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Melbourne – A Twist At Every Turn

October 27, 2017 Destination Global No Comments Email Email

Visit Victoria is set to launch its new destination marketing campaign A Twist at Every Turnon Sunday, 29 October.  The $12 million campaign targets interstate visitors, challenges perceptions of the city and brings Melbourne’s many personas to life.

Visit Victoria CEO Peter Bingeman said Melbourne was a city where people “do, not just see”. “You never truly know what’s coming next or where it will take you. Melbourne is full of surprises and provides experiences and moments you can’t plan for,” Mr Bingeman said.

A Twist at Every Turn is a cinematic foray through Melbourne’s many moods as the characters twist and turn through unexpected moments, uncovering hidden gems while looking for their destination.

“Melbourne is a city that is always on, always evolving in the best possible way, so any visit is an adventure towards something new and deeply delightful,” he said. “Each frame feels different to the one before, with recognisable moments from iconic films setting the mood. The new film piece and marketing campaign plays on Melbourne’s distinction as scenes transform from romantic to artistic, sporty to playful.

“This reflects how visitors experience Melbourne’s many personas – serious, playful, quiet, dramatic, and full to the brim of cultural and sporting heroics. Every visit yields something new, different, exciting and unexpected.”

He said most visitors to Melbourne barely touch the surface and need to return to find what they missed last time they were here.

“As well as our city laneways, arts precinct and riverside areas, we have our thriving local cultures to explore in areas like St Kilda, Fitzroy, Northcote, Brunswick, South Yarra, Prahran and more,” he said. “As an international 24-hour city, our late-night precincts are laden with arts, music, dining and a prolific small bar scene.”

The fully integrated, multi-channel campaign includes television and cinema, online video digital display, an interactive digital utility, social media, out of home advertising as well as public relations and partnership activity. It focuses on Melbourne’s five key attributes being sport, creative industries and the arts, culinary experiences, fashion and retail, and live music – with major events playing an important role in the task of driving bookings.

A Twist at Every Turn provides a new creative platform for Visit Victoria and this launch phase is all about reconnecting with interstate travellers we haven’t talked to for a while,” Mr Bingeman said. “We’re delighted to be partnering with the progressive team at Virgin Australia and look forward to rolling out further marketing activity with the airline early next year.”

Virgin Australia Chief Marketing Officer Inese Kingsmill said the campaign would attract people to Melbourne and encourage them to see another side of the city.

“Virgin Australia plays a big role in helping travellers reach their destination so they can experience and immerse themselves in Melbourne and Victoria every year. We look forward to working with Visit Victoria to help travellers discover the true spirit of Melbourne and the hidden gems awaiting them on their next visit to this exciting destination,” Mrs Kingsmill said.

Television commercial, HD images and campaign information available here:

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