Play Melbourne
Tourism Victoria
Melbourne is a creative, exciting, and ever-changing city with extraordinary surprises to be discovered in every basement, rooftop and laneway. But its major strength is also its achilles' heel, for apart from the 'major attractions' which most people have already seen and visited, visitors don't know where to go for a truly 'Melbourne' experience. So we had to convince people to take a playful approach to travel in Melbourne.
"The Play Melbourne campaign aims to deepen consumers' appreciation of Melbourne's creative sub-culture and reinforce its reputation as Australia's most culturally diverse city." - Melbourne Tourism Minister
Play Melbourne at www.playmelbourne.com.au
Tourism Victoria
Melbourne is a creative, exciting, and ever-changing city with extraordinary surprises to be discovered in every basement, rooftop and laneway. But its major strength is also its achilles' heel, for apart from the 'major attractions' which most people have already seen and visited, visitors don't know where to go for a truly 'Melbourne' experience. So we had to convince people to take a playful approach to travel in Melbourne.
"The Play Melbourne campaign aims to deepen consumers' appreciation of Melbourne's creative sub-culture and reinforce its reputation as Australia's most culturally diverse city." - Melbourne Tourism Minister
Play Melbourne at www.playmelbourne.com.au
Television Commercial
Website Screengrabs
