Visit Victoria has announced the launch of a national tourism campaign for spring showcasing Melbourne’s sporting calendar.
The campaign began with the launch of a 30-second film during prime time on the Seven Network, featuring sporting figures revisiting moments that took place in Melbourne.
The film includes Alex Jesaulenko’s mark at the MCG, Michelle Payne’s win at Flemington Racecourse, Formula 1 cars at Albert Park, Ash Barty’s Australian Open win at Rod Laver Arena, and Shane Warne taking his 700th wicket at the MCG.
The campaign is timed to air throughout the AFL Finals Series and NFL Melbourne Game, and includes broadcast integration, Sunrise weather crosses, and promotional videos with Seven talent including Hamish McLachlan, Emma Freedman, and Nick Riewoldt.
An integrated marketing campaign, titled ‘Come to Play’, is rolling out alongside the film.
Victoria’s sporting calendar following the NFL and AFL includes the Constellation Cup, Melbourne Cup Carnival, Men’s Australian Open Golf, Boxing Day Test, Australian Open, Cadel Evans Great Ocean Road Race, Formula 1 Australian Grand Prix, and 150th Anniversary Test.
The campaign is part of the state’s ‘Every Bit Different’ brand platform and is running nationally across television and online video, broadcast and event partnerships, out-of-home advertising, visitvictoria.com, Visit Victoria e-news, the Official Visitors Guide, public relations, and social media.
