Campaign details
Agency: Clemenger BBDO Melbourne
Executive Summary
This paper is about recognizing a strength. Between 2005 and 2015, overnight trips from Melbourne to regional Victoria grew 1.9% per year. Convincing Melburnians that they would survive in the regions without access to a deconstructed latte was a challenge.
Instead of competing on Melbourne's terms, we changed the value equation, recognizing that regional Victoria offered one thing Melbourne couldn't; the luxury of time.
'Wander Victoria' gave people permission to slow down, positioning the regions as a place to find time.
What was the strategic communications challenge?
Driving overnight visitation to...