Advertising Campaign

Melbourne has launched a new advertising campaign to position the city and the new Melbourne Convention Centre in the international market as the place to experience the "real" Australia.

Using the tag line: "On your next convention discover the real Australia", the advertisements use a creative structure of Melbourne images to demonstrate what the City and regional Victoria has to offer.

Designed by Spinach Advertising, the campaign was developed following qualitative research to determine amongst other things, the knowledge and awareness of Melbourne and the new Melbourne Convention Centre development in international markets.

To view the ad campaign click here