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.