MELBOURNE MOMENTS

Leveraging the influential status of renowned celebrities and the hashtag #MelbourneMoments, our dedicated team at Visit Victoria collaborated closely with OMD Create and a talented pool of creatives and agencies to craft captivating content that resonated with diverse interstate audience segments, effectively showcasing the manifold attractions of Melbourne.

A well-planned paid strategy put together by myself and the team lay at the core of this endeavour, targeting specific audience segments and securing prime placements on prominent platforms like YouTube and Meta. The campaign's launch during Mad March, Melbourne's bustling period of major events, ensured maximum visibility and impact.

One of the highlights of my involvement in this project was serving as the executive producer for the Marco Pierre White video. This particular piece embraced a more subtle and authentic approach, showcasing the theme of "Melbourne Moments" with raw sincerity. Its compelling narrative struck a chord with viewers, making it the most engaging piece for organic distribution.

Overall, this campaign proved to be an outstanding success, skillfully integrating the concept of celebrities celebrating their unique Melbourne Moments, cementing the city's allure as a top-notch destination worth experiencing.

HIGHLIGHTS

• Successful distribution planning for #MelbourneMoments paid and organic content pieces.

• Successfully managed the production of Marco Pierre White's video piece, which received the highest engagement result compared to other agency-produced pieces - showing that knowing your audience is key to crafting compelling and authentic content.

• Successful reporting of campaign and optimisation