8. COLOUR ME MELBOURNE - VISIT VICTORIA

A pitch idea for Visit Victoria that intertwines the Melbourne experience with colour to simultaneously demonstrate the city’s brilliant intensity and unhide it.

The campaign line Colour Me Melbourne turns the stereotype on its head that Melbourne is the city of black clothing and grey clouds showcasing that Melbourne is saturated with colour – especially in Winter. And by colour, we mean food, fashion, theatre, architecture, music, culture… everything that makes Melbourne the most vibrant capital city in the country.

The media plan would be to create a Colour Road Block - launching all 34 colour films on every media channel simultaneously. For instance, in one ad break, you might see three colours. Then in the next ad break, you’d see three more.

The campaign would then Colour Bomb other cities bringing flashes of Melbourne colour to the streets of Sydney and other states.

The owned social channels will create an Insta rainbow – celebrating a new colour every three days over Winter.

We create Influencer Itineraries by Colourful Melbourne Characters – each experts in their field populating an itinerary based on a colour theme that correlates to their area of expertise. Their colourful path populates in Google Maps to visitors phones.

An open platform Partner Content Creator also allows partners and events to generate their own coloured themed content.