Visit Victoria and Clemenger BBDO Melbourne have today launched the latest brand platform for Melbourne, 'A Twist at Every Turn', showcasing the depth and breadth of Melbourne's diverse cultural experiences.
The 'A Twist at Every Turn' platform aims to bring to life Melbourne as a city that is defined by its sense of discovery and immersive nature.
'A Twist at every Turn' showcases how the city can change in the blink of an eye and the interconnected nature of the best Melbourne has to offer from the culinary and the curious to sporting and inspiring. This in turn creates the excitement and intensity and at times, the challenges, that is so defining of Melbourne.
The campaign launches with a film that brings the city to life using different film genres, and, just like the city, each scene transforms in tone from romantic, to artistic, to sporty through to playful, encapsulated through a stylistic treatment using various film genres to set the mood and tone.
Says Peter Bingeman, CEO, Visit Victoria: "This campaign 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."
In addition to the film, a digital platform has been developed that encourages the audience to explore Melbourne by twisting and turning their smartphone to navigate their way through the various scenes and locations presented in the film, with each twist and turn serving a deeper exploration of Melbourne's distinctive experiences, demonstrating the adventure that lies around every corner in the city.
Says James McGrath, creative chairman, Clemenger BBDO Melbourne: "It's a very rare privilege to communicate about the very nature of the city you are culturally so connected to. While so many destinations are renowned for how they appear, importantly, the many effects Melbourne has on those who experience it are proudly at the heart of this campaign."
The campaign launches on Sunday, 29 October across TV, cinema, online video, digital display, social, outdoor and a partnership with Virgin Australia.