Future of Marketing Challenge – Boosting Interstate Tourism in Melbourne
Event: Future of Marketing at RMIT The Capitol, 2024
Project: Marketing Campaign for City of Melbourne and State of Victoria
Objective: Increase interstate tourism to Melbourne by 25% within 12 months
The Challenge
Melbourne, a city celebrated for its rich cultural scene, world-class dining, and iconic events, has seen a decline in interstate tourism. To address this, the City of Melbourne and the State of Victoria tasked participants with developing a creative marketing campaign.
Key goals included showcasing Melbourne’s unique offerings, addressing affordability concerns, and positioning the city as a must-visit destination for families, couples, and young professionals from major Australian cities like Sydney, Brisbane, Adelaide, and Perth.
Deliverables:
Campaign Concept: A compelling theme or tagline to resonate with the target audience.
Creative Outputs: AI-generated content to visualise the campaign.
Budget & Timeline: A sustainable plan for a year-long campaign.
With just a few days to prepare, I teamed up with classmates to tackle the challenge, focusing on creativity, strategy, and innovation using AI tools.
Campaign Concept: “Melbourne: Yours to Discover” 🌟
Our tagline focused on Melbourne as a city waiting to be explored, where visitors can uncover its unique charm, rich culture, and hidden treasures. Inspired by Kylie Minogue’s global hit, Can’t Get You Out of My Head, we crafted a campaign that connects Melbourne’s vibrant culture with the power of music. The tagline reflected Melbourne's lasting impression, tying together its art, food, and unique vibe.
Second Mockup - family as target audience.
Creative process
AI-Generated Visuals
Working under time constraints and with the brief’s emphasis on AI tools, we created a stunning AI-generated image. The collage-style visual portrayed Melbourne’s most iconic locations, including vibrant laneways, dynamic cultural events, and scenic views.
Getting inspiration
Kylie Minogue’s Can’t Get You Out of My Head was chosen not only for its global recognition but also to celebrate Kylie as a proud Melbournian artist. Her music symbolises Melbourne’s deep connection to creativity, nostalgia, and a cultural legacy that resonates with audiences nationwide.
Accessibility
Our visuals and messaging highlighted both budget-friendly activities and exclusive events like the Graffitti laneways, Arts Precint, AFL and coffee lanes, addressing cost concerns while enhancing the city’s allure.
Personalised Discoveries
By showcasing diverse experiences—be it art, cuisine, music, or sports—we positioned Melbourne as a city where every visitor could tailor their adventure, making it uniquely theirs to discover.
Presenting our concept at the Future of Marketing event was both exciting and nerve-wracking. Despite challenges with AI tools, we delivered a cohesive and imaginative pitch. The panel and audience responded enthusiastically, and we secured second place, missing the top spot by less than 10% of the votes.
This project was a masterclass in adaptability and creativity, teaching me to thrive under constraints when AI tools posed unexpected challenges. The experience highlighted the power of visual storytelling, where a single, well-crafted image effectively conveyed complex narratives. Additionally, it sharpened my presentation skills, enabling me to pitch confidently under tight time constraints along with my team. Overall, this campaign affirmed my ability to strategise, execute innovative concepts, and deliver impactful presentations while underscoring the vital role of cultural pride and storytelling in successful marketing initiatives.