With so many incredible things to see and do in Melbourne, decision paralysis is real. To help travellers discover the city’s highlights, Visit Victoria partnered with Omnicom Media Group and engaged our team in a dynamic tourism marketing campaign.

We worked alongside Executive Producer Kim McTavish and Creative Director Matt David to create authentic experiences with Melbourne’s favourite personalities. From sampling cricket-flavoured ice cream with Sophie Monk, to uncovering Andy Lee’s favourite cocktail wine bar, we highlighted hidden gems that only locals know, making Melbourne irresistible to both domestic and international visitors.

A suite of online videos was produced for Visit Victoria’s YouTube channel, with reversioned content for Instagram, TikTok, and the Victorian government website, ensuring the campaign reached audiences across multiple platforms and devices. By combining engaging storytelling, celebrity-led content, and visually captivating shots of Melbourne, the campaign successfully promoted the city as a vibrant and must-visit destination.