NZers Urged To Lose Themselves In Melbourne

New Zealanders Urged To Lose Themselves In Melbourne

New Zealanders are being urged to lose themselves in Melbourne in a new NZ$1.125 million tourism marketing campaign launched today.

The campaign, with the tagline It's Easy To Lose Yourself In Melbourne, promotes Melbourne as a place of hidden treasures and invites visitors on a journey of discovery.

"New Zealand is Victoria's leading international visitor market - New Zealanders know us well," said Tourism Victoria Chief Executive Gregory Hywood.

"But in some respects the two destinations are like a married couple - they know each other really well and need to fall in love all over again.

"Our new advertisement encourages New Zealanders to reignite their passion for Melbourne and to discover the hidden layers of the destination.

Mr Hywood said that Melbourne was not a 'tick the box' or 'seen that' destination.

"Many of the best things are tucked away in alleyways or unusual places. Locals form part of that attraction too, with Melbourne's cultural and ethnic diversity an integral part of our society. It's not 'in your face'; it's a subtle, key part of the fabric of our community.

"We are encouraging visitors to lose themselves physically and emotionally in our great city."

The campaign features a young woman using a giant ball of thread to find her way around Melbourne. It comprises television, cinema, online, outdoor and magazine advertising.

The campaign won 10 awards at the recent Melbourne Advertising and Design Club Awards, including the coveted chairman of the judges award for 'Best of Show'.

Victoria was last promoted on television in New Zealand in 2001, with the distinctive black and white 'Romantic Melbourne' campaign. Around 230,000 New Zealanders currently visit Melbourne each year to immerse themselves in the city's fantastic shopping, dining and cultural experiences as well as key calendar events such as the Spring Racing Carnival's Melbourne Cup in November and the F1 Grand Prix in March.

FAST FACTS

It’s Easy To Lose Yourself in Melbourne

There are 12 versions of the television and cinema commercial:

1 x 90 seconds
1 x 60 seconds
2 x 30 seconds

Campaign activity

The campaign will launch on 2 September, with the 60 second version of the advertisement airing nationally. The 30 and 60 second versions of the advert will air for the remainder of the initial six week launch period.

Other activity includes:
- Online advertising nationally comprising search engine marketing and banner advertising on sites including NZ Herald, Stuff and YahooXtra
- Print and magazine advertising
- Ongoing public relations activity
- Cooperative trade marketing activity
- Transit advertising strategy

It’s Easy to Lose Yourself in Melbourne is the latest evolution of Tourism Victoria’s long-running Jigsaw campaign. It builds on the Melbourne ‘brand’ developed in previous campaigns, particularly the distinctive black and white Melbourne. You’ll never want to leave campaign launched in 2001. This campaign introduced Melbourne as a city of style, sophistication and romance, all attributes that Melbourne now ‘owns’ according to research . It’s Easy to Lost Yourself in Melbourne introduces creativity as an additional attribute.

Victoria’s market share of New Zealand visitors has increased from 21 per cent to 24 per cent over the period 1999-2006. This equates to 87,000 additional New Zealand visitors, accounting for $100 million of additional visitor expenditure per annum.

Clothes
Clothing for Kate Mack created in Melbourne inspired by a Prada design
Tourism Victoria’s advertising agency

Publicis Mojo Melbourne, 55 Southbank Boulevard, Southbank
- Executive Creative Director – Darren Spiller
- Creative Director – Christy Peacock
- Art Director – Selena McKenzie
- Writer – Toby Moore
- Agency producer – Sally Davis
- Director – Glendyn Ivin
- Producer – Jane Liscome
- Production Company – Exit Films

Music
The theme song, Sprout and the Bean, was written and performed by US singer/songwriter Joanna Newsom. The track is available from Spunk/EMI and can be down-loaded from i-tunes.

Shoot Locations

Laneways
- Degraves Street
- Niagra Lane
- Centre Place
- Block Place
- Flinders Lane
- Laneway between GPO and Myer
- Bible House (Flinders Lane)
- The Causeway
- Hosier Lane

Arcades
- The Block Arcade
- Royal Arcade
- Cathedral Arcade

Hotels
- La Bassa (Caulfield – interior of hotel room)
- The Grand Hotel (exterior)

Bars and Restaurants
- Supper Club
- Becco

Shopping
- GPO
- Federal Coffee Palace with outdoor archways
- Mirabella – Lygon Street (chandelier shop)

Galleries
- Ian Potter Centre – Federation Square

Gardens
- Botanic Gardens
- Fitzroy Gardens
- St Patrick’s Cathedral

Attractions
- Federation Square
- Collins Street architecture
- Tram
- Parliament House
- Melbourne University cloisters
- Manchester Unity building (rooftop – spiral staircase)
- Melbourne Town Hall (rooftop balcony)
- Yarra River (Southgate)

ENDS

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