Case History Database

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.