Play Melbourne
Inviting tourists to unplan their trip to Melbourne and see where the city takes them.
Melbourne is an ever-changing labyrinth of laneways full of hidden surprises. But travellers felt they had been there, done that. Our challenge was to deliver new news about Melbourne in a way befitting its curious and creative culture. So instead of encouraging visitors to plan their trip, we invited them to throw away the guidebook and "Play Melbourne." The campaign was responsible for Melbourne attracting 600,000 more domestic overnight visitors than Sydney.
Awards
Silver – MADC (Typography)
Bronze – MADC (Website)
Television/Cinema
Promotion – A 52-week promotion gave people the chance to win a weekend for 2 in Melbourne, each week. In the spontaneous spirit of the campaign, winners had to be ready to fly at the drop of a hat. Entry was via a grid-like game on the website made up of curious visual clues posing questions about Melbourne.
Website
Promotional Print
Promotional Banner Ad
Mobile App – The Play Melbourne mobile app was a serendipitous guide to Melbourne, designed to help you navigate the city by chance. Using GPS technology, it shows you (via a grid of images) all the interesting places located nearby. Select one and then from there, follow the tags and go wherever the mood takes you.
Mobile App