind Australia what they’ve been missing and to celebrate what Melbourne does best.
Visit Victoria’s chief marketing officer, Shae Keenen, said, “As we encourage people to get set for Melbourne’s ultimate comeback, we want to ensure everyone is aware of just how much our great city has to offer.
“There’s never been a better time to visit – the vibe is back with so many new restaurants, bars, attractions, and cultural and sporting events to choose from.
“A partnership with The Project and OMD gives us a platform to showcase this in a way that aligns perfectly with Melbourne’s DNA – we’re all about doing things a little differently.
“We can’t wait to take Nazeem through the streets of Melbourne as he rediscovers our amazing and resilient city along with the rest of Australia.”
Tamar Hovagimian, 10 ViacomCBS partnership director – effect, said, “In this inaugural partnership between The Project and Visit Victoria, we’re excited to celebrate all Melbourne has to offer and remind viewers of what they’ve been missing.”
Penny Shell, OMD’s Head of Product and Planning added, “OMD is thrilled to partner with both Visit Victoria and 10 on this media first concept for The Project.
“Positioning Melbourne as the thriving, cultural and creative city that it truly is, is very close to our hearts and an initiative that we are very proud to be working on”.
Nazeem Hussein’s first live broadcast from Melbourne’s streets will premiere on tonight’s episode of The Project at 6:30pm on Channel 10.
Credits:
Visit Victoria
Ben Knighton – Head of Global Brand & Consumer Marketing
Alex Miles – Group Manager, Channel Planning & Publishing
Lisa Francazio – Manager – Media & Planning Services
Laura Fookes – Manager – Media & Planning Services
Daniel Bese – Group Manager, Brand Strategy & Planning
Courtney Gaynor – Executive, Marketing & Campaigns
Sarah Quinn – Head of Media & Communications
Kirsty Johansen – Media & Communications Manager
OMD
Chloe McKenzie – Partnerships & Experience Account Director
Erin Pugh – Head of OMD Create Melbourne
Emily Mead – Head of OMD Create Melbourne
Penny Shell – Melbourne Head of Product and National Head of Planning
Dean Schwal – Business Director
Erin McCauley – Account Director
Nik Doble – Head of Trading
Tamara Stewart – Trading Director
Tom Hutley – National Head of OMD Create
Network 10
Alex O’Shaughnessy – Group Partnerships Manager
Natali Lambevska – Brand Partnerships Manager
Katherine Quinn – National Group Partnerships Manager
Jin Subasinghe – Group Sales Manager
John O’Brien – Head of Agency Sales Melbourne
