You can afford to take a chance in Melbourne because, with hidden treasures around every corner, there’s no such thing as ‘the wrong way’. If you’re curious, open to possibilities and willing to follow your nose, Melbourne will reward your playfulness.

This sentiment lead to the development of Play Melbourne: the basis for the 2010 Melbourne campaign for Tourism Victoria.

At its heart was a year long brand promotion that changed visitor behaviour by simply not allowing planning time when visiting Melbourne. At 10:00am every Friday, a return double airfare to Melbourne was given away, complete with accommodation for two nights. The twist: You’re on the 6:00 flight.

In essence, we forced people to behave in a different way: to plan less and play more.

  •  MADC – Bronze (2011)