The $12 million campaign will entice interstate visitors to Melbourne to uncover the city’s many hidden gems and its depth and diversity of experiences.
Visit Victoria CEO Peter Bingeman said the campaign brings Melbourne’s many personas to life for interstate visitors, while challenging their perception of the city.
The campaign creative takes inspiration from iconic film genres, the characters moving through the city in a sequence of movie moments, twisting and turning through the streets looking for their destination, and happening upon unexpected moments.
The fully integrated, multi-channel campaign includes television and cinema, video and digital, social media and out of home advertising. It focuses on Melbourne’s five key attributes being sport, creative industries and the arts, culinary experiences, fashion and retail, and live music - with major events playing an important role in the task of driving bookings.
A Twist at Every Turn television commercial and media kit is available in the content package button, located at the top of this article.
The content package includes a downloadable link to the television commercial, Melbourne fact sheets, images, logos and other campaign information.
About the campaign
Melbourne. A Twist at Every Turn is Visit Victoria’s new interstate destination marketing campaign. It is designed to encourage interstate and New Zealand visitors to travel to Melbourne and experience its many layers - from sporting events, the arts, culinary experiences, design, fashion and retail and live music.
Visit Victoria’s Trip Tracker national research shows that preference for Melbourne has been softening year-on-year to June 2016. The new campaign addresses a need to remind interstate, and New Zealand visitors about the quality and diversity of Melbourne and its experiences.
Tourism to Melbourne is worth $8.9billion (3.3% of GSP) per annum and generates 89,900 jobs (4.4% of employment).
In the year ending June 2017, interstate overnight visitors to Melbourne accounted for $4.3 billion in expenditure, 5.4 million visitors with solid growth recorded for spend (+15.6%) and visitors (+8.4%).
In the year ending June 2017, Melbourne’s largest interstate visitor markets were NSW (2.7m visitors, 2.3bn spend), QLD (1.0m visitors, 1.0bn spend), WA (422,300 visitors, $611m spend) and SA (652,200 visitors, $590m spend). New Zealand is the second highest international contributor to Melbourne, ($414m spend) only behind China.
The new brand campaign will be launched on Sunday 29 October 2017 in Australia in all areas outside Victoria, and on 31 October in New Zealand.
The campaign will be a combination of paid (television, cinema, outdoor, digital and social media), owned (Visit Victoria websites and social media channels) and earned media channels (public relations and social media). Supported by an interactive video showcasing the depth and breadth of Melbourne’s many experiences.
A Twist at Every Turn is a cinematic foray through Melbourne’s many moods as the characters twist and turn through unexpected moments, uncovering hidden gems while looking for their destination. Each frame feels different to the one before, with recognisable moments from iconic films setting the mood.
The new film piece and marketing campaign plays on Melbourne’s distinction as scenes transform from romantic to artistic, sporty to playful.
Melbourne’s appeal isn’t just in its authentic, local experiences - it’s the depth and diversity of them. It’s also the way the city delivers them. Sophisticated, contradictory, intriguing, gritty, creative, romantic. Melbourne isn’t a city that can be ‘done’ in just one visit. It’s an exciting, evolving city that offers something new and exciting every time.
This content can be shared and edited for the purpose of promoting Victoria as a visitor destination. Not for use in paid advertising. Please credit Visit Victoria.