Melbourne Leading the Way in Innovation

Melbourne is known as being an extremely creative, cultural and innovative city. So this week I decided to have a look at what was happening in my home city of Melbourne in terms of creative digital marketing campaigns.

Melbourne is a city with hidden gems, and unless you are familiar with the city finding the quirky and interesting areas can be quite challenging. Melbourne is famous for its little alley way coffee shops, hard to find clothing stores and brightly coloured graffiti in the back streets.

As people who are interested in Melbourne are usually interested in things that are a bit unusual!

With all this in mind Tourism Victoria decided to let the potential tourists have a personal tour of the city before they even arrive.

 Yes, that’s right tourists will be able to have a look at Melbourne before they even arrive!

How have they done this? By launching a brand new digital marketing campaign that is the first of its kind in the world.

The “Play Melbourne” Campaign was launched on the 9th of October and ran till the 13th of October.

Have a look at the “Play Melbourne” Remote Control Tourists campaign:

Tourism Victoria has been known for its innovative marketing campaigns over the years but for me this is their best one yet.

Basically consumers log onto the Remote Control Tourist website and then use Facebook or Twitter to send directions to the remote control tourist and ask them to move around Melbourne. The Remote Control Tourists and people who are wearing cameras and listening to the directions given by the online viewers. The views are therefore able to experience all the nooks and crannies they are interested in to get an idea of Melbourne. There are also suggestions on the website to help kick-start some ideas.


Helps young consumers see the ‘cool’ side of Melbourne that may not be in the tourism books.

This campaign is:

  • Simple
  • Engaging
  • Interactive
  • Creative
  • Innovative
  • Original
  • Accessed across a range of online social media platforms (easily shared)
  • Will generate more online content inculding videos that will be able to be viewed in the future
  • And most importantly targeted at the right segment

Everything that a good digital marketing campaign aims to achieve and therefore I think is one of the best uses of digital marketing I have seen.

Check out this article for some information on the “Play Melbourne” campaign

Please let me know what you think about this campaign

Is it going help draw more tourists in to Melbourne or is it simply a gimmick?


Digitally Dependent

Us letting a sky lantern go in Phuket, Thailand

Us letting a sky lantern go in Phuket, Thailand

Over January and February 2013 I travelled through South-East Asia with a group of friends. It was an experience that I knew was going to be challenging. I had never travelled overseas before and only travelled for one or two weeks at a time domestically. This trip was going to be the longest amount of time I have ever spent from home and to intensify this it was taking place in a foreign country with a vastly different culture.

Sitting down with my friends to organise this trip we started our research where everyone would, online. We researched countries, flights, accommodation, events, what the weather was going to be like, practically everything we could think of. Furthermore we read reviews and asked questions to get the best idea about where to go, where to stay and what to do.

Thinking back on this trip we relied on the internet immensely. It gave us the ability to research, book and pay for flights and accommodation before we even arrived. Once we landed in Bangkok, Thailand the first Baht (Thai currency) I spent, besides on the taxi to the hotel, was in an internet café in order to access Facebook. I needed to let my family know I arrived, but perhaps even more importantly I just needed to scroll aimless through my newsfeed for a couple of minutes in order to feel like I was back at home, in a familiar environment once again.

Throughout the next six weeks we travelled through Thailand, Loas, Cambodia and Vietnam. Almost every day we would all sit in a small, sweaty room and pay 50 cents for an hour or so to access Facebook, check emails or book our next bus, plane or train. Thinking back on this trip made me realise just how much I, and my friends, relied on the digital world in order to travel efficiently and effectively but also just to feel as though we were back at home, sharing stories with friends and family. Facebook was where I turned when the culture became too much and I felt lonely or homesick.

I thought I would start my blog with this little anecdote about my life and dependence on the digital world. In closing I think this simply points out just how much of our lives today depend on the internet for information, organisation and socialising rather than reading magazine or watching TV. Therefore as our attention becomes increasingly focused here so should our modern day marketing efforts.