Visit Victoria launches new ‘Wander Victoria’ campaign via Clemenger BBDO, Melbourne
Clemenger BBDO Melbourne and Visit Victoria (formerly Tourism Victoria) are launching a new campaign designed to encourage Melbourne residents to get out of the city and experience what the rest of Victoria has to offer.
‘Wander Victoria’ is all about slowing down and having a different type of travel experience – one where you take the time to connect, rather than trying to cram as much in as possible.
The first TVC starts with two couples enjoying lunch at a winery. The men decide to walk home, embarking on a journey that covers all eleven of Victoria’s regions in a single day. As our characters wander, so does their conversation. The friends have time to do nothing but enjoy themselves resulting in a genuine connection between the friends.
As will also happen in subsequent executions, Victoria’s landscapes are an incidental (yet crucial) backdrop; humbling the friends one minute, entertaining them the next.
In a break from traditional tourism campaigns, Wander Victoria campaign favours unusual locations over the known icons of regional Victoria. This creates a refreshing sense of discovery for the time-poor Melbourne target market. The campaign is a long-term strategy with new storylines and characters to revealed in subsequent phases, highlighting different experiences around Victoria as it unfolds.
Visit Victoria Acting Director of Marketing and Airline Services Melanie de Souza says Wander Victoria is their first marketing campaign aimed specifically at Melbourne residents.
“In a cluttered media environment and increasing competition in the travel category, we are confident that the quirky narrative and creative treatment will resonate well with Melbourne audiences,” she said.
“The main film aims to highlight regional Victoria’s scenic beauty and diverse natural landscapes as these are key motivators for Melburnians to travel to regional Victoria.”
“Wandervictoria.com is the website underpinning the campaign and the suite of online and media partnership activity focuses on the curation of ‘bite-size’ information targeted towards consumers at all life-stages,” de Souza added.
Clemenger BBDO Melbourne Senior Creative Lee Sunter says, “Everyone’s busy – which means the greatest modern luxury is time. This campaign shows how it feels when you find that time in regional Victoria”.
The campaign will launch today via TV, cinema, press, digital and social platforms.
Clemenger BBDO
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Senior Creatives: Lee Sunter, Alex Derwin, Hilary Badger
Account Management: Simon Lamplough, Jonathan Pangu, Paige Prettyman, Rebecca Orlandi
Strategic Planner: Matt Kingston
Senior Producer: Karolina Bozajkovska, Lisa Moro
Visit Victoria
Acting Director of Marketing and Airline Services: Melanie de Souza
Group Manager Regional Marketing: Shae Keenan
Group Manager Brand Strategy & Advertising: Nicole Bradley
HERO FILMS
Production Company: The Sweet Shop
Director: Steve Ayson
Producer: Allison Lockwood
Executive Producer: Edward Pontifex
Managing Director: Wilf Sweetland
DoP: Germain McMicking
Art Director: Lucinda Thomson
Editor: Jack Hutchings, The Butchery
Post Production: Eugene Richards, The Refinery
Colourist: Edel Rafferty, Method Studios
Music: Elliot Wheeler, Turning Studios
Casting Director: Fiona Dann, Casting Sugar
Hero Film Titles:
Wander Victoria Main Film (120″, 90″, 60″, 30″)
Antiseptic
Skier speak
Sneaky treat
Peak hour traffic
Call of the wild
Swing and a miss
Honest guy
A hint of sand
ONLINE CONTENT (EXPERIENCES FILMS)
Production Company: Flare
Director: Nick Robertson (F/L)
Producer: Selin Yaman (F/L)
Executive Producer: Sonia von Bibra
DoP: Ben Shirley
Editor: Sam Coates, Flare
Post Production: Sam Coates, Flare
Colourist: Fergus Hally
Music: Elliot Wheeler, Turning Studios
Casting Director: 2Divas Casting
Experience Film Titles:
Fancy a swim?
Purple patch
Nature’s Spoon
Anatomy Lesson
Men Zen
Pot of gold
French Lesson
Sweet tooth
23 Comments
Or for a version of this you can actually stay awake through
https://www.youtube.com/watch?v=Xxq-I_e_KXg
and
https://www.youtube.com/watch?v=55OtglvtXuI
How did they find two actors who could stay awake through that!!
Lovely. Really lovely.
But why is it about blokes?
Can I see the witty banter from the girlfriends please?
Victoria Tourism is just for middle aged MEN? Please tell me there’s a second series featuring the women? Why not release both at the same time?
I tried to lick my elbow.
These are stunning.
Find a video you like. Copy it badly.
So the tag line is ‘Victoria. Go the gay way?’
Other than that I can’t see any reason the blokes ran off together.
Dull
So funny, I had the exact same thoughts watching this.
Go the gay way is a much better ‘strap-line’.
Are those guys supposed to be flirting with shitty small-talk?
Props to the guys at clems. Vic tourism is no easy task. I watched these and smiled. It feels bang on for Vic and it looks bloody beautiful.
Bloody boring to be honest.
That’s really bad. And bland.
But I guess this is what happens when the entire ad industry is pandering to Baby Boomers — I’m sure my parents and their friends will be quoting cringeworthy lines from this trash.
idea is good, but the writing not so.
Sorry, but bloody disappointing after the heights of ‘Remote Control Tourist’. Not original, not funny and definitely not fresh. Ayson will make anything look incredible. But sadly he didn’t have much of an idea to work with in the first place.
I really enjoyed this. Nice to see some tourism advertising that doesn’t make you feel like a tourist.
Wow. Comments above now show up our industry for being homophobic too. Well done dudes, well done.
I’m pretty sure you can go away for a weekend with your mate and not become gay.
I was waiting for the sequel to Broke Back Mountain to come out, just thought it would have a bit more action.
Anyone who knows anything knows the main film is good. Anyone making these other comments is either personally or professionally bitter at those who made it, or has never made anything decent themselves.
These are such beautiful spots. I knew nothing about them, it came up as a two minute pre-roll and I couldn’t skip it. Beautifully written. Beautifully filmed. Great concept. Great casting. Nice work guys.
Love the line, love the idea, love the execution, love all the 15s, all very well done.
But the biggest take-out, especially if you haven’t seen the very start of the film, is it’s a gay couple.
Which isn’t a problem. Well, at least not to me. But spend any time in public and there’s sadly a HUGE number of people who are going to write this off as a bloody poofer campaign. Sad, because these are crackers.
What a BORING non-descript ad……embarrasing to say the least. Who would want to wander through the landscapes shown? There should be better choices shown of what is on offer in Victoria – better ‘banter’ – and better music. Come on – who actually chooses what is to be the final ad? And who will want to wander through Victoria as is shown? We need someone with better vision and brighter ideas. Disappointed.