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Victorians have a front row seat

Melbourne Every Bit Different

Visit Victoria’s national tourism campaign for spring is showcasing Melbourne’s unrivalled sporting calendar and reinforcing why Melbourne is sport’s home ground. 

The campaign kicked off in prime time on the Seven Network last night, with the launch of a 30-second film celebrating iconic sporting moments and events that have shaped Melbourne’s reputation as Australia’s sporting capital.

The film features some of our nation’s biggest sporting heroes taking us back to their iconic moments, made right here in Melbourne.

Alex Jesaulenko’s epic mark at the mighty MCG

Michelle Payne creating history at Flemington Racecourse

The whirl of the Formula 1 cars at Albert Park

Ash Barty winning the Australian Open at Rod Laver Arena

Shane Warne taking his 700th wicket on the G’s hallowed turf

It is strategically timed to air throughout the AFL Finals Series and NFL Melbourne Game, along with broadcast integration, Sunrise weather crosses and promotional videos with Seven talent including Hamish McLachlan, Emma Freedman and Nick Riewoldt.

An integrated marketing campaign – inviting people to ‘come to play’ – is now rolling out to celebrate one of the greatest six-month periods in Australian sporting history.

Following the NFL and AFL, Victoria’s blockbuster sporting calendar includes the Constellation Cup, Melbourne Cup Carnival, Men’s Australian Open Golf, Boxing Day Test, Australian Open, Cadel Evans Great Ocean Road Race, Formula 1 Australian Grand Prix, and 150th Anniversary Test. 

Visit Victoria is leveraging this incredible six months of sporting action to:

  • Affirm Victoria’s position as the undeniable home of sport and major events in Australia.
  • Invite interstate audiences to take a front row seat in Melbourne for the incredible line up of sporting event but also to explore the city’s vibrancy.
  • Showcase how Melbourne does events differently – where the action on the field extends into bars, restaurants and galleries. It is where sporting stars and passionate fans ‘come to play’.

The campaign – which is part of the State’s Every bit different brand platform – is running nationally across television and online video, broadcast and event partnerships, out-of-home advertising, visitvictoria.com, Visit Victoria e-news, Official Visitors Guide, public relations and social media.

Visit Victoria’s spring campaign reinforces the value and benefit of major events – as outlined in Visit Victoria 2030 – and is supported by new data from the Eventful Year Report showing Victoria’s major events calendar generating $3.64 billion in wide economic impact, attracting 7.9 million attendees and supporting almost 17,000 jobs.

Hosting world class major sporting events does more than fill our stadiums, it drives visitation and inspires travellers to experience the city and regional Victoria.

The next six months will be a showcase of sport that no one has seen before – it is a great moment for Victoria.

Brendan McClements

CEO, Visit Victoria