Taking advertising beyond the line

Posts Tagged ‘travel’

Play Melbourne. You know you want to.

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.
Play Melbourne - reward your curiosity

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 and found that 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 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 in the world who was involved in making this work. The inimitable JC and the indefatigable RI; 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.