Visit Victoria implemented the final stage of the successful Play Melbourne Live destination marketing campaign for Melbourne in November 2015. The campaign invited target audiences globally to experience Melbourne in an unfiltered and authentic manner, showcasing a range of events and unique experiences via a series of live video broadcasts called ‘games’.
The ‘games’ used a custom-made ball embedded with a smartphone designed to be passed around by Melburnians while streaming live footage of the city.
Play Melbourne Live had 28,500 plus total live and replay views on 40 plus Periscope broadcasts with over 11.5 million total video views across Youtube, Twitter and Facebook. The campaign generated over 7.9 million engagements (views, clicks, likes and shares) on social media, including Facebook, Twitter and Instagram.
This was 1 of only 2 Australian brands to win a trophy at the awards. The #TwitterAwards had hundreds of campaign entries from 16 countries all vying for just 15 awards across 5 categories; live, creativity, impact, scale, and customer.
The #Live award recognises the Twitter campaigns that created live and immediate conversations around global events and everyday moments.
Quotes attributable to Peter Bingeman, CEO Visit Victoria
Visit Victoria is thrilled to be awarded the Silver trophy in the #Live category at the first ever #TwitterAwards.
The Play Melbourne campaign was a great success for Tourism Victoria, which now forms part of the newly established entity, Visit Victoria.
This award acknowledges a destination brand that seeks to embrace creativity and innovation and set new benchmarks for tourism marketing