Effies
Australia
Have A Wander: Rethinking Regional Victoria For Melbournians
Agency
Clemenger BBDO Melbourne
Client
Visit Victoria
Awards
Bronze
Best State Campaign
Case Study
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. [Redacted] incremental overnight trips from Melbourne were recorded during the campaign, generating incremental yield equivalent to a [Redacted] ROI.
Case study
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Credits
| Agency | Clemenger BBDO Melbourne | ||||||||
| Client | Visit Victoria |