What we did:
Over two years, we created compelling content and engaging experiences
to be shared with media and online. These included 'creative dating' between
two cities for Melbourne in Winter, and breaking a world record to promote the title
‘spa capital of Australia' for Daylesford. For the King Valley, a hidden bar popped up in Darlinghurst to meet the winemakers and discover Victoria's best kept secrets, 
while for the Great Ocean Walk, the experience was followed first-hand with the world's best walkers. These campaigns were undertaken as Creative Strategy Director at PLAY Communication.

The Results: Media targets reached and digital communities created, increasing targeted tourism to Victoria’s regions.

 

 
Daylesford Massage en Masse Campaign – World record for most simultaneous massage – Location: Daylesford Lavendar Farm

Daylesford Massage en Masse Campaign – World record for most simultaneous massage – Location: Daylesford Lavendar Farm

Kings Vault - Pop-up Bar in Darlinghurst showcasing King Valley wines

Kings Vault - Pop-up Bar in Darlinghurst showcasing King Valley wines

Kings Vault Pop-Up Bar - open for VIP tastings and for general public to meet the winemakers

Kings Vault Pop-Up Bar - open for VIP tastings and for general public to meet the winemakers