Together, Tourism Victoria and Publicis Mojo created the longest-running tourism marketing programme in the world. The ‘Jigsaw’ campaign entered its tenth phase with the launch of Play Melbourne: a new chapter in a story celebrating Melbourne’s unique beneath-the-surface appeal.
My role was to direct ideation and development of the entire digital platform – a campaign integrating loads of interactive and experiential elements across a rich hub of content and events, most of which also featured in the 5-star rated iPhone app, and a playful Memory game that refreshed each week for an entire year, giving visitors the chance to Play Melbourne and win a spontaneous visit.
We incentivised Social sharing, creating a huge source of ongoing traffic – but we had to light the fuse somewhere. And light it we did, with a set of web ads based around the Play Melbourne story: an intriguing, interactive, upmarket and enticing bunch of rich and standard banners that easily drove tens of thousands of visitors to the site each time they ran.
It was a pleasure and a real workout to be Digital CD on this job, and big thanks to everybody involved in making this work. The inimitable Jeremy Clark and the indefatigable Rochelle Ivanson; Pete Bakacs for design; Brendan McMahon for engineering; Matt Houltham for wrangling; Miranda Dimopoulous for producing; Fracture for the gorgeous banners… you’re all ace.