Visit Victoria: Have A Wander - Rethinking regional Victoria for Melburnians

Visit Victoria, a state tourism, business and major events company, successfully convinced Melburnians to venture into regional Victoria for overnight trips using films and partnerships.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands