Clemenger BBDO Melbourne and Visit Victoria (formerly Tourism Victoria) are launching a new campaign designed to encourage Melbourne residents to get out of the city and experience what the rest of Victoria has to offer.
‘Wander Victoria’ is all about slowing down and having a different type of travel experience – one where you take the time to connect, rather than trying to cram as much in as possible.
The first TVC starts with two couples enjoying lunch at a winery. The men decide to walk home, embarking on a journey that covers all eleven of Victoria’s regions in a single day. As our characters wander, so does their conversation. The friends have time to do nothing but enjoy themselves resulting in a genuine connection between the friends.
As will also happen in subsequent executions, Victoria’s landscapes are an incidental (yet crucial) backdrop; humbling the friends one minute, entertaining them the next.
In a break from traditional tourism campaigns, Wander Victoria campaign favours unusual locations over the known icons of regional Victoria. This creates a refreshing sense of discovery for the time-poor Melbourne target market. The campaign is a long-term strategy with new storylines and characters to revealed in subsequent phases, highlighting different experiences around Victoria as it unfolds.
Visit Victoria Acting Director of Marketing and Airline Services Melanie de Souza says Wander Victoria is their first marketing campaign aimed specifically at Melbourne residents.
"In a cluttered media environment and increasing competition in the travel category, we are confident that the quirky narrative and creative treatment will resonate well with Melbourne audiences,” she said.
"The main film aims to highlight regional Victoria’s scenic beauty and diverse natural landscapes as these are key motivators for Melburnians to travel to regional Victoria.”
“Wandervictoria.com is the website underpinning the campaign and the suite of online and media partnership activity focuses on the curation of 'bite-size' information targeted towards consumers at all life-stages,” de Souza added.
Clemenger BBDO Melbourne Senior Creative Lee Sunter says, “Everyone’s busy – which means the greatest modern luxury is time. This campaign shows how it feels when you find that time in regional Victoria”.
The campaign launched on Sunday via TV, cinema, press, digital and social platforms.