Tourism Victoria: Play Melbourne Tourism Victoria: Play Melbourne

2011 - Tourism Victoria launches $14m 'Play Melbourne' campaign to lure younger visitors

Melbourne was becoming predictable as a tourist destination; you new exactly what to expect: food, fashion and events. It was starting to loose it's shine. But Melbourne's creative and ever-changing sub-culture is anything but predictable -- there's always something new to discover. We wanted to challenge travellers to Melbourne to expire the limits of their curiosity and play the city like a giant game of chance. And Play Melbourne was born.

Roll the dice, look for a clue, pick one - any one and..go! What if we were to chuck out the map and let the magical side of Melbourne guide us through its exciting streets and treats? Nothing ventured, nothing gained. A playful trio throw caution to the wind letting chance play its hand in their journey and embark on a mad, fantastical exploration of the city's enchanting underbelly. Director Ben Quinn of The Sweet Shop and Publicis Mojo, Melbourne reveals the remarkable 'secrets' of Melbourne that can be found if one dares to play.

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❊ Web Links ❊

➼ Tourism Victoria: Play Melbourne 

➼ www.playmelbourne.com.au

❊ Also See... ❊

➼ Visit Melbourne & Victoria








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